Channel: Martech: Marketing

Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform

Marketo has acquired performance management software Bizible, the company announced Monday at its annual conference, the Marketing Nation Summit. The merger brings together two companies that are well-known in the industry for the services they provide. Marketo is an enterprise-level marketing automation provider, and Bizible is known for its ability to provide attribution for conversions […]

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Voice agents and interfaces will require many new marketing strategies

A-From MTT, Amazon, Amazon: Amazon Echo, Channel: Martech: Marketing, Google, Google: Google Assistant, Google: Search, SEO BLOG, voice search / Good To SEO

The base of Amazon Echo, a smart speaker home of voice agent Alexa Every new marketing delivery system — such as TV, websites, social media, or mobile — starts off with a single approach. In the early days of web or mobile, for instance, marketers would contemplate if they had “a web strategy” or “a

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Tech companies organize two efforts to support personal data management – both called Open GDPR

A-From MTT, Channel: Martech: Marketing, gdpr, GDPR - General Data Protection Regulation, SEO BLOG / Good To SEO

The upcoming General Data Protection Regulation (GDPR) is beginning to remake the landscape for marketing and advertising by encouraging inventive new open-source alliances. Two of them affecting this space have emerged in the last few weeks — and, although unrelated, they’re both called Open GDPR. The OpenGDPR framework was announced late last week by its

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An expert on loyalty programs has a warning for blockchain startups

A-From MTT, Channel: Martech: Marketing, SEO BLOG / Good To SEO

A variety of blockchain startups, such as the Lichtenstein-based DigitalBits Project, are looking to employ the protocol’s tokens to reinvent loyalty programs. Many of the startups envision a marketplace where loyalty points become a kind of cryptocurrency, exchangeable between the loyalty programs offered by brands. In most cases, brands would have to participate in the

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Here’s why 6sense bought ZenIQ

A-From MTT, ABM: Account-Based Marketing, Channel: Martech: Marketing, Marketing Tools, Marketing Tools: Analytics, Martech: Predictive Marketing, SEO BLOG / Good To SEO

6sense, which helps marketers generate and manage B2B leads and accounts, announced earlier this week it has completed the purchase of ZenIQ, which also helps marketers manage leads and accounts. The question is: What does 6sense get from the acquisition that it didn’t have already? “We were looking to complete our platform,” 6sense CEO Jason

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Where software innovation is needed today: Martech

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG / Good To SEO

A senior-level executive asked me for advice the other day. For the past 15 years, he had worked for a company that sold software to publishers and loved the challenge of helping to invent a new industry. But as the market matured and his company was acquired, and then was acquired again, he realized that

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Solving for cross-device complexity with multi-touch attribution

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG / Good To SEO

I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you. Because marketers are human, we understand the richness of the customer journey, from initial inspiration or yearning to final sale. But dealing with that complexity is not always easy. As marketers, we have more ways to

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Sendwithus launches GDPR-compliant, cloud-based email CMS

A-From MTT, Analytics, Channel: Martech: Marketing, Email Marketing, SEO BLOG / Good To SEO

Sendwithus announced on Tuesday the launch of Dyspatch, an enterprise-level, cloud-based and GDPR-compliant email content management system (CMS) for transactional emails. Dyspatch is a CMS platform for email that manages workflow, including building, editing and commenting from a variety of stakeholders. When the email is ready to be deployed, it is “exposed via our API,”

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Why marketers finally stopped talking about ABM (and started practicing it)

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG / Good To SEO

ABM is growing up. It’s gone from a buzzword B2B marketers couldn’t quite make sense of to a strategy that’s becoming more and more ingrained in our daily lives. Nowadays, marketers aren’t asking “why ABM,” they’re asking “how ABM.” How do I get my strategy up and running? How do I bring Sales into the

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Building an AI mindset: Time to identify and develop skill sets now

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG / Good To SEO

The more I’ve had the opportunity to explore this concept of the martech mindset, the more I’ve realized how important it is that we shift our thinking to view artificial intelligence (AI) as an evolution rather than as a revolution. Artificial intelligence, once an abstract, futuristic concept, is now a reality, so this needs to

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