Devs United helps companies implement customer relationship management (CRM) programs, marketing automation technologies and other customer engagements applications as a registered Salesforce consulting partner. Its team of 20 technologists based in Cleveland and Buenos Aires, Argentina, have implemented more than 50 Salesforce Marketing Cloud programs globally, including Fanatics, Rue La La and SmileDirectClub.
The acquisition will combine Devs United’s expertise in customer engagement marketing with Marcus Thomas’ deep bench in analytics, digital media, social marketing and strategy. Devs United will operate as an independent brand under the Marcus Thomas umbrella.
Locally, Marcus Thomas and Devs United will combine offices at Marcus Thomas’ Warrensville Heights office, bringing employment there to 165. In Buenos Aires, Devs United employees will operate out of the office of Marcus Thomas’ digital development affiliates Plus 54 and Tango Technologies. The Buenos Aires office will house 43 employees.
“Linking marketing and sales has always been the ultimate goal in our business,” said Jim Nash, managing partner at Marcus Thomas. “One of the challenges has been our ability to harness the right customer information for our marketing to be effective. Sales data, consumer insights, email, website and social insights all need to be synchronized for brands to win today. This acquisition enables us to start closing the loop for our clients by helping them synchronize data and relevant communications along their audiences’ journeys.”
Digital customer engagement marketing has captured the attention of marketers in recent years with its track record of driving marketing efficiency. According to Nucleus Research, marketing automation drives a 14.5 percent increase in sales productivity and a 12.2 percent reduction in marketing overhead.
In seeking to grow its digital customer engagement offering, Marcus Thomas sought a partner with deep knowledge of the Salesforce platform due to Salesforce’s leadership in the industry. Salesforce is the fastest growing, top five enterprise software company and considered by International Data Corporation to be the leader in marketing automation platforms.