Download 20 Most Promising Digital Marketing Solution Providers

Digital Marketing
Solution Providers
20 Most Promising Digital Marketing Solution Providers
20 Most Promising Digital Marketing Solution Providers
M
dIgItal MaRkEtINg tECHNOlOgY SPECIal
The Navigator for Enterprise Solutions
JUNE - 2014
CIOREVIEW.COM
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CIOReview
JUNE 2014
arketing is undergoing a dramatic transformation, moving
from the traditional guesswork to data operations and analytics
in the cloud. Coupled with the changes in the psyche of
consumers, this transformation is forcing marketers to reorganize their
strategies. Consequently, they are spending increasing amounts of time
and energy to embrace technology, digital marketing, and sales and
marketing automation.
The success of today’s marketing strategies is largely linked to the
adoption of digital technologies. CMOs and CIOs need to work hand
in hand to ensure that marketing is empowered with the right set of IT
tools and processes to further engage with customers in an increasingly
connected world—through mobile, cloud or other social technologies.
Given the disruptive ecosystem, it has become critical for CIOs and
CMOs to choose the proper technologies and select the best venders that
are at the forefront of optimally tackling the real explosion in the marketing
spectrum. To help them accomplish their objective, CIO Review presents
“20 Most Promising Digital Marketing Solution Providers 2014.”
A distinguished panel comprising of CEOs, CIOs, CMOs, VCs,
analysts including CIO Review editorial board has decided the top
Digital Marketing Solution Providers from over thousand companies. The
companies featured provide a look into how their products work in the
real world, so that you can gain a comprehensive understanding of what
technologies are available, which are right for you, and how they shape
up against the competition. We believe this information will help you to
market your company in a much more effective manner.
We present to you CIO Review’s 20 Most Promising Digital Marketing
Solution Providers 2014.
ReachForce
Data Unification for Marketing Insight
W
hen it comes to B2B
Marketing, Justin England is
a man who firmly believes
in the principle—‘data is the fuel of
all programs, and junk in = junk out’.
Spending much of his career as an early
executive in the Marketing Automation
industry, he has seen over and over again
the damage that siloed, poor-quality data
can have on marketing programs, and
in-turn the overall business. England’s
desire to advance the results of marketing
throughout the entire buyer lifecycle and
transform underserved marketers into
heroes brought him to ReachForce—a
cloud-based
data
unification
and
marketing insights platform that delivers
clean, rich, predictive data to maximize
revenue and customer lifetime value.
“Data needs to provide a unified
view across customers, campaigns and
moments in the buyer lifecycle. The limits
of the data—whether lack of quality,
completeness or integrated view—often
represent the single biggest obstacle
to marketing program effectiveness,”
says England, CMO and EVP Business
Development, ReachForce. Addressing
this is ReachForce’s Marketing Insights
Platform, which coupled with the
company’s industry leading SmartForms
solution fulfills data quality, data
enrichment, data unification and data
analytics requirements to deliver clean,
rich, predictive data that marketers can
use to maximize revenue and customer
lifetime value. The ReachForce Marketing
Insights Platform unifies the disparate
people, company and transaction data
within the four walls of an organization
and ensures that data is trustworthy and
it’s enhanced continuously. The resulting
360 degree customer view provides a
clear understanding of the context of
marketing efforts and their resulting
impact on the buyer lifecycle. This in turn
TM
Company:
Description:
ReachForce
A cloud-based Data Unification
and
Marketing
Insights
Platform designed to deliver
to marketers the clean, rich,
predictive data they need
to maximize revenue and
customer life time value.
Key Person:
Justin England
CMO & EVP Business
Development
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CIOReview
JUNE 2014
Justin England
fuels smart segmentation for better lead
scoring, routing, targeting, messaging and
optimization, as well as other strategic
predictive marketing initiatives.
ReachForce can also solve longstanding, complex marketing issues such
as marketing attribution. “In B2B, it is
the company that is buying the product
or service, not an individual consumer.
And, it is an entire team involved in the
purchasing decision. Furthermore, it’s
The unique ability to combine data
quality management, data unification
and data analytics into one platform
thereby providing business value ranging
from better marketing attribution to
cleaner fuel for predictive marketing
truly sets the business apart. Even
looking at just one small component of
the platform, there is success to be found.
Take Marketo, the highly successful
social marketing automation and sales
effectiveness software provider. Though
Marketo made dramatic improvements
to its web registration process through
shortened forms and experienced an
equally dramatic increase in conversion
(34 percent), it couldn’t reconcile the
major dip in the quantity and quality
of data captured at registration. This
hindered key processes such as the
scoring, routing and segmentation of
incoming leads prior to the hand-off to
By giving our B2B Marketing customers the keys to the
data kingdom, ReachForce empowers them to have a
dramatic impact on revenue and customer life time
value, and command a more strategic role in their
organizations
not just one campaign or program that
should get attribution credit, it’s the mix of
programs that were touched by the entire
purchasing team. Because of our ability to
bring together all of the people, company
and transaction data, we connect marketing
actions to customer context so marketers
can see which programs are working and
which aren’t. By focusing not just on leads
but rather the entire buyer lifecycle, our
customers can see how much marketing is
contributing to sales pipeline and customer
lifetime value,” notes England.
sales. Marketo looked to ReachForce
for a solution to help bridge that gap.
The immediate result? A 23 percent
increase in sales productivity and a 10
percent increase in ROI across all online
programs.
“By giving our B2B Marketing
customers the keys to the data kingdom,
ReachForce empowers them to have a
dramatic impact on revenue and customer
lifetime value, and command a more
strategic role in their organizations,”
England concludes.
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CIOReview
JUNE 2014