Zeta Global Acquires Marigold’s Enterprise Software Division
▼ Summary
– Zeta Global will acquire Marigold’s enterprise software business, including Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker, and Grow, but not its SMB businesses.
– The transaction, valued at up to $325 million, is expected to close by the end of 2025 and is subject to customary closing conditions.
– The acquired enterprise tools focus on relationship marketing, offering loyalty programs, cross-channel messaging, omnichannel automation, AI-driven personalization, real-time email content, and customer acquisition.
– Marigold’s enterprise business serves over 100 global brands, including 20 of the top 100 advertisers and more than 40 Fortune 500 companies, expanding Zeta’s EMEA presence and entering APAC markets.
– Post-acquisition, Zeta plans to integrate its use cases with Marigold’s customer base and offer Marigold’s loyalty products to its own customers.
Zeta Global has officially confirmed a definitive agreement to purchase the enterprise software division of Marigold, incorporating a suite of powerful relationship marketing tools. This strategic move includes Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker, and Grow, significantly expanding Zeta’s capabilities in customer engagement and data-driven marketing. The transaction, anticipated to conclude before the end of 2025, remains subject to standard closing conditions. Notably, Marigold’s small and medium business units, Campaign Monitor, Emma, and Vuture, are not part of this acquisition.
The acquired enterprise platforms are designed to enhance customer relationship marketing through specialized functions. Marigold Loyalty operates as a cloud-based loyalty engine, monitoring member activities, rewards, and tier levels while integrating seamlessly with point-of-sale and e-commerce systems. Cheetah Digital serves as a cross-channel messaging and campaign platform, combining data, loyalty features, and analytics to power personalized interactions at a large scale. Selligent provides omnichannel marketing automation, enabling tailored campaigns across email, mobile, web, and SMS with real-time audience segmentation.
Sailthru focuses on AI-driven personalization and behavior-based marketing across multiple channels, while Liveclicker introduces real-time dynamic content directly within emails, such as countdown timers, polls, and live images, that updates the moment a recipient opens the message. Grow rounds out the portfolio as a customer acquisition and data capture tool, designed to enrich customer profiles and feed new leads into the broader Marigold ecosystem.
Marigold’s enterprise software division currently supports more than 100 major global brands, including 20 of the top 100 advertisers and over 40 Fortune 500 companies. This acquisition not only strengthens Zeta’s presence in Europe, the Middle East, and Africa but also establishes a strategic foothold in the Asia-Pacific region. Zeta has indicated that it will apply its proven operational framework following the acquisition, noting that Marigold’s enterprise clients primarily utilize Retain use cases and stand to gain from Zeta’s expertise in Acquire and Grow use cases. Additionally, Zeta plans to introduce Marigold’s loyalty solutions to its own customer base.
The total purchase price for Marigold’s enterprise software business reaches up to $325 million. This includes $100 million in cash, $100 million in Zeta Class A common stock delivered at closing, and a seller note payable within three months after closing, valued at up to $125 million in a combination of cash and stock.
(Source: MarTech)