How Will the Salesforce/Jigsaw Acquisition Change the B2B Industry?

Updated: April 29, 2010

To look the problem, let's examine just one industry, E-Commerce, and see the results of their email campaigns:

  • less than 1 in 5 emails is opened (19.8%) and
  • over 4.5% bounces, has an abuse complaint or unsubscribes. (Source: MailChimp).

Marketers are plagued by low delivery rates and buyer apathy. And collecting data has been a massive problem - just think of those long signup forms. For instance, Saba Software, a people management software firm, required 17 fields on a white paper download. Studies show response rate drops off precipitously as required fields are added. After about three fields, response rated drop off fast. How does one capture the data Sales wants without alienating visitors? In the past, the answer was Progressive Profiling - capturing data over multiple visits -- if you can get multiple visits. But the deal opens new opportunities.

And since we know nothing about visitors, we design complex signup forms with a high rate of abandonment in order to capture the information salespeople want.

Jon Miller of Marketo said "Jigsaw's a founding member of the Marketing Cloud, an alliance of cloud-based marketing services that make internal marketing functions more efficient and external marketing programs more effective. The vision is to deliver powerful marketing capabilities while eliminating the cost, risk and complexity of traditional approaches, and the more resources Jigsaw has to pursue this joint vision, the better.

Jigsaw is best known for the ability share contacts, but its long term strategic value is its ability to enrich and cleanse data online. Further, when data services live in the cloud alongside your CRM and marketing automation systems, it creates the opportunity to maintain your lead and contact database automatically. Imagine the ability to eliminate duplicates, remove dead records, and update contact information dynamically as the data are updated - this has the potential to increase response and conversion rates dramatically."

Featured Research
  • Contact Center Software on a Budget

    Although contact center software is necessary for a modern contact center, it can be outrageously expensive. Many companies find that their budget bloats during the implementation process. more

  • How UC Can Help Your Business Survive the Holidays

    The holiday season is filled with frenzy and excitement for businesses and consumers alike. Consumers prepare gift lists, compare brands and prices, and begin shopping with a vigor that is not present most other times of the year. For many businesses, the holiday season accounts for a large profit bump at the end of each year, and companies strive to exceed their goals and keep customers happy during this rush late in the year. more

  • [Infographic] Switching Phone Systems

    There are a lot of possible reasons you might want to switch to a new phone system. The old one might cost too much or be too troublesome to operate and maintain. It might not be flexible enough. It might not be reliable enough. Or it just might not have the kinds of features and capabilities that you need in today’s competitive business climate. more

  • Business Intelligence Software Cost Guide

    Your choice in a BI (Business Intelligence) provider can lead you to make better, data-driven decisions for your business, resulting in significant ROI. Or it can cost hundreds of thousands of dollars with mixed results. more

  • The New 2016 ERP Comparison Guide

    Selecting an ERP solution is no easy undertaking. You have to select and configure a system that fits your exact business needs. The right system can make operations more streamlined, efficient, and agile. But choosing the right vendor can be difficult. more