Over the weekend, there was an announcement regarding the acquisition of one Marketing Automation platform by another, and we were scratching our heads from the lack of Twitter buzz.
Bill Nussey (@bnussey), CEO of Silverpop, announced on March 18th that Silverpop acquired Atlanta neighbor CoreMotives for an undisclosed sum. CoreMotives is another Marketing Automation platform, but it was founded by experts with years of Microsoft Dynamics CRM experience and was developed from day one with unsurpassed integration into the Microsoft Dynamics CRM platform. All CoreMotives solutions are based on the Windows Azure cloud, which means that for Marketers there is no software to install or maintain. CoreMotives runs completely within Microsoft Dynamics CRM, so marketers can begin executing their campaigns almost immediately without complicated set ups or learning a new application if they are Dynamics customer.
Joe Zuccaro (@joezuc), Allinio‘s president, dined with CoreMotives Co-Founder Rhett Thompson (@Rhettu) two years ago and recognized that he was filling a significant need in the marketplace; now operating for only three years, CoreMotives has quickly grown internationally to more than 800 accounts, and has proved itself to be a powerful tool for Marketers in Microsoft shops. Making a big sponsorship splash at Microsoft Dynamics CRM’s Convergence 2012 conference, they are now surely going to experience event further, accelerated growth.
Silverpop may have done something very smart – a long time player and one of the leaders in the Marketing Automation arena, they have secured a well talented team that addresses a distinct need in the marketplace. While Microsoft Dynamics CRM may not overtake the Salesforce 800-pound gorilla anytime soon (as if anyone ever will?), as a smaller, competing platform, its newest release has become more user friendly and possesss greater functionality. Silverpop’s acquistion will hopefully give it an edge in this growing segment.
Good luck to Silverpop with the new strategic edge and congratulations to Rhett and his team for a job amazingly done!