Adobe today announced plans to acquire Neolane, the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. (Neolane announced $58 million revenue in 2012 and has been growing around 40% per year, which would yield about $80 million 2013 revenue.)The deal is not particularly surprising. Adobe was on everyone’s list of potential buyers, and Neolane was ripe...
Thursday, 27 June 2013
Tuesday, 18 June 2013
Well, this is embarrassing.Here I am, all excited about discovering a new category of Customer Data Platform systems, which combine marketing database management, predictive modeling, and decision engines. Then I bump into Omer Artun, CEO of AgilOne , which he founded seven years ago to combine marketing database management, predictive modeling, and decision engines. It makes me feel much less clever.But I guess I can’t hold that against AgilOne....
Friday, 14 June 2013
Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. But harvesting that data has been frustratingly difficult. Doing it yourself takes multiple tools to gather different kinds of information, and then patching the result together into personal profiles. Most tools do little more than keyword searches, which only capture a fraction of the potential information...
Wednesday, 5 June 2013
Fresh on the heels of Tuesday's blockbuster ExactTarget / Salesforce.com deal, SAP Wednesday announced acquisition of e-commerce vendor hybris software. Since Salesforce said that other companies also wanted to buy ExactTarget, it seemed possible that SAP had lost the deal and purchased hybris as a second choice. After listening to the analyst conference call (available at (303) 590-3030 passcode 4623918), I still can't say.The SAP and hybris managers unfairly implied during their call that ExactTarget does nothing but email (without mentioning...
Tuesday, 4 June 2013
I've been in meetings all day and just emerged to hear that Salesforce.com purchased ExactTarget. Having a had a few moments to digest the news (and some lunch), here are some thoughts:- Good move for Salesforce. They have been lacking large-scale email capability, which all types of sales and marketing departments require. So this fills a gap in their core product offerings. They also get a toe-hold in B2C marketing and in marketing automation (via ExactTarget's Pardot technology). I'd guess those were bonuses rather...
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