Marketo posted strong Q3 earnings last quarter, recording revenue of $25.5 million – a 65% increase year-over-year. The company remains independent today, despite a spate of marketing automation acquisitions in recent years: Teradata bought Aprimo, ExactTarget bought Pardot, Oracle bought Eloqua and Adobe bought Neolane. Many analysts predicted Oracle’s rival Salesforce.com would purchase Marketo, but […]
The value that Salesforce.com’s solutions bring to marketers, customer experience managers, and sales staff is well-established. But what can Salesforce.com offer for online advertisers? Within the various acquired companies that constitute Salesforce.com’s ExactTarget Marketing Cloud — recently integrated with the Salesforce1 platform — is Social.com. Social.com was made possible when social media commerce company Buddy Media […]
As throngs of conference-goers flocked to downtown San Francisco for this week’s Dreamforce show, enterprise platform company Salesforce.com posted its Q3 earnings, citing 36% growth year-over-year to $1.08 billion in revenue. Of that total, $81 million was attributed to the Salesforce.com ExactTarget Marketing Cloud, according to Salesforce.com CFO Graham Smith, a figure that was “stronger” […]
A week before an estimated 120,000 take to the streets of San Francisco for cloud-computing stalwart Salesforce.com’s annual Dreamforce conference, a key question is how the company will position the Salesforce.com ExactTarget Marketing Cloud – which CEO Marc Benioff has billed as his next billion-dollar business. The show is an opportunity for Salesforce.com to demonstrate […]
Among Adobe’s visions for its Marketing Cloud suite of products is enabling a streamlined process of creating content and delivering it all the way through to campaign execution, the company said. Just weeks after Adobe’s announced $600 million acquisition of marketing automation company Neolane (See AdExchanger story) to round out its creative and content capabilities […]
Facebook may be the world’s largest social network, but regional social sites are carving out their own followings — and companies are taking note. In a reflection of the rising influence of Chinese and Russian social networks, Salesforce.com is adding integrations into the Chinese microblogging sites Sina Weibo and Tencent Weibo, as well as VKontakte, […]
As Salesforce.com and Oracle CEOs Marc Benioff and Larry Ellison demonstrated last week, what CEOs say in public can rarely be taken at face value. Following a bitter rivalry and lots of name-calling, Oracle and Saleforce.com announced a nine-year partnership to integrate Salesforce.com’s CRM software and Oracle’s cloud-hosted human resources and financial applications. There was […]
Following the news that Facebook will be reducing its ad formats by half and redesigning Sponsored Stories, Salesforce.com has released a report on the performance rates of various Facebook ad types that marketers use through its platform, Social.com. Based on data collected from Social.com between January and March of this year, the study measured the […]
Salesforce.com added another notch to its marketing belt with the news that it had purchased email marketing and marketing automation provider ExactTarget for $2.5 billion in its biggest acquisition yet. AdExchanger reached out to several analysts and asked their thoughts on the ramifications of this deal. Rebecca Wettemann, vice president, Nucleus Research Paul Greenberg, president, […]
Salesforce.com wants to be “number one” in marketing, said CEO Marc Benioff during the company’s Q1 earnings call Thursday. “We’ve acquired our way into marketing, first by purchasing Radian6, then by buying Buddy Media,” Benioff said. “And we don’t want to just be number one in listening, publishing, or social advertising, but a number of […]
Salesforce.com introduced today a new addition to its Marketing Cloud – Social.com, which allows marketers to apply their CRM and social listening data to their social ad campaigns. Creating targeted ads, marketers frequently run into the “silo issue” of being unable to connect their various customer data sources, noted Gordon Evans, VP of marketing at Salesforce.com. […]
Marketing automation vendor Marketo has filed for a $75 million IPO, adding fuel to speculation on whether it will soon be snapped up in an acquisition. From 2010 to 2012, Marketo’s revenue grew from $14 million to $58.4 million, according to its S1 filing. The San Mateo, Calif.-based marketing automation firm has raised $108 million in venture funding […]
Following its string of social media acquisitions, Oracle has pulled all its social capabilities into one product, allowing marketers to create and publish content, listen to and engage customers, and analyze interactions from a single interface. Unveiled at the South by Southwest conference, Oracle’s Social Relationship Management (SRM) product ties together capabilities gained when the […]
Salesforce.com added new mobile customer service solutions to its offerings, the company announced this week. Chairman and CEO Marc Benioff spoke about the new focus for the company, and demonstrated the new features, at an event at the Waldorf-Astoria in New York on Tuesday. The company currently offers three cloud-based products: the Marketing Cloud, which […]
As part of our year-end coverage, AdExchanger is publishing a variety of perspectives on a single question: “What will happen next year in marketing and advertising that hasn’t happened before?” The below response is from Michael Lazerow, Chief Marketing Officer of Salesforce Marketing Cloud and CEO of Buddy Media. Buddy Media’s sale to Salesforce.com in […]
Today at Salesforce’s Cloudforce conference in New York, CEO Marc Benioff said CMOs are like “fighter pilots without a cockpit” when it comes to social campaign management. “They’re going to want all the analytics, the ability to listen, place media, test media, run A/B tests,” he said in response to an AdExchanger question. “They’re going […]
On Monday, Salesforce.com announced the acquisition of social marketing software company Buddy Media for $689 million. Read more. Marcel LeBrun, CEO of Salesforce Radian6, and Michael Lazerow, CEO of Buddy Media discussed the transaction with AdExchanger. AdExchanger: Marcel – can you talk a little bit about why Salesforce’s Radian6 is part of the discussion when […]
It’s official. CRM loves social as it looks to make actionable its vast data sets. The announced acquisition of Vitrue by Oracle a couple of weeks ago has been followed today by the $689 million purchase of Buddy Media by Salesforce.com. Jeff Pashalides, Head of SaaS Advisory at Blackstone offfered his thoughts on the acquisition: […]
