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2023. Adobe brings product analytics to its Experience Cloud



Adobe has introduced a novel analytics solution named Adobe Product Analytics, intended for product teams. The service is designed to provide such teams access to crucial metrics related to product lifecycles that were traditionally compartmentalized within different teams within an organization and had to be obtained through data analysts. Adobe Product Analytics is built on the omnichannel Customer Journey Analytics (CJA) service, with product teams being the initial targeted users. However, Adobe plans to create solutions for other personas as well. With this solution, all CJA users now have a shared analytics language and framework. The service also features a guided analysis capability to assist product teams in posing the right questions to gain insights, such as identifying patterns in engagement over time or recognizing obstacles in transitioning users from app usage to higher engagement.


2023. Marketing platform for multi-location brands Soci raises $120M



Soci, a marketing automation platform with customers including Ace Hardware, Jersey Mike’s, Pet Supplies Plus and Ford, today announced that it raised $120 million in a financing round. This year, Soci began to roll out what it calls “Genius,” an AI layer of services that do local data analysis on behalf of brands and deliver recommendations and suggestions for automating aspects of brands’ marketing strategies. For example, Soci’s Review Genius — powered by OpenAI’s tech — collects reviews and analytics across review networks (e.g. Yelp) and then automatically responds to those reviews. Soci has also developed compliance features and other safeguards such as approval processes to ensure that certain terms and phrases are never used and flagged prior to distribution.

2023. Behavioral marketing platform Wunderkind nabs $76M



Wunderkind, a platform that enables brands to target web visitors through emails, texts and other digital advertising formats, has raised $76 million in a Series C. Wunderkind aims to scale brands’ abilities to foster customer relationships through digital channels. How? By analyzing smartphone and desktop web visitors’ real-time and historical behaviors to match value to intent. Wunderkind claims it can determine who visitors are based on the web page that referred them and the content that they’re interacting with. For example, the platform can figure out who’s most likely to purchase a paid subscription and sign up for a newsletter — or so Ingram claims.


2023. Sesame Labs raises $4.5M to help improve web3 marketing tools



Sesame Labs, a web3 marketing platform, raised a $4.5 million seed round. The startup wants to be the company that defines what ads on web3 look like. A lot of classic Web 2.0 tools like Facebook ads or Twitter ads aren’t successful in web3 because they don’t fully understand on-chain behavior. Sesame Labs’ marketing stack includes a campaign management platform, advertising network and customer relationship management tool. It also allows companies to develop targeted marketing campaigns that leverage competitor data, surface cross-channel customer insights and create in-game engagement rewards through its platform.


2022. Marketing automation startup Retail Rocket nabs $24M



Retail Rocket, a retention management platform for brands, has raised $24 million in a Series A. Retail Rocket uses a mathematical model to segment first-time buyers of a company’s product. By analyzing their actions — for example, the links they click on — the platform attempts to figure out their wants and preferences. Retail Rocket also offers tools for campaign management like email marketing and web-based push notifications, as well as an engine that attempts to identify the best timing and communication channel (e.g. SMS) to make personalized offers. The goal is to create a “system of loyalty and retention management” for both online and offline customers


2021. Ometria raises $40M to automate marketing for retailers



Ometria, an “AI-powered” customer marketing platform allowing brands and retailers to personalize marketing messages, has raised $21 million in a Series B. Ometria’s main competitors include email service providers (Emarsys, Sailthru, Selligent, Bronto, Dotmailer), behavioral marketing tools (CloudIQ, SaleCycle, Yieldify) and customer insight companies (More2, AgileOne). Customers for its “Co-Marketer” platform — which uses data science to automatically create and optimize personalized marketing experiences several communications platforms — now include Steve Madden, Aden + Anais, Pepe Jeans, MADE.com, Notonthehighstreet.com, Hotel Chocolat, Feelunique and others.


2021. Norby raises $3.8M for an all-in-one creator marketing platform



Norby, a startup that provides a link-in-bio service, referral tracking, SMS, ticketing and other marketing tools necessary to keep a small brand or creator community humming, has raised a $3.8 million seed round. Norby’s big idea is to combine services like LinkTree, Eventbrite and MailChimp into a single, affordable, subscription-based service, offering anyone who handles an online community a single solution rather than an expensive patchwork of services that have to be individually set up and managed. Norby is ideal for small brands and solo entrepreneurs, and most of its customers run less than 10-person operations. The creator tool suite is purely subscription-based and won’t collect any fees like Eventbrite and other popular services.


2021. Rocketium raises $3.2M to help creative teams create massive marketing campaigns



In between A/B testing, customizing targeted ads and formatting for different digital platforms, some design teams are tasked with campaigns that include thousands of images, videos and other visual content. Rocketium, a startup that automates much of the process, allowing teams to scale-up campaigns while reducing their workload, has raised $3.2 million. To use Rocketium, design teams create a core set of templates in Photoshop or After Effects and import them to the platform. Then Rocketium customizes ads for different scenarios. For example, if a retailer is running a targeted campaign with free shipping in certain areas, they enter that information into a spreadsheet and Rocketium automatically updates the text in the templates. Then ads and videos are formatted for different platforms, like banners for web advertising or square format for Instagram.


2021. Zoho MarketingHub is now Zoho Marketing Automation



Zoho has rebranded its marketing software MarketingHub to Zoho Marketing Automation. Zoho Marketing Automation is still an all-in-one marketing automation software with the functionalities of distinct marketing tools providing a seamless multichannel experience. This change is a small reflection of big updates Zoho will be making across the product. Soon it will roll out new and refined features. Going forward, its goal is to proactively innovate, and invest in creating simple yet effective automation techniques that help modern marketers communicate the right message at the right time using the right platforms.


2021. E-commerce marketing startup Yotpo raises $230M



Yotpo, a startup that aims to provide all of a brand’s e-commerce marketing needs in a single, integrated platform, has raised $230 million in a Series F. The platform currently consists of four main products — Yotpo SMS Marketing, Yotpo Loyalty & Referrals, Yotpo Reviews and Yotpo Visual UGC — which integrate with each other, as well as with e-commerce platforms such as Shopify, Salesforce Commerce Cloud, Adobe-owned Magento and BigCommerce. For example, a marketer wants to create a customized offer just for users who had both purchased a product in the past 90 days and left a five-star review. Yotpo allows to do that with just the click of a button.


2021. Terminus raises $90M to grow its B2B marketing platform



Terminus, a startup which is building platform that views sales and marketing in integrated way, through account-based marketing, has closed a Series C of $90 million. The area that Terminus specifically focuses on within that is account-based marketing. In short, this is a way for B2B sales and marketing teams to conceive of potential targets at a business not as individual entities but collective groups. This means a more joined up effort to work across whole organizations, providing a way to market something to more than one person, increasing the chances of connecting with someone to then make the sale.


2021. Soci raises $80M for its localized marketing platform



Soci, a startup focused on what it calls “localized marketing,” is announcing that it has raised $80 million in Series D funding. One of the key advantages to Soci’s approach, is to allow the national marketing team to share content and assets so that each location stays true to the “national corporate personality,” while also allowing each location to express a “local personality.” During the pandemic, businesses could share basic information about “who’s open, who’s not” while also “commiserating and expressing the humanity that’s often missing element from marketing nationally.”


2020. Demand Sage raises $3M to make sales and marketing data more accessible



Demand Sage, a startup bringing marketing intelligence to small and mid-sized businesses, has raised $3 million in seed funding. The startup's solution makes it easier for marketers to get the data and insights they need by automatically generating Google Sheets reports using data from HubSpot. Demand Sage has also expanded its product lineup beyond pre-built report templates by introducing a no-code “Report Builder,” and by testing out an insights tools that could, for example, help salespeople determine which deals need their attention.


2020. Qualified raises $12M to make websites smarter about sales and marketing



Qualified, a startup that makes websites smarter about sales and marketing, has raised $12 million in Series A funding. Qualified connects real-time website visitor information with a company’s Salesforce customer database. That means it can identify visitors from high-value accounts and route them to the correct salesperson while they’re still on the website, turning into a full-on sales meeting that can also include a phone call and screensharing. Of course, the amount of data Qualified has access to will differ from visitor to visitor. Some visitors may be purely incognito, while in other cases, the platform might simply know your city or where you work. In still others (say if you click on a link from marketing email), it can identify you individually.


2020. Yotpo raises $75M for its e-commerce marketing cloud



Yotpo, which provides a suite of tool to help direct-to-consumer and other e-commerce players build better relationships with customers, is today announcing that it has raised $75 million in funding. The company had its start as an app in Shopify’s App Store, providing tools to Shopify customers to help with customer engagement by way of user-generated content, and while it has outgrown that single relationship — it now has some 500 additional strategic partners, including Salesforce, Adobe, BigCommerce and others. Yotpo’s services today include SMS and visual marketing, loyalty and referral services and reviews and ratings, which are used by a range of e-commerce companies.


