• by Laurie Sullivan  @lauriesullivan, April 2, 2013

Marketwire will emerge Tuesday operating under a new name, Marketwired, and chief technology officer, former Yahoo Vice President Stu Ogawa, leading the company's focus on tech to support a connected world.

At the heart of the transformation is the technology behind the acquisition of social media monitoring platform Sysomos, according to Jim Delaney, COO, who previously led Dun & Bradstreet as president of global sales and marketing.

Marketwired's transformation to a wired and connected company is reflected in the new company's tagline that goes beyond words to the "power of influence."

Marketwired serves more than 15,000 clients and distributes an average of 300,000 releases annually. When Online Media Daily asked about the connotation of being wired or tethered and how clients may view that as stifling mobile strategies, Delaney points to "wired" as meaning collaboration and connectivity through search and social technology and influencers.

"It's about learning to work collaboratively, recognize opportunities, and tap into the world's conversations to better understand what clients want," Delaney said. "The subtle change in name reflects a mind shift in clients."

Marketwired has implemented several changes during the past few years, including the acquisition of Sysomos, a social media monitoring and analytics platform. The engine now powers Marketwired products MAP and Heartbeat. The company recently became part of the Twitter Certified Partner Program and unveiled a new feature allowing clients to search influencers’ Twitter bios. 

Search engine marketing and performance company Wasabi Rabbit will work to combine Marketwired's two Web sites. Delaney said the partnership will assure the site optimizes content for clients. The re-launch scheduled for June or July.

Ogawa will spearhead Marketwired's product road map. The focus turns to social media beyond the listening and monitoring and more toward advertisements by understand who says what, according to Delaney.

A new offering based on social services will launch in fall 2013 around a software as a service. "It will bring together the newswire's distribution business through a SaaS-based platform to infuse much of the social media tools and services," he said.