“We’re Going To Be Part Of That Conversation”: Campaign Monitor Sets Sights On Salesforce And Adobe

“We’re Going To Be Part Of That Conversation”: Campaign Monitor Sets Sights On Salesforce And Adobe
SHARE
THIS



Much has been made of the focus on customer data platforms (CDPs) from tech heavyweights Salesforce and Adobe so far in 2019.

Above all, this latest trend shows a growing need for marketers to create a unified profile of their customers.

Email management platform Campaign Monitor has seen significant expansion in recent times – acquiring a number of martech offerings through its parent company CM Group – and it is planning to join this party.

“It’s very important to understand the customer,” Campaign Monitor global CMO Shane Phair (pictured) tells B&T.

“As we move forward, I think we are going to start making investments to really be part of that story that Salesforce and Adobe are telling.

“We started the journey as really the one piece. But as we continue forward with M&A, we’re going to finish that thought and really be part of that conversation in terms of ‘how do we look at the customer?'”

As suggested by Phair, CM Group is building a mega martech offering through an aggressive M&A strategy.

It has so far snatched up cross-channel experience management platform Sailthru, real-time email personalisation solution LiveClicker and cross-channel marketing platform Vuture in 2019.

The Sailthru acquisition, in particular, introduces “a lot of the elements” to help CM Group build its overall offering when it comes to customer profiling.

The transformation of Campaign Monitor can be traced back to a garage in Sydney’s Sutherland Shire.

Founded in Sydney in 2004, the Sydney Morning Herald described Campaign Monitor as “the biggest Australian tech company you have never heard of” after it was acquired by US private equity fund Insight Venture Partners in 2014.

Since the acquisition, Campaign Monitor and CM Group, now headquartered in Nashville, has been looking to create a balanced offering for marketers around the world.

“Our goal is to provide an email marketing solution for customers of every size,” says Phair. “No matter the level of complexity or sophistication.”

“That really drives our strategy in terms of how we build products and how we make acquisitions.

“This industry is evolving, it’s becoming more niche.

“We need to either develop technology in-house or acquire adjacent technologies to be able to provide customers with that scale of choice within what they want to utilise from a marketing platform.”

With its roots in email marketing, Phair explains the strategy is often to bring customers in with its email offering and then provide more complex solutions involving AI and so on when the time comes.

“I think we’re one of the only platforms and companies that offer customers that ability to scale,” Phair says.

Please login with linkedin to comment

Adobe Campaign Monitor customer Salesforce

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]