No person at the shop sent these. Software did. It decided who gets which message, on which channel, at what moment. Then it measured whether the message worked: did you open it, did you come back, did you buy? This software is called marketing automation. For a consumer app with ten million users, it is how the company speaks to almost all of them.
Industry Vertical 13, Martech, follows the customer from a stranger to a regular. This Market Segment is where it begins, with the software that sends the message.
Every company named here has posted software engineering jobs in India. Famous companies that don't actively hire software engineers in India are left out.
This Market Segment has three sub-segments, grouped by who is sending the message:
Keep reading, free
Three more sections are on this page: The consumer brand's engagement platform, The small business and the business-to-business marketer, and The agent and the page. Sign in to read them here, in full.
Continue with Google- The consumer brand's engagement platform
- The small business and the business-to-business marketer
- The agent and the page
Take the running shoes from the start of this Market Segment. The shopping app did not build the software that sent you those messages. It bought it from a company that sells an engagement platform. The platform does three jobs:
This is where India's own companies compete with the rest of the world. Three of them started in India:
Three more companies sell engagement from different starting points:
The largest brands mostly buy from two companies covered mainly in other Market Segments. Their products are the standard for big companies:
Until now, the engagement platform's product was the journey a marketer drew. Now an AI model draws it. For each user, it chooses the message, the channel and the moment.
The running shoes came from a big app with millions of users and a marketing team. Now take a dentist in Pune with one clinic and no marketing team. The clinic pays a local marketing agency. The agency runs the clinic's marketing, and many other clients' too, on one all-in-one platform.
A company that sells to other companies markets itself differently. Take a company that sells accounting software to businesses. Someone signs up for a free trial. That person is now a lead: a possible customer. The company sends them a sequence of emails over the next few weeks, to turn the trial into a sale.
One company here is covered mainly in another Market Segment:
Two other well-known marketing tools now belong to larger companies. Marketo is part of
Back to the running shoes from the start of this Market Segment. In the first sub-segment, a marketer drew the journey that sent you those messages. In this sub-segment, an AI agent decides it. An AI agent is software that makes decisions and acts on them by itself, then learns from the result. This is the youngest group here, and the most Indian.
Three small Bengaluru companies work on what happens after the click. Say an advertisement for the running shoes brings you to the shop's website.
One company here works for banks instead:
Who these companies hire, and for what, is on What martech companies hire for.