Braze recently became the first martech company to list in the US, followed by Amplitude. In addition, public companies like Twilio and Sinch which started in the CPaaS (communications platform as a service) have also forayed in the Martech space via acquisitions – Twilio bought Sendgrid and then Segment, while Sinch acquired Pathwire (formerly, Mailgun). My company, Netcore Cloud, operates in both CPaaS (only in India) and Martech.
Martech is about customer retention, growth and cross-sell. The key for brands lies in building deep relationships with their existing customers centred around the 3 Rs of retention, reactivation and referrals. Customer engagement is what brands need to maximise revenue, and as an antidote to continuous spending on new customer acquisition.
Brands use push messaging to attract customers to their properties (websites and apps). These messages need to be tailored to individual interests – right messages to the right person at the right time via the right channel. For this, brands collect a lot of customer data and then use that to segment the base and run targeted campaigns. B2C Martech companies enable these multi-channel marketing campaigns.
Netcore’s full stack and product portfolio looks like this:
In this series, we will explore the US market opportunity for B2C Martech companies.