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Where is B2B marketing headed? 7 predictions for 2018

Biznology

Ever since Scott Brinker began tracking the martech space in 2011, when he identified 150 point solutions on the market, the category’s growth has been unstoppable. As buyers sit paralyzed by the deluge, vendors scramble to stand out. In 2017, he counted 5,381 solutions, up 40% from the year prior. I predict major M&A next year.

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Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation.

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CallidusCloud Buys LeadFormix Marketing Automation for $9 Million Cash

Customer Experience Matrix

The list of independent marketing automation systems shrank by one yesterday when Leadformix was purchased by sales enablement vendor CallidusCloud for $9 million. The price is surprisingly low for an established marketing automation vendor. This is why Callidus is a good buyer.

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Teradata Sells Its Marketing Applications Business for $90 Million

Customer Experience Matrix

The price is much lower than usual for cloud-based marketing systems. So the $90 million price is about 0.56x revenue ($90/$160). The low price may also reflect a departure of many human assets from the Teradata business in recent years. Teradata itself paid $540 million for Aprimo back in 2011, again roughly 5x revenue.

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Raab Report: B2B Marketing Automation Revenues to Hit $525 Million in 2012

Customer Experience Matrix

I’ve just released the latest edition of my B2B Marketing Automation Vendor Selection Tool (VEST), which contains detailed analysis of all 22 B2B marketing automation systems. I put this at $325 million for 2011, a 50% increase from 2010. Vendors in the VEST are asked for estimates of their client counts by company size.

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Reborn AutoPilot Aims to Simplify Multi-Channel Marketing

Customer Experience Matrix

Email and landing pages are still native to the product but the vendor has added tools to import, edit, and reuse HTML from external Web sites and email systems. The drag-and-drop campaign builder is attractive; more important, actions in external apps appear as icons, making them as accessible the vendor''s own features.

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Lead Genius Adds a Dash of Artificial Intelligence to Account Based Marketing

Customer Experience Matrix

But Lead Genius was founded in 2011 to commercialize university research into combining AI with human inputs. Let’s look at those stages, using the four step structure of the Raab Guide to ABM Vendors. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources.