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Exacttarget News & Analysis

Salesforce Unveils Social Studio in ExactTarget Marketing Cloud

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Adobe showed off its marketing cloud in March. Microsoft made some headlines after. Oracle took the stage last week.

Salesforce takes its turn today.

Combing its $3.4 billion worth of acquisitions from the last few years -- ExactTarget, Radian6 and Buddy Media -- Salesforce launches the Radian6 Buddy Media Social Studio, a single platform for social content marketing, engagement, publishing and analytics.

"This is our most exciting release I can remember in a while in terms of Radian6 and Buddy Media," said Marcel LeBrun, senior vice president of social products for the Salesforce ExactTarget Marketing Cloud. "This is not an integration of two things cobbled together. It's a brand new product. We wanted to build something beautiful from a user experience."

Competitor: Oracle's Latest Acquisition Fills 'Major Gap'

Oracle's $1.5 billion acquisition of Responsys last month is the company's attempt to fill its “major gap” in the marketing technology space, an Oracle competitor told CMSWire.

“This announcement continues to provide validation and further attention to the importance of the marketing technology space,” Suresh Vittal, vice president of strategy at Adobe Campaign, told CMSWire. “However at its core, Oracle is a CRM company and doesn’t understand marketers’ daily issues. It realized it was missing market share. Through another acquisition, it is trying to fill a major gap as the stakes are continuing to increase.”

Marketers Bullish on Data in 2014

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A whopping 98 percent of marketers are maintaining or increasing their spend in 2014 — and that increased spending is mostly going to data and analytics and marketing automation, a new ExactTarget survey concluded.

The biggest surprise in the 2014 ExactTarget State of Marketing Report is that while 80 percent of marketers think mobile affects them, only 40 percent have a mobile app, Kyle Lacy, senior manager, global content marketing and research at ExactTarget, said in an interview. "Lots of people say they need it, but not that many do it," he said.

What the Responsys Acquisition Means for Oracle, Digital Marketing

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What company is next after Oracle’s $1.5 billion purchase of marketing cloud vendor Responsys? Some company for sure. And the next buy will come sooner rather than later, analysts told CMSWire.

The Redwood City, Calif.-based software giant's latest acquisition comes during a time of industry transformation.

“Marketing will be an extremely rich area of merger and acquisition activity for the foreseeable future,” said Robert Brosnan, principal analyst at Forrester.

Oracle Buys Responsys for $1.5 Billion, Merges with Eloqua

image-oracleresponsysbuy-2013.jpgExactly a year to the day after Oracle announced its $871 million buy of marketing automation company Eloqua, Larry Ellison and company announced plans to acquire marketing cloud player Responsys for $1.5 billion.

 

Connected Devices Featured in Salesforce Marketing Cloud Keynote #DF13

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Salesforce is going with the moniker Internet of Customers to define its strategy of connecting the world's smart devices. That focus was again on display during the Marketing Cloud keynote today at Dreamforce 2013 in San Francisco.

ExactTarget leaders Scott Dorsey and Scott McCorkle presented the talk, Market 1:1 with Your Customers to Grow Faster. 

B2B Marketers Still Tepid on Social #DF13

B2B Marketers Still Tepid on Social #df13While Salesforce and other sales and marketing oriented businesses want marketing to become more social, the demand just isn't there yet in the B2B space. In the consumer world, it's a different story.

But B2B marketing is not focused on the same things, Adam Blitzer, vice president and general manager of Pardot said in an interview at the Dreamforce 2013 conference in San Francisco.

OpenText, ExactTarget Combine Digital Marketing, Digital Asset Management Solution

With marketing automation vendors, today’s competition is driven by, well, competitors combining.

We’ve seen a flurry of product integration and merger activity as of late, and this week sees another partnership that intends to boost each company’s digital marketing story.

Marketing Automation Provider ExactTarget, on a Roll, Launches New Email Products

With the dust settled from Salesforce.com’s acquisition of marketing automation provider ExactTarget in July, and following this week’s announcement of the ExactTarget Marketing Cloud, the marketing automation provider is now unveiling a variety of new email marketing products. 

Real-Time Marketing Partnership: Webtrends, ExactTarget Team Up

Webtrends is hot. Its real-time data solutions and marketing campaign analytics technology are popping up all over the place, and today it's in the news again with the launch of its Campaign Streams app for ExactTarget users.

Forrester Wave Issues First Look at Data Management Platforms for Marketers

Digital marketers these days are awash in data. In the first Forester Wave report on the subject, the industry research firm tries to sort out the current state of data management platforms (DMPs).

How SMBs Can Improve Content and Social Media Marketing Strategies

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Social media is an important part of small and medium sized business (SMB) marketing strategies and these organizations should be making sure that content and knowledge come first.

It's Official: Salesforce Completes ExactTarget Acquisiton

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Salesforce.com has announced it has finally completed its acquisition of cloud marketing automation platform ExactTarget and through this partnership will improve its CRM capabilities and company revenue.

Gartner Campaign Management MQ: SAP Challenges, Sitecore, ExactTarget, Adobe Impress

If the Leader’s Quadrant in Gartner’s Multichannel Campaign Management Magic Quadrant (MCCM) is unchanged since last year, there are still some very impressive offerings in the other quadrants.

Salesforce ExactTarget Deal Reactions, the Day After

Salesforce ExactTarget Deal Reactions, the Day AfterNow that everyone has had a day to sleep on the Salesforce ExactTarget deal, we've put together some of the most salient bits of reaction we could get our mitts on.

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