(Silver)pop Goes the Independent Marketing Automation Bubble

Lisa Astor

Just like that, another Marketing Technology vendor is scooped up. Today’s announcement that IBM has acquired Silverpop is the latest in a remarkable M&A storm within a single industry.

Most commonly blanketed under the term “Marketing Automation,” companies that peddle solutions to help marketers better target and reach their audiences through more personalized user experiences have become the hottest item on the auction block. It first came to our attention at PAN when former client Aprimo was acquired by Teradata. And then again last year, when our client Neolane became a part of Adobe. And just a few weeks ago, our client Responsys was picked up by Oracle. We’re beginning to think we’re a lucky charm… J

Our clients aside, companies in the marketing tech space have become more and more attractive to the industry stalwarts, with ExactTarget, Unica and Eloqua, all acquired within the last few years. With the Silverpop acquisition, one of the only major Marketing Automation vendors to still stand independent is Marketo.

Lots of industry trends point towards the need for these Goliaths to build out their marketing technology portfolios – the expanded role of the CMO, social media and mobile’s impact on purchasing behavior and decisions, the Internet of Things, the list goes on….yet with all these acquisitions – for the most part – we’re still waiting to see the results of how they affect the standings and strength of the acquiring companies’ portfolios.

So a big congratulations to Silverpop and a re-set on the marketing tech acquisition clock – who will be next? And how do you think the mass Marketing Automation acquisitions will impact the industry? Don’t blink…

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