December 4, 2012 – Infor announced a buy in the burgeoning marketing applications space Monday with the acquisition of San Francisco-based SaaS and software vendor Orbis Global.

Infor announced that Orbis Global was sought to boost its recently revamped Epiphany marketing lifecycle management suite. In a statement on the acquisition, Infor noted its intent to bring on Orbis Global to create a “closed-loop” CRM solution for marketing, sales and services.  Infor SVP and GM for Epiphany, George Wright, said in the release that marketing resource management capabilities from the proposed deal would also expand its recently introduced Infor Customer Interaction Hub.

Orbis Global counts more than 70,000 customers in the large-to-mid-market size range, such as Dell, Sony and GE, with strengths in the Asia Pacific region, as it was originally based in Sydney. An Infor spokesperson said that while the deal is final, financial and employee details would not be disclosed.

Over the last year, the marketing space has been a boom area for business applications and analytics, particularly those offered as-a-service or in the cloud. And AIIM points to integration of new tools for customer experience and marketing as a high priority in enterprise information managers.

In April, Infor announced new social and collaborative capabilities baked in to its business applications, as well as updated interaction and talent management features with its CRM suite Epiphany via its Lawson division. The private equity firm that holds Infor purchased Lawson Software for $2 billion in April 2011, though Infor has been relatively quiet since then on the M&A front.