Cloud business software company NetSuite says it will pay $200 million to acquire Bronto Software, a marketing software company based in North Carolina.
The deal is NetSuite’s sixth acquisition and will be its largest yet. Bronto is a 13-year-old cloud-based provider of email and social marketing tools for some 1,400 Internet retailers. Its customers include Armani Exchange, ABC Carpet and Home and the luggage brand Samsonite.
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software, which companies use to monitor and manage the day-to-day flow of their financial operations, from the ordering of raw materials to the billing of customers for the sale of finished goods. Increasingly it has worked its way into helping companies manage commerce, especially in more closely linking the sale of goods online and in brick-and-mortar stores. CEO Zach Nelson discussed his long-term strategy in an interview with Re/code earlier this year.
NetSuite shares fell 8 cents to $95.34 on the New York Stock Exchange after the acquisition was announced; the shares have risen by nearly 24 percent since this time last year. NetSuite will report its first-quarter results later today.
This article originally appeared on Recode.net.