Another player in the market... for the little guys...like those that use Hatchbuck. :)
Nice overview of the "big boys" in the game of aggregating marketing technologies. One of the basic questions this raises is, "are you most comfortable building your customer engagement model from the back forward (e.g. SAP, Oracle) or from the front to the back (e.g Salesforce). I can tell both are must have capabilities when you're trying to personalize communication to customers and the communications involve real-time visibility into inventory back through your supply chain.
Really an excellent commentary on how to think about customer experience. Having said that, this is another rendition of customer lifecycle management interlaced with thinking and language that CEO's and CMO's will relate to.
No surprise here... IBM is dedicated to this market and continues to build out their portfolio.
If they do raise the entry price from $49 to $79 per month, don't expect acquisition costs to decrease; and this will continue to slow their customer acquisition rate. Whether or not top line revenue continues to grow then becomes of question of expanding ARPU of existing customers to make up the difference. Dropping from 19% to 12% to 9% customer growth over the last three years is significant and it may flat line to no growth by making a sudden increase in price.
Commentary highlights some great points on the value of usage data for SaaS companies and orchestration of marketing automation solutions in order to improve customer life cycle marketing.
Interesting conclusions by the Director of Social Media at UPS... backup by scientific research using MRI's to study the impact on brain changes in London Taxi Drivers. So, now that you know... will this change the way you do marketing? lol