CM Group, the company behind Australian tech company Campaign Monitor, has acquired cross channel marketing platform Sailthru and email personalisation tool Liveclicker.

The acquisition is expected to bring in an additional $60 million in revenue in 2019 and 540 new customers, including Bloomberg, Samsung and Fashion Nova.

Campaign Monitor was founded in Sydney in 2006 by Dave Greiner and Ben Richardson, and a AUD $348 million stake in the business was sold in 2014, making it one of the largest investments in an Australian tech start up at the time.

Headquartered in Nashville, the CM Group was founded in 2017 bringing together three email marketing platforms: Campaign Monitor, Delivra, and Emma.

“The CM Group vision is to be the most respected, fastest growing family of marketing technology companies in the world,” said Wellford Dillard, CEO of CM Group.

“Sailthru and Liveclicker are extraordinary technologies capable of solving important marketing problems, and we will be making additional investments in the businesses to further accelerate their growth.  

Sailthru, a cross-channel experience management platform with customers including Bauer Media and Redbubble, using the platform to connect and personalise the customer and audience experience across email, web and mobile channels.

“Sailthru’s rapid growth is a testament to the fact that enterprise organisations are ready to move past the legacy marketing clouds,” said Cassie Young, chief commercial officer at Sailthru. “Now, as part of the CM Group, our organisation will have the resources needed to ensure all enterprise marketers are aware of what is possible with a modern multichannel marketing hub.”

Liveclicker a provides real-time email personalisation solutions for marketers. Its customers include Carnival Australia, World Wildlife Fund, Queensland Performing Arts, and Royal Caribbean Cruises.

“We are thrilled to accelerate our growth and product development efforts by joining a world-class organisation like CM Group while maintaining our autonomy as a dynamic, independent brand,” said Xavier Casanova, co-founder and CEO of Liveclicker. “This is great news for Liveclicker and our clients – some of the largest and most sophisticated marketers in the world – as we continue to serve them and our partners.”


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