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And for the full year 2014, Fiksu disclosed that it has every expectation of pulling in revenue of more than $100 million.
Fiksu offers technology for cost-effectively marketing mobile apps so that they get discovered and downloaded by consumers.
Investors in the company include CRV and Qualcomm Ventures, and Fiksu hasn’t raised funding since its Series B round of $10 million in mid-2012. Kyle Alspach has worked in journalism in Massachusetts since 2005 and was one of the original staff writers at BetaBoston.
For a long time we’ve been hearing about information overload due to the exponential growth in content available on the Internet and coming at us daily via email, social media, hundreds of TV stations, newspapers and magazines (physical and digital), instant access to almost any book, movie or piece of music, etc. I believe that marketers and companies are suffering from a similar malady that I call “Innovation Overload”. Over the past 20 years, since the introduction of the Mosaic browser and the brochureware website, the innovations in marketing have been staggering and, if anything, the pace of innovation is accelerating. Scott Brinker has assembled a 2014 marketing technology landscape supergraphic that contains 947 companies in 43 categories. Fifteen years after the founding of Eloqua, only about 25% of B2B Fortune 500 companies are using marketing automation from any vendor. 54% of brands don’t have a content strategy but, no worries, 75% of them intend to increase their spending on it.
Only 48% of marketers feel “proficient” in digital marketing; most don’t have formal training and 82% are learning it on the job. And remember John Wanamaker’s famous quote that half of his marketing dollars are wasted, he just didn’t know which half? This may be in part because of “the paradox of choice” – that when people have too many options, it’s harder for them to decide and they may even opt-out of making a choice altogether.
Software developers often put a premium on adding new features in a new release over improving the user experience (or, if you prefer, “usability”). In other words, the more features that a package has, the lower the percentage of them that people are actually using. Software companies should be asking what will improve the outcomes for their customers more: a new feature or improvements in ease of implementation and use? Secondly, companies can insist on implementation as part of their offering; this is especially easy for a SaaS software company.
In part our motivation was selfish: we knew that since our “product” was websites, ALL of our work was available for the world to see.
However, many of the problems with implementing and managing digital marketing software and programs rest with clients.


An ideal way to implement a digital marketing program is by developing a strategy, gaining buy-in at the C-level and a commitment that cuts across silos.
Launch the program with a strong commitment to constantly testing and optimizing, including moving budget dollars to the most effective programs and away from those that don’t work. Throughout keep your emphasis on the outcomes and metrics that really matter and how you can prove marketing’s contribution to revenue.
In a large organization this can take 6 to 12 months to develop, and it may require waiting for the next budget cycle to fully implement. A third way, which can be part of the enterprise or departmental approach, is to implement some point SaaS technologies that require little support or training.
New SaaS predictive analytics vendors such as Lattice and Mintigo handle the difficult, expensive data science with just access to your CRM and marketing automation data (if you’re using marketing automation).
These, and other, SaaS programs may reduce or eliminate the stress on IT and are an end in themselves, and may also serve as quick wins during a comprehensive implementation process, too. We’re all in the middle (or maybe just the beginning…) of the fastest, biggest change in communication in the history of humanity. Marketers have the opportunity to embrace this and get it right, or to take a more ad hoc approach. This entry was posted in digital marketing, Innovation, marketing automation, marketing strategy and tagged innovation, marketing strategy on March 11, 2014 by Louis Gudema.
I think we all need to talk much less about tools and technologies and focus more on 1) strategy, 2) planning and preparation, 3) process, 4) execution techniques. As your study results above indicate, too many marketers aren’t keeping up with basics. Louis, well said and I especially agree with your stress on importance of a comprehensive, enterprise-level approach. Most other private tech firms with big revenue in Boston have raised far more — including Actifio ($207 million), Acquia ($119 million), HubSpot ($100 million), and DataXu ($75 million). The company reports having more than 800 customers in all, with 2,300 mobile apps marketed through its system. The company was founded by chief executive Micah Adler, formerly a tenured professor of computer science at the University of Massachusetts-Amherst and a co-founder of CourseAdvisor.
And he says that it was already incomplete when published and that there are many more companies and products – and even categories — than represented here. And as marketing technologists continue to innovate new ways to create mobile apps, gamification, wearables, devices for the Internet of Things, immersive interfaces and more, many marketers have simply stopped trying to keep up.
Only 48% of digital marketers themselves feel “highly proficient”, and they don’t think any more highly of their colleagues. Highly trackable and optimizable digital marketing should be the solution to that, but only about half of those surveyed by Adobe think that their digital marketing is working. I’ve worked with many billion-dollar B2B companies that weren’t scoring leads, sending every form-complete over the wall – to the complete annoyance of sales. I know from the companies I’ve worked with that do thoughtfully implement, manage and optimize marketing technology and digital marketing programs that it can produce huge returns. At Magic Hour, the company that I owned and sold in 2009, for the last several years our service was the design and development of websites with our proprietary SaaS CMS.
The internal research includes cataloguing all current marketing program, staff, content, budgets, staffing, KPIs, etc., as well as interviewing internal stakeholders to learn what they ideally would like to do, and the goals and metrics they would use.
As you’re doing this you may want to undertake a few quick wins – smaller digital marketing programs or enhancements that can demonstrate the potential value of your work and build support for it while you’re undertaking the comprehensive planning and implementation.


