10 Cool Marketing Automation Startups to Watch

Marketing automation can help can help businesses better target prospects, find and test new products and services. These 10 startups can help businesses plug gaps in their marketing strategy and offer solutions to problems companies might not even know they have.

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8. Offerpop

What they do: Provide a SaaS platform intended to transform “how global brands connect, engage, and convert today’s mobile and social consumers into long-term loyal customers.”

Headquarters: New York, N.Y.

CEO: Wendell Lansford. Previously, Lansford served as the COO and SVP of Business Development at Systinet, which was acquired by Mercury Interactive/ HP.

Founded: 2009

Funding: In June 2014, Offerpop closed a $15 million Series C round, bringing its total funding to $25 million. The Series C round was led by new investor Edison Ventures and joined by additional new investors Hearst Ventures and salesforce.com. Existing investors Windcrest Partners, CommonAngels, and Mesco Ltd. also participated in the round.

Problem they tackle: When established brands head to social media to engage potential customers, more often than not, the results are underwhelming. Worse (from a corporate standpoint, anyway), social media campaigns can be easily hijacked by detractors to highlight whatever they don’t like about the brand or to call out the brand’s ham-fisted attempt to jump on a trend.

For proof points of this problem, look no further than Bill Cosby’s recent crash-and-burn Twitter fail or DiGiorno’s tone-deaf attempt to use the #WhyIStayed hashtag associated with domestic violence to make a lame joke about its pizza.

Why they're on this list: Offerpop’s SaaS-based social marketing platform helps marketers build active fan bases, optimize their social content, and unlock rich, actionable data that converts fans into customers. Offerpop offers a library of digital resources that range from Facebook photo contests to curated Pintrest lists based on customer-submitted info to Twitter messages triggered by specific consumer actions.

Offerpop also tracks key metrics, including impact on Web traffic, unique visitors, and most popular content by clicks. Brands can then use consumer data to build customer profiles, including information about email preferences, demographic info, and the best social networks to use to connect with each person.

Customers include: Hyatt Hotels, Soap.com, L’Oreal, Comedy Central’s Drunk History, Indianapolis Colts, and Gilt.com.

Competitive Landscape: Competitors include ReachForce, Insighera, Right On Interactive, and SAS Marketing Automation.

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