TBR’s commentary on IBM’s acquisition of Unica - Sponsored Whitepaper

Below is TBR’s commentary on IBM’s acquisition of Unica. Please feel free to use the content below, or call/email for additional commentary.

Websites assuming the role of attentive sales executive - Just as a seasoned account executive can pick on subtle clues regarding what a customer may need or want, Unica’s web marketing tools enable that same type of insight in a website-driven model. Whereas sales have historically occurred either face to face or via the phone, research and even purchasing is taking place increasingly via a website. IBM’s large enterprise customers will likely continue relying on direct sales contact for most purchases, but for smaller purchases and with SMB customers, the website can handle many tasks formerly reserved for the sales team. With a broad portfolio that can overwhelm many smaller customers, interpreting a customer's needs and mapping that to end-to-end IBM solutions requires a significant amount of intelligence for a website to accomplish. Tools such as Unica’s NetInsight provide the aggregation of user behavior that can facilitate custom recommendations that lead to more sales leads and higher closure rates for customers.