Zoho has launched a new application called MarketingHub to simplify the fragmented marketing technology landscape and help marketers coordinate their activity across digital channels.
Unveiled at the company’s Zoholics conference in Austin today, the new marketing platform executes marketing campaigns across multiple channels while coordinating their orchestration centrally, against outcomes, plans, and budgets.
Speaking at the conference, Vijay Sundaram, chief strategy officer, Zoho, highlighted the most recent edition of the Marketing Technology Landscape from chiefmartec.com, which included more than 7,000 marketing technology companies.
“When we saw this mess, we actually knew we had a reason to be alive,” he said.
Sundaram said the proliferation of marketing tools has made it difficult to select technology and to evaluate its usefulness.
“Part of our thinking when we put together the marketing suite was to make some sense out of that mayhem out there.”
Unlike other marketing suites, the apps inside Zoho’s MarketingHub have all been developed inhouse, rather than through acquisitions or integrations with other best of breed solutions. The company argues this approach leads to a better results for its customers.
“We’ve put together a set of products that are well-connected, that work together and make it easy for customers to make some decisions and get on with their business, rather than spend their time trying to understand and evaluate technology and cut through all of the jargon of all the different vendors,” Sundaram said.
Zoho MarketingHub integrates with a number of Zoho apps, including Zoho CRM, Zoho Campaigns, Zoho Sites, Zoho Survey, Zoho Backstage, and Zoho Social. It also integrates with Facebook, Twitter, and LinkedIn, as well as Shopify, Eventbrite and SurveyMonkey.
The MarketingHub allows marketers to create personalised journeys for prospects based on their different intermediate responses to the campaigns that engage them. Journeys map the user experiences across multiple channels that include web, social, email, mobile, and event marketing.
“A typical marketer juggles several applications across multiple channels on a day-to-day basis. With every new channel a marketer adds, the process becomes increasingly complex. We offer applications for every marketing channel,” said Raju Vegesna, Zoho’s Chief Evangelist.
“MarketingHub, which is built on the same technology stack as our other marketing apps, pulls together and pre-integrates all these applications across channels, enabling marketers to focus on creating excellent campaigns instead of juggling marketing tools.”
The marketing platform comes with several built-in elements including prebuilt journeys, forms, and templates. It also includes analytics tools to measure campaign success.
Zoho MarketingHub starts at $240 per year for 1,000 leads. The Premium edition starts at $480 per year for 1,000 leads.