Provenir has helped businesses implement solutions across the phases of customer lifecycles with its enterprise software platform for over twenty years. Headquartered in New Jersey, the company has focused mainly on developing products for the finance industry.
However, recently Provenir decided to bring the same technology that served it well in helping financial institutions into a new sector, marketing.
Provenir announced earlier this month that it has established a new Customer Listening Technology Division in Boston. Last night, they officially opened their new Innovation District office with a celebration and a demonstration of how their new product benefits marketers.
The new marketing-focused product aims to apply the approach that has worked for Provenir in the past by solving some of the challenges facing the marketing industry today. Specifically, the customer listening platform allows businesses to connect all the different phases of their relationship with their customers. This creates a more engaged, informed, and individualized conversation between companies and their customers across multiple channels inculduing social media, email, and mobile websites.
What differentiates Provenir’s solution platform from any other marketing technology is the heavy focus on aggregating available data and a customer’s history with a company to personalize marketing interactions.
Mark Smith, the president of Provenir’s new marketing arm, said that the solutions platform “provides the interconnection capability between all the different sources of data and all of the systems [website, email, etc.] and lets them to work together.”
“So many businesses fail to make these connections,” Smith added, “no one’s really putting in the effort to connect these worlds together.”
Provenir saw an opportunity and decided it was the time to take the technology it was using in other sectors to create more engaged marketing solutions. “What’s happening for businesses these days is that the whole marketplace is turned on its head,” Smith explained. “All of a sudden the customer is the one who is control. The customer has access to all this data. The customer can get information incredibly easy about your products and your competitor’s products.” Smith continued, “All of a sudden, they’re the ones in control. All of a sudden they expect you to provide them with a good service and a connective journey. So there is a huge demand for businesses to do that.”
When deciding where to establish their new office, Boston became the obvious choice for Provenir. As Smith said, “We chose Boston because we are focused on the marketing technology marketplace, providing solutions to marketing service providers and marketing agencies. A lot of that industry is focused here in the Boston area.”
Provenir should find success by bringing their intelligent customer listening platform to Boston, a location where marketing and technology converge. Smith believes that when they do, the city will provide other benefits to Provenir as its new division continues to grow. As he said, “Boston is also a great place to hire technology people.”
Provenir may be looking to add some new employees very soon.
Dennis Keohane is a staff writer for VentureFizz. You can follow Dennis on Twitter (@DBKeohane) by clicking here.