We just got off the phone with Marcel LeBrun, svp/gm of Salesforce Radian6, and he told us that prior to Salesforce’s $698 million acquisition of Buddy Media, clients had been asking Salesforce for more services on the social media marketing side.Salesforce’s clients include Pepsi and a swathe of Interpublic Group ad agencies, some of whom compete with Buddy Media’s WPP agency clients.
“We see marketing as a strategic priority for us. We’ve been hearing from customers that this is where marketing is headed.” Previously, Salesforce had concentrated more on the sales software and customer relations management side of things—a decidedly post-marketing offering.
When asked which clients wanted more marketing options from Salesforce, LeBrun declined to say. But one of his clients, global head of digital for PepsiCo Beverages Shiv Singh, blogged approvingly about such a deal back on May 30. Here’s what Singh said at the time:
Unfortunately, the links between a company’s CRM database and its social media fan base has always been broken. In fact, they’ve been treated as two separate, distinct and disjointed CRM marketing efforts. As a result, without realising it, many brands have developed competing CRM efforts. You harness your CRM database for effective email marketing in a certain way and then with a separate department you reach your Facebook, Twitter and YouTube consumers not knowing if there’s any overlap or which is more effective for specific types of communication. Any company that can help solve this problem is going to win. That’s why Oracle+Vitrue makes sense and similarly Salesforce+Buddy Media (if the rumours are true) do as well.
In the acquisition, Salesforce now adds on revenue from Buddy Media clients such as Ford, Hewlett Packard, L’Oreal, Mattel.
“Marketing is going through the biggest transformation in its history and it’s a transformation from a traditional interruption-based approach. Right now marketing is about connections, relationships, it’s about empowering advocates from these push mechanisms to two-way conversations, and engaging mechanisms,” LeBrun said. Clients “want a single platform” for all that, he added
Salesforce’s other clients include ad agency buyers such as GolinHarris, Mullen, DraftFCB, and Universal McCann. Those agencies are all units of the Interpublic Group. Conversely, Buddy Media just became rival WPP Group’s preferred social ad management partner,
- Buddy Media Web Site Crashes On News Of Acquisition By Salesforce.com
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