• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Marketing

Mobile marketer Leanplum buys Connecto’s conversational marketing

The acquisition of the Bulgarian firm boosts Leanplum’s goal of making conversations a central feature for maintaining brand relationships with customers.

Barry Levine on June 20, 2018 at 4:47 pm
  • More
From Leanplum

From Leanplum

Mobile marketing firm Leanplum is all about creating relationships between brands and their customers, using in-app messaging, push notifications, email marketing and web push notifications.

This week, the San Francisco-based firm added another capability for improving those relationships, announcing that it has acquired AI-powered conversational marketing firm Connecto.

Based in Bulgaria, Connecto has developed a chatbot builder for such platforms as Facebook Messenger and Viber. Its intention, the company says on its website, is to support 24/7, cost-efficient customer service for frequently asked questions, marketing and re-engagement, with more complicated queries bounced to humans.

This isn’t a unique goal, given the many other chatbot platforms out there for handling routine queries. But the acquisition — propelled by $47 million in Series D funding raised by Leanplum last November — is another capability in the mobile marketing platform’s quest for a “next generation marketing cloud,” where mobile is employed to build “personalization at scale.”

Leanplum co-founder and CEO Momchil Kyurkchiev told me that this purchase will help his company take “the next step forward in transforming the relationship between brands and their customers.”

A key interest, he indicated, is leveraging Connecto’s intellectual property for Natural Language Processing to add the layer of sentiment analysis in automated conversations.

Leanplum can now better help marketers “move from 1-way to 2-way conversations,” conduct conversations across multiple channels and “automate lifecycle campaigns that are not linear but follow different paths on different channels,” he said.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: MarketingMachine Learning & Artificial IntelligenceMobile Marketing & Martech

Subscribe to receive daily martech news and expert insights. See terms.

Processing...Please wait.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • SEO Wars: How to Resist the Dark Side and Earn Links Organically
  • Data & Organizational Roadblocks? Your Path to Frictionless Revenue Optimization
  • Converting with Conversational AI
  • 4 Ways Chatbot Marketing Can Drive Sales
  • Client Reporting Best Practices Guide
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

On-Demand Free Training

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.