Top 10: Enterprise marketing software

2019. Mailchimp expanded from email to full marketing platform



Mailchimp, renowned for its popularity as a customer-oriented email tool, is expanding its offerings to provide a comprehensive marketing platform tailored for smaller organizations. This new platform will incorporate a range of innovative products, including lead tracking and management technology, domain purchase and website building capabilities, ad retargeting on Facebook and Instagram, and social media management features. Additionally, Mailchimp will leverage artificial intelligence to provide business intelligence insights and recommendations on effective marketing strategies, targeting specific audiences. This development is particularly noteworthy due to the vast amount of data Mailchimp has accumulated from its 4 billion user base, encompassing individual responses to emails and other services offered by the platform.


2018. Salesforce released new product - Customer 360



Customer 360 is an innovative software that integrates various customer data components to provide a more cohesive view within the Salesforce product family. Leveraging technology from Salesforce's Mulesoft acquisition, this solution aims to empower customer service representatives by equipping them with a comprehensive understanding of your interactions with the company. By eliminating the need for redundant information sharing, the representative can address your needs more effectively. The primary objective is to consolidate different product functionalities—such as sales, service, community, commerce, and marketing—into a unified customer view. Remarkably, this can be achieved without the need for coding, as highlighted by Salesforce.

2018. Adobe acquires Marketo for $4.75 billion



Adobe has announced its acquisition of the marketing automation company Marketo for a significant $4.75 billion. This strategic move positions Adobe strongly in the enterprise marketing arena, pitting it against major competitors like Salesforce, Microsoft, Oracle, and SAP. The acquisition not only bolsters Adobe's Marketing Cloud portfolio but also grants access to Marketo's expansive customer base of 5000 organizations. This presents a valuable opportunity for Adobe to drive revenue growth in this particular segment of its offerings, while intensifying its competitive edge within the enterprise market. With the integration of Marketo, Adobe is poised to further solidify its position and expand its reach in the realm of marketing automation.


2018. HubSpot added customer service tools to its marketing platform



HubSpot is venturing beyond sales and marketing by officially introducing its Service Hub, a comprehensive solution for managing customer service. This expansion includes an all-in-one inbox for organizing all customer communications, a bot-builder to automate certain customer interactions, features for developing a company knowledge base (which can be utilized by the bot-builder), survey creation tools, and a dashboard for monitoring the performance of your service team. Service Hub is seamlessly integrated with HubSpot's existing products, enabling businesses to track customer interactions across sales, marketing, and support.


2015. Marketing platform Adobe Campaign adds new integrations



The latest integrations introduced in Adobe Campaign encompass various features aimed at providing contextually relevant email experiences, shoppable media encounters, and seamless integration across the Adobe Marketing Cloud solutions. The objective is to empower marketers with the ability to capture the most appropriate email content precisely when a prospect opens an email. This is made possible by leveraging contextual data obtained from Adobe Target and Adobe Campaign, including information such as purchase history, interests, time, location, demographic details, and more. The email content can dynamically adapt while it resides in the inbox or even be updated later as additional contextual data is gathered. Moreover, integration work has been done with Adobe Experience Manager to automate the personalization process, reducing the need for manual coding and catering to the drag-and-drop approach preferred by many marketers. Adobe strives to deliver enhanced capabilities that enable marketers to provide personalized experiences effortlessly.


2013. Salesforce buys marketing automation system ExactTarget for $2.5B



It's common knowledge that the CRM market is highly competitive, with virtually every vendor striving to develop their own CRM system. However, an interesting point to consider is the significant disparity between global spending on sales organizations (the primary function of CRM) and marketing expenditures. Marketing budgets tend to far outweigh sales budgets, prompting IT vendors to follow the money trail. As a result, a specialized market for marketing automation systems has emerged. Just how big is it? Well, consider this: Salesforce acquired one of the market leaders, ExactTarget, for a staggering $2.5 billion. This move was not an attempt to dominate the game, but rather an endeavor to catch up with industry giants like Oracle and Adobe, who already possess more advanced marketing systems. The key features of ExactTarget include email marketing, SMS marketing, landing page development, organizing offline events, and webinars. This seamlessly complements Salesforce Marketing Cloud, which provides comprehensive coverage for social media marketing.