Suresh VIttal[Posted by , Chief Prod­uct Offi­cer, Neolane]

Twelve years ago 4 best friends embarked on an adven­ture to trans­form how brands engage with their con­sumers. Over the last 12 years Neolane grew into a nim­ble, fast grow­ing inno­va­tor who reset the rules of cross-channel mar­ket­ing and cam­paign man­age­ment. Today is the begin­ning of a new jour­ney for Neola­ni­ans as Adobe announced its inten­tion to acquire Neolane. This is great news for the Mar­ket­ing orga­ni­za­tion. Here’s why:

  • It’s about the cus­tomer. This is true at mul­ti­ple lev­els. Mar­ket­ing today is incred­i­bly com­plex. And chan­nel solu­tions like email or social aren’t the answer. While we do email and social well, we do think it is more than sim­ply doing chan­nel stuff. It is about oper­at­ing with the cus­tomer at the heart of the busi­ness. This is incred­i­bly hard to pull off. Mar­keters will suc­ceed or fail on their abil­ity to deliver per­sua­sive con­tent and expe­ri­ences to their cus­tomers. They won’t win by push­ing cam­paigns but by being able to address the indi­vid­ual in real­time. Adding Neolane’s world class seg­men­ta­tion, automa­tion, and orches­tra­tion capa­bil­i­ties to the for­mi­da­ble ana­lytic, con­tent, and expe­ri­ence assets of Adobe empower mar­keters to win today.
  • Tech­nol­ogy for mar­keters, by mar­keters. We can’t over­state this point. Build­ing tech­nol­ogy for mar­keters isn’t like any­thing else that soft­ware com­pa­nies do well. It’s about strong, marketer-friendly capa­bil­i­ties that hide com­plex­ity and fit to how mar­keters work. To do this you need to live and breathe mar­ket­ing. This isn’t the story of a diver­si­fied tech­nol­ogy hold­ing com­pany acquir­ing a mar­ket­ing spe­cial­ist. Both com­pa­nies obsess about trans­form­ing mar­ket­ing and chang­ing the way mar­keters approach their dis­ci­pline. And there isn’t a bet­ter time to do this as the role of CMO and the broader mar­ket­ing orga­ni­za­tion shifts and morphs to address the con­nected consumer.
  • Com­ple­men­tary capa­bil­i­ties. Adobe uniquely brings together cre­ative con­tent, and ana­lyt­ics while we at Neolane focus on data, seg­men­ta­tion, and exe­cu­tion. Together, we can impact the entire mar­ket­ing value chain. This is excit­ing news for brand and direct mar­keters. Uniquely, we can bring data to amplify brand mar­ket­ing and con­tent and dig­i­tal assets to make the seg­men­ta­tion that dri­ves direct mar­ket­ing more impact­ful. This helps both B2B and B2C marketers.
  • Scale per­son­al­iza­tion. Address­ing mass mar­kets at an indi­vid­ual level is a promise that remains unful­filled for most mar­keters. The chal­lenge very often isn’t that they can’t get the data or insights on time but that they can’t con­nect the insights with the con­tent at the point of inter­ac­tion. Adobe’s strength lies in opti­miz­ing the con­tent sup­ply and expe­ri­ence value chain. Adding Neolane to the mix will allow mar­keters to scale their per­son­al­iza­tion efforts across chan­nels and devices in a way that sim­ply wasn’t pos­si­ble before.
  • A strong cul­tural fit. Adobe is a past mas­ter at find­ing the right tech­nol­ogy assets to improve its over­all propo­si­tion for mar­keters. The prior acqui­si­tions of Omni­ture, Day Soft­ware, Effi­cient Fron­tier, and Demdex are tes­ta­ment to this fact. And it’s not just about acquir­ing these com­pa­nies but inte­grat­ing the assets and more impor­tantly the peo­ple to cre­ate the first sub­stan­tial mar­ket­ing cloud. Our four founders were very clear in their mes­sage to the com­pany: this is about shar­ing and extend­ing our vision to the next chap­ter in the evo­lu­tion of mar­ket­ing and who bet­ter to share this jour­ney with than Adobe. Our jour­ney hasn’t ended. It’s sim­ply shifted gears and accelerated.
  • Ben­e­fits abound for each company’s cus­tomers, prospects, and part­ners. At Neolane, our clients and prospects already push us to focus on the cus­tomer expe­ri­ence. The com­ple­men­tary nature of the capa­bil­i­ties and Adobe’s size and strength means we can bring more to the table, faster. Our part­ners ben­e­fit too — they can build more on the com­bined plat­form and serve mar­ket­ing across the spec­trum of their chan­nel, oper­a­tional, ana­lyt­i­cal or con­tent needs.

To sum it up, we at Neolane are hum­bled and excited to join a world class com­pany like Adobe in our joint endeavor to trans­form mar­ket­ing. This allows us to bring inno­va­tion to the mar­ket­ing orga­ni­za­tion faster than we ever could on our own.


  1. […] a lot of com­men­tary on what the acqui­si­tion will mean for mar­keters and the indus­try as a whole.  Suresh Vit­tal, Neolane’s Chief Prod­uct Offi­cer, and Brad Rencher, SVP and GM of Adobe’s Dig­i­tal Marketing […]