The Integrated Marketing Train Has Left The Station: Social Marketing And Email Marketing

Here’s one of the biggest trends for off-domain social initiatives that I’m tracking as I kick off a new overview of social tools for B2B marketers: Marketers like you no longer want just the perfect point solution for each new social marketing campaign; instead, they want integrated solutions and are starting to use larger software packages aimed at providing complete digital marketing solutions.

This is welcome news because successful social programs should be part of your comprehensive marketing plans; they can’t exist as their own island. Several years ago, B2B marketing organizations could run their social marketing initiatives in a silo, but today they must coordinate them with their lead origination and lead nurturing programs as well as with other awareness campaigns. 

The three leaders in the most recent Forrester Wave™ evaluation of email marketing vendors reflect this change in their products; they all promote their social offerings front and center on their home pages, often with the same prominence as their traditional email offerings.  Screenshots of each of those home pages are below.

ExactTarget expanded into social marketing beginning with its acquisition of CoTweet some time ago in March 2010.It now has a “Social Marketing Hub” as a part of its “Interactive Marketing Hub” — email marketing is just one of three product categories on its website, getting equal billing with both social and mobile marketing.

Experian Marketing Services’ email marketing landing page promotes CheetahMail, the centerpiece of its offering, but a primary marketing message shows the connection between social (Facebook) and email marketing.

Responsys — like ExactTarget — is promoting itself as an integrated marketing provider, with email as just one component of what you can purchase. Its tagline now reads “email / mobile / social / display / web,” with email and social on equal footing.

These “email marketing” vendors are just three examples of a larger trend that includes’s and Oracle’s announcements promoting their new integrated marketing suites during their keynotes at DreamForce and OpenWorld, respectively. 

When you re-evaluate your off-domain social marketing tools for 2013, if they are not only still standalone but also don’t use open APIs to integrate with your other marketing systems of record — including email marketing, marketing automation, and CRM — it may be time to seek out new solutions. 

In the comments, please let me know how you’re taking advantage of these trends or let me know if you’d like to participate in our upcoming Market Overview.  

A section of ExactTarget's home page, showing their emphasis on social

A section of Experian CheetahMail landing page, showing their emphasis on social.

Responsys' home page shows their emphasis on social.


Let me know what you think

I'm interested in any trends you're seeing in this type of marketing, and also if you'd like to talk for our upcoming market overview.

Maybe one should look at

Maybe one should look at another marketing opportunity and that is the emails we all send every day. I represent a company that has developed a solution for just those emails and thus this post.

The basic idea behind WRAPmail is to utilize the facts that almost everyone have websites, social network site(s) and also send emails every day. These emails can become complete marketing tools and help promote, brand, sell and cross-sell in addition to drive traffic to the website and conduct research. WRAPmail is available for free (with 3rd party ads) or for a small license fee at No routines change as users simply download a toolbar or routes emails via Google or WRAPmail’s servers. WRAPmail users can also create ads to place in other (free) users emails.

WRAPmail also helps search for missing children with every email sent by free users incorporating an RSS feed from the Center for Missing and Exploited Children – see

Not quite spam, but...

Rolv, I'd love to ask what you thought was relevant about my blog post, or what interested you or made you see a connection between it and your product pitch you just gave; without that context, your post comes across as sheer spam, and I'm sure that's not your intent.

Zach: Certainly was not meant

Zach: Certainly was not meant as spam, just wanted to point our what seems very obvious and that we are alone in providing. Our solution completely integrates with social marketing for both business and private users. One nifty feature is that people can create WRAPS with links directly to all their social networks and updates so whoever does not have to search all sites for updates but simply click and go straight to where the information is at. Happy to send you an example if you want to see what I mean, just send an email to and we will reply with a WRAP.

Zach, I would like to take

Zach, I would like to take part in your market overview. I used to work at email marketing specialist Eloqua but left to found which is a social marketing activation platform, now serving clients in 50 countries including the likes of Nokia, Spotify, Microsoft and Home Shopping Network. We specifically set up to focus on creating the upstream data collection for email marketing in social channels. This is aquisition, engagement, profiling and segementation of your social follower base to drive integrated email marketing. I think there are some insights in the way this space is involving that would be worth us chatting about.

The big players seem to be

The big players seem to be rushing into social media at the moment and I think some are doing it completely wrong! It's not just about shouting the loudest and most often, interaction is a huge part which some companies seem to be missing.

A mail marketing campaign is completely different to a social media campaign yet many businesses try to treat them in a similar way :(

Who do you think is doing it

Who do you think is doing it right, or what do you think they are doing wrong, with social marketing today from the major players? To some extent I certainly do agree with you.