Interactive marketing software and services provider ExactTarget this morning launched ExactTarget Australia, following the acquisition of its reseller mPath Global in Sydney and Melbourne. Terms of the acquisition of its 5-year long partner were not disclosed, but all mPath employees are said to have accepted positions with ExactTarget Australia.
The new operation will expand ExactTarget’s suite of offerings to the more than 150 clients throughout Asia Pacific previously supported by mPath, including companies like Fairfax Digital, Lend Lease, ING Australia and Tennis Australia. The teams in Sydney and Melbourne will also support marketing campaigns in Asia for ExactTarget clients headquartered in Europe and North America.
mPath Global has served as the exclusive distributor of ExactTarget’s technology throughout Asia Pacific since 2005. Clients throughout Australia, New Zealand and Asia previously served by mPath will now be served directly by ExactTarget’s teams in Sydney and Melbourne.
The teams will also support marketing campaigns in Asia for ExactTarget clients headquartered in Europe and North America.
Chris Gartlan, founder and CEO of mPath Global, will lead ExactTarget’s new Australian operation as managing director. Gartlan previously held marketing roles across Asia Pacific with Hewlett-Packard and General Electric.
The acquisition of mPath Global is the third ExactTarget acquisition in 2010. In March, ExactTarget announced the acquisition of San Francisco-based CoTweet, and in September the company moved to buy U.K.-based Keymail Marketing.
ExactTarget, Inc. is a provider of on-demand email marketing software solutions. Their suite of on-demand one-to-one marketing applications enables clients to send business-critical and event-triggered communications to increase sales, optimize marketing investments, and strengthen customer relationships. They offer four editions of their on-demand software application along with integrated solutions such as ExactTarget for AppExchange and ExactTarget for Microsoft Dynamics CRM.