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Within the marketing automation industry, the ability to track customer analytics and optimize user experiences based on them has become increasingly important. Recently I interviewed San Francisco-based web and mobile analytics company Woopra (woopra.com). Their marketing director, Natalie Issa, gave me a detailed tour of the Woopra platform to help me better understand their functionalities and value proposition.
As businesses worldwide realize that content marketing is becoming a more efficient and authentic means of reaching customers than traditional advertising, producing quality content becomes of utmost importance for many brands and agencies. This week I interviewed Eran Eyal, CEO of Springleap (www.springleap.com), a content crowdsourcing and marketing company based in New York.
The marketing automation industry encompasses a wide array of companies and startups in the email marketing, content marketing, social media, and other categories. As my marketing automation scan grows to almost 500 companies and $4.25B of funding, I'd like to take a step back and examine the whole industry by its common trends, growth rate, and funding capacity.
Content marketing technology has quickly become one of the significant pillars of the marketing automation industry. According to a recent Entrepreneur.com article, 70% of consumers prefer getting to know a company through content marketing than through advertising. I interviewed one of the companies in the content marketing sector, New York-based NewsCred (newscred.com), to learn more about its product and service in helping brands connect with consumers.
The rise of marketing automation technology enables brands and businesses to deliver more personalized experiences to their customers, thus increasing conversion rates and overall revenue. One of the innovators in the marketing automation software sector that I recently interviewed is the 6-year old company Sailthru (www.sailthru.com), which raised $48 million in the last three rounds and has 160 employees across New York, San Francisco, and London.
Email marketing is becoming an increasingly significant part of businesses’ marketing endeavors, as companies seek to reach their user base through email newsletters, product update notifications, promotions, and various other communications. One of the companies in the email marketing sector that I examined recently was Toronto-based Elite Email (www.eliteemail.com), which just celebrated its 11-year anniversary.
A recent Business2Community post named "7 Facts About Marketing Automation" predicts that the adoption of marketing automation technology is expected to increase by 22% by 2015. As businesses worldwide began adopting marketing automation to generate more leads and increase productivity, more companies offering such technology began appearing on the horizon. I interviewed one of the players in the marketing automation software category, GreenRope (greenrope.com), to learn more about its product and position in the marketing automation sector.
Social media marketing has become an increasingly important category within the marketing automation sector. I recently interviewed one of the innovators in the category, Pennsylvania-based social media management company Fity Social Media (fitysocialmedia.com).