NetSuite is more closely integrating Bronto into its products and sales activity, but executives say there is more opportunity to more closely align the commerce marketing platform with its suite of business management software.
NetSuite acquired Bronto for $200 million in 2015 to complement its commerce products. A year later Oracle announced it intended to buy NetSuite for $9.3 billion. With a bigger deal to worry about, Bronto was never fully integrated into NetSuite.
At last year’s SuiteWorld, Bronto still appeared to be largely run as a separate entity with its own sales team.
Twelve months on and Jason Maynard, SVP, global field operations, Oracle NetSuite says Bronto is more aligned with NetSuite but there’s still work to do.
“We have made some progress but I think we can do a lot more,” Maynard told Which-50 during a media roundtable in Las Vegas today.
“The sales teams are collaborating a lot more, not just opportunistically but doing some incentives for NetSuite to bring Bronto into cycle,” Maynard said.
Looking forward, “There’s just a lot of room for us to get more integrated, both in terms of product and delivery and ultimately all go-to market.”
From a product perspective, Maynard said the respective product teams have made good strides, building more product integrations between the Bronto and NetSuite’s SuiteCommerce product, a cloud-based omnichannel commerce platform.
During the conference NetSuite announced several updates to the Bronto Marketing Platform designed to help marketers deliver more relevant and consistent brand experiences by providing increased visibility into commerce data, improving campaign ROI measurement, optimising email delivery and accelerating ecommerce platform integrations.
The company unveiled pre-built self-service integrations with major ecommerce platforms like NetSuite, Shopify, Salesforce Commerce Cloud and Magento, that it says will enable faster execution of campaigns without the need of technical integrators.
Bronto will also benefit from the infrastructure provided by Oracle. Its Autonomous Data Warehouse and Oracle Analytics Cloud have been embedded into the Bronto Marketing Platform to provide new capabilities to visualise and query customer data for relevant insights into the customers’ experience.
Bronto is introducing enhanced SMS features, including order-based messaging, consent by keyword and revenue tracking, help marketers increase engagement by delivering a more consistent customer experience across email and SMS.