In what we can call the first major MarTech acquisition of 2020, Salesforce acquired Evergage, the makers of Omnichannel personalization and customer experience software solutions. Evergage’s CEO and Co-founder Karl Wirth announced the Salesforce deal through a blog on his company website.
Why Salesforce Bought Evergage?
Last year, Evergage’s competitor Monetate was acquired by Kibo. At that time, we had predicted that companies that make Content Personalization engines, CDPs and Mobile Marketing tools would cause a seismic shift via M&As and partnerships in the MarTech industry for the next 2-3 years.
Named in the MarTech RADAR list for two consecutive years, Evergage is a unique Marketing Technology company. It has been named as a leader in various Marketing personalization categories. These categories are:
- Personalization Engines,
- Omnichannel Marketing Hubs,
- Digital Intelligence, and so on.
Today, Evergage is one of the very few companies that brings together the power of personalization into a Customer Data Platform (CDP). With Evergage’s CDP and Personalization Engine, Salesforce product owners could look forward to innovating a new space within CRMs and Customer Support Management for Omnichannel commerce.
Evergage’s real-time personalization and customer data platform (CDP) allows a user to create a single, comprehensive view of each one of your customers and prospects. The Personalization Engine then activates the customer data “to deliver maximally relevant, individualized experiences – “in the moment,” across channels and at scale.”
Currently, Evergage caters to a wide array of industries and titles in the Omnichannel market. These include:
- B2B Marketing and Sales
- Media and Entertainment
- Financial Services
- Travel and Hospitality
Evergage’s AI and Machine Learning will Sync with Salesforce Einstein AI
Salesforce Einstein, Salesforce’s smart CRM assistant integrates with almost every Salesforce product and solution. With Evergage in the family now, Salesforce could be expected to further boost its AI capabilities across the Salesforce Customer 360 Platform.
The Salesforce-Evergage combination is a powerful potion for Marketing and Sales companies that are looking to make sense of in-depth Behavioral data, Machine Learning algorithms and Predictive Analytics with data thrown up from existing CRM systems.
In a recent MarTech Series interview, Monetate’s CMO Lisa Kalscheur had said –
“We have been bombarded with buzzwords like “Big Data” and even AI for years now, but we are finally at a point where technologies are able to better identify signals from the large amounts of data that we are collecting to make them actionable.”
Karl Wirth writes –
“Our real-time, cross-channel personalization and machine learning capabilities complement Salesforce Marketing Cloud’s robust customer data, audience segmentation, and engagement platform, enabling companies to deliver more relevant experiences during moments of interaction across the entire customer journey.”
We expect the Salesforce economy to grow faster and smoother. These would be achieved by acquiring dynamic startups and partnering with hot start-ups in martech to transform Marketing and Sales technologies.