The ExactTarget lineage
High Alpha exists because of ExactTarget. ExactTarget was the Indianapolis-headquartered email-marketing and digital-marketing platform co-founded in 2000 and led by Scott Dorsey through the 2000s. After two attempts at an IPO, the company eventually went public in March 2012 (NYSE: ET). On June 4, 2013, Salesforce announced its acquisition of ExactTarget for approximately $2.5 billion in cash — at the time, Salesforce's largest acquisition. ExactTarget became the foundation of what is now Salesforce Marketing Cloud, and Dorsey ran that unit briefly before stepping away to start High Alpha.
The acquisition turned a meaningful number of ExactTarget alumni into Indianapolis-based capital and operating talent. The four High Alpha co-founders all trace through ExactTarget or its acquired subsidiaries: Dorsey as ExactTarget's CEO; Fitzgerald as a long-time operator before and through ExactTarget (and Compendium, the content-marketing platform Oracle acquired in 2013); Tobias through iGoDigital, which ExactTarget acquired in 2012; and Andersen through design-firm work for ExactTarget and the broader Indianapolis SaaS scene before founding Studio Science. The firm was conceived from the start as a vehicle to reinvest the operational lessons and the relationship network from that exit into the next generation of Indianapolis-headquartered B2B SaaS companies.
The lineage extends beyond the founding partnership. ExactTarget alumni populate the founder rosters of several High Alpha-launched studio companies and several capital-arm portfolio companies; the firm's Navigators Network and Founders in Residence programs are explicit channels for re-engaging that talent. The longer “Salesforce Indy” cohort — ExactTarget, Interactive Intelligence (acquired by Genesys, 2016), Aprimo (sold by Teradata to Marlin Equity, 2016), Compendium, iGoDigital — is the broader backdrop against which High Alpha operates. The firm is not the only outcome of that exit window, but it is the most-active builder in the city, and its studio-plus-capital model is the most distinctive shape any of the alumni-founder vehicles has taken.