Consolidation within the marketing automation field has been limited this year, in part because the surfeit of activity during 2003 left very few pureplay vendors in operation. However, privately held MarketSoft has broken the quiet with the acquisition of Elity Systems, giving it added reach in the lead generation arena.
MarketSoft has bought rival marketing management vendor Elity.
MarketSoft specializes in the lead management sector of marketing management, which is the art of getting the right lead to the right channel in the most timely manner.
One of the features that has enabled it to survive has been its focus on linking the sales and marketing functions, an area that broad based enterprise suppliers like Oracle are only just getting around to, and on utilizing existing applications to ensure rapid routing and business rule implementation to deliver leads to the right place.
The acquisition of Elity extends MarketSoft’s capabilities into the lead generation area. Privately held Elity focuses on event driven marketing, whereby it uses transactions within existing enterprise applications to identify and trigger activity based on individual customer behavior, which is usually presented in the form of sales leads.
The objective is to combine event triggering technology with lead management capability to ensure triggered opportunities retain their value. Rather than stopping at identifying opportunities, event driven marketing supports the execution of the triggers by linking them with qualification, prioritization, monitoring and measuring to ensure good conversion rates. Lead management can result in the pursuit of quantity but combining it with event management should result in quality leads.
Both vendors’ applications go beyond well beyond base marketing automation and use business rules engines and business intelligence to inform decisions. This area of marketing is complex because it transcends traditional marketing boundaries and functionality and supports a level sophistication and complexity the CRM generalists are as yet unable to match, since so few such organizations have gone beyond the marketing automation stage. MarketSoft will therefore be pleased to have strengthened its position in this niche enterprise software field.