Adobe Marriage to Neolane
After a failed wedding of Dailymotion and Yahoo!, Adobe marries the French software developer Neolane, will this be for good this time?
Digital design has come a long way from being almost non-existent to indispensable. As anything else from the Silicon Valley, you can only expect large, creative companies to regularly make the news. Founded in 1982, one of the fathers being a former employee of Xerox, Adobe now employs 9,117 people (as of 2012). Not only does Adobe employ a small town, it has offices all over the world.
Firstly, the move of the tech industry to the Cloud didn’t leave Adobe indifferent, which released its own service. The Creative Cloud integrates all of a customer’s work and data allowing access from anywhere. The content can be created through any of Adobe’s software such as Photoshop, Acrobat, Illustrator, Flash, etc. Any type of services can be accessed such as their design software, web developing and video & photo editing tools.
Moreover, it has been a busy quarter for the digital do-it-all! In addition to the software release, Adobe’s filling in the gap with the most recent purchase of Neolane - an emerging private marketer on the marketing management software playfield. Adobe considered this purchase to overcome their lack in campaign management and paid a one-time $600 million.
Neolane was founded in 2001 in Paris, and opened its first North American office in Boston in 2006. They proved a last year’s revenue of roughly $60 million, which is a 40% growth from 2011. Specialized in marketing campaign management, including cross-channel campaign management, they offer a variety of products: web analytics, content management, audience optimization, customer experience management. One of their main offerings is Conversational Marketing Platform, fine-tuned for a more seamless customer experience.
What is Conversational Marketing?
Conversational Marketing Technology is an evolution to the customer engagement. This technology helps companies target their consumers directly, accurately, with more content customized just for them.
Check out for yourself:
The marketer offers a wide range of products from Neolane Leads (help with the automation of lead generation) to Neolane Campaign - campaign management. Among their solutions they offer B2B lead Management Software to Marketing Optimization for B2C Marketers. Their software also integrates to multiple CRM systems such as Salesforce.com and Microsoft Dynamics CRM.
In only a few years they established a customer base with major corporations such as Accor Hotels, Alcatel-Lucent, Sears Canada, Sony Music, Motorola, Dior, Ikea. This was possible with some help from their large partners, a few of them being Microsoft, Oracle, IBM and Sun Microsystems. This led, with no surprise, to many awards and recognitions offered by the industry: Boston’s 2013 Hot Company list, FORBES America’s Most Promising Companies, CRM Watchlist 2013 and many more.
We will all watch with great enthusiasm to see how will Adobe improve and also integrate this new software into its existing lines of products!
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