CM Buys Selligent Marketing Cloud

Marketing tech firm CM Group has acquired US-based relationship marketing solutions specialist Selligent, from investment firm HGGC.

Selligent's omnichannel marketing and experience cloud platform uses AI to analyse customer data and help with consumer profiling, contextual personalization, campaign management and measurement; and spans the retail, travel, automotive, publishing and financial services sectors. The firm got a new CEO in February this year.

The buy is the fifth in 24 months for CM Group, which is majority owned by Insight Partners. In January 2019 it bought personalization and targeting firm Sailthru and B2C e-mail solutions firm Liveclicker. The latest acquisition, via CM's subsidiary Campaign Monitor Europe UK Ltd,, takes the group's annual revenue above $250m.

CM says Selligent's 'strong foundation in Europe and the US, along with its customer-centric values and focus on enterprise and mid-market financial services, travel, media, entertainment, and retail verticals' complement the broader group business; and says it plans to continue growth 'through both organic investment and acquisitions'. According to CM CEO Wellford Dillard (pictured): 'Selligent is an ideal fit for CM Group, and customers across all of our products stand to gain from our consistently-expanding family of brands... For Selligent, we will quickly augment mobile app messaging, analytics, and real-time personalization capabilities through our expertise in these areas, while CM Group brands benefit from Selligent's AI capabilities'. Selligent will continue to operate as a distinct technology within the Group.

Bruno Boussion, Selligent's SVP of Europe, says the buys 'allows Selligent to accelerate its growth in the European market where it has built a strong foundation and developed deep client and partner relationships'.

CM is headquartered in Nashville, TN, with five other US offices and locations in in Australia, Belgium, the UK, New Zealand, France and Uruguay. Web sites: www.selligent.com and www.cmgroupglobal.com .