Unbounce’s Acquisition of Insightly

# End-to-End Conversion: Unbounce's Strategic Acquisition of Insightly In this episode of the MarTech Podcast, host Benjamin Shapiro welcomes the VP of Marketing and Strategy at Unbounce to discuss the impactful acquisition of Insightly. Together, they delve into the significance of CRM integrations, giving us insights into how this merger is poised to reshape the Martech landscape. ### Welcome to the MarTech Podcast Benjamin begins by introducing the episode’s primary focus—Unbounce’s acquisition of Insightly, a move that is set to redefine how modern businesses handle customer relationships. ### The Game-Changer: Introducing End-to-End Conversion Tracking Benjamin kicks off by summarizing the major shift this acquisition promises. He explains that while Unbounce has long excelled in landing page optimization, tracking conversion beyond the landing page has been a limitation—until now. ### Talk Tagline: Decoding the Acquisition A ouncement Benjamin introduces a segment called "Talk Tagline," where he reads out the first line of the acquisition press release and asks his guest to break down the marketing jargon:n>This merger will allow Unbounce to leverage first party CRM data to move marketers forward with more comprehensive metrics that are vital to their roles: revenue and lifetime value data. She unpacks the jargon, explaining that Unbounce can now offer more comprehensive customer journey insights. Before the acquisition, Unbounce could only track landing page conversions but couldn’t follow the user through the rest of their journey. With Insightly’s CRM capabilities, they can now track the entire customer lifecycle—from lead generation to conversion, and even through renewals. ### Experience: Why Insightly Stood Out In a "What's the Word?" segment, she uses the word "experience" to describe why this acquisition was a good idea. The new CEO of Unbounce came in with significant CRM experience from his tenure at Act and Pipedrive, making Insightly an appealing target. Her explanation touches on how Insightly's broader platform—featuring CRM, marketing automation, and customer service tools—gives Unbounce a fuller picture of customer interactions. ### The Future Vision: Revenue Intelligence Platforms Benjamin asks her to look into the future and predict what the world will look like for the Unbounce and Insightly combination in three years. She anticipates Unbounce becoming a comprehensive revenue intelligence platform. This integrated solution will cater especially to sales-driven organizations that need robust CRM capabilities and marketing tools, setting them up against competitors like HubSpot. ### Market Dynamics: Why Now? Benjamin raises an intriguing point about the broader market trends, noting an increase in Martech acquisitions and asking why this is happening now. Her response touches on the macroeconomic conditions, the demand for efficiency, and the need for growth. She points out that for large companies, i ovation often comes through acquisitions rather than internal development. Private equity firms and large corporations have capital to deploy and a need to i ovate, making smart acquisitions an appealing strategy. ### Closing Thoughts Benjamin wraps up the conversation by reflecting on the episode's key insights. He considers the role of market conditions, strategic vision, and operational efficiency in the rise of acquisitions in the Martech space. The episode ends with a call to action for listeners to think about how these trends might affect their own strategies and organizations. ### Co ect and Subscribe To stay updated on the latest marketing and technology trends, listeners are encouraged to subscribe to the MarTech Podcast and co ect with Benjamin Shapiro and his guest on LinkedIn. Benjamin Shapiro promises more insightful episodes ahead, so make sure to subscribe for daily wisdom straight to your podcast feed. This episode not only offers a deep dive into a specific acquisition but also provides valuable lessons on strategic growth, operational efficiency, and the evolving landscape of Martech.