Zeta Global Expands Marketing Capabilities with Marigold Enterprise Software Acquisition
New york, NY – October 1, 2025 – Zeta Global announced tuesday it has entered into a definitive agreement to acquire the enterprise software business of Marigold, a move designed to substantially enhance its capabilities in relationship marketing and expand its international footprint. The acquisition encompasses Marigold Loyalty, Cheetah digital, Selligent, Sailthru, Liveclicker, and Grow, representing a significant investment in technology and talent.
Deal Details and Scope
The transaction, expected to be completed by the end of 2025, excludes Marigold’s smaller business-focused offerings, including Campaign Monitor, emma, and Vuture. The total consideration for the acquisition is valued at up to $325 million, comprised of $100 million in cash, $100 million in Zeta’s Class A common stock, and a seller note for up to $125 million in cash and stock payable within three months of closing.
Key Technologies Integrated
The acquired companies bring a suite of powerful tools to zeta’s arsenal, each addressing critical aspects of modern marketing. Marigold Loyalty provides a robust, cloud-based platform for managing customer loyalty programs, while Cheetah Digital offers a unified cross-channel campaign and messaging solution. Selligent delivers omnichannel marketing automation, enabling personalized customer experiences across email, mobile, web, and SMS.Sailthru specializes in AI-driven personalization and behaviorally informed campaigns. Liveclicker adds real-time dynamic content capabilities to email marketing, and Grow focuses on customer acquisition and data enrichment.
A Closer Look at the Acquired Technologies
Here’s a summary of the key functions each platform provides:
| Platform | Core Function |
|---|---|
| Marigold Loyalty | Cloud-Based Loyalty Program Management |
| Cheetah Digital | Cross-Channel Campaign & Messaging |
| Selligent | omnichannel Marketing Automation |
| Sailthru | AI-Driven Personalization |
| Liveclicker | Real-Time Email content |
| Grow | Customer acquisition & Data Capture |
Expanding Global Reach and Synergies
The acquisition will extend Zeta’s presence in Europe, the Middle East, and Africa (EMEA) and establish a foothold in the Asia-Pacific (APAC) region. Zeta anticipates leveraging its existing “Retain” use cases with Marigold’s customer base, while offering new capabilities through its “Acquire” and “Grow” solutions. According to industry reports, global marketing spend is projected to reach $1 trillion by 2027, highlighting the importance of thorough marketing platforms.
Did You No? The demand for personalized marketing experiences is steadily increasing, with McKinsey reporting that personalization can deliver five to eight times the ROI on marketing spend.
Pro Tip: Businesses seeking to maximize their marketing effectiveness should prioritize data integration and customer segmentation to deliver highly targeted and relevant messages.
Zeta’s leadership believes the acquisition will allow the company to offer a more complete suite of marketing solutions to its clients.This move signifies a growing trend in the marketing technology landscape towards consolidation and the creation of comprehensive platforms.
The Evolution of Relationship Marketing
Relationship marketing,focusing on long-term customer engagement and loyalty,has significantly evolved in recent years. With the proliferation of data and the rise of artificial intelligence, marketers can now deliver highly personalized experiences at scale. This shift has led to the emergence of complex marketing automation platforms and customer data platforms (CDPs), enabling businesses to build stronger relationships with their customers and drive revenue growth. The acquisition of Marigold’s enterprise software is a testament to the importance of this trend and Zeta’s commitment to providing cutting-edge marketing solutions.
Frequently Asked Questions about the Zeta Global and Marigold Acquisition
What are your thoughts on this major marketing technology deal? Will this acquisition reshape the landscape of customer relationship management? Share your insights in the comments below!