2020. Marketing SaaS startup Insider gets $32 million


Insider, a Singapore-based startup that develops software to help clients make marketing decisions, plans to launch in the United States after raising a $32 million Series C. Founded in 2012, the company says its SaaS for multichannel marketing and customer engagement is currently used by more than 800 brands, including Singapore Airlines, Marks and Spencer, Virgin, Uniqlo, Samsung and Estée Lauder. Insider’s AI-based technology differentiates it from older, larger competitors like Salesforce because it is able to integrate customer data from different marketing channels, including offline ones, to help companies make better predictions about customer behavior. Insider’s analytics help brands coordinate campaigns across different platforms, including the web, mobile apps, messaging apps, email and other channels.


2020. Bluecore raises $50M for its first-party, AI-based marketing automation tools



Bluecore, a marketing technology firm that uses data gained from direct marketing like email, social media, site activity and combines that with machine learning to make better predictions about who might want to buy what among its customers, has raised $50 million. The funding comes on the heels of significant growth for the company, and Bluecore believes that its platform and how its used influences some 10% of all non-Amazon Gross Merchandise Value (GMV) in the U.S. Given how fragmented the e-commerce landscape is (once you remove Amazon from the equation, of course) that is a significant percentage. Its 400 customers today include high-profile names like Sephora, CVS, Teleflora and Tommy Hilfiger.


2020. Funnel raises $47M for its marketing data preparation software



Funnel, the Stockholm-based startup that offers technology to help businesses prepare — or make “business-ready” — their marketing data for better reporting and analysis, has closed $47 million in Series B funding. Funnel set out to let marketers automate their online marketing data from multiple platforms in real time, so that they can more accurately analyse their online marketing spend. Initially that included visualising the marketing data, but now the company has decided to focus solely on collecting the data from all of the disparate marketing channels, and cleaning it up and normalizing it so that it can be imported into popular business intelligence tools to be analysed.


2019. Appier raises $80M for AI-based marketing technology



Appier, a Taipei-based startup that provides an artificial intelligence engine to brands and retailers to help improve customer engagement, predict purchasing and improve conversions on their sites, has picked up $80 million. Appier’s initial and core product is a cross-platform advertising engine, CrossX, which covers retargeting and app installations, but also provides deep learning to help publishers and brands discover new audiences for their products. This is still the company’s most popular product, but around it, Appier has built a series of other services around the basic concept of better customer information, specifically sourcing and utilising customer data in more intelligent ways. This has included making acquisitions — of QGraph and Emotion Intelligence (Emin) to bring in more analytics and functionality into the platform.


2019. Customer marketing software Ometria raised $21M


Ometria an AI-powered customer marketing platform has raised $21 million in a Series B funding. The funding will be used to accelerate Ometria’s product development, expanding the platform’s specialist retail marketing capabilities and further innovating its AI-based technology. Ometria’s schtick is that it addresses the fact that consumers will no longer tolerate the torrent of communication sent toward them that is basically irrelevant, especially as the retail environment becomes ever more competitive. Its main competitors are spread across companies like email service providers (Emarsys, Sailthru, Selligent, Bronto, Dotmailer), behavioral marketing tools (CloudIQ, SaleCycle, Yieldify) and customer insight companies (More2, AgileOne). Its argument is that none of these companies were developed specifically for retail, or to create and use a unified predictive profile of each customer.


2019. Latest Adobe tool helps marketers work directly with customer journey data



Adobe has a lot going on with Analytics and the Adobe Experience Cloud, a place to gather data to understand customers better. Today, it announced a new analytics tool that enables employees to work directly with customer journey data to help deliver a better customer experience. The customer journey involves a lot of different systems, from a company data lake to CRM to point of sale. This tool pulls all of that data together from across multiple systems and various channels and brings it into the data analysis workspace, announced in July.


2019. SugarCRM moved into marketing automation with Salesfusion acquisition



SugarCRM has acquired Salesfusion to help build out the marketing automation side of its business. SugarCRM CEO Craig Charlton says he recognized that marketing automation was an area of the platform that badly needed enhancing. Faced with a build or buy decision, he decided it would be faster to buy a company and began looking for an acquisition target. It has been a period of transition for SugarCRM, which has had a hard time keeping up with giants in the industry, particularly Salesforce. The company dipped into the private equity market last summer and took a substantial investment from Accel-KKR, which several reports pegged as a nine-figure deal, and PitchBook characterized as a leveraged buyout.


