Marketing Automation Watch

SaaS Hits the Wall In Two Years

Claiming that we are witnessing the third rise-and-(soon-to-be)-fall of software as service, Lawson CEO Harry Debes predicts the demise of SaaS in a recent interview with ZDNet Asia.

So what will this mean for Marketing Automation? Even with SaaS darling Saleforce.com at a market cap that is 20% higher than GM, Harry claims Lawson backed off of that strategy because the profit is too back end loaded, if profitable at all. Here’s more of the highlights on the collapse of SaaS prediction posted by our friends at the WebGuild.

New Cross-Channel Marketing Optimization Product From Neolane

Neolane introduced a cross-channel marketing optimization product that can manage, automate, and optimize consistent and coordinated messages across all channels via the new Neolane v5 platform. It will help marketers supply relevant content and increase both revenue and customer loyalty through its ability to run ad campaigns across various channels, including email, direct mail, and mobile devices. Customer interactions are recorded in a single view, so the latest interaction in any channel can accommodated quickly in any following communications. Jeremy Bedford, Neolane’s UK director of operations, says that Neolane has the only platform “that can transcend organizational silos and simplify the execution and measurement of coordinated, consistent and highly personalized cross-channel campaigns that meet customer expectations.”

Aberdeen Group: Best in Class Adoption Hits 58%

According to research recently published by the Aberdeen Group, fifty-eight percent (58%) of Best-in-Class companies are now using marketing automation technologies. Reasons cited include improving marketing results and demonstrating return on marketing as the key drivers for marketing automation adoption. 215 organizations were surveyed.

Learn more about this report.