Industry News You Can Use: 2/22

Blog Post created by 6b251803a89899b5bc8c7709db4c78261ad820a5 on Feb 22, 2016


Three blocks ads network-wide in the UK and Italy

ITProPortal.com (UK)

Comment from Conor Shaw on mobile operator Three’s announcement that it will introduce ad blocking on its UK and Italian networks. ITProPortal.com was one of the very first technology websites to launch in the UK back in 1999 and has grown to become one of the UK’s leading and most respected technology information resources.


How Marketo Ramped Up the Impact of Email Personalisation for Firefly Friends

PerformanceIN (UK)

This case study on Firefly Friends, a company that creates products for special needs children. It’s a really good piece of coverage which goes into great detail about the solutions that Marketo offers – and  includes Marketo in the title. Established in 1999, PerformanceIN is a news and discussion portal dedicated to the performance marketing industry. It covers the latest from all aspects, including affiliate, social, mobile, display, email, analytics and search marketing.


Why Comparing Apples, Oranges & Potatoes is a Good Thing – For Now

ExchangeWire (UK)

This article focuses on the companies that were not included in the Gartner’s Digital Marketing Hub Leader Quadrant. ExchangeWire is an advertising technology publication for the EMEA, APAC and LATAM regions which tracks data-driven display and media buying trends.


In marketing, content is ROI (translated)

Solutions-numeriques.com (France)

This article quotes Conor Shaw discussing the B2H trend which was outlined in our predictions press release late last year and was also covered by this publication. Solutions-numeriques.com is an online publication dedicated to IT news, but that also has strong interest in topics related to marketing, finances, HR, etc.


Who Owns The Data Anyway?

Which-50 (Australia)

Mike Stocker, senior director, business development at Marketo describes first party data as that data that a marketer has collected through their marketing efforts. Then there are various sources of second and third party data.


Mani Thiru Joins Marketo as Senior Director, Alliances

Press Release

A Stanford University alumna, Mani has an impressive track record in consulting including senior digital transformation and customer experience roles at Capgemini, Optus, NetApp and Vodafone. Mani joins Marketo from Cognizant Technology Solutions, a global provider of business technology services, where she was Practice Director for their Digital Works division.


IBS and Marketo jointly develop a human resource development program, "Marketo operation fixation support services" start (Translated)

MarkeZine (Japan)

Intelligence Business Solutions (IBS) has launched a "Marketo operation fixation support services". The service, developed a human resource development program in collaboration with the Marketo, marketing automation (hereinafter, MA) tool "Marketo" to those to develop specialized human resources to carry out operational support specialized.


Established Brands Moët Hennessy And Intel and Innovators Casper, PayPal And Tinder Join The Economist Events' Annual Marketing Conference

Press Release

The Economist Events announced new speaker confirmations for its annual marketing conference, rebranded Marketing Unbound, to take place March 24th 2016 in New York. The event will gather head marketers at renowned brands, including Jon Potter of Moët Hennessy and Penny Baldwin of Intel. Marketo is mentioned as a platinum sponsor.


Conversica Recognizes Seven Top Performers in Annual "Sales Effectiveness: Lead Follow-up" Research

Press Release

Conversica, the leading provider of artificial intelligence-based lead engagement software for marketing and sales, today announced the seven winners of its inaugural Sales Effectiveness: Lead Follow-Up research project. The project assessed more than 300 organizations across nine industries to determine how well they respond to sales leads. Marketo was recognized as B2B best in class, along with Salesforce.


Content Marketing Trends for 2016

Know Techie

Developing a great content marketing approach requires quite a bit of planning ahead. One must realize that content is also an organizational tool, not just a marketing one. Therefore, the projected ROI of content will be tied more closely to company-wide goals. Businesses will work closely with PR practitioners to gain press coverage an earned speaking opportunities via tools like Marketo. Also, leading marketers are already under pressure to master not only marketing, but also the craft of sales.



