IBM Spin-Off Sets Sights On Adobe And Salesforce, Plans To Be Biggest Independent Marketing Cloud

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After recently being acquired by a private investment firm, the previously-named IBM Watson Marketing offering is set to rebrand and take on some of the heavy-hitters in the martech space.

Many have been wondering what’s next after IBM sold its marketing platform to Centerbridge Partners for an undisclosed sum in April this year.

And now the new platform has made its intentions clear, with CEO Mark Simpson making an announcement today in which he detailed plans to become the largest independent marketing cloud on the market.

“Marketers and advertisers are burdened with mediocre technology and disappointed that most of the promises MarTech and AdTech companies make aren’t kept,” Simpson said.

“They’re being asked to change the way they work to retro-fit to the tools they use, rather than the other way around.”

“As an independent company with Centerbridge’s partnership and investment commitment, we will further ignite innovation and enhance our ability to help our customers find new ways to resonate with their stakeholders.”

Simpson outlined the company already has 1,000 staff and that by not being tied to a major company “we aren’t weighed down by unrelated businesses and large company structures like our competitors, but we have the experience and capabilities to match them and are able to focus 100 per cent on the marketer”.

He added the company has so far “invested significantly in AI” and will soon release new marketing tech products to fill out its offerings.

The move also means rivals like Adobe, Salesforce and Oracle face further competition in the already crowded marketing cloud space.

Centerbridge senior managing director Jared Hendricks said: “The Company has established an open, integrated ecosystem, which encourages collaboration and has the deepest expertise and success in bridging AI with a human touch, and we are confident the Company is poised to lead the next generation of MarTech and AdTech solutions.”

The company is set to rebrand and rename later this month, however the current website name of “” gives a good indication of where the company is heading.

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