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Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry

Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry | The Marketing Technology Alert | Scoop.it

Excerpts from industry analysts and journalists...


SalesForce/ExactTarget Deal Means More Complexity For MarketersForrester

  • Raises the specter of further market consolidation by large players. By making a bold move into not just automation, but digital media, Salesforce will raise pressure on Adobe, IBM, Microsoft, SAP, and other traditional enterprise application providers to make similar moves, raising the valuations of Responsys, Neolane, and Silverpop. Salesforce can now monetize both seat licenses and media CPMs, and clearly wants to create a billion dollar business line in the marketing cloud.
  • As a large, established vendor, Salesforce will make it easier for marketing departments to convince their IT and procurement peers of adopting ET. If Salesforce chooses to suppress digital media CPM rates, existing ET customers benefit, but Salesforce would make it difficult for (now much) smaller vendors, like Responsys and Silverpop, to compete.

 

Salesforce.com Acquires ExactTarget - Gartner

  • Why ExactTarget?  With a marquis customer list, and the ability to support robust email marketing programs, they offer Salesforce.com and their customers the capabilities needed to build out the marketing cloud. In fact, when existing Salesforce.com customers were seeking support for complex email requirements, the folks in San Francisco would point customers east to the folks in Indianapolis…often enough that integration via the Salesforce.com APIs already exists.

 

Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation - Customer Experience Matrix

  • I doubt Salesforce will suddenly stop integrating with other marketing automation vendors.  Small, independent marketing automation firms already had a tough time selling against big competitors, so this only makes their lives marginally harder.  The smart ones (and that's most of them) already have a strategy in place to differentiate themselves from the big industry leaders.
  • I've long argued that CRM and marketing automation should be part of the same system.  Like a broken clock, the time has come when I'm right.  Marketing automation sits between email and CRM, in the sense that it uses both heavily.  So Salesforce has effectively surrounded the marketing automation vendors with its purchase, even ignoring Pardot.  This means that Salesforce will be in the room with a solution when email and CRM users discuss expanding into marketing automation.  In many cases, clients will extend their Salesforce deployment without considering anyone else..

 

With ExactTarget Acquisition, Salesforce.com Has Spent Close To $3.5 Billion To Get Into The Chief Marketing Officer’s Suite - TechCrunch

  • If Salesforce.com does wish to push deep into lead management, it will need to either invest heavily in its own development or acquire a company, which will bring another hefty price tag. Last month, Marketo, a marketing automation leader, had a successful initial public offering. It opened at $13 per share. Today it is trading in the $22 range with a market capitalization of about $812 million. Eloqua, the other leader in the category, sold to Oracle late last year for $871 million. [TechCrunch blew it with this analysis, not realizing that Pardot came with ET!]

 

Salesforce to acquire Exact Target: I now pronounce you 'Marketing Cloud' - ZDNet

  • This move is precisely (I would have said "exactly" but that sounded redundant) what salesforce needed to do. They now have an excellent email marketing suite, a strong upper-end-of-the-small-and-through-the-middle-of-the-mid-market marketing automation suite (via the Exact Target acquisition of Pardot last year) and, as an added bonus, the social comms tool Co-Tweet, which was one of the underutilized gems owned by Exact Target. They are also acquiring a substantial customer base that is reasonably ripe for salesforce's other offerings.

 

Salesforce.com's ExactTarget Buy Equals Marketing Clout - InformationWeek

  • By combining ExactTarget's digital marketing capabilities with Salesforce.com's sales, service and social marketing capabilities, Salesforce said it will create "a world-class marketing platform across email, social, mobile and the Web." Salesforce marketing capabilities were previously limited to social channels, powered by capabilities gained through the acquisitions of Radian6 and Buddy Media. In contrast, rivals including IBM, Microsoft, Oracle, SAS and Teradata, among others, have much broader, multi-channel marketing capabilities, most on the strength of acquisitions over the last three years.

