Nimble 2.0 promises to be more polished. Integrations with HubSpot for marketing automation, MailChimp for email broadcasts, and Woofu's contact-form builder help round out Nimble's story, Ferrara said. HubSpot, which incorporates social and mobile channels into inbound marketing, is particularly significant. While Nimble will be creating some lightweight functionality in areas such as marketing automation, partnerships with specialists will be important for customers with steeper requirements. He said he hopes to forge similar partnerships with organizations that address high-end requirements for marketing automation, such as Marketo and Eloqua.
"Nimble will do the 20% key core functionality--simple marketing, maybe some simple customer service--then extend that with integration into these other platforms," he said.
Meanwhile, Nimble is establishing channel partnerships to help it connect with and serve a broader customer base.
Sid Lejfer, president of Harvest Solutions in Waltham, Mass., is a former Goldmine reseller with 20 years of experience in the CRM industry, who more recently has been working with cloud services such as Salesforce.com. When he heard about Ferrara's work with Nimble, "I connected with him immediately because I wanted to work with him again," Lejfer said. Now he is excited about assisting customers that want to use Nimble in combination with other applications, such as HubSpot.
"Nimble gives you one simple Web-based interface to help you stay organized and manage conversations, no matter where they take place," said Karen Holt, Harvest's lead social CRM consultant. With the 2.0 release, "they've made the user interface very crisp and clear," with a tabbed user interface that makes it easier to see all your interactions with a contact across multiple networks, she said.
Improvements she still wants to see include an application programming interface that would allow her firm to do its own custom integrations, as well as a Nimble mobile client.
Social media are generating tons of data, but that data only becomes truly valuable when examined in context. Attend the virtual Enterprise 2.0 event Social Analytics: The Bridge To Business Value, and learn how social analytics will provide the bridge to unlocking business value. It happens Feb. 16.