Hoffman brings more than 25 years of software industry experience to his new role, having most recently served as CEO of Everdream, a desktop management SaaS (Software as a Service) company that was acquired by Dell late last year.
"Mark Hoffman is one of the icons of the software industry--and he's the right person to take Enquisite to the next level of market penetration," said Richard Zwicky, the company's president and founder.
When asked why he chose to take the helm, Hoffman said that he saw Enquisite as "a gem in the rough" and that the firm's unique take on search traffic and keyword analysis was a service that the industry, and interactive agencies in particular, would benefit from.
"No one captures the full breadth of info that we capture across the net," Hoffman said. "We go beyond just the site analytics to tell you things like which page someone clicked on and which words they clicked on to actually get them to your site."
And in a market dominated by giants like Omniture that offer services that blend analytics, paid search and content management tools--not to mention free tools like Yahoo's newly launched IndexTools and Google Analytics--having a clear differentiator is key to garnering agency buy-in. Hoffman said that Enquisite had been gaining traction with travel advertisers (and their agencies) in particular, although the platform was applicable across verticals.
"To be clear, we're not trying to displace these other guys," Hoffman said. "But there are a lot of gaps in the market, and that's where the opportunity lies. So we're going to the agencies and showing them how our product gives them new insights into their search information--and in a different way."
Hoffman said that the strengthening the sales teams was key to the company's future progress. To that end, Dan Robbins' and Sylvie Moreau's leadership would be vital.
Robbins joins Enquisite from rival ClickTracks Analytics, where he most recently served as director of marketing. His experience also includes stints at CNET Network's ZDNet and VoIP provider Dialpad Communications (now a division of Yahoo).
Moreau also moved to Enquisite from ClickTracks, where she held the position of vice president of business development. Moreau has also served in sales leadership positions with Cisco Systems and RealNetworks.