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Friday 11 January 2019

Innovation Partner: Kulea

logologoThis is the second in the series of short profiles of the five shortlisted candidates for the TechMarketView Innovation Partner Programme event held late last year in association with Capita Scaling Partner to seek 'disruptors' in the Customer Management/Customer Experience space.

One of the problems with traditional marketing automation (MA) software is that complexity has hindered adoption. That’s one of the issues Kulea is addressing with its SaaS-based marketing and personalisation offering. And given the level of positive customer feedback we are aware of, it is doing something right. That’s all the more notable because although founded in 2015 the first sales were in 2018.

It takes a lot to stand out in the crowded marketing automation sector. Kulea’s characteristics are a focus on self-service MA for SMEs. This combination should help resist the functionality sprawl that would undermine the ease-of-use proposition while keeping it on track in terms of relevant capability - which today includes a versatile persona-capable personalisation engine that enables the mass customisation at scale that digital business demands. Technology only takes a supplier so far so we were reassured to hear that Kulea is focused on client success and its go-to-market includes advice and content creation to support success of client campaigns and help them understand the need for process change for example to promote adoption and deliver business outcomes. 

Although the product is appropriate within any industry vertical, the company is targeting the recruitment sector – a pragmatic decision enabling it to target resources effectively, build a reputation and avoid being swamped by the massed rank of MA suppliers that range from Oracle Eloqua to HubSpot and MailChimp.

Looking forward, while the Kulea engine can be used for lead scoring it could also be deployed within areas such as HR for staff engagement scoring; and we can see the potential for a data story too – using data from the system to suggest individual customer journeys and best practice. Founded and led by a team steeped in marketing and marketing tech, and with experience scaling businesses, the company has the fundamentals in place and the scope to grow across several dimensions.

Posted by Angela Eager at '08:42' - Tagged: startup   software   Capita   tipp  

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