Salesforce bought Buddy Media for $689m

"CMOs will soon be spending more on technology than CIOs at the world's biggest marketers, which is why Salesforce.com added social-measurement firm Radian 6 last year, and now Buddy Media, in a $689 million deal announced Monday.
With the deal, Salesforce is looking to build out tech tools for marketers as they increasingly use social media to listen to and connect with consumers. Salesforce was built on providing tools to sales operations but CEO Marc Benioff sees marketers as the company's next billion-dollar business."

Source:  AdAge, 4th June 2012