Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. After years of big marketing automation acquisitions, these transactions show industry giants investing in a different type of marketing technology.

It's CDP Time for Marketing Cloud Vendors

Customer Experience Matrix

But the fact that all three vendors are addressing the topic raises some interesting questions. But CDPs have been developed by relatively small specialist vendors, which many enterprise buyers are reluctant to consider. It's taken a while but all three vendors now acknowledge that a CDP must store its own data. Cynics might say it also confirms that software vendors define user requirements based on what their systems currently do, not what users actually need.

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Case study in data-driven B2B customer acquisition marketing


These programs include campaigns with vendors such as By Appointment Only and Simply Direct’s survey service, which puts together a custom database of prospects based on specific titles and account attributes, and sends short email surveys to senior executives therein.

Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. This was a huge project with the almost insanely ambitious goal of making sense of the ABM vendor landscape. What made it challenging wasn’t just gathering detailed information on 40 vendors but the variety of the vendors serving ABM needs.

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IBM-Silverpop Acquisition Imminent


IBM-Silverpop Acquisition Imminent. Read what industry experts are saying about the lastest acquisition of marketing automation vendor, Silverpop. March 26, 2014 – DemandGen Report. News & Press

Tableau, Looker, and Origami Logic Acquisitions Show Analytics Is In Fashion

Customer Experience Matrix

By that measure, the purchases of data analytics vendors Looker by Google , Tableau by Salesforce , and Origami Logic by Intuit within a three week span must signify something. Sure: each of these vendors is striving to offer products based on advanced data management and analytics.

Email: Retention Strategies in an Acquisition World

Marketing Action

Recently David sat down with me to discuss a topic he said is under-addressed: Using acquisition email in a retention-based world. Acquisition email is mail that goes to someone I don’t have a relationship with yet. The Promise and Peril of Acquisition Email.

The ANNUITAS Perspective on the Adobe Acquisition of Marketo


A Memo from CEO Adam Needles to ANNUITAS clients on the Adobe Acquisition of Marketo. – A short second … this is a welcome acquisition. That’s important because too often this type of acquisition results in mass talent exodus. Marketo COULD HAVE been acquired by one of several enterprise application vendors that simply don’t get marketing. And the Marketo acquisition has an ‘expansive view’ of CX as a core tenant.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. There are quite a few vendor comparisons out there, but none come close in the level of detail – which is what you really need to select a system.

McDonald’s Acquisition of Dynamic Yield: I’m Lovin’ It


Yesterday evening, news broke that McDonald’s is acquiring personalization vendor Dynamic Yield for $300 million. Not to mix fast food expressions, but that’s a whopper of a deal, with supersize importance for the industry. At first glance, this seems like an unlikely pairing.

Facebook Advertising: Your Secret Weapon for Customer Acquisition

V12 Data

Many businesses today work with third party data vendors to help build audiences for upload into Facebook. Target Facebook Acquisition Audiences Based on Your Best Customer Profile. Based upon your best customer profile, we will create a look-alike acquisition audience using V12 AudienceLink’s industry-leading third-party data sets. Blog General Facebook Acquisition Audiences Facebook Advertising Vendor

Deepening B2B customer relationships with “the funnel beyond the funnel”


When asked, the typical B2B marketer will say that 80-85% of their effort goes to customer acquisition. Focusing on the funnel beyond the funnel translates to lower customer acquisition costs, lower churn rates, higher lifetime value, and a powerful brand.

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Tear Down the Silos: 5 Steps to Improving Customer Acquisition

Modern Marketing

Marketers are deploying a myriad of programs, processes and technologies to deliver on their customer acquisition goals. Total customer acquisition and satisfaction results are what matter, not individual or functional greatness.

SDL Buys Marketing Automation Vendor Alterian for $107 Million

Customer Experience Matrix

So, it turns out that while I’ve been obsessing over vendor selection workbooks, our friends at marketing automation vendor Alterian up and got bought last week by language technology vendor SDL for about $107 million. I’m most familiar with SDL as a Web content management vendor, although their financial statements show that just over 75% of their revenue comes from manual and automated language translation.

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All CMOs are Planning to Increase New Customer Acquisition: How Predictive Can Help


Once you have an understanding of your best target accounts, you can use vendors like InsideView, Hoovers, RainKing or ZoomInfo to identify the right titles, get relevant contacts or keep your contact details fresh. new customer acquisition predictive marketing

How content intelligence will change content marketing forever, part 1


Perhaps what some didn’t realize was that 70-90% of a buyer’s journey occurs prior making contact with a vendor. It’s been my experience digital relationship building with a brand actually takes place much more often after product acquisition and not necessarily leading up to it.

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How the Salesforce and Google Acquisitions Will Impact Content Marketers


At the beginning of June 2019, the world of marketing saw two of the biggest acquisitions in the last decade: Google acquired Looker and Salesforce acquired Tableau. So, what do these acquisitions mean for the world of business intelligence? Why are these acquisitions happening?

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. The acquisition is significant on several levels.

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Questions to Ask to Find the Right CDP Vendor for You


The customer data platform (CDP) category has been in the news a lot lately, with major announcements of mergers and acquisitions, funding for new and existing vendors, and new functionality being added.

