The company will focus on delivering marketing solutions that could compete with larger marketing cloud vendors.
Back in April, IBM’s Watson Marketing announced plans to spin off to form a standalone marketing company under the new ownership of New York-based private equity firm Centerbridge Partners.
The new company, which is still yet to be named, launched on Monday. The company aims to deliver marketing automation, marketing analytics and content management solutions.
In separating from IBM’s larger umbrella, Watson Marketing should be able to focus more keenly on its marketing customers’ needs.
“Marketers and advertisers are burdened with mediocre technology and disappointed that most of the promises MarTech and AdTech companies make aren’t kept,” CEO Mark Simpson wrote in a blog post. “They’re being asked to change the way they work to retro-fit to the tools they use, rather than the other way around. The difficulty of making sense of their data is made even tougher by consumers questioning if it should be available to marketers in the first place. We’ve leaned heavily into technology, but seem to be losing the inherent humanity needed to actually move people.”
While positioning itself separately from its former parent, the new company also aims to adopt an agile approach to help drive its competition with other marketing cloud vendors – notably Adobe, Oracle and Salesforce.