NetSuite is acquiring Bronto Software to blend its marketing automation capabilities with its ERP platform

Cloud ERP incumbent NetSuite has acquired Bronto Software, a provider of cloud-based marketing automation software for omnichannel commerce, in a deal worth about $200m.

Founded in 2002, Bronto offers retailers cloud-based omnichannel marketing software for campaign lifecycle management and claims to sell its services to over 1,400 businesses including some of the world’s top brands (Armani Exchange, Timex ,Trek Bikes).

NetSuite said Bronto’s offerings will complement its SuiteCommerce, an ERP platform tailored to B2B and B2C commerce.

“This combination, for the first time ever, ties a rich marketing automation system with a cloud-based omnichannel commerce platform. The capabilities this solution will deliver are transformational,” said Zach Nelson, chief executive of NetSuite.

“Just as customers demand seamless cross-channel shopping experiences, they increasingly expect companies to communicate consistently through all of their digital experiences – on site, at stores, in email or through social or mobile. By combining the two companies’ offerings and technology, we can help merchants deliver relevant and consistent digital commerce experiences throughout the customer journey,” Nelson said.

Joe Colopy, chief executive of Bronto Software said the two companies will integrate their respective offerings.

“Today’s consumers expect brands to know them across every channel and marketing touchpoint. Providing that type of experience demands a unified approach to digital engagement, whether driving transactions online or offline or engaging with them through website, email, mobile or social,” he said.

“This will help merchants to better engage with their customers, drive repeat purchases and build lifelong loyalty.”

Over the years many large incumbents like Oracle and SAP as well as newer upstarts like Salesforce have moved quickly to strengthen their position in marketing automation through acquisition. Integrating ERP with marketing automation is a no-brainer, particularly when catering to firms with complex supply chains, so it’s no surprise NetSuite, a relatively new player in the field, is following in the same footsteps as other ERP players.