Zeta Global acquires enterprise software business from Marigold

Zeta Global announced Tuesday it entered into a definitive agreement to acquire Marigold’s enterprise software business, including Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker and Grow.

Marigold’s SMB businesses, Campaign Monitor, Emma and Vuture, are not included in the transaction. The transaction is expected to close by the end of 2025 and is subject to customary closing conditions.

The enterprise tools being acquired by Zeta focus heavily on relationship marketing. 

• Marigold Loyalty is a cloud-based loyalty program engine that tracks member behavior, rewards, tiers and integrates with POS/e-commerce systems in real time.
• Cheetah Digital is a cross-channel campaign and messaging platform that unifies data, loyalty and analytics to deliver personalized engagement at scale.
• Selligent is an omnichannel marketing automation solution enabling personalized campaigns via email, mobile, web and SMS with real-time segmentation
• Sailthru is a relationship-marketing platform focused on AI-driven personalization, email marketing and behaviorally informed campaigns across channels.
• Liveclicker is a real-time “moment of open” tool that embeds dynamic content (e.g., countdowns, polls, live images) within emails based on context.
• Grow is a solution for customer acquisition and data capture, designed to feed new leads and richer profiles into the broader Marigold stack.

Marigold’s enterprise software business serves more than 100 global enterprise brands, including 20 of the top 100 advertisers and more than 40 Fortune 500 companies. The acquisition also  expands Zeta’s EMEA footprint and creates an entry point into APAC.

Zeta said in a statement it will be able to apply its established playbook post-acquisition, as Marigold’s enterprise customer base predominantly leverages Retain use cases, and should benefit from Zeta’s Acquire and Grow use cases. In addition, Zeta will be able to offer a new product in Marigold’s loyalty offering to its customers.

 Zeta will purchase Marigold’s enterprise software business for total consideration of up to $325, which will consist of $100 million in cash and $100 million of shares of Zeta’s Class A common stock delivered at closing and a seller note that is payable within three months of closing for an amount equal to up to $125 million in cash and stock.

Dig deeper: Breaking playbooks: AI and the new marketing era with Ed See, chief growth officer at Zeta Global

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