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Martech Integrations – A Move Towards Better Marketing Channelization

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I am sure even you might have noticed that martech merger news has started bouncing more and more in recent times. As soon as you switch to the marketing buzz news, you might see at least one martech merger news in a week. Are we witnessing another change in the martech arena?

Just note the way some of the major martech mergers and acquisitions have happened,

–        Merger between RichRelevance and the Manthan CDP to form Algonomy

–        Twilio Acquires Segment

–        Bloomreach Announces Acquisition of Exponea CDP

–        Upland Software Acquires BlueVenn (Most recent news)

In today’s world, we are seeing many changes that are redefining the way in which things use to function.

We have already witnessed the transformation in the way of doing business, as reports showcase even the customer behavior is changing and the motive behind acquisitions and mergers are also changing in present times. Do all these mergers have some things in common? What change are they predicting in the Marketing Industry? Let’s Find Out.

Do these Mergers Indicate a Collective Phase shift?

To understand the change in the motive behind the acquisitions and mergers in the martech industry, we need to go back a little and have a look at all the acquisitions and mergers Upland Software has made in the past few years. Upland bought Localytics, a mobile apps personalization, analytics, and sentiment analysis company in February. Prior to that in January it acquired Second Street, an audience engagement platform that serves up quizzes, contests, and sweepstakes. In October 2019 it had bought Altify, a revenue optimization platform that connects sales and finance departments, and now the acquisition of a leading marketing automation CDP company, BlueVenn. Are you understanding the strategy these acquisitions are indicating?

A brand is trying to offer all the different marketing technologies that are integrated or are used by a certain type of business. David Raab, a martech maven also shared his views on this acquisition, he stated “Upland owns a whole bunch of products, including a cluster of customer experience tools. BlueVenn is highly integratable. Everybody wants to be a platform, and the CDP is just table stakes.”

What do These Integrations have in Store?

As we all know that the customers need more than one platform to complete their marketing cycle or to make their marketing cycle more effective and efficient. These acquisitions and mergers clearly show that the businesses have understood this and have started the race of becoming a one-stop shop for the customers. This type of acquisition can be called platform or stack building acquisitions.

Such acquisitions and mergers allow companies to grow at a higher pace and fulfill the requirements of the majority of marketers. By becoming a one-stop shop for marketers these brands can also make the process of platform integration hassle-free and also cost-effective.

One of the common issues that marketers faced while building their martech stack was selecting the required tool and its integration. With over 5000 options available, a lot of businesses also didn’t bother to interconnect the smaller tools used by specialized teams with their martech stack, leading to inefficiencies in the data flow. Such common issues faced by marketers become completely invisible when a complete stack is provided by a single brand or by brands that are already in great sync.

Such acquisitions and mergers offer a win-win situation for both, the brand as well as the customers.

Wrapping Up

These mergers are making integrations seamless and are making marketers and martech stack more efficient. These integrations are paving the way towards a smarter Martech future.

Upland is showcasing a perfect example of how a pure martech brand is built through acquisitions. Acquisitions by Upland have not only made it a well-known brand in the martech space but have also made it a one-stop-shop for numerous marketers. So, companies should do more such thoughtful mergers to solve customer problems and offer specialized solutions to them. These mergers can also solve the issue of bottleneck in the marketing technology space and also phase out the crisis in a structural manner.

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Tanvi Tirthani
Content Contributor, MarTech Cube
Tanvi Tirthani is a content writer and strategist with a special foray into technology. She has been a keen researcher in the tech domain and is responsible for strategizing the social media scripts to optimize the collateral creation process.

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