Basic/ Condensed...
Few marketing automation vendors focus on the very top of the funnel: buying signals in social media. That’s exactly the key differentiator Vocus touts for its marketing automation system.
Vocus’ claim to fame, its social media integration, works by using technology from the Engine 140 acquisition. The company licenses the Twitter firehose and looks for buying signals at all stages of the buying process.
Vocus finds 15 million of these signals each quarter, totaling up to 60 million a year, and it feeds those into prospect-nurturing campaigns for its marketing automation clients.
The company is also working on technology to do the same for other social media sites — although not Facebook, which unlike Twitter is a closed system — and for blogs, which it is already checking but has not yet integrated into the buying signals funnel. In essence, it is not just automating marketing but also automating lead generation.
____________________________________________________
► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
This is a significant hook that differentiates Vocus from others. If they can add predictive capabilities to an existing DB that uses this information, it's huge.