History of Lyris
How we became a marketing-technology powerhouse
In 2005, we decided to create a different kind of marketing technology company – one that’s aligned with how marketing really works. Because we realize that at the end of the day – or at least the end of the fiscal year – most marketers aren’t judged by how many campaigns they launched. They’re judged by cold, hard ROI – how much revenue came in as a result of their efforts.
We wanted to build a streamlined, easy-to-use toolset that could help marketers perform their most critical tasks – and then go beyond mere execution to determine ROI for virtually any marketing campaign. And we wanted to do that for small-to-medium sized marketing teams.
We knew we needed to focus on the aspects of marketing that are most critical to ROI:
- Email, the most widely used marketing tactic.
- Search engine marketing, the largest line item in the marketing budget.
- The Web site itself, the all-encompassing marketing hub that turns prospects into buyers.
We also knew that instead of starting from scratch, we needed to begin with a solid foundation of existing technologies that had already earned customer trust and analyst accolades.
So we acquired Lyris Technologies, EmailLabs, ClickTracks and Hot Banana – profitable companies that were already leaders in various marketing disciplines and that specialized in serving small-to-medium sized marketing teams.
Then we combined our rock-solid existing technologies with daring and innovation to create the kind of marketing tool that we ourselves longed for. We’re proud of our history, and we know the best is yet to come.
Timeline
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