When one is presented with change, many begin to feel a sense of insecurity. When a company decides to invoke change, that precise sensation can be overwhelming for its employees. This apprehension rippled through ACE Metal Crafts (ACE) when its executives partnered with Toyota to enhance the company’s lead time and production methods. Read more
Are you up to date on all of the latest technology? We all try but most people are not, so if you answered “no”, you’re in good company.
A secret affecting all companies
The world is changing faster and faster. It’s an incredible time to be alive, although many of us are trying to stay afloat as Tsunami Innovation comes faster and faster. Here’s a secret about building and running companies. It’s happening there too, and the group that’s arguably being disrupted the most is the marketing. New technology is replacing manual work and opening up completely new possibilities to connect with customers.
Think about it how you spend the time that your parents used to watch TV or even read. Not only has there been a fundamental shift of billions of dollars in advertising from cable channels to digital streaming services like Hulu and Netflix, there has been a massive shift to social networks and other digital parts of our connected lives. Plus, consumers have become ever more sensitive to being “told” and “sold” and now require brands to think about experience, useful content and authentic connections.
Most companies have adopted the first few waves of new marketing technology. Where did that marketing technology come from? Who is creating the next wave of disruptive technology for marketers? Keep reading below to learn how Atlanta has quickly become the World’s Capital for Marketing Technology.
How Georgia Tech and the State of Georgia Intentionally Created History
While Atlanta is home to 15 of the Fortune 500 companies including Coke, Home Depot and UPS, along with hundreds of smaller consumer companies, most people do not think about the region as a “consumer” city. It’s known for it’s high growth technology.
Atlanta has become one of the top technology hubs in the world and the numbers show it. There has been more than $80 billion of value generated from more than 100 acquisitions and IPOs of Atlanta tech companies. It’s also where the top names in the venture capital world are investing in the future. A sampling of the growth includes:
- AirWatch acquired by VMware for $1.4 billion
- ISS had an IPO and was then acquired by IBM for $1.3 billion
- SecureWorks acquired by Dell for $612 million
- Scientific Atlanta acquired by Ciscso for $6.9 billion
- Radiant Systems acquired by NCR for $1.2 billion
- Vitrue acquired by Oracle for more than $300 million
- Pardot acquired by ExactTarget for about $100 million (then by SalesForce.com)
- Silverpop acquired IBM for $270 million
- Recent investments from Richard Branson, Kleiner Perkins, Google Ventures, Andreesen Horowitz, Rincon Venture Partners, Tim Draper and many more.
Ten years ago if you asked the venture capital firms in Silicon Valley and on the East coast what Atlanta was known for almost unanimously answered FinTech (financial related technology), healthcare technology and security technology. Ten years before that only one of those industries would have been named. The other two were created by Georgia Institute of Technology and the state of Georgia intentionally creating an ecosystem and supporting entrepreneurs building disruptive technology.
The Advanced Technology Development Center (ATDC) at Georgia Tech is credited for supporting the creation of those new industries. Forbes ranked ATDC one of the Top 12 Incubator Changing the World. They’ve had more than 150 graduates that have raised more than $2 billion in capital. “Nationally, 90% of technology startups fail. More than 90% of the ATDC’s Signature graduates are successful five years after their graduation.
Today, if you ask those investing in the future what Atlanta is known for, they’ll add MarTech (marketing related technology) to the list of industries. There have been some incredible companies in the area – Vitrue, SilverPop, WhatCounts, MailChimp, Pardot, BLiNQ Media. Atlanta now has the highest density of marketing technology in the country. MarTech may not be size of the other three industries in terms of jobs created in Atlanta but it’s catching up.
Watching the Future of Marketing Technology Today
FinTech, healthcare and security are well established industries today, and companies like NCR, First Data, IBM, Equifax, Wachovia, Emory, Wellstar Health Systems and others investing in their growth. Georgia Tech and the state have continued their support of the startup ecosystem with creation of Flashpoint at Georgia Tech in 2011.
