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Marketo & ExactTarget Announce Strategic Partnership to Integrate Marketing Technologies

In an interesting pairing of interactive marketing brands, ExactTarget and Marketo today announced a strategic partnership to integrate Marketo’s Revenue Performance Management solution with ExactTarget’s Interactive Marketing Hub.

News of the partnership follows record-setting annual performance for both Exact-Target_0154658companies. ExactTarget announced annual revenue growth of 41% in 2010, finishing the year with more than $134 million in GAAP revenue. Marketo posted 315% year-over-year revenue growth in 2010. The company also recently signed its 1,000th customer.

ExactTarget Closes $30M In Financing; Posts 52% Growth in Q1

, a provider of interactive marketing solutions, announced today it closed $30 million in venture financing to fund key acquisitions, enter new global markets, expand its operations across North America, Europe and Asia Pacific and further accelerate its technology. The round of financing was led by Technology Crossover Ventures (TCV) with participation from existing investors, including Battery Ventures, Scale Venture Partners and Greenspring Associates. The company also it continued record performance in the first quarter, increasing revenue 52% year over year.

“The continued commitment of our investors validates our strategy of aggressive growth and innovation to provide marketers with powerful, intuitive technology to connect with their customers in real time across email, mobile, social media and the web,” said Scott Dorsey, Chairman and CEO, ExactTarget. “ExactTarget is the fastest growing marketing software as a service company, and this new capital allows us to further accelerate our momentum and scale our operations to serve clients around the globe." Finds Remedy For Online Sales With Content-Driven Email Strategy, one of the top 10 online pet Web sites, according to Nielsen NetRatings, launched its ecommerce platform in 2008. With its launch, the company established a goal of offering a single Web site for recommended pet products ranging from healthcare items to toys, in addition to the company’s core offering of more than 10,000 veterinarian-approved pet health articles. The ecommerce site, which has more than 1 million monthly visitors, is hosted at

New Research, Online Advisory Service Launched To Help Marketers Expand Email Databases

Email marketing and solutions provider ExactTarget recently released a new interactive online tool designed to give marketers personalized recommendations to grow their email subscriber lists.

Powered by joint research conducted by Ball State University, Email Marketers Club and ExactTarget, the ExactTarget Email List Growth Advisor is designed to offer marketers recommendations based on responses to a five-step questionnaire with items ranging from industry and target audience to existing list size and current list growth tactics.

Experts Size Up Contact Database Growth Strategies to Optimize Response Rates

This is Part 1 of a two part series looking at best practices for managing a contact database. Look for Part 2 in next week’s newsletter.

In order to optimize marketing messaging and generate the leads needed to feed their sales pipelines, BtoB marketers continue to wrestle with the need to “right-size” their contact databases. Industry experts suggest each organization should have a defined set of lead gen goals and demographics in place.

While marketers must tailor goals to their pipeline metrics, email service provider ExactTarget recently offered hard numbers to go on for list growth measurement. “Average list growth is about 35-40% per year after attrition (about 25% per year),” says Morgan Stewart, Director of Research & Strategy at ExactTarget. “However, this takes programs of all sizes and intentions into account. It is unrealistic for programs with very large lists to expect this type of list growth.”

Conseco Insures Agent Success By Connecting Exact Target To 5Buckets

Integration is a critical concern at every level for Indianapolis, IN-based Conseco. As a leading provider of supplemental health insurance, life insurance and annuities for Middle Americans, Conseco has to seamlessly connect vendors, technologies, and communication methods in order to succeed. Integrating communications each day for hundreds of individual insurance agents through print, email and phone calls proved to be one of its biggest challenges and also one of its biggest successes.
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