Backed by Verizon Data and New Targeting Tools, AOL Hires Its First Chief Mobile Officer


After being acquired by Verizon for $4.4 billion and buying ad network Millennial Media for $238 million last year, customer AOL has a new mobile chief tasked with growing the company's revenue and competing with the likes of Google, Facebook and Twitter for a piece of the growing mobile pie.


New tool uses machine learning to personalize emails

Beta News

Marketing automation company Boomtrain is launching a new platform, Boomtrain Editor, that adds advanced machine learning personalization regardless of email provider. It predicts the optimal email content for each recipient, and can then be applied by simply dragging and dropping it into a customizable template.


Contently Acquires Docalytics to Enhance Enterprise Capabilities

Press Release

Acquisition Extends Contently Analytics to Downloadable Content. Contently today announced the acquisition of Docalytics, a marketing and sales analytics company, for an undisclosed amount. Based in St. Paul, Minn., Docalytics provides sales and marketing professionals at B2B companies with detailed data on how people engage with downloadable content like PDFs and sales materials.


Lytics Releases Content Affinity Engine for Content Marketers

Destination CRM

The new Lytics tool unites CRM data with behavioral data to personalize customer engagements.


Appboy's Mobile 'Accelerator' Pitch


Tech platform Appboy is introducing the Appboy Accelerator, a program that the firm claims lets agencies and clients combine their own existing models and campaigns with Appboy's mobile marketing automation and customer relationship management (CRM) services.


Brightcove Gallery Gains Calls-to-Action for Deeper Engagement


Video cloud services company Brightcove has created a new way for video marketers to connect with viewers, by adding calls-to-action to its Brightcove Gallery. Read on to learn what this is and how it improves engagement.


LeanData’s new tool automates reports for marketers to use in targeting leads


Lead management solution provider LeanData has released an offering called LeanData Clarity, which provides reports that marketers can use to target campaigns to specific individuals. The company claims it’s the first account-based marketing platform, not only enabling users to surface the most important information about a lead, but providing ways to act upon those insights. The reporter goes on to state that it’s about personalizing your efforts toward a select group of individual accounts, instead of simply blasting out thousands of emails using Marketo, Eloqua, and Pardot.


B2B Data Provider Bombora Posts 1500 Percent Revenue Growth, Profitability and Roster of Nearly 40 Partners in First Year

Press Release

Bombora, the leading provider of intent and demographic data for Business-to-Business (B2B) marketers, today reported milestones from its first year of operations. The company grew revenue more than 1500 percent and reached profitability, allowing for future investment in growth and expansion of its team.


Vidyard and Media One Creative Bring Video Personalization and Analytics to Businesses

Press Release

New partnership delivers end-to-end video marketing solutions spanning content production, personalization, distribution and analytics.


Signal Expands Leadership Team With Seasoned Marketing and Human Resources Executives

Press Release

Signal, a global leader in real-time, people-based marketing, today announced an expanded leadership team with the appointment of Kathy Menis as Senior Vice President of Marketing and Sara Schroeder as Vice President of Human Resources.


One area Twitter's crushing Facebook: live video


Considering the brand rush to join live streaming app Periscope, things have been relatively quiet over at the social network’s foray into live streaming. Facebook Live was widely described as the “Periscope killer” after a verified-pages rollout in December that was geared to brands and celebs. Only there’s been one problem: No one is really using it.


Swrve Reaches New Milestones in Tracking User Behavior and Unveils Quick Push Functionality

Press Release

Swrve now processes 271 billion user events a month.


Businesses See 500% Lift in Email Conversion with Personalized Video from Vidyard

Press Release

Vidyard personalization helps Act-On, Cetera Financial Group, Lenovo and Tradeshift get – and keep – audience attention in crowded email inboxes.




Gartner Shakes-Up Its BI and Analytics Platforms MQ

CMS Wire

Last year when we looked Gartner’s Magic Quadrant (MQ) for Business Intelligence and Analytics it held 24 vendors, which by any measure is a crowd. Though the number hasn’t slimmed since then, new vendors have been added and others are no longer included.


