Marketing automation has seen its share of acquisitions.
What else has trended? How about the advent of the marketing technology suite?
often had been positioned as a point solution used by marketing solely for demand creation," said Jay Famico, practice director for technology at SiriusDecisions, a B2B research and advisory firm that has released its 2014 Marketing Automation Report. "Teradata, through
its acquisition of Aprimo, and IBM, via its purchase of Unica, took a more expansive approach and provided a broader marketing platform."
It's an approach, Famico said, being imitated elsewhere, such as with Oracle’s acquisition of Eloqua and Responsys, Salesforce.com’s acquisition of ExactTarget/Pardot and Adobe’s purchase of Neolane.