Acquia has launched a partner program called Digital Alliance — a selection of digital marketing and infrastructure systems that marketers can use to power their campaigns within the Acquia open cloud.
Focus on Digital Experiences
The Digital Alliance program "brings together digital marketing and infrastructure technology companies that provide a full range of digital skills and applications," Acquia noted. Founding members include Akamai, Amazon, AppNeta, Alfresco, Badgeville, Blazemeter, Brightcove, Brow.si, Conductrics, Demandbase, Evergage, Gigya, Janrain, Jetbrains, KISSmetrics, Lingotek, Marketo, New Relic, Ooyala, SugarCRM, and Wingify.
Acquia CEO Tom Erickson claims the Alliance "creates a powerful advantage for organizations to deploy the best apps and toolsets for their campaigns."
The company just hired Vincent Rerolle, vice president of corporate development, to run the Digital Alliance. He comes to Acquia from MontaVista, an embedded Linux company, and had also worked in a similar development role at Wind River, another embedded systems company.
Offering businesses an alternative to legacy systems is what Acquia's open cloud system is all about, Rerolle said in a statement, and that further allows organizations to maximize their investments. Of course, partners also benefit from arrangements like the Digital Alliance because they can gain sales leads from the customers they share with other alliance members,
Furthermore, organizations that partner with Acquia have the option of tiered programs that include things like sales training, account mapping or joint marketing initiatives.
Mobile, Video, eCommerce, CDN Tools
Digital Alliance is meant for developers and digital marketers, and they can choose from performance optimization tools for things like load testing, site speed optimization, content delivery networks and application performance management. Amazon Web Services, for example, is available through the alliance, allowing companies to power there sites in a scalable, cloud based infrastructure.
For marketers, there are marketing automation, Web analytics, gamification, mobile and video tools available for helping to drive business results. Marketo, for example, offers marketing automation tools that help marketers build landing pages and forms without IT intervention. This allows companies to follow up with their customers faster and helps align marketing and finance.
Acquia has been laser focused on digital marketing throughout the past year, and this work has generated enough traction to get the company named as a contender in a Forrester Wave for Web content management earlier this year. Analysts at Forrester found Acquia's marketing tools weaker than its commercial offerings — a possible reason the company is trying to bring in as many marketing tools as it can. That way, its customers can get all the functionality they need, all based in Acquia's cloud.