2019. Mailchimp expanded from email to full marketing platform



Mailchimp, that is known best as a popular tool for customer-facing email activities, will start to offer a full marketing platform aimed at smaller organizations. The new platform will feature a number of new products within it. They include technology to record and track customer leads; the ability to purchase domains and build sites; ad retargeting on Facebook and Instagram; social media management. It will also offer business intelligence that leverages a new move into the artificial intelligence to provide recommendations to users on how and when to market to whom. The latter of these will be particularly interesting considering the data that it has collected and will collect on 4 billion individuals and their responses to emails and other services that Mailchimp now offers.


2019. Zoho unveiled unified marketing automation software - MarketingHub



Zoho unveiled MarketingHub, the all-in-one marketing automation software that combines the power of a well-built, cohesive platform and the functionality of distinct marketing tools. It allows to generate more leads, convert them to customers, and retain them longer. With MarketingHub, you can create unique lead-to-customer journeys and targeted marketing campaigns. You’ll now know the reason behind everything—from why people visited your website and what stage your leads are currently in, to how a recent successful campaign fetched more returns.


2018. Adobe acquires Marketo for $4.75 billion



Adobe it to acquire marketing automation company Marketo for $4.75 billion. The deal gives Adobe a strong position in enterprise marketing as it competes with Salesforce, Microsoft, Oracle and SAP. It also gives Adobe a huge boost for its Marketing Cloud offering and provides it with not only a missing piece, but Marketo’s base of 5000 customers and the opportunity to increase revenue in this part of their catalogue, while allowing them to compete harder inside the enterprise.


2017. Adobe Campaign gets AI-features



Adobe announced a number of new capabilities for its Adobe Campaign email marketing tools. Most of these are available now (better dashboards, new email templates, better support for multilingual campaigns), but the most interesting are new machine learning-powered features that allow to find the best subject lines for emails and soon, it’ll also be able to suggest just the right image to show to the right person who opens a marketing email. Another new predictive feature the company showed off is a new tool for predicting customer churn based on how users engage with emails. That’s some pretty standard machine-learning stuff, but like all of these projects, it’s only as good as the data you feed it. Combined with data from Campaigns, this tool can predict when a customer is likely to unsubscribe from a service, for example.


2017. Marketo picks Google Cloud to migrate from on-prem data centers



Marketo, the marketing automation platform, has chosen Google Cloud Platform to migrate its entire on-prem operation. The partnership will extend beyond hosting with Google also providing deeper integration with GSuite. Google says that should enable Marketo customers to generate content and communicate with customers directly from the Marketo platform using Google tools like Gmail, Sheets and Hangouts Chat. In addition, Marketo plans to use Google BigQuery for advanced analytics and Google’s machine learning APIs with the goal of providing better marketing insights for its customers.


2017. Marketing platform HubSpot acquires AI startup Kemvi



Inbound marketing and sales platform HubSpot has acquired Kemvi, a startup applying artificial intelligence and machine learning to help sales teams. A few months ago, Kemvi launched DeepGraph, a product that analyzes public data so that salespeople can ident ify the best time (say, after a job change or the publication of an article) to reach out to potential customers. It also proactively reaches out to verify leads. HubSpot  had been looking for new ways to bring AI technology into its platform to fight alternatives. It found Kemvi particularly appealing because it addressed a real need among salespeople.


2017. Marketing personalization startup Dynamic Yield gets $9M funding



Dynamic Yield, which uses machine learning to help online marketers personalize customer experiences on their site, has added $9 million to its Series C, bringing it to a new total of $31 million. Like alternative solutions, Dynamic Yield’s tools gather data from multiple sources, including websites, mobile apps, email, and online ads, that are usually siloed, and uses it to automatically tailor the content that each customer sees based on information about their past purchases, browsing history, and geographical location. The company has established itself as a leading full-stack solution provider for online retailers, publishers, and vendors, for which personalization has become a crucial differentiator and predictor of success.


2016. Salesforce acquired enterprise analytics provider BeyondCore



Salesforce has acquired business analytics platform BeyondCore. It is an enterprise analytics tool that bolsters business intelligence with computational and statistical analysis. While Salesforce could have gone fishing and come up with a number of business intelligence companies to buy, BeyondCore was already integrated with the Salesforce platform. Whether the transaction will turn out to be a critical key in an assault against Microsoft, or simply a strategic acquihire is yet to be seen. Until then, we will be eating popcorn waiting for the next Salesforce acquisition.