Digital Marketing

Vista Equity Partners Invests in BlueConic, ActiveCampaign Adds Apps and More News

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BlueConic, the customer data platform (CDP), has announced a strategic investment from Vista Equity Partners. BlueConic’s growth capital will help accelerate its mission to provide business users with access to standardized and actionable first-party customer data. Existing investors in BlueConic, including Spring Lake Equity Partners, Sigma Prime Ventures and Converge Venture Partners, will continue to be minority investors in the company.

BlueConic is designed to help organizations create data-first digital engagement for customers. The CDP has a list of about 300 companies that can take advantage of a privacy-based architecture designed to help brands and publishers standardize and revitalize customer data, according to company officials. The investment in BlueConic was led by Vista’s Endeavor Fund, which focuses on enterprise software, data, and technology-enabled companies.

“As companies ramp up their investment in new digital transformation initiatives to drive growth, the ability to understand and activate unique first-party data while ensuring that the digital experience remains compliant with privacy becomes increasingly important,” said Rachel Arnold, senior managing director and co-chair of Endeavor Vista Fund. , he said in a press release.

In other new digital marketing and customer experience programs…

Genpact acquires Hoodoo Digital

Genpact, a global professional services firm focused on delivering digital transformation, has announced the expansion of its business, Rightpoint, with the acquisition of Hoodoo Digital, a digital experience consulting firm with expertise in Adobe solutions.

This is the latest in a series of investments Genpact has made over the past five years — including its acquisition of Rightpoint in 2019 — to build experience expertise and help its global clients.

Hoodoo Digital has experience creating customer experiences for businesses across many industries and is an Adobe Solution Partner at the platinum level. The acquisition expands Rightpoint’s capabilities to help customers manage content, commerce, and marketing operations across the enterprise. Hoodoo Digital’s expertise with Adobe Experience Manager and other Adobe applications adds to Rightpoint’s existing capabilities to provide customers with a comprehensive solution that integrates digital content, e-commerce, data analytics, and marketing operations.

Hoodoo Digital is headquartered in Salt Lake City, Utah and was established in 2017. With the acquisition, Rightpoint became a platinum partner in the Adobe Solution Partner Program. Platinum Partners are a select group of regional companies that have a higher rating in a particular geographic area than Adobe. Platinum Partners develop specialized Adobe practices across many Adobe Experience Cloud solutions.

Terms of the deal were not disclosed. Canaccord Genuity Group acted as the exclusive financial advisor to Hoodoo Digital.

Hero Digital hires Merkle Executive

Hero Digital, a digital transformation company, has announced that Brendan Silver will join Hero as Senior Vice President, and Head of Business Development. In this role, Silver will lead all sales activities across the company’s comprehensive suite of solutions including strategy, design, technology, data and marketing.

Silver brings over 20 years of experience to his new role with Hero Digital. Silver joins Hero Digital from Merkle, where he served as Vice President of Business Development. There, he worked closely with clients such as MD Anderson Cancer Center, Northwell Health, Bismart, Boys and Girls Clubs of America and the US Air Force.

ActiveCampaign Adds Growth Accelerator Apps

ActiveCampaign, a Customer Experience Automation (CXA) provider, has added Growth Accelerator Apps. These new applications are designed to help ActiveCampaign customers automate events, surveys, data storage, direct mail, and more.

By integrating these applications with the ActiveCampaign CXA platform, companies can use the integrations to accomplish tasks such as automating gifting to new customers through Sendoso through ActiveCampaign CRM and launching surveys through Delighted by updating ActiveCampaign offerings and contacts.

The latest Growth Accelerator applications include:

  • Sendoso: Automate mail sending and routing
  • Pleased: Automate customer feedback
  • Snowflake: Marketing Data Automation Platform
  • Magento: E-Commerce Automation

ON24 announces new integrations with Drift

ON24, the digital marketing software provider, has announced a new integration with the Drift platform. Subscribed customers can now combine real-time Drift activity and conversation data with attendance and first-person engagement data from ON24 digital experiences. The integration allows companies to track engagement across marketing and sales activities.

With real-time activity data and conversations using the Drift chatbot now available at ON24 Webcast Elite, ON24 Engagement Hub and ON24 Target, marketers can capture ON24 interaction data such as attendance profiles, conversations initiated, operation brochures clicked, and questions asked , downloaded content and booked meetings.

Planned to be available early this year, ON24 Connect will enable Drift data to move from ON24 digital experiences to third-party marketing and sales systems such as Adobe Marketo, Oracle Eloqua, HubSpot and Zapier.

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