THE MARKETER QUARTERLY WINTER 2015 30 | MQ
About the Company: PostUp began servicing email marketing in 1996. PostUp is based in Austin, TX. They focus on mid-market clients but also have a handful of enterprise clients.
Primary and Ideal Industries: Publishing, Media and Entertainment.
TRG Analyst: Sailthru may be the right vendor for media and commerce companies looking to transcend segment-based marketing and focus on one-to-one messaging. The provider is focused on giving marketers a holistic view of consumers interests by tracking the content engagement. Clients can use interest-level scores as well as behavioral data to send dynamically targeted communications to individuals in the hopes of driving further engagement and lifetime value. However, marketers coming from a typical RFM database-driven world of predefined SQL segmentation schemes and lots of in-house data, then the jump to Sailthru’s non-SQL solution requires time.
Client Take: Sailthru’s clients are satisfied with how the company’s deliverability is combined with strategic and technical services. Sailthru’s client base are looking for a partner who can capture and deploy actionable subscriber data in real-time. Another member of the new wave of non-traditional enterprise ESPs, Sailthru thrives on real-time data. Client issues around platform UI have been addressed and are a thing of the past. Expectations are growing for the new predictive modeling tool in the platform. Client needs for greater multichannel capabilities present both a challenge and an opportunity for Sailthru going forward.
What’s innovative for the client? Through
website tagging attributes, Sailthru’s pre-
dictive analytics tool Sightlines allows clients to
predict and act on future engagement such as the
probability of making a purchase, opening a mes-
sage, or expected revenue.
The Relevancy Ring Award – A measure of client satisfaction: Tied for Silver Award-Technical Services.
About the Company: Sailthru began servicing email marketing in 2008. The company has four offices in North America,
including three U.S. locations and one office in Canada. The firm also has an office in London. Seventy-five percent of their clients are enterprise marketers.
Primary and Ideal Industries: Media, Retail and eCommerce.
TRG Analyst: The Salesforce Marketing
Cloud is an impressive global enterprise
marketing platform. It has the fully inte-
grated capabilities to build one-to-one customer
journeys across all marketing touch points includ-
ing: email, SMS, app push, Web, social and dis-
play advertising. The Salesforce Marketing Cloud
is a best-of-breed platform for enterprise marketers
that want to manage every marketing effort from
one place. The platform offers top-notch perfor-
mance, website measurement and predictive ana-
lytics for optimization as well as reporting tools.
Client Take: Client satisfaction was unani-
mous among marketers, many of whom
had complex use cases. As we said last
year, the platform has always come first for Sales-
force Marketing Cloud. Still, the company had
shown a renewed focus on the services side of the
business over the last year and clients are definitely