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A Move Towards Marketing Channelization – Martech Integrations

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A Move Towards Marketing Channelization – Martech Integrations


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 integration 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?


For more such updates, check Out recent Martech Cube blogs.


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