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Signpost + Acquisio: SEM, CRM and ‘Full Lifecycle Marketing’ for SMBs

CRM gears

The term “AI” is being thrown around too often in press releases and marketing copy but the emerging impact of machine learning and related technologies is undeniable. I was at Dreamforce yesterday and was quite impressed by Salesforce’s Einstein “AI” capabilities.

Moving down market, Signpost has positioned itself as an AI-driven, CRM tool and marketing automation platform for SMBs. Yesterday the company announced a partnership with Acquisio, which was just acquired by Web.com. The vision here is “full lifecycle marketing” for the SMB segment. It’s not entirely clear how much Signpost’s CRM data will connect with Acquisio AdWords management in the short term, but I imagine that’s the vision.

Accordingly there’s the potential of “closed-loop” marketing and optimization of paid-search to specific transactional outcomes (online and offline). There remains a high degree of skepticism and churn among SMBs with AdWords and the ability to connect paid-clicks to specific “real-world outcomes” will help reduce churn.

Another thing that this deal represents is the application of sophisticated enterprise tools and technology to the SMB market. We believe this will become more and more common and is one of the premises behind LSA’s Tech Adoption Index and the forthcoming SMB Cloud Summit on December 7 in San Francisco.

CRM will also increasingly make its way into SMB marketing and will be a core component of “next-gen” marketing capabilities for this segment.

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