Zeta Global, the marketing technology company listed on the New York Stock Exchange, announced that it will acquire the enterprise software business of Marigold for $325 million in cash and stock. The transaction underscores the accelerating consolidation within the marketing technology sector as companies seek scale, unified platforms, and expanded customer bases.
The acquisition, expected to close by the end of 2025 subject to customary approvals, will integrate Marigold’s enterprise solutions into Zeta’s marketing cloud. The move is designed to strengthen Zeta’s position as a leading AI-powered cloud platform for customer acquisition, engagement, and retention.
The deal reflects a broader industry trend of marketing technology providers prioritizing end-to-end ecosystems over point solutions. By incorporating Marigold’s capabilities, Zeta intends to enhance its offerings in customer data management, campaign automation, and omnichannel engagement, areas that continue to see rapid adoption across industries.
David A. Steinberg, co-founder, chairman, and CEO of Zeta Global, described the acquisition as a significant milestone in the company’s growth trajectory. He highlighted the alignment of both firms in terms of vision and capabilities, noting that the addition of Marigold’s enterprise tools would create a more comprehensive solution for brands seeking to maximize customer lifetime value. Steinberg emphasized that the combined scale of Zeta and Marigold’s enterprise portfolio would provide clients with more advanced AI-driven personalization and deeper integration across touchpoints.
For Marigold, the transaction represents a transition from its focus on multiple business lines toward a sharper emphasis on small and mid-market clients. The company had built a diverse product suite, but its enterprise segment was increasingly overlapping with Zeta’s capabilities. Executives at Marigold explained that the sale allows them to focus resources more effectively while ensuring that enterprise clients receive continuity through Zeta’s larger platform and long-term investment strategy.
The deal arrives at a time when marketing leaders are demanding platforms that unify data, deliver predictive insights, and allow real-time engagement. According to industry analysts, the market has reached a point where companies are favoring scale and interoperability over fragmentation. The addition of Marigold’s enterprise business is expected to accelerate Zeta’s ability to compete with larger global marketing cloud providers.
Financially, Zeta Global has framed the acquisition as both strategic and accretive. The $325 million consideration includes a combination of cash and stock, reflecting investor confidence in Zeta’s continued growth. The company expects the acquisition to contribute to revenue expansion and operating margin improvements beginning in 2026. Analysts note that the integration will also expand Zeta’s customer base, particularly among enterprise clients that have been looking for stability and innovation in their marketing technology stacks.
Industry observers view the transaction as part of a larger wave of mergers and acquisitions in the martech sector. In recent years, rising competition, customer demands for unified data platforms, and pressure to demonstrate clear returns on technology investments have driven consolidation. Zeta’s acquisition of Marigold’s enterprise unit follows similar moves by other global players who are seeking to expand their product suites and market reach through targeted acquisitions.
The timing is significant, given that enterprises worldwide are grappling with challenges around data privacy, compliance, and evolving consumer expectations. Platforms that can combine AI-driven insights with regulatory alignment are expected to gain traction. By integrating Marigold’s enterprise tools, Zeta aims to provide clients with the ability to navigate this environment while also enhancing personalization and efficiency.
Zeta has emphasized that customers of Marigold’s enterprise business can expect a smooth transition with minimal disruption. The company is planning an integration strategy that includes continuity of support, product roadmaps, and a focus on accelerating innovation. Executives from both firms have pointed to cultural alignment and shared commitment to customer success as factors that will ease the integration process.
While the acquisition strengthens Zeta’s portfolio, it also signals heightened competition in the global martech industry. Larger players such as Adobe, Salesforce, and Oracle continue to invest heavily in expanding their cloud ecosystems. Zeta’s move positions it more firmly as a contender in the top tier of providers, leveraging both organic growth and strategic acquisitions to expand its market presence.
Looking ahead, the success of the acquisition will be measured by how effectively Zeta can integrate Marigold’s enterprise business into its platform while delivering measurable outcomes for clients. Analysts caution that integration of large-scale software operations can present challenges, including cultural differences and technical complexities. However, the alignment of product offerings and market positioning suggests a strong foundation for success.
The broader takeaway is that marketing technology is entering a new phase defined by consolidation, integration, and the race to deliver more intelligent and human-centric customer engagement. For Zeta, acquiring Marigold’s enterprise business is not simply a growth play but a statement about the future of martech: a sector where scale, AI capabilities, and unified platforms will define leadership.
As enterprises continue to seek partners who can deliver end-to-end solutions, Zeta Global’s acquisition marks a significant development in the competitive landscape. It reinforces the view that the future of marketing technology will be shaped less by standalone tools and more by integrated ecosystems capable of meeting the complex demands of modern customer engagement.