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The Marketing Automation Unit of Vocus Spins Out as OutMarket

The Marketing Automation Unit of Vocus Spins Out as OutMarket | The MarTech Digest | Scoop.it

Excerpt...


OutMarket, a provider of marketing automation software and services, makes its public launch today. For current and future customers, the creation of OutMarket means a new company that is 100 percent focused on delivering marketing automation that is easy to use, simple to implement and helps get new business. OutMarket is led by Vocus veterans You Mon Tsang and Mark Heys.

 

Acquired by private equity firm GTCR in May 2014, Vocus was subsequently organized into two business units: Vocus PR and Vocus Marketing. While Vocus PR is to be combined with Cision, the Vocus Marketing business unit will now function independently as its own company, branded as OutMarket.

 

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CYDigital/marteq.io's insight:

FYI.

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Vocus is marketing automation for the top of the funnel, via 60M Twitter buying signals - VentureBeat | #TheMarketingTechAlert

Vocus is marketing automation for the top of the funnel, via 60M Twitter buying signals - VentureBeat | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Condensed...


Few marketing automation vendors focus on the very top of the funnel: buying signals in social media. That’s exactly the key differentiator Vocus touts for its marketing automation system.

 

Vocus’ claim to fame, its social media integration, works by using technology from the Engine 140 acquisition. The company licenses the Twitter firehose and looks for buying signals at all stages of the buying process.

 

Vocus finds 15 million of these signals each quarter, totaling up to 60 million a year, and it feeds those into prospect-nurturing campaigns for its marketing automation clients.

 

The company is also working on technology to do the same for other social media sites — although not Facebook, which unlike Twitter is a closed system — and for blogs, which it is already checking but has not yet integrated into the buying signals funnel. In essence, it is not just automating marketing but also automating lead generation.

 

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CYDigital/marteq.io's insight:

This is a significant hook that differentiates Vocus from others. If they can add predictive capabilities to an existing DB that uses this information, it's huge.

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Customer Experience Matrix: Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting

Customer Experience Matrix: Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting | The MarTech Digest | Scoop.it

Basic/ Excerpt...


To sum things up, GTCR has bought itself a very competitive marketing automation product for small to mid-size companies.  It will still mostly sell the business marketers but the social media, directory listings, and press release functions give Vocus more opportunity to serve consumer marketers than usual. The company now reports more than 8,000 marketing automation users,. expected to yield $40 million in bookings in 2014.  This easily makes it one of the largest stand-alone vendors in the industry. If GTCR allows Vocus to spend more freely on marketing and to continue improving its product, there is a good chance that Vocus can elbow its way to a top position in the hyper-crowded SMB marketing automation universe.

 

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CYDigital/marteq.io's insight:

The question remains: why? It has to be more than a strict investment with a forecasted healthy return. A roll-up perhaps?

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Marketing software giant Vocus acquired for $446.5M - VentureBeat | #TheMarketingTechAlert

Marketing software giant Vocus acquired for $446.5M - VentureBeat | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Excerpt...


Marketing and PR software firm Vocus, a public company, agreed to be acquired for $446.5 million today — that’s 48% more than it was worth at market close last Friday. Vocus’ board of directors approved the purchase price of $446.5 million in a merger agreement with Chicago-based private equity firm GTCRThat price represents a premium of 48% on Vocus’ closing share price on April 4 (it was $12.18). The deal has yet to close and is pending shareholder approval.

 

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CYDigital/marteq.io's insight:

Not swallowed up by a competitor or a larger player, but clearly an investment by the equity firm. Something's up.

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Vocus Evolves Its Marketing Suite - CRM Magazine | #TheMarketingTechAlert

Vocus Evolves Its Marketing Suite - CRM Magazine | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


The updates included in the Spring '14 release provide the following:

  • Workflow automation: Workflows allow users to automate marketing communications by using workflow logic. They can be used to send an email, add or remove a contact from a list, update a contact record, sync a lead to Salesforce.com, move the contacts to alternative workflows, or remove the contacts from the workflow.
  • Lead scoring: Lead scoring allows a marketer to automatically qualify a lead based on history, actions, and contact information. Scoring in Vocus Marketing Suite allows the user to set and customize lead scores by adding intuitive rules.
  • Salesforce.com integration: The Salesforce.com sync integrates the business' marketing automation system to Salesforce CRM, allowing marketers to interact on the same systems as sales without duplicating efforts. This bi-directional sync of contacts and leads between the Vocus Marketing Suite and Salesforce.com lets users maintain the most up-to-date record of a contact seamlessly between the two systems. It also includes custom filters to control which contacts sync.

 

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CYDigital/marteq.io's insight:

This finally takes Vocus into the MAS category.

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Download the Vocus Free Marketing Automation Guide | #TheMarketingAutomationAlert

Download the Vocus Free Marketing Automation Guide | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Basic/ Description...


Download it to go beyond the basics, get strategic, and unlock huge ROI.

-- >  Start right with KPIs based on your lead flow

-- >  Build effective campaigns with content based on buyer personas

-- >  Use data to optimize faster, automate better, and generate more revenue!

Click here to get your guide today!

 

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CYDigital/marteq.io's insight:

Again, the price is right.

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Customer Experience Matrix: Vocus Marketing Suite: Still Mostly Social But Marketing Automation is On the Way

Customer Experience Matrix: Vocus Marketing Suite: Still Mostly Social But Marketing Automation is On the Way | The MarTech Digest | Scoop.it

Key excerpt...


The product's two most intriguing features draw on Vocus’ monitoring of social media and news outlets. “Recommendations” finds conversations on client-specified topics across 130,000 online outlets, 10,000 print outlets, 35 million blogs, and posts on Twitter, Facebook, and other social sites. It presents these to Vocus clients with an interface that suggests a reaction but lets users decide how to reply or repost across several social channels. Clients can have Vocus add new topics, a process that takes a couple of weeks to allow testing and fine-tuning of the selection mechanism. “Recommendations” will also identify influencers for a selected topic, based on actual influence (number of reposts or references) rather than the number of followers.

CYDigital/marteq.io's insight:

Remember PeopleSoft? Their strategy: establish a presence in HR and move out from there. Apple? Establish a presense with designers and move out from there. Vocus? Establish a presence with PR and move out from there. I like Vocus...a lot...and their strategy makes significant sense as PR and Content slowly blur together. I was a bit disappointed with their last rev, but if they continue to build out competitively and add predictive, and market from PR, they will be a force.


  • See the article at customerexperiencematrix.blogspot.com
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