Developing An Emotional Connection With Customers: Insight From HP's CMO, Antonio Lucio


This interview features Lucio’s insight regarding what it takes to be a true global marketing leader and the importance of generating deep insight into the world’s people, customs, and cultures, through reading, travel, and learning.


Majority see analytics as most useful marketing automation tool: Study

Marketing Dive

Ascend2’s new Marketing Automation Trends report found that 51% of respondents see analytics and reporting as the most useful feature of marketing automation software. Nearly two-thirds (63%) of respondents expect to realize benefits from a new marketing automation system within six months.


Why Opt-In Will Save Online Advertising


The CEO of Gladly makes the case that opt-in will ensure that users' advertising needs and expectations will be met.


The 5 Use Cases of Predictive ABM

Business to Community

One of the main appeals of account based marketing (ABM) is that, unlike inbound marketing tactics that have defined B2B marketing over the past five years, ABM is a proactive strategy. ABM targets high-value accounts, delivers customized messaging and allows marketers to track their impact on bringing in large deals and helping close marquee upsell opportunities.


Infographic: a Close-up Look at Gen Z's Mobile Habits


78% of post-millennials use social media apps most.


Closing the Mobile Content Gap for B2B Marketers

CMS Wire

About 95 percent of B2B marketers use content marketing, spending more than half their annual marketing budget on content production and creation. Here's the problem: All that rich content, often gated behind a landing page form, is increasingly consumed on mobile — but it isn't optimized for mobile.


How to Overcome 5 Barriers to Digital Transformation

CMS Wire

In a webinar last week hosted by St. Louis, Mo.-based Perficient, Michael Porter, Perficient’s principal strategic advisor, discussed five barriers to digital transformation with Forrester analyst Nigel Fenwick.


Verizon Ventures Invests $5.5M In Qualia, Talks Buying Into Ad Tech In An Unforgiving Climate


Verizon Ventures has invested $5.5 million in Qualia, a company focused on mining intent data, and which recently merged with cross-device tool BlueCava. The Series B round included support from S3 Ventures.


Naritiv, The Ad Network For Snapchat, Raises $3 Million Series A


The company has amassed a network of more than 300 Snapchat stars and influencers — collectively seeing over 1 billion branded views on the platform — who know how to make compelling content on the Snapchat network. They then connect those influencers with brands like ABC Family, Coca-Cola, Redken, and Fox, which are looking to set up campaigns on Snapchat, where the younger demographic is hanging out.


Why Agency Creatives Are Flocking to Mobile World Congress


Massive Barcelona event gives marketers a global perspective. With smartphones and tablets now at the center of the marketing world, the event has become a major draw for Madison Avenue's top creative shops that are looking to learn about the nitty-gritty world of mobile technology and how people are using multiple devices.


The “BuzzFeeding” Of The Election And Why Marketers Should Be Watching

Marketing Land

As candidates push out quippy sound bites and ride on the wave of the accompanying media coverage, columnist Rob Rasko explains why marketers should keep an eye on the trend.


Three Reasons CRM Marketers Should Partner With Digital Media Teams In The New People-Based Era

Marketing Land

Columnist Mike Sands discusses the ways in which CRM marketers can team with digital advertisers to help them adapt to a cross-channel world and increase retention.


Choosing the Correct Tools to Execute a Successful Account-Based Marketing Strategy

MarTech Advisor

To make account based marketing scalable as a digital strategy, companies need to figure out their ideal technology configurations and the vendors who can meet their requirements.


67% of B2B Marketers Expect a Rise in Their 2016 Demand Gen Budgets


The “2016 Demand Generation Benchmark Report” from Demand Gen Report has revealed that 67 percent of B2B marketers expect their demand generation budgets to rise this year.


Forrester research finds over half of B2B marketers struggle to engage with first time customers on digital platforms

The Drum

A Forrester Consulting survey noted that this fact is hindering B2B marketers from reaching early stage buyers. And, while it is true that traditional techniques retain their value, the social, mobile and display channels available to B2B marketers are still being overlooked, the report notes.