Oracle has set out its plans to buy provider of enterprise-scale cloud-based B2C marketing software, Responsys, for $1.5bn, in an effort to extend its Customer Experience Cloud.
The Responsys board of directors has approved the transaction, which is expected to close in the first half of 2014.
Oracle president Mark Hurd said that their company has understood the special needs of the CMO in B2B and B2C industries.
"Our strategy of combining the leaders across complementary technologies signifies Oracle's overwhelming commitment to winning and serving the CMO better than any other software company in the world," added Hurd.
Responsys CEO Dan Springer said their company was always striving to help marketers realise their largest opportunity, and by being a part of Oracle, their efforts would only be bosted.
Oracle, a late entrant in cloud computing space, has been trying to ward off competition from its rivals in the cloud space, including Salesforce.com and Workday.
This would be Oracle's seventh acquisition in 2013.