Marketing Cloud was founded because of ExactTarget’s core Marketing Automation capabilities – especially email marketing. It’s funny to read TechCrunch’s observations following the ExactTarget-Pardot announcement: “it puts ExactTarget into a better position against the likes of Salesforce.” ( TechCrunch). ExactTarget were able to position themselves as both a strong B2B and B2C marketing solution to any prospect company that approached them. ExactTarget was the robust foundation Salesforce was seeking as the backbone for their enterprise Marketing suite.Īs a bonus, ExactTarget had acquired Pardot 6 months previously. One-line Pitch: “ExactTarget provides on-demand one-to-one email marketing software applications.”Īfter conquering the sales and service departments, Salesforce looked to expand in the next logical step: Marketing.ĮxactTarget had been running 13 years, pre-acquisition, and a 2000-strong organization when they joined the Salesforce family. Commerce Cloud offers ‘omnichannel commerce’ – a seamless retail experience across the growing number of digital and physical engagement channels, including web, social, mobile, in-store, and others. Where are they now? Demandware became Commerce Cloud very quickly, grabbing the attention of next-generation retailers who wanted an end to disparate data sources.
The price Salesforce paid, my guess, was justified by the well-engineered product and Demandware’s existing enterprise customer base. Salesforce spotted the future need: for 1-to-1 shopping experiences, driven by personalization whether on the shop floor, or online.ĭemandware had capitalized on a data-driven world with high consumer expectations. Traditionally, CRM wasn’t a priority for retailers – especially not traditional ‘brick and mortor’ enterprises. E-commrce was a big missing piece of the B2C-customer-engagement-puzzle. Mix in their growing desire to infiltrate the ‘front-end’ operations, and you can clearly see why e-commerce was on their shopping list. Salesforce had mastered the B2B cloud software market – however, they always had a taste for the B2C market. One-line Pitch: “Demandware provides enterprise cloud commerce solutions that empower the world’s leading retailers to continuously innovate.”
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