Social Marketing Platforms create a social graph for each lead by tracking that lead’s connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. The Social Marketing sector is red hot. Acquisition-crazy Gravity4 just bought Bolzter to Add Lead Gen to its Marketing Cloud for further expansion in the U.S. and Latin America.
Gravity4 just further bulked up its marketing automation offerings with the acquisition of Bolzter.
Bolzter is a social marketing platform that creates a social graph for each lead by tracking that lead’s connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. Direct-response marketers can profile prospects based on actual past behaviors, likes and preferences, influences and influencers, generate lookalike audiences, and then provide targeted promotions.
The company will rebrand Bolzter as CrossGraph, a part of Gravity4’s Marketing Cloud. Hernan Rodriguez, CEO of Bolzter, will join Gravity4’s global management team. This marks Gravity4’s tenth acquisition in just eleven months.
“We have a platform with which you can reach Hispanic clusters using Facebook, as well as other channels like Google or mobile, as well as doing campaigns for Latin American markets,” Rodriguez says. It should be noted that this is a global offering, so marketers can target any geographic region or cultural group.
Combining the two companies puts additional boots on the ground in Latin America, because adding together staff from each company at the Sao Paolo office will create a 30-person operation there. “Integration of the two offices will enable us to offer better services to our clients in Latin America,” Rodriguez says.
Bolzter technology works with third-party solutions, and, once a lead is created, it is automatically sent to other marketing applications; in the case of Gravity4, that means CRM.ME, allowing marketers to do all their lead management in one place.
Xavier Mantilla, general manager of LATAM for Gravity4, points out that Bolzter was already Facebook’s top revenue-generating partner, while Gravity4 is the largest buyer of Facebook advertising in Colombia, in part due to its representation of the Homecenter chain of stores. Mantilla, an executive with experience at Publicis, WPP and IPG, came to Gravity4 in March of this year and immediately opened the office in Sao Paulo.
Mantilla explains that adding Bolzter/CrossGraph to the Gravity4 platform will make retargeting more efficient, because data from all channels can flow into a single data management platform so that the same customers are not inadvertently retargeted multiple times as they move across platforms.
“Bolzter was the first company to go into Facebook Exchange and create lead-generation campaigns,” Mantilla adds. “This changes the lead-generation model from affiliate marketing to dynamic product ads.”
Mantilla says that, instead of delivering impressions via display or email and then creating landing pages to capture consumer data, with Bolzter, marketers can drive traffic within Facebook to specific pages and directly capture the data. He says, “It starts to become much more efficient.”