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Responsys Enhances Adobe Integration To Bridge Analytics Data And Campaigns

Responsys, Inc., a provider of on-demand email and cross-channel marketing solutions, announced enhancements to its existing integration with the Adobe Online Marketing Suite, powered by Omniture. Unveiled at the recent Adobe Omniture Summit 2011, the enhancements are aimed at accelerating time-to-market and reducing complexity of cross-channel marketing campaigns.

The update to the Responsys integration is designed to empower marketers by automatically summarizing web analytics data that is captured by Adobe SiteCatalyst, powered by Omniture, into pre-defined audience segments within the Responsys Interact user interface. The integration leverages Adobe Genesis, Adobe’s technology for automating integrations between partner technologies and the Adobe Online Marketing Suite.

Eloqua Taking Steps To Prepare For IPO; Eyeing $100 Million Revenue Mark For Move

With the financial markets buzzing over recent M&A activity and planned IPOs from high profile brands such as Responsys and LinkedIn, industry watchers are keeping a close eye on the next move for venture-backed players. In an interesting twist, Eloqua CEO Joe Payne revealed the company is already meeting with analysts and taking steps to prepare for a public offering.

“Great companies and great markets have a tendency to go public,” he said in an exclusive interview with DemandGen Report. “We believe that [the marketing automation space] is a viable and important market.” Payne also called the automation space an “inevitable market,” pointing out the direct impact the tools have on revenue generation. “We want to build our business so it’s attractive to investors,” he said. “That’s why we would point towards an IPO.”

Spikes In Sales, Pipeline Activity Point To 2010 Emerging As Breakout Year

Last month we published an article predicting adoption of demand generation and marketing automation solutions was poised for a growth surge in 2010. However, the fourth quarter sales growth reported by several vendors, combined with a significant uptick in pipeline activity during the first few weeks of the New Year, point to 2010 emerging as a breakout year for the category.

Forrester Wave Report Cites Cross Channel Campaign Tool Leaders

Forrester Research recently released its Cross-Channel Campaign Management Wave Report, the research firm’s first evaluation of cross-channel campaign management (CCCM). With the goal of spotlighting how vendors "support marketers in program management, multichannel execution, cross-channel decision management, optimization, measurement, and analytics," the report selected the top 11 vendors in CCCM capabilities.

Predictions Of Email’s Death Exaggerated, As Channel Serves As Bridge To Social Tools

The Wall Street Journal ran an article last month with the headline, “Why Email No Longer Rules...,” which read like an obituary for email marketing. “Email has had a good run as king of communications. But its reign is over,” the Journal article stated. “In its place, a new generation of services is starting to take hold—services like Twitter and Facebook and countless others vying for a piece of the new world.”

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