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by , Neolane by Adobe , and Responsys by Oracle.

Prospecting to IT Buyers: How Nine Data Vendors Stack Up


Nine vendors graciously participated in our study—specifically,, D&B, Harte-Hanks, Infogroup, Mardev-DM2, NetProspex, Stirista, Worldata, and ZoomInfo. We asked each participating vendor to report to us on the number of companies on their databases in ten industries, by SIC code. The data reported was surprisingly accurate, especially given how much business marketers complain about the data they get from vendors. Photo credit: Wikipedia.

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Why CMOs Aren’t Turning to Marketing Analytics Vendors for Marketing Analytics


The big players — native reporting in marketing automation and cloud-based sales- and business intelligence (BI) vendors — have caused the ground beneath specialty marketing analytics vendors to shake.

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Will weaker marketing automation vendors merge with each other to establish a larger market presence? Other, less successful vendors simply vanished.

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7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense


Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors. There has been a lot of talk in the industry about possible consolidation, such as vendors going out of business, becoming irrelevant or being acquired. This is the first transaction involving a major software vendor, so it deserves some notice. People asked my opinion on this acquisition. Market2Lead was one of the early Marketing Automation vendors.

Microsoft buys LinkedIn: the largest martech acquisition in history?


The best known vendors in this space are companies like Adobe, HubSpot, IBM, Marketo, Oracle, and Salesforce, but there are thousands in the marketing technology landscape. If you don’t like a particular marketing software vendor, you have many other alternatives to choose from.

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

billion acquisition of LinkedIn. Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company. That would force other CRM and marketing automation vendors to follow suit, although it's hard to imagine them matching the depth of LinkedIn's data. Microsoft surprised pretty much everyone today by announcing a $26.2

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How to select the perfect B2B data vendor


Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company.

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Full-Service Technology Vendors: Marketing Automation Support and More

Marketing Action

There’s no end to the variety of services these types of vendors can represent, including: Customer acquisition and customer relationship management (CRM). The better vendors also offer customization capabilities, so you can work with them to build solutions that don’t come standard.

Two Acquisitions Extend SQL Server

Customer Experience Matrix

I don't usually bother to post "breaking news" here, but I've recently seen two acquisitions by Microsoft that seem worth noting. On July 14, the company announced purchase of data quality software vendor Zoomix , and just today it announced purchase of data appliance vendor DATAllegro. The Zoomix acquisition seems more straightforward.

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

On Wednesday, IBM announced formal completion of its acquisition of Unica. I find the combination of doughnuts and pizza slices a useful way to think about the relationships among industry vendors.

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How to Combat the High Cost of Prospect Acquisition: A Seasoned Marketer’s POV


After working for several start-up and high-growth tech companies, Greg has honed a clear and powerful point of view (POV) on the topic of managing customer acquisition costs. Customer acquisition costs go through the roof.

Gartner Names Versium a “Cool Vendor” in Retail 2016


REDMOND, WA–(Marketwired – May 11, 2016) – Versium , a leading data technology company that delivers automated data technology solutions to marketing agencies and enterprises, today announced it has been selected as a “Cool Vendor” in the Cool Vendors in Retail, 2016 report by Gartner, Inc.,

Because Email Just Isn’t Enough: Joe Payne on ExactTarget’s Acquisition of Pardot

Modern Marketing

Modern marketers need more than a vendor, they need a partner with the expertise to train, educate and guide them through a constantly changing communication and business landscape. Finally, I want to congratulate Pardot CEO, and fellow Duke University alumnae, on the company’s acquisition. Because Email Just Isn’t Enough: Joe Payne on ExactTarget’s Acquisition of Pardot is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

IBM Buys Unica: Will Acquisitions Now Shift to B2B Marketing Automation?

Customer Experience Matrix

This is wholly unsurprising: as the last and only big independent left in its space, Unica was obvious acquisition bait. Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. Its acquisition is basically the completion of the consolidation of that space, not the start of consolidation among B2B marketing automation vendors. (I’m

Is the recent acquisition of Marketo by Adobe an indication of martech consolidation?


Doesn’t “consolidation” mean “less vendors exist because they are being consolidated”? The same number of marketing automation vendors exist today as did yesterday, so no consolidation has taken place. The post Is the recent acquisition of Marketo by Adobe an indication of martech consolidation? Transferring the ownership of Marketo from Vista to Adobe does not consolidate anything.

Alterian Pushes Into Social Media Management with Techrigy Acquisition

Customer Experience Matrix

Marketing automation vendor Alterian yesterday announced its acquisition of social media monitoring company Techrigy. Even though the Techgrity deal is the first direct acquisition I recall of a social media monitoring system by a marketing automation vendor, it strikes me as an obvious step. Marketers have been scratching their collective heads for years over how to integrate social media, and marketing automation vendors are very aware of their needs.

What Salesforce’s Acquisition Of Radian6 Means for Sales People

Sales Intelligence View

Salesforce argues that the acquisition of the company will enable it to enhance all of its products, including Sales Cloud, Service Cloud, Chatter and Not only will this acquisition accelerate our growth, it will extend the value of all of our offerings.