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What kind of impact will the Marketo & ExactTarget partnership have on the market?
What do you think about this partnership? How will it impact the marketing automation industry? The email marketing industry?
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3 Answers
I think overall this is a good move for the market and for both companies. As David Raab stated in the press release, this brings ExactTarget into the B2B space which they have been looking to do for some time and it also provides a large channel for the Marketo and opportunity to bring automation solutions to what is by and large a email centric audience in the ET customer base and allows them to take advantage of the multi-channel capabilities of ET.
I think Silverpop and their customers would also be interested in this move as it would seem to affirm the move they made in purchasing Vtrenz in 2007 in order to bring automation capabilities to their email dominated platform.
I think overall more of these partnerships and joint strategies will only provide more capabilities and value to the market in general and will continue to drive adoption and awareness. I congratulate both companies on this partnership.
Carlos Hidalgo
The Annuitas Group
@cahidalgo
Hi Lauren,
Any companies goal is to provide more value to customers, and by this alignment, both firms succeed. I speak countless times to clients and during my many speaking engagements on the differences between email platforms and marketing automation, and now this partnerships brings those platforms closer together. Like any marketing automation and email platform, they are just tools. The process, the people, the resources, and the content is what will drive business. It'll be interesting to gather the other MA platforms views.
Paul Mosenson
www.nusparkmarketing.com
@nusparkmktg
This confirms something I've been saying all along. MA1.0 companies are really all about email and Push marketing. Natural bedfellows.
But it begs another question - what has Marketo achieved with all that venture capital money?
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