The list of new disruptive marketing tech companies founded and headquartered in Atlanta has two consistent themes. Most of them are ATDC Signature companies or alumni of Flashpoint, and several of the companies were selected for both.
- ATDC Signature and Flashpoint
- Sideqik: The first influencer marketing platform in the world. It’s used by thousands of marketers to find, verify, manage, and activate influencers. Tip: Sign up for their Weekly Marketing Scoop to stay at the top of your game with the latest marketing news, tips, trends and best practices.
- Springbot: Offers an all-in-one marketing optimization for eCommerce stores.
- Synapp.io: Provides a digital marketing solution that ensures your e-mail marketing programs aren’t shut down due to poor list maintenance.
- ATDC Signature
- BrightWhistle: Brings social media management and engagement to the healthcare industry.
- Cloudtags: Creates connected eCommerce stores that blend digital and physical experiences
- Converge (formerly PerfectPost): Helping marketers pull all of their actionable marketing data into a single location to let them easily make decisions
- Rigor: Provides simple, powerful web performance monitoring that lets both business and technical users understand website performance.
- Social123: Offers some of the best B2B contact data to support marketing teams finding new customers.
- UserIQ: Allows marketing and support teams to interact in-application with users of your web and SaaS applications without having to write a single line of code
- Zoompf: Helps companies fix the root causes of slow website performance.
Georgia Tech was at the center for creating two of the largest three industries in Atlanta today, and it looks like they’re taking that role again with marketing technology. From the list of recent acquisitions in the space and list above, it’s easy to see why more than $350 million per year of venture capital flowing into the Atlanta.
We love seeing the growth in technology built in America.
Call centers are coming back to America, and flyover country is proving to be the biggest beneficiary in new jobs and overall boosts to local economies. Read more
When the leader of the free world comes calling, most people jump. When the Obama administration first contacted Michael Araten, in November 2012, he hesitated. Read more
A group is seeking your help! Project TEACH will plant the seed of possibilities within disadvantaged and/or underrepresented students, igniting change within the Bronx Community. These changes will create future professional leaders within STEM fields. (STEM = science, technology, engineering and mathematics)
Did You Know?
There are 14,974* Professional Engineers in New York State. As of July 1, 2015, the Bronx holds a mere 168 Professional Engineers compared to nearby counties: (*Source: NYSED)
New York City: 1,008
(This is just one example of the offset within geographic areas in a STEM profession.)
How Can You Help
Support the “Project TEACH” workshop! The workshop will be offered to students within the Bronx community, attending primary schools (ages of 9-14). Project TEACH will help build, and keep, this interest throughout high school, continuing to foster their learning interests within STEM fields.
Strong, foundational skills are necessary to succeed within professions in the STEM field. The interest to build these foundational skills begin in primary school. Project TEACH will help spark the interest among students. (see below for more information on STEM)
Project TEACH will provide students hands on training in the STEM field. This will be done by hosting classes where they will work within real-world STEM field based problems. This method will motivate students to approach learning in a unique way. Students will have the opportunity to build motorized robots out of Legos with a focus on Mechanical Engineering. They will learn about Aerospace Engineering by building Rockets, and much more!
WHAT IS STEM ?
STEM is a curriculum based on the idea of educating students in four specific disciplines — Science, Technology, Engineering and Mathematics. Rather than teach the four disciplines as separate subjects, STEM education integrates all of these subjects together in order to inspire students to discover and invent.
With the fast-paced information age and rapidly growing fields in Science, Math and Technology world-wide, STEM based learning offers students the resources to be successful in high school, college and beyond in this technological world. The STEM curriculum needs to be incorporated in every child’s education.
Be a part of the solution! This cannot be done without you. The person spearheading this project has a STEM background. This field is underrepresented in this part of the country. He fully understands how important Science, Technology, Engineering and Math are to our leaders of tomorrow. With your assistance, he will be able to pay it forward.
To learn more about STEM, please visit:
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