The Marketing Automation Space: Growing, Evolving and Improving

June 23, 2013 Tara Slover

Marketing automation is evolving and emerging as the preferred solution.

It has never been more apparent that the marketing automation space is evolving and emerging as the preferred solution for interacting with leads and potential buyers. Although marketing automation is a smaller market in comparison to other segments in the industry, it is definitely the hot space to be. The attractiveness of the market is apparent with large CRM companies such as Salesforce.com making the $2.5 Billion purchase of ExactTarget, a company specializing in a digital marketing product. Less than a month later, software mega house, Adobe, purchased Neolane for $600M, also a big marketing automation player. These purchases are efforts to integrate solutions that can provide a “total package” of marketing software that provide tools to better understand and communicate with leads. Whether it is through new technologies such as video email marketing or through acquisitions of other platforms, the marketing automation space and marketing software industry as a whole has a big future. A little dot in the realm of things makes a big difference.

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