 

Our Take

  • For the CMO with SFDC and MA: You can maintain your MA without concern, regardless of vendor. You may, however, want to seriously consider the soon to be native ET/Pardot advantages, as that will reduce your operating costs to maintain separate systems.
  • For the CMO with SFDC but without MA: Your IT challenges will be resolved. CIO concerns will be overcome as SFDC acts as a Trojan Horse for your MA.
  • For the SMB marketplace: Your life just got a bit easier. Salesforce meets the needs of all sizes of businesses, and this bundled solution will improve your time-to-marketing efforts.
  • For Oracle/Eloqua: This is going to be difficult. Oracle wants to improve its CRM business, and the Eloqua acquisition to round out its offering makes sense. However, Salesforce want to improve its marketing capabilities, not necessarily its CRM business, so that it can fully assist the Marketing function. Big difference. Salesforce just cut Oracle off at the pass.
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The MarTech Digest™, for Friday 2/5/16 #MarTech #DigitalMarketing

The MarTech Digest™, for Friday 2/5/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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[FREE] The 2016 State of Email Report - Litmus

[FREE] The 2016 State of Email Report - Litmus | The Marketing Technology Alert | Scoop.it

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30 Stats Every Marketer Needs to Know about Customer Experience - Kapost

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marketingIO's insight:

As if CX is new. Used to be called CustSat. CX tests were being done for consumer goods back in the '70s: researchers would actually embed themselves in households!!!

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Three Dirty Little Secrets About B-to-B Marketing - Ad Age

Three Dirty Little Secrets About B-to-B Marketing - Ad Age | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Luck is the residue of design.

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Dear Brands, You Really Can’t Live Without a Marketing Stack | Adobe

Dear Brands, You Really Can’t Live Without a Marketing Stack | Adobe | The Marketing Technology Alert | Scoop.it
In the End, Businesses Simply Cannot Afford NOT to Have a Marketing Stack

Without a unified platform, a business is left to attempt to put all of these pieces of the puzzle together manually, and without the data as common currency, there is often political infighting that further hampers the ability to orchestrate and execute a successful marketing campaign. The introduction of the platform dispels these roadblocks and creates an environment where both the customer and the business are getting what they want out of their exchanges with each other, all while reducing the time and resources needed to develop and manage the interactions across a myriad of marketing channels.


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marketingIO's insight:

No longer a nice to have...

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How to Create More Exposure Using LinkedIn : Social Media Examiner

How to Create More Exposure Using LinkedIn : Social Media Examiner | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

And the reason why I love Social Media Examiner: they always provide details on how to accomplish what they're recommending. Click through for details.

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Why 80% of our B2B content marketing failed - Econsultancy

Why 80% of our B2B content marketing failed - Econsultancy | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Of course it's about education! It's not about entertainment, but about learning.

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Adobe: Paid Search Growth is Slowing - CMO.com

Adobe: Paid Search Growth is Slowing - CMO.com | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

One guess where it's going...

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Tracking Actions in Interactive Email - FreshInbox

Tracking Actions in Interactive Email - FreshInbox | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

All the code you need when you click through. Great resource!

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101 Lead Magnet Ideas For Every Stage Of Your Marketing Funnel - CopyMonk

101 Lead Magnet Ideas For Every Stage Of Your Marketing Funnel - CopyMonk | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Quick exchange of your email address and you'll receive this one page list. A bit of a stretch to reach 101, but you get the idea.

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7 UX Principles to Include in Your Content That Will Hook Readers | @contentmrktrapp

7 UX Principles to Include in Your Content That Will Hook Readers | @contentmrktrapp | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Above the Fold lives!

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[FREE] Predictive Marketing Cheatsheet and Glossary - Everstring

[FREE] Predictive Marketing Cheatsheet and Glossary - Everstring | The Marketing Technology Alert | Scoop.it

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11 Must-Attend Spring Marketing Events - Uberflip

11 Must-Attend Spring Marketing Events - Uberflip | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

I'll keep scooping these lists. Just look under the tag "trade shows" for others.

