Zendesk acquires Momentive to spice up its buyer analytics choices

Zendesk acquires Momentive to boost its customer analytics offerings

Zendesk right now introduced that it’s entered into an settlement to accumulate Momentive, together with the latter’s widespread SurveyMonkey platform. In response to Zendesk CEO Mikkel Svane, the acquisition will allow Zendesk clients to “construct extra significant relationships” by offering alternatives for Momentive and Zendesk to cross-sell and co-develop present and future merchandise, probably driving Zendesk’s 2024 income to $3.5 billion.

“The SurveyMonkey model is iconic, and we’ve admired their enterprise from afar because the inception of Zendesk. They really democratized an trade — virtually everybody on the planet has responded to considered one of their surveys in some unspecified time in the future,” Svane mentioned in an announcement. “We’re very excited to have them be a part of the Zendesk mission together with Momentive’s market analysis and insights merchandise and collectively create a strong new buyer intelligence firm. We are going to ship a wealthy, colourful image of each buyer, so companies actually perceive their clients and may construct extra genuine relationships.”

Launched in 1999, Momentive — previously SurveyMonkey — provides cloud-based software program to help service options throughout model and market insights; product, worker, and buyer experiences; on-line survey improvement; and a set of paid backend packages. Based by Ryan Finley and Chris Finley, Spectrum Fairness and Bain Capital acquired a majority curiosity within the firm in 2009.

Starting in 2013, Momentive considerably expanded its operations, saying HIPAA-compliant options for premium subscription holders and SurveyMonkey Genius, which estimates survey efficiency and makes strategies to extend their effectiveness. 2017 marked the debut of one other new product, SurveyMonkey CX, geared toward aiding organizations in managing their buyer expertise packages.

After buying quite a few startup companies — Precision Polling, Wufoo, Zoomerang, Fluidware, TechValidate, Usabilla, GetFeedback, and a 49.9% stake within the UK-based Clicktools — Momentive when public beneath the identify SurveyMonkey in 2018. In 2021, it introduced its rebranding to Momentive to embody its SurveyMonkey, GetFeedback, and Momentive Insights companies.

As of October 2018, Momentive’s income stood at $114.8 million. The corporate, which has 20 million customers throughout 345,000 paying firms, has an estimated market cap of $3.61 billion.

“We stay up for combining with Zendesk to advance our mission and speed up our long-term progress technique,” Momentive CEO Zander Lurie, who will proceed to guide Momentive following the acquisition, mentioned in a press launch. “This can be a testomony to the energy of our agile merchandise and proficient workforce. Zendesk and Momentive share a tradition centered round our folks, our communities, and the shoppers we serve. The synergies between our firms are proximate and compelling. We’re uniquely positioned to make buyer intelligence a actuality ​​whereas delivering important worth for our shareholders.”

Buyer expertise analysis

Zendesk, which was based in Copenhagen, Denmark in 2007, went public in 2014 after elevating about $86 million in enterprise capital investments. Lately, it has leaned closely into automation, buying customer support automation startup Cleverly.ai and introducing a chatbot that has conversations with clients and makes an attempt to assist them discover helpful data, with algorithms that higher predict solutions.

In its imaginative and prescient for the Momentive acquisition, Zendesk says that the mixed platforms will accumulate “crucial details about buyer wants, experiences, and expectations” whereas serving to firms “carry a buyer into focus” by “combining transactional information with market analysis and insights.” It’ll additionally allow groups to “take motion with the total breadth of information about their clients,” Zendesk says, in addition to “suggestions and market insights.”

For Zendesk, which provides a platform that connects manufacturers with clients over voice, chat, electronic mail, messaging, and social channels, the acquisition seems to be a play for a bigger slice of the increasing buyer analytics market. In response to Verified Market Analysis, the worldwide buyer analytics market was valued at $5.24 billion in 2020 and is projected to succeed in $20.82 Billion by 2028, rising at a compound annual progress price of 19.30% from 2021 to 2028.

At its core, buyer analytics is the method by which information from buyer conduct is used to assist make key enterprise selections by way of market segmentation and predictive analytics. Enterprises use this data for direct advertising and marketing, website choice, and buyer relationship administration. A current McKinsey survey discovered that, amongst firms adopting buyer analytics options, 50% are more likely to have gross sales “properly above” their opponents’ — versus solely 22% of the laggards.

“A 3rd of all survey members rated buyer analytics as extraordinarily essential for enterprise success, positioning it among the many prime 5 drivers of their advertising and marketing,” the coauthors of the McKinsey survey wrote. “They think about it as essential as value and product administration, only some share factors under service and actions to reinforce buyer expertise, and much forward of the administration of promoting campaigns — which solely 20% view as a key driver of success.”

Zendesk notes that the Momentive transaction, which is anticipated to shut within the first half of 2022, is topic to evaluate by regulators along with Zendesk and Momentive stockholders. The boards of administrators of each firms Momentive authorised the deal, which is able to give Zendesk shareholders roughly 78% of the mixed firm and Momentive stockholders 22% (a ratio valuing Momentive inventory at $28 per excellent share).


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