Ed Hadley[Posted by , Senior Mar­ket­ing Man­ager, Neolane, Inc.]

In an August 2012 earn­ings call, Sales​force​.com CEO Marc Benioff made one of his trade­mark bold state­ments, vow­ing that the company’s next billion-dollar busi­ness would be mar­ket­ing tech­nol­ogy. Today, he put his money where his mouth is, acquir­ing Exact­Tar­get for $2.5 bil­lion.

Exact­Tar­get is Salesforce.com’s largest acqui­si­tion to date, and its first seri­ous move in the mar­ket­ing tech­nol­ogy space.  While the com­pany had pre­vi­ously pur­chased Radian6 and Buddy Media, the com­pa­nies were nar­rowly focused on social media mar­ket­ing.  With brands today need­ing to inte­grate and com­mu­ni­cate across a vari­ety of chan­nels, Benioff extended the Sales­force Mar­ket­ing Cloud with ExactTarget’s email mar­ket­ing engine.  Ven­dors focused on mobile and other emerg­ing chan­nels will likely be gob­bled up next.

Given the sheer mag­ni­tude of the Exact­Tar­get deal, we had no choice but to update our Mar­ket­ing Tech­nop­oly infographic—even though it was pub­lished just two weeks ago on the heels of Marketo’s IPO.  That’s a sign of just how fast our indus­try is mov­ing today.  Hav­ing been at Neolane for more than two years, it’s been fas­ci­nat­ing to watch the ven­dor ecosystem—not to men­tion the under­ly­ing chan­nels and technology—evolve on what seems like a daily basis.

Some­times it feels like being inside an inferno.  But for a con­tent mar­keter, the chal­lenge is also the oppor­tu­nity.  There’s a rush and sense of pride work­ing under extremely tight dead­lines to pro­duce some­thing as timely and beau­ti­ful as the Mar­ket­ing Tech­nop­oly Info­graphic.  I hope it paints a pic­ture of the blis­ter­ingly hot mar­ket we’re in—and the excit­ing race under­way to dom­i­nate the dig­i­tal mar­ket­ing indus­try.  Enjoy!

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Marketing Technology Monopoly

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  1. […] over Exact­Tar­get and we all know what that means…. The peo­ple at Neolane updated their mar­ket­ing tech­nol­ogy monop­oly board and if you ask me, there’s still some room […]

  2. […] Sales​force​.com Bets Big on Mar­ket­ing (Updated Mar­ket­ing Tech­nop­oly Info­graphic) (neolane​.com) […]