Marketing automation vendor Rubric Inc. will integrate its software with Siebel Software's front-office suite in a move that could help users tie marketing efforts more closely to their other interactions with customers.
Rubric, part of a swarm of vendors that have entered the growing marketing automation space, says it has joined Siebel's technology alliance program and will integrate its products with Siebel's applications. Analysts say the alliance with the front-office giant could help Rubric set itself apart and broaden its customer base, which for the moment consists primarily of high-tech companies. "It will give Rubric a chance to break out from where they are right now," says Judy Andaloro of AMR Research Inc. "This is a way to become more pervasive in an organization."
The marketing automation vendor says the integration, to be completed in the first quarter, will be extensive. In particular, Rubric will tie its EMA 2.0 applications directly to Siebel Sales Enterprise, as well as to Siebel's call center and customer service components. The connection will provide a smoother transition of leads from marketing to sales. "We'll get [Siebel sales users] better leads, faster," says Hal Steger, Rubric VP of marketing. Siebel customers will also be able to use Rubric to feed Web-site interactions into their call centers.
Rubric will not tie directly, at least for now, to Siebel's new Marketing Enterprise component. But the combination of Rubric's EMA 2.0 package with the rest of Siebel's applications will bolster Siebel's marketing capabilities, which customers and analysts have said are not complete. While Siebel has a data mart to analyze marketing information, "the actual day-to-day side of marketing to prospects isn't there yet," Andaloro says. "This is a way to strengthen that."