CM Group – which houses marketing technology companies including Campaign Monitor, Delivra, Emma, Liveclicker and Sailthru – has acquired cross-channel marketing firm Vuture. Alongside the acquisition, CM Group completed a $410m financing.
London-based Vuture offers a marketing platform for legal and professional service providers. With the acquisition, CM Group adds almost 400 customers to its client list, including 65 per cent of the UK’s top 100 law firms and more than half of the Magic Circle law firms.
“At CM Group, we are on a mission to build a portfolio of customer-focused email and multichannel technologies,” said Wellford Dillard, CEO of CM Group. “This mission is driven by the fact that there are over 7,000 martech companies in the space today, making it nearly impossible for marketers to navigate the technology buying process with confidence. CM Group’s portfolio approach allows us to work collaboratively with marketers to match them with the right platform based on their specific needs. As our customers grow, this enables them to move between platforms, while maintaining a consistent service experience throughout — something that only CM Group offers. With its focus on professional services, high customer satisfaction, and product breadth, Vuture is a perfect fit for our family of brands.”
All Vuture employees will remain active with the company, brining CM Group’s employee base to over 600 staff serving 300,000 customers.
The acquisition follows the company’s double capture of marketing automation platform Sailthru and personalised email marketing firm Liveclicker in January.