Where Are They Now? Argyle Social, Blue Hornet & Others.
Customers cross many channels when interacting with brands and researching what to sign up for or buy. Likewise, marketers leverage as many (often more) software solutions to "talk" with these customers wherever they may be - whether it's advertising on the search engines, promoting their brand on social media, or emailing them before, during or after a sale.
There are plenty of vendors offering solutions for all of the aforementioned touchpoints, as well as the analyzing of it all. Mapp Digital is one such company that has combined technology from a variety of different sources (through acquisition - more on that later) to pull all of this functionality together into a single platform (the largest independent marketing app according to Mapp).
Sean Shoffstall, GM and VP of Marketing at Mapp Digital says that companies signing up with the larger players in the space are looking at six-figure installs whereas with Mapp, it's not a "big install" and with a little setup, marketers have tremendous power at their disposal such as segmentation, personalization and attribution (like the ability to surpress a group of people from the email channel if they've already converted through paid search, or insights into multichannel win-back campaigns, or the ability to personalize an ad and the corresponding landing page to a person based on certain qualities or behaviors).
Mapp is more than what its individual companies were on their own (see image) and allows them to compete in a different way. Argyle Social, for example, was an impressive social media management tool that identified influencers, sent targeted marketing campaigns and notified sales teams when customers were close to making a purchase, but it couldn't compete in a "tough industry" and against the likes of Hootsuite and Adobe - ultimately being forced to close its doors and shop around its technology.
Even with the combined power of Teradata Marketing Applications, Blue Hornet, Argyle Social and others, however, Mapp is under no pretenses that companies will drop the vendors they are currently finding success with or have spent a lot of money on, so Mapp has a strong set of APIs that its foundation is based. Mapp has more than 45 connections to other digital marketing vendors. Still, Mapp wants to change how marketers work (which of course we've heard before) by giving them a platform that provides better insights so that customers get more relevant messaging, which makes for happy customers who make marketers look good - and if that can happen by using a single platform, more power to them.