SAN FRANCISCO: Social listening and analytics company Sysomos has acquired Expion, a content marketing optimization and enterprise social media management platform.
Under the terms of the deal, which took place on July 16, Expion will retain its brand, customers, and staffers. Expion will independently operate and function as a division of Sysomos.
Expion cofounder and CEO Peter Heffring’s new title will be president of Sysomos’ platform business unit, within which Expion will sit.
Expion’s products complement those of Sysomos, a key reason behind the decision to acquire, explained Amber Naslund, Sysomos’ SVP of marketing and evangelism.
The market need when Sysomos was founded in 2007 was for companies to be able to monitor what people were saying about their brand, explained Naslund. But Expion is focused on the publishing and content marketing side, specifically, engagement, content direction, and management.
Combined, the companies will provide clients with context to millions of online conversations while giving them the tools to respond and engage in those conversations.
"We are helping complete a circle of listening, understanding, and engagement on the social scales," Naslund said. "A lot of companies have the need to solve that whole continuum, but there are not a lot of companies that do all of these things, and do them well."
Naslund said there are no client conflicts due to the deal.
"This is a watershed moment for Sysomos," said Naslund. "This is the first step of many for us to grow into a comprehensive family of products that help companies to wrestle with massive amounts of data they are trying to consume and understand."
The combined company plans to grow its headcount to 500 by the end of the year. In addition, its global footprint will expand to 10 cities in six countries, with additional offices in Singapore and Shanghai, as well as on the US East Coast.
The deal’s financial information was not disclosed.
Earlier this year, Sysomos has separated from press-release-distribution company Marketwired, tapping former Microsoft executive Lindsay Sparks as the social intelligence provider’s new CEO.