Marketing software provider ExactTarget sets IPO terms, seeking $136 million

ExactTarget, a provider of on-demand interactive marketing software solutions to businesses, announced terms for its IPO on Wednesday.

The Indianapolis, IN-based company plans to raise $136 million by offering 8.5 million shares at a price range of $15.00 to $17.00. At the midpoint of the proposed range, ExactTarget would command a market value of $1.2 billion.

The two largest shareholders are venture capital firms Technology Crossover Ventures (22.4% post-IPO stake) and Greenspring Associates (15.5%), both of which expressed interest in buying shares on the offering. Two other VC-firms, Battery Ventures and Scale Venture Partners, will have 15.2% and 6.2% post-IPO stakes. ExactTarget abandoned its first attempt to go public in 2009 after securing $70 million in venture capital financing.

Sales for 2011 were $207 million, a 55% increase, but the net loss grew from $12 million to $35 million. Rising sales and marketing costs were the biggest culprit in the decline, as headcount increased 25% to 404.

ExactTarget, which was founded in 2000, plans to list on the New York Stock Exchange under the symbol ET. J.P. Morgan, Deutsche Bank and Stifel Nicolaus Weisel are the lead underwriters on the deal.

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