The latest in rules of acquisition, integrating, combining, strategizing, improving and optimizing from the Golden Gate City, the 416, Manhattan on the Maas and the City on the Hill, Space City and the Next America.

ON and On and On

Act-On and ON24 combined their marketing automation and webinar analytics capabilities yesterday.

The integration helps marketers better qualify leads and drive their sales pipelines, company officials said.

It allows ON24, the San Francisco-based webinar platform, to natively integrate webinar-attendee demographic and behavioral data into the Act-On marketing automation platform for marketing actions like lead scoring and nurturing processes, list- and contact-building and activity history.

The information includes contact demographics, viewing duration, level of engagement, number of polls answered and questions asked and the number and type of webinar-related resources that an audience member views.

"This information is really valuable," said Tom Masotto, vice president of business development for ON24. "But we also wanted to make it available to a marketing automation platform."

ON24 has integrations with other marketing platforms.

Act-On, however, enables the webinar platform to integrate natively via Act-On's open APIs.

"With others, we have gone through a partner solution integration -- or an integration bus model," Masotto said. "But with Act-On, it's a more tightly coupled, native integration between our two solutions."

Atri Chatterjee, chief marketing officer at Act-On, called webinars a "very important" piece in the funnel of marketing activity.

He said ON24's webinar platform is the best for marketing and will help Act-On's 3,000 customers complement their existing marketing solutions.

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BarometerIT Rising for Changepoint

Changepoint has acquired SaaS solutions provider barometerIT. Mark Upson, president of Richmond Hill, Ontario-based Changepoint, said the buy would allow customers to “receive an up-to-the-minute blueprint of their business and IT portfolio investments, and the tools to optimize performance while eliminating redundant costs.”

The combined suite will enable customers to:

  • Audit enterprise portfolios for security, end of life and compliance risk
  • Identify business and investment risks/redundancies before they have severe downstream impacts
  • Better track and migrate IT spending from sustainment to innovation
  • Continually rationalize investments and align (or re-align) initiatives/performance with objectives 
  • Improve organizational effectiveness by providing up-to-date visibility into resource, application and technology models across systems with complex interdependencies

Minneapolis, Minn.-based barometerIT will remain independent.

But officials at Changepoint plan to integrate its enterprise portfolio management capabilities with Changepoint’s Project Portfolio Management (PPM), Professional Services Automation (PSA) and New Product Development (NPD) products.

Returns to Bynder … and HubCast

In a collaboration intended to create a “concept to delivery utility for global enterprises,” Bynder, and HubCast have entered into a strategic partnership. According to company officials, the alliance will “provide customers with a comprehensive suite of cloud-based digital, brand, and creative project management, while offering a worldwide network of print supply chain management.”

Chris Hall, founder and CEO of Bynder, headquartered in Amsterdam, said the company was "putting HubCast’s established network of worldwide printing partners at the fingertips of Bynder Brand Portals users.”

Tony Dolph, president of Boston-based HubCast, said the two companies "share a common commitment to making marketers’ lives easier." Through the technology and sales partnership, they will be able to "offer a powerful yet easy-to-use integrated solution to meet the exacting needs of marketers worldwide.”

Learning Opportunities

Gimmal Buys Prodagio

Gimmal, a provider of Microsoft SharePoint solutions, just bought Prodagio Software, a provider of Enterprise Contract Lifecycle Management and Accounts Payable Automation software solutions.

And everyone is very excited, according to a company press release.

“I am excited to announce Gimmal’s acquisition of Prodagio software!” Cynthia Wood, Senior VP of Sales and Marketing for Gimmal, noted in the release.

So is Gimmal President David Quackenbush, who stated he "excited about the opportunity" to improve his clients’ efficiency and business operations with the Prodagio applications.

And even Diana Massaro, CEO Prodagio Software, couldn't contain her enthusiasm. “The Prodagio team is excited about the expertise and commitment that Gimmal brings to our customers and to market," she said.

The acquisition will, according to officials, add cloud-based, SaaS and on-premises business solutions to customers with plans to “integrate Prodagio’s solutions with Gimmal’s platform on SharePoint, Office 365 and Azure for Information Governance, Records Management and SAP Interoperability” for the two Houston-based companies.

Merkle Gets to the Pointmarc

Marketing agency Merkle acquired digital analytics consultancy Pointmarc in a move intended to “strengthen Merkle’s existing partnerships” with Adobe, among other clients.

David Williams, chairman and CEO of Columbia, Md.- based Merkle, stated that the two companies “will perfectly complement the value we bring to our clients’ channel marketing efforts.” Pointmarc President Kevin Woo, commented, “We share a passion for being “data first” in the way we build our services and in the value we bring to clients.”

Arsenio Valdez, CEO of Pointmarc, headquartered in Bellevue, Wash. added, “It’s our strong belief that together, as part of the Merkle family, Pointmarc’s vision and mission of ‘transforming the way companies operate by unlocking the power of digital analytics’ will continue to flourish.”

Origami Logic’s Marketing Between the Folds

Origami Logic this week released the latest version of its SaaS Origami Logic Marketing Intelligence Platform, which includes creative elements including artwork, videos and photos. It's intended to help marketers "connect visuals with metrics.”

The company boasts that the platform is programmed to create integrated content cards that “combine the creative and performance metrics for ads, videos, social messages or any other digital marketing asset.”

“Marketing is both an art and a science. Marketers work best when they can make decisions based on qualitative and quantitative insight,” added Opher Kahane, co-founder and CEO of Menlo Park, Calif.’s Origami Logic.