Sometimes people at the highest level don’t get it and need to see a proof of concept first.
The weaker returns and internal stress may even undercut the case for digital among the disbelievers. For example, a full website personalization program may involve implementation or integration of a CRM, marketing automation, predictive analytics, etc. Relatively quickly they can prioritize leads for your sales team and develop predictive lead scoring for marketing to use in its nurture programs.
Gutenberg developed the press (in the West; it had been developed in China and Korea centuries earlier) and it took 100 years for the first newspaper to be printed.
You’ll find dozens of actionable strategies and tactics in my interviews with 10 sales and marketing leaders. It would also be interesting to see how this has all changed at Salesforce in the four years since that talk. This is where I post my random thoughts on what I call "whole brain sales and marketing" -- the combination of fact-based insights possible as a result of the firehose of data provided on digital channels and new sales and marketing tools, and the intuitive connections and leaps that only people can make. And many of those are not using it well, using it only for email marketing, not taking advantage of its lead scoring, personalization, and other capabilities. They had websites lacking in even the most elementary SEO, and undertook search marketing campaigns that lasted just a few weeks, funded with a few thousand dollars of end-of-year dollars, rather than using search marketing as an important, always-on channel. Some are with the software vendors and marketers, and some are with the people in the companies. We realized that many clients would not be able to build an attractive, successful website if we just gave them a shell, so part of our service was building part of the site with their content, both so they would have well layed-out top level pages, and also to give them a sample of what the rest of their pages should look like. On the other hand, there are inexpensive website personalization programs such as Insightera, Evergage and Brightinfo that can be implemented very quickly. These are being used by companies such as Dell, EMC and Staples who report significant Increases in opportunities and sales. For example, he’s kind of down on email but many marketers have found that, properly used, the house list is still a very effective nurturing and lead generation tool. But I think they also provide a way for companies to have quick wins, and for marketers to show the potential for digital marketing when they don’t (yet) have the C-level support needed for a comprehensive approach.
I'll also be writing about creativity, technology, good books I've recently read, and who knows what else.
Toallow these files to properly run you need to download and installone of the Zend guard run-time libraries. Unfortunately, that’s the situation in too many companies and in many of those companies it never moves to the enterprise level. This is such a fluid field that what worked a few years ago may be very different from what works today. If the company never gets past these point solutions then they still won’t reap the full, much larger rewards of the enterprise approach. They may not be as thorough as the more expensive solutions, but for some companies that’s what’s doable.




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