by twieberneit | Aug 30, 2017 | Analysis, Blog |
The News Freshworks on 29/08/2017 announced that it acquired Zarget, a conversion rate optimization software startup. With this being the ninth acquisition in about two years Freshworks is continuing to augment its development by adding missing functionality from outside while adding talent to the teams. Zarget’s software is helping marketers measuring and understanding how users interact with their websites, which is important information when it comes to assessing reasons for users not becoming customers. For Freshworks this acquisition also marks a first step to close the functional gap that marketing still is for them. With Freshworks founder and CEO Girish Mathrubootham having been an angel investor into Zarget this is also a natural choice. An interesting piece of information comes as a quote by Girish: “ At Freshworks, our ambition is to emerge as the de facto cloud-based business software platform for businesses of all sizes”. The Bigger Picture There are a couple of interesting facets to this acquisition. Freshworks, by virtue of its rebranding from Freshdesk, has made a bold statement that they are not striving to cover customer service only. This, of course, was clear earlier when looking at their range of products and solutions but this naming implies an ambition. I have commented on this this earlier. While they are still concentrating on the wider CRM area with bot acquisitions, a recent release of Freshteam, a CRM for recruiters, there is a tendency to divert into different areas. This time it is about starting to close a fundamental gap in Freshworks’ CRM offerings: So far there has virtually been no marketing functionality. Looking specifically at marketing...
