Salesforce has continued its successful spending spree with another acquisition and its largest to date.
The firm has bought ExactTarget for $2.5 billion (£1.62 billion), giving a boost to its marketing power. The acquisition comes just a year after the firm purchased Buddy Media for $689 million.
The decision moves Salesforce into the email marketing business, expanding its existing services of social and mobile marketing and its marketing automation platform. The company has stated that it plans to combine these services to offer a more complete package to its clients.
Salesforce has spent billions on acquisitions in recent years, growing into a major competitor within the sector. However, it appears the firm also knows when to step back and take stock. Salesforce chairman and chief executive Marc Benioff said in a conference calls with analysts this week that the company is due to take a "vacation" from M&A for between a year and 18 months.
This comes just a few months after Mr Benioff stated that Salesforce had a "need to buy more marketing companies". He added that the firm had plans to be "aggressive and look at everything" and that it would buy "small and big" companies in order to build up its skill-set.
Given the change of approach in the latest statement, it looks like Salesforce's aggressive but well-thought through approach has worked out well and fulfilled the company's needs for the time being. 
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