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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4. Fliptop

What they do: Develop predictive applications for marketing and sales.

Headquarters: San Francisco, Calif.

CEO: Doug Camplejohn. Prior to Fliptop, Camplejohn started myplay, a digital music locker, which was sold to Bertelsmann. After that, he founded Mi5, a Web security gateway, which was acquired by Symantec.

Founded: 2010

Funding: Fliptop is backed by $7 million in total funding. Their most recent round closed in March 2013, a round in which they secured $3.6 million from Longworth Venture Partners, Raptor Ventures, Data Collective, and Robert Goldberg.

Problem they tackle: Figuring out which campaigns generate the best leads is as much of an art as a science. Even if you do have high-quality leads, do you know what to do with them? Some leads will be ready to buy now, while others will be alienated if you try to sell to them too soon.

Why they're on this list: Fliptop leans on data analytics to deliver “predictive lead scoring” that helps marketing teams figure out which leads are of high quality and should be handed directly to sales and which ones should instead enter a nurturing campaign. This helps sales teams focus their efforts on only the best potential leads.

Fliptop’s predictive model is built using your existing customer data. Fliptop looks at all customers and outcomes to determine what characteristics define success for your organization. From there Fliptop trusts the model to identify the signals and data points that make up your ideal customer, scoring all leads in your system based on their probability of converting into a customer.

Customers include: DemandForce, Inutit, InsideView.

Competitive Landscape: While lead scoring is built into a number of marketing automation suites, Fliptop’s most direct competitors are Lattice and Infer.

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