One great example is HootSuite Media , a social media SaaS company founded in 2008 and based in Vancouver, Canada. As software and Internet companies boost revenues with cloud marketing , they’re effectively triggering a land rush of new and innovative applications that would not have been economically viable any other way. Entirely new companies are springing up to grab their share of entirely new markets by building their core products on top of cloud marketers’ platforms. The advantages of building a product on top of another company’s cloud marketing platform can be quite compelling.