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Sparkcentral (Flanders) acquired by Hootsuite (CA)

Canadian social media management platform Hootsuite and its Flanders-based sector peer Sparkcentral have long been fishing in the same pond – until they discovered their complementarity, that is. Both companies are big in social media management. However, Sparkcentral recently shifted its focus towards customer care, while Hootsuite concentrates more on sales and marketing. Driven by this complementarity, Hootsuite chose to acquire Sparkcentral.

New growth opportunities

Sparkcentral is known for its reliable cloud-based customer service platform, but that’s not all the Canadians are buying. Hootsuite is taking over 100% of the shares and the people. The intention is to centralize all customer care activities on the Corda Campus in Hasselt, Flanders. Today that’s about 30 people, but Christoph Neut, CEO of Sparkcentral, expects that number to rise in the future.

We have the software and the world-class engineers, but we are missing the resources to commercialize. That’s about to change. Through the acquisition, we are joining the biggest player in our segment.

Christoph Neut
CEO of Sparkcentral

Meeting customer needs

For Sparkcentral, the acquisition seems to herald a new beginning after a turbulent time. Christoph Neut, who was recently appointed the new CEO, will now join Hootsuite's executive committee as vice president of sales. He will also remain responsible for ‘Sparkcentral by Hootsuite’, the Flanders-based center of expertise that Hootsuite’s CEO Tom Keiser has in mind. For him, digitalized customer contact should be the priority of many organizations looking to expand their current communication flows:

Our world is digital: social media and digital communication apps are the place of choice to contact companies and organizations. Our customers are asking for more customer service opportunities through social media.

Tom Keiser
CEO of Hootsuite

Two become one

Headquartered in Vancouver, Hootsuite was founded in 2008. In the summer of 2020, Tom Keiser – former COO of Zendesk – was appointed the new CEO. Today, the company has more than 200,000 paying accounts worldwide. Sparkcentral was set up in 2012 and has offices in Hasselt, Flanders and New York City. It counts Air Canada, Slack, Engie, Fluvius, Axa and citizenM Hotels among its customers.

It’s not the first time for a Flanders-owned data platform to make headlines like this. In 2019, American software firm HubSpot acquired data synchronization platform PieSync. It’s living proof that the region’s thriving madtech scene is the one to watch on the European – and the global – level.

More info

Hootsuite
Reported by
website Datanews
29 January 2021

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