Why is Salesforce Buying Social Media Marketing Company Buddy Media?

At first glance, it might seem at least a little "different" that Salesforce, considered the poster child for cloud-based software and sales force automation, is buying Buddy Media,  a social media marketing platform. 


Granted, Salesforce's business is related to marketing. But marketing and sales are different functions, as anybody familiar with both will attest. 


You can debate whether social media marketing is a new adjacency for salesforce, representing revenue growth outside its traditional core business. That's probably the best way to view the move. 


What salesforce says about the deal will explain it. “Salesforce.com now has the number one players in social listening and marketing," says Marc Benioff, Saleforce.com chairman and CEO. “With CMOs surpassing CIOs in spend on technology within the next five years, our marketing cloud leadership will allow us to capitalize on this massive opportunity.”

“We are doubling down on the 'salesforce marketing cloud' to provide CMOs with the ability to manage the entire social marketing lifecycle, says Marcel LeBrun, SVP of salesforce Radian6.


By combining Buddy Media, considered to be the world’s leading social media marketing platform, with Salesforce Radian6, the world’s leading social media listening platform, salesforce.com hopes to deliver the first comprehensive cloud-based platform allowing its  customers to listen, engage, gain insight, publish, advertise and measure social marketing programs.