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Last week, Marketing automation vendor LeadRocket (formerly, Genius) was acquired by Callidus Software Inc., which also owns LeadFormix, for an undisclosed amount. This announcement came a week after Salesfusion’s acquisition of Loopfuse (Salesfusion raised $8.25 million in venture capital just two weeks prior). As marketing automation catches on, and as more software firms—we count over 50—chase an expanding customer base, we will continue to see more consolidation.
The LeadRocket acquisition is notable as Genius was the an early leader in marketing automation—they raised over $40 million in venture capital between 2006 and 2009—more than any other marketing automation vendor during that time frame.
|Venture Capital Funding for Marketing Automation (2005 - Current)|
The publicly traded Callidus CALD acquired marketing automation vendor LeadFormix in 2012 for $9 million. Its full product suite provides Software as a Service (SaaS) for hiring, learning, marketing and selling.
So many factors come into play in determining vendor success; product features, usability, marketing prowess, pricing, support, company leadership, strategy, etc. These factors will sort themselves out through tens of thousands of marketplace experiments over the next year as users attempt to leverage marketing technologies to get a handle on the new world of digital marketing.
**** **** **** ****Marketing Growth Strategies LLC has been engaged in research, analysis, lead generation, and client implementation in the Marketing Automation sector since 2009 and has recently revised its highly successful 2014 Marketing Automation eBook.
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