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Salesforce Announces New Pricing And Packaging -- What It Means To You - Forrester

Salesforce Announces New Pricing And Packaging -- What It Means To You - Forrester | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Always ask about the additional memory charges.

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7 Tips for Creating Professional Email Signatures - Digital Information World

7 Tips for Creating Professional Email Signatures - Digital Information World | The Marketing Technology Alert | Scoop.it

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The MarTech Digest™, for Thursday 2/4/16 #MarTech #DigitalMarketing

The MarTech Digest™, for Thursday 2/4/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

-> How to Set Your Marketing Automation Goals This Year - Pardot

-> The 16 Best Digital Marketing Conferences of 2016 - Unbounce

-> Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years? - MarketingCharts

-> Four Ways People Think and How to Convince Them to Buy - Profs

-> Survey: 62 Percent Of SMBs Don't Know Whether Their Marketing Works - Marketing Land

-> 7 Ways to Optimize Your Online Marketing Conversion Funnel | Marketing Technology

-> 5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate - Formstack

-> 195+ Visual Marketing Design Templates - HubSpot and Canva

-> How Today's "Safe Harbor" Agreement Addresses Privacy Concerns - Fast Company

-> Cold Email Generator - PresistIQ

-> Your Six-Step Road Map to Rebranding [Infographic] - Profs

-> 11 Types of Content to Make Your B2B Marketing Sing - Servant of Chaos

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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How to Set Your Marketing Automation Goals This Year - Pardot

How to Set Your Marketing Automation Goals This Year - Pardot | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Following the SMART framework...

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The 16 Best Digital Marketing Conferences of 2016 - Unbounce

The 16 Best Digital Marketing Conferences of 2016 - Unbounce | The Marketing Technology Alert | Scoop.it

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Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years? - MarketingCharts

Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years? - MarketingCharts | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Why do marketers insist on pursuing difficult-to-measure tactics?

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Laura-isabel Arbulu's curator insight, Today, 8:29 AM

What is going to interest digital marketers this year and in the future ? 

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Four Ways People Think and How to Convince Them to Buy - Profs

Four Ways People Think and How to Convince Them to Buy - Profs | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Aren't they all #4?

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Survey: 62 Percent Of SMBs Don't Know Whether Their Marketing Works - Marketing Land

Survey: 62 Percent Of SMBs Don't Know Whether Their Marketing Works - Marketing Land | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Not a shocker.

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7 Ways to Optimize Your Online Marketing Conversion Funnel | Marketing Technology

7 Ways to Optimize Your Online Marketing Conversion Funnel | Marketing Technology | The Marketing Technology Alert | Scoop.it
7 Ways to Optimize Your Online Marketing Conversion Funnel by Douglas Karr on Marketing Technology
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5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate - Formstack

5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate - Formstack | The Marketing Technology Alert | Scoop.it
Infographics
Webinars
Reports
Cheat Sheet
Ebooks


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marketingIO's insight:

ESPECIALLY webinars...

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195+ Visual Marketing Design Templates - HubSpot and Canva

195+ Visual Marketing Design Templates - HubSpot and Canva | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Can't pass this up...

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How Today's "Safe Harbor" Agreement Addresses Privacy Concerns - Fast Company

How Today's "Safe Harbor" Agreement Addresses Privacy Concerns - Fast Company | The Marketing Technology Alert | Scoop.it
U.S. and European Union negotiators reached an agreement on Tuesday to preserve European users' privacy when data is transferred to servers in the United States, and maintains the ability of U.S. tech companies to legally store European data on their U.S. servers.

The new rule is set to replace a 2000 "safe harbor" agreement between the U.S. and E.U. that set minimum standards for data privacy and allowed thousands of companies a streamlined way to certify they were in compliance with those standards. That agreement was invalidated last year by the European Court of Justice, after a complaint by Austrian privacy activist Max Schrems, who argued that Facebook's compliance with the safe harbor rules wasn't enough to protect European users' data from U.S. mass surveillance programs.


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marketingIO's insight:

Holding EU data on your US servers? Heads up...

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