Marlin Makes Digital Marketing Move to Create New Customer Engagement Platform Provider

businessThis week, Marlin Equity Partners announced that it has merged its existing portfolio company BlueHornet — a provider of SaaS email marketing software and services — with the marketing execution business of the Marketing Applications division it recently acquired from Teradata Corporation.

So what does it all mean? When you look past the inflated talk of a press release, you’ll find there is indeed some monumental news beneath it all.

According to a company news release, customers “will profit from the combination of complementary strengths of the two businesses.”

BlueHornet enables marketers to quickly create and execute highly relevant, personalized email campaigns, and simplifies the campaign management process with its unique, intuitive segmentation interface. Digital Marketing Center (DMC), the centerpiece of the digital marketing business Marlin acquired from Teradata, allows marketers to optimize email, mobile, app, social and web marketing, and allows orchestration of paid channels such as display or search via an integrated data platform.

“With this merger, we are creating a leader with a global presence and complete omni-channel solution driven by a market-differentiating data management platform to power campaign targeting and effectiveness, backed by a strong services portfolio, which is unique within this industry,” said Nathan Pingelton, a principal at Marlin. “The combination fits well with our strategy to operate the respective marketing execution and marketing operations assets acquired from Teradata as two distinct businesses, with separate leadership teams, operating structures, and brand identities.”