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Getting a handle on marketing technology

Tom Kaneshige | March 20, 2015
The marketing tech landscape has been expanding at an impressive clip over the last three years. It now boasts more than 3,000 vendors, including giants such as Adobe and Oracle. It's an ecosystem buzzing with activity -- big fish gobbling up smaller ones, startups trying to survive -- and marketers can easily get disoriented.

Darwin works best for midmarket companies that can't afford nor need highly customizable predictive enterprise solutions, says Fliptop CEO Doug Camplejohn. Companies with a high volume of inbound leads can prioritize calls and maybe even reduce the number of salespeople, in a digital version of Death of a Salesman.

Showcase: Marketers often feel the creative, emotional side of their profession is under attack by analytics geeks wielding scoring engines and other technology. In San Francisco, though, startup Shocase hopes to rekindle a marketer's passion by providing a social network that shows off their creative work, from videos to design to copywriting.

"Showcase your work, stay abreast of the news, get more business," says Shocase founder and CEO Ron Young.

 

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