Marlin buys BlueHornet

Marlin Equity Partners has acquired San Diego-based BlueHornet Networks Inc, a provider of SaaS-based email marketing software and services. No financial terms were disclosed.

PRESS RELEASE

LOS ANGELES, December 8, 2015 – Marlin Equity Partners (“Marlin”) is pleased to announce that it has acquired BlueHornet Networks, Inc. (“BlueHornet”), a leading provider of SaaS-based email marketing software and services. Through its comprehensive multi-tenant technology platform and full service customer support, BlueHornet empowers marketing professionals in any size organization to create and launch sophisticated, data-driven email marketing campaigns, optimize outreach and delivery performance and maximize marketing ROI.

Headquartered in San Diego, CA, the company serves a global client base of enterprise, SMB and reseller customers across a variety of industries including retail, technology, media and publishing, gaming, electronics and hospitality.
Michael Biwer, BlueHornet’s CEO, stated, “With Marlin, we have gained a strategic partner who shares our vision and excitement for the substantial market opportunity that exists within the email marketing industry. As an independent company, we are now well-positioned to execute on our growth plan with greater speed, focus and innovation and to accelerate and improve the value proposition we bring to our customers and partners.”

“BlueHornet’s email marketing platform has a proven track record of successfully helping businesses drive ROI and increase the lifetime value of their customers,” stated Jonah Sulak, a partner at Marlin. “BlueHornet represents an outstanding platform for growth and we look forward to supporting the management team and providing the financial and operational resources to help the business succeed as a standalone company.”

About Marlin Equity Partners
Marlin Equity Partners is a global investment firm with over $3 billion of capital under management. The firm is focused on providing corporate parents, shareholders and other stakeholders with tailored solutions that meet their business and liquidity needs. Marlin invests in businesses across multiple industries where its capital base, industry relationships and extensive network of operational resources significantly strengthen a company’s outlook and enhance value. Since its inception, Marlin, through its group of funds and related companies, has successfully completed over 95 acquisitions. The firm is headquartered in Los Angeles, California with an additional office in London. For more information, please visit www.marlinequity.com.

About BlueHornet
BlueHornet helps companies reach their email potential with a unique combination of enterprise-scale email marketing solutions and award-winning services. From emerging businesses to Fortune 500 companies, BlueHornet’s customers rely on the company’s powerful, intuitive cloud-based technology platform to implement highly-targeted lifecycle messaging programs that optimize email marketing ROI. The company was founded in 2000 and is located in San Diego, CA. For more information please visit www.bluehornet.com.

Marlin buys BlueHornet

Facebook (FB) to Enhance eCommerce Ads, Buys TheFind

Facebook, Inc. (FB - Analyst Report) recently reported that it has acquired online shopping search engine TheFind Inc., based in California. The financial terms of the deal remain undisclosed.

TheFind, launched in 2006, has become a popular search engine for shoppers as it offers personalized search results and recommendations for its users, acting as a bridge between people and products. Facebook intends to tap the potential of the booming e-commerce market by incorporating the capabilities of TheFind in its advertising service.

Facebook will be leveraging TheFind’s technological expertise to make its ads more relevant and in tune with user requirements while simultaneously cutting down on ads that are no longer relevant to users.

On the other hand, TheFind will benefit from the phenomenal exposure of the platform, which will enable it to scale up and drive growth. However, the TheFind website will be pulled off as per the deal.

The social media giant has been eyeing the e-commerce market for a while. However, the company’s prior attempts like Facebook gifts, tie-up with retailers and direct shopping endeavors have not been fruitful.

In fact, the e-commerce market is dominated by key players like Amazon.com Inc. (AMZN - Analyst Report), eBay Inc. (EBAY - Analyst Report) and more recently, Alibaba Group Holding Ltd. (BABA - Analyst Report) is making itself felt. So adding to its existing capabilities to gradually edge into the space seems like a good idea.

This apart, Facebook has also launched a number of new features and applications for its platform. Launched last month, its Product Ads feature allows retailers and marketers to showcase their product catalogs to people efficiently. Facebook also launched a separate Ad manager app for iOS users.

Most recently, the company unveiled its latest tool called Topic Data which is designed to provide their marketing partners with more information about what their customers are talking about. This in turn will enable marketers to better advertise their products on Facebook and other channels.

The aforementioned acquisition will further boost Facebook’s ecommerce capabilities, supplementing its already-strong and growing advertising business.

In the last-reported fourth quarter results, the company’s advertising revenues soared 58% on a year over year basis to $3.7 billion. The growth was driven by increasing mobile engagement, higher number of marketers, continuing investment in new products and robust performance of its newsfeed ads. Furthermore, of the total advertising revenues, Mobile ad revenues surged 108% to $2.5 billion thus contributing around 69% of total ad revenues.

Recently, Facebook revealed that its active advertisers’ base achieved a milestone by crossing the 2 million mark. We believe that given the platform’s massive user base and access to personal information, the company is just getting started.

Though the news is a positive, it failed to impress this Zacks Rank #3 (Hold) company’s investors as shares slid 12 cents (0.15%) in the afterhours trading session on Friday. 

Facebook (FB) to Enhance eCommerce Ads, Buys TheFind

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Contact Info:
Name: C. Munch
Organization: Media Buy Academy

Release ID: 71624

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