Salesforce recently announced their most recent acquisition of Rebel, a venture backed marketing startup, earlier this month. Formerly known as Rebelmail, Rebel is an email marketing company who “doesn’t play by the rules”; their interactive email services for businesses enhances their direct marketing services by enabling recipients of interactive emails to write reviews, shop, and take a plethora of other actions – all without leaving the messages to do so.
Whilst these capabilities are clearly impressive, the question remains as to why Salesforce were interested in acquiring Rebel. Salesforce have made no secret about their desire to keep growing Marketing Cloud portfolio in recent years, having focused on acquiring a large number of companies including Pardot in 2012 for $96m and ExactTarget in 2013 for $2.5bn.
With Rebel in particular, however, the answer appears to lie in the fact that Salesforce want to drastically improve the functionality of their email offering for B2C customers through the integration of Rebel’s API-based services.
As the founder of Rebel put it:
Rebel will enhance the power of Salesforce Marketing Cloud and fundamentally change the way people interact with email
Although there has not been any details officially disclosed yet, we do know Rebel will join Salesforce’s Marketing Cloud suite;
Salesforce plans to integrate Rebel’s technology into Salesforce Marketing Cloud enabling brands to increase engagement, conversion and actions taken by their customers right from the inbox
At a time when the Salesforce ecosystem continues to grow and expand, their choice of acquisitions is certainly telling about where Salesforce are planning to take their platform in the future. Working in such a dynamic environment I – as I’m sure everyone else is – am incredibly excited to see what Salesforce brings us next!