Way for Marketing Channelization - Martech Integrations
Way for Martech Channelization - Martech Integrations
A brand is trying to offer all the different marketing technologies that are integrated as a part of Martech Integrations or are used by a certain type of business. David Raab, a martech maven also shared his views on this acquisition, he stated “Upland owns a whole bunch of products, including a cluster of customer experience tools. BlueVenn is highly integratable. Everybody wants to be a platform, and the CDP is just table stakes.”
What do These Integrations have in Store?
As we all know that the customers need more than one platform to complete their marketing cycle or to make their marketing cycle more effective and efficient. These acquisitions and mergers clearly show that the businesses have understood this and have started the race of becoming a one-stop shop for the customers. This type of acquisition can be called platform or stack building acquisitions. Such acquisitions and mergers allow companies to grow at a higher pace and fulfill the requirements of the majority of marketers. By becoming a one-stop shop for marketers these brands can also make the process of platform integration hassle-free and also cost-effective.
One of the common issues that marketers faced while building their martech stack was selecting the required tool and its integration. With over 5000 options available, a lot of businesses also didn’t bother to interconnect the smaller tools used by specialized teams with their martech stack, leading to inefficiencies in the data flow. Such common issues faced by marketers become completely invisible when a complete stack is provided by a single brand or by brands that are already in great sync. Such acquisitions and mergers offer a win-win situation for both the brand as well as the customers.
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Last Update : Jun 14, 2021 7:22 AM
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