New SaaS Application Sweetens The Pot For Social Media Measurement, Automation

The majority of marketers are experimenting with new channels such as social media and text messaging. The struggle, however, is most are unable to really measure the impact of these efforts or integrate their new media efforts into their other marketing campaigns.  That could change quickly however, with the recent introduction of the Sweet Suite™.

The Pedowitz Group, a leading demand generation consulting firm which helps BtoB firms optimize the processes that drive demand and revenue, has been providing its clients and partners with a sneak peek at a new SaaS application which integrates social media tools with the automation and reporting capabilities of demand generation platforms.

Dubbed Sweet Suite™, the application currently in beta, provides the ability to integrate social platforms such as Twitter, Facebook and LinkedIn into marketing automation platforms. The Pedowitz Group has already fully integrated Sweet Suite with Eloqua and plans to complete integration with Marketo and Silverpop Engage B2B (formerly Vtrenz) within the next two months.

“We have been seeing diminishing returns from email and Web site marketing as people are spending more time on social media and other more direct channels,” said Jeff Pedowitz, President and CEO of The Pedowitz Group. “We were looking for ways to get out in front of this trend to provide additional value for our clients and find ways to capitalize on the powerful automation tools already in place.”

Sweet Suite™ allows marketers to centrally manage their various social marketing outlets and also combines the ability to analyze and automate the activity generated with social media channels. “The difference between Sweet Suite and tools like Tweet Deck is this allows you to capture and measure the activity of your social activities and then integrate that intelligence into your overall marketing results,” said Pedowitz.

In addition to synching up with social media platforms, Sweet Suite™ also provides the ability to integrate SMS campaigns, using short codes and text message campaigns to drive responses and measurement.  It is the first platform to be able to capture an email address via SMS and then respond via multiple channels in addition to the SMS text.

The Pedowitz Group has already been using Sweet Suite™ to manage its internal communication, including outreach and follow-up from events, and has already seen significant benefits.

The company expects Sweet Suite™ to be available in full release within two months. Companies can either purchase the application as an add-on to a marketing automation solution or as a standalone product. Individual modules for the various social platforms are expected to be offered for approximately $150 per month, or users can access the full suite for around $1,000 a month.

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