Biggest Marketing Automation News from H1 2021


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Our editors have curated a list of the biggest marketing automation news for the first half of 2021, as highlighted in Solutions Review.

Staying on top of the competition in your industry of choice requires more than a great product; it also requires effective, timely and organized marketing strategies. However, managing these marketing strategies manually is more than a full-time job, and even an entire marketing team cannot maintain and grow a database of engaged customers. It’s there that Marketing automation solutions can help, as they take the monotony out of campaign management while keeping your valued customers engaged.

Part of Solutions Review’s ongoing analysis of the marketing automation space includes coverage of the biggest news in the industry impacting companies that rely on marketing technology. As such, we’ve compiled this curated list of the biggest marketing automation news from the first half of 2021. Find out more about the space, including the latest product releases, fundraising rounds, mergers and acquisitions, follow our popular news section.

Biggest Marketing Automation News in H1 2021


Maropost acquires Neto e-commerce platform for $ 60 million (March)

Maropost announced that it has acquired Neto, an e-commerce platform used by more than 3,000 retailers and wholesalers around the world, for $ 60 million and more. The acquisition will allow the two companies to combine their technologies and help retailers around the world maintain and grow their businesses, regardless of size.

Ross Andrew Paquette, President and CEO of Maropost, said the following in the press release announcing the acquisition: “Maropost has enabled hundreds of mid-market companies to the Fortune 100 to grow by helping them expand. their email and mobile campaigns to over a billion messages. per month without friction. With our merged capabilities, we will be able to provide solutions to more businesses that want to grow quickly by managing all aspects of their business from a single platform.


Optimizely acquires Zaius and its customer data platform (March)

To optimise announced having acquired Zaius and will use the startup’s customer data platform to extend its existing website management and marketing campaign functionality. With the acquisition of Zaius, Optimizely will improve its AI and ML based knowledge and add 50 pre-built connector apps (including Shopify, Snowflake, and Zendesk) to Optimizely DXP. These additions should help marketers, merchandisers, and developers better understand the customer journey. Both companies said customers will continue to enjoy uninterrupted service during the integration.

Alex Atzberger, CEO of Optimizely, said: “In a world where first-party relationships and data are essential for digital leaders, there is a need to be able to bring together data on assets, behaviors and customers in a single view to get the right results. . With Zaius as part of Optimizely’s digital experience platform, we’ve simply made it faster and easier to add customer context to digital decisions that maximize ROI. We couldn’t be more excited for the Zaius team to become optimizers and join our mission to unleash digital potential.


ActiveCampaign raised $ 240 million for its CXA platform (April)

Active campaign announced that it had raised $ 240 million in a new round of Series C funding. This funding, which brought the company’s total funding to $ 360 million, was led by new investor Tiger Global and included participation from Dragoneer and two existing investors, Susquehanna Growth Equity and Silversmith Capital Partners.

Jason VandeBoom, Founder and CEO of ActiveCampaign, said, “To have reached over 850 team members and over 145,000 clients in five years is incredible. We have used our own platform to achieve this growth, proving that CXA is a game changer. I am delighted to welcome Tiger Global and Dragoneer as investors and I would like to thank SGE and Silversmith for their continued investment and support, as this funding will allow us to continue to lead the CXA category, essential for companies to achieve. their growth potential.


Act-On Software Launches New Automated SMS Marketing Feature (April)

Act-On Software launched a new automated SMS marketing feature which will help users create automated data-driven SMS campaigns and generate behavior-triggered unscheduled messages as needed. The new solution is directly integrated with the Act-On platform and is designed to make SMS a fully integrated primary marketing automation channel for marketers in all industries.

David Greenberg, Director of Marketing at Act-On, says “Our goal has always been to make our customers successful, and our automated SMS marketing solution empowers them to reach their audiences when and where it matters most. meaning. With this new solution, we don’t just tick a box and allow our customers to send mobile alerts. We provide growth-minded marketers with the keys to a whole new automation strategy to reach their audience.


Iterable Raises $ 200 Million in Series E Funding Round (June)

Iterable announced that it had raised $ 200 million in a Series E funding round. Funding is backed by new investors, such as Silver Lake, Adams Street Partners, Glynn Capital and DTCP, alongside existing investors CRV, Viking Global Investors, Blue Cloud Ventures and Capital Ventures. The funding will help Iterable continue to invest in its personalized, cross-channel and AI-based marketing solutions.

Andrew Boni, co-founder, chairman and CEO of Iterable, said the following in a blog post accompanying the news: “Over the past year, we, like almost all businesses, have been put in the spotlight. challenge to navigate a world of unprecedented adversity. While we shared challenges, we also had the opportunity to redefine where we wanted to grow, what value we could unlock, what we envisioned for the future of technology, and what we needed to bring to our business to achieve our goals. Goals. Faced with change, we have taken this step by staying true to our vision and our values. “


Guillaume Jepma
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