INYCU - Industry News You Can Use: 2/29

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MARKETO IN THE NEWS

Profile: Phil Fernandez

Forbes Japan (see attached)

This profile focuses Phil’s leadership style, highlights Marketo as a fast-growth business, our global customers, our presence in Japan, and provides an overview of Engagement Marketing.

PTC Appoints Technology Veteran Phil Fernandez to Its Board of Directors

Press Release

The addition of Phil Fernandez as an independent director will expand PTC’s Board to eight members.

Martech is The New Ad Tech: The Reality of Ad Blocking

ExchangeWire (UK)

ExchangeWire speaks to Sanjay Dholakia about how ad blocking is helping to unite the two worlds of ad tech and martech.

CJ Affiliate Returns to Marketo to Strengthen Relationships Between Advertisers and Publishers

Press Release

In switching back to Marketo, the team calculated that it will be at least seven times more productive owing to Marketo's ability to quickly deploy marketing campaigns and its overall product reliability.

The engaging attraction of Engagement Marketing

Diginomica

This event by Marketo was proof that they eat their own dog food re: engagement marketing. They weren’t trying to hard sell us anything. They were educating. They patiently helped attendees understand what engagement marketing is, how it could help firms and why it’s becoming a go-to tool in a marketer’s toolset.

9 Ways to Score with Lead Scoring

Marketing's Renaud Bizet is quoted in this rundown of what lead scoring is, what it's not, and how marketing can build consensus with sales.

Heidi Bullock of Marketo Helps Uncover Ways to Engage Self-Directed Buyers

TopRank Blog

At the Content2Conversion conference, Heidi Bullock, VP of Demand Generation at Marketo took the stage and covered a topic that is top of mind for all marketers. That is, how to create the right message at the right time to meet the needs of customers.

An Inside Look At The Upcoming MarTech Conference

Search Engine Land

Chandar Pattabhiram will be participating in a competitive roundtable on the future of marketing technology late next month.

Brand Bidding & PPC Optimization: Best Practices For Brand Bidding (Part 3 of 😎

Search Engine Land

The publication called out Marketo for our supreme SEO capabilities, namely piggybacking on Pardot searches and appearing ahead of them in search results.

Global Brands Converge at JiveWorld 2016 to Showcase How They Harness Jive for Competitive Advantage

Press Release

Scott Wilder, global nation builder at Marketo, will be speaking at Jive’s annual conference.

CUSTOMERS & PARTNERS IN THE NEWS

A Painful Call with an SDR (And How to Fix It)

Business 2 Community

Great organic coverage from partner Heinz Marketing on how pleased they are with Marketo and how they are perpetually fending off SDR calls from one of our competitors.

TransPerfect Posts Record Sales for GlobalLink Technology in 2015

Press Release

TransPerfect’s GlobalLink added integration capabilities for ten new third-party platforms, including  Oracle Eloqua, Marketo, ZenDesk, Percolate, Salesforce, WordPress, and inRiver.

Boomtrain Makes Predictive As Simple As Drag, Drop

MediaPost

Boomtrain launched a new user interface for its email personalization platform that leverages machine learning to predict the best content to engage with a consumer, such as a product, promotion code or visual.

ON24 Announces Explosive 2015 Growth, Including Record 70 Percent Year-over-Year Revenue Growth for ...

Press release

ON24 continues to see rapid growth as marketers turn to webinar marketing as a proven ROI generator

Facebook loosens its video ad ban for publishers

Digiday

Facebook has begun loosening rules that prohibit publishers from posting overly commercial videos without paying Facebook to promote it, according to top publishing sources who are working with the social network on the policy change.

Facebook's Atlas Struggles To Serve Its Market

AdExchanger

Facebook’s Atlas ad server promises to deliver marketers a superior way to measure campaigns compared to DoubleClick, which commands the lion’s share of the market. But measurement is just one part of ad serving. And in the one and a half years since Atlas was rushed to market, marketers and agencies that have tested Atlas say that while it can measure across device, it ironically has problems serving ads across devices and formats.

Trends Global Brands Should Watch Out For

AlleyWatch

The VP of Marketing at Marketo partner Smartling writes about how operating on a global scale effectively requires a brand to be proactive, engaged and dedicated to the pursuit of reaching customers in other parts of the globe, while creating content that works toward business goals and still resonates with those consumers.

Turn Around? CEO Bruce Falck Details DSP's Omnichannel Road Map

AdExchanger

How can Turn be a stabilizing force both for itself and for clients grappling with channel fragmentation? For Falck, it comes down to three pieces: the data management platform (DMP), the “omnichannel” demand-side platform (DSP) and analytics. That Turn has a DMP that can be separated out from its DSP, Falck said, represents a competitive advantage, especially as brands seek to (wait for it…) leverage their first-party data assets.

Analysts and Data Scientists in Short Supply as MarTech Expands

KoMarketing

A new survey by Rocket Fuel reveals marketers are embracing digital channels and marketing technology. However, the rapid expansion of marketing tools has created a greater need for analysts and data scientists.

LinkedIn is looking to bounce back from its stock crash by airing its first ever ad during the Oscar...

Business Insider

The LinkedIn ad was expected to cost LinkedIn roughly $2 million, according to data from Kantar Media on the average price for a 30-second window during the show.

INDUSTRY NEWS

What the hell is the difference between ad tech and marketing tech?

CIO.com

The reporter tapped insights from experts at Gartner, Traction, Forensic, iQuanti, and others to clear the cloud of confusion around the terms 'ad tech' and 'marketing tech.'

Agencies are using emotional reactions to gauge ad effectiveness

Digiday

The idea of using emotional reactions to gauge ad performance is an idea that comes around every once in a while, and there have been movements toward this at other agencies. It’s a next step into behavioral data, but is costly, needs refinement, and currently lacks scalability for outdoor ads.

Sales tech is disrupting marketing’s role. Here’s how to share the pipeline

VentureBeat

The line between marketing and sales is getting blurrier by the minute. Sales reps are leveraging new sales acceleration tools like Tout, Yesware, Sidekick, and Outreach, and it feels like a new one comes out every quarter.

Marketing Tech’s Bumpy Road: Consolidation, Growth And A New Frontier

TechCrunch

I continue to be extremely optimistic about the martech opportunity, and believe someone will build a $10 billion-plus martech company. As a long-time investor in this space, I’ve seen first-hand how technology can transform sales and marketing — and empower teams with better insight, more precision and, ultimately, more predictability.

Creating the marketing technology experience

ZDNet

Customer engagement and interaction are essential parts of modern digital marketing. Two experts explain how to build valuable enterprise communities.

Should Your PR Include Marketing Automation? Surprisingly, Yes

Forbes

Regardless, as you grow your PR and thought leadership efforts, the principles of automated marketing should be high on your mind. As you consider the 97% of sales you may be currently wasting, you should vow this very day, at a minimum, to 1) continually be growing your database, and 2) know these prospects require multiple touches before buying and provide regular value-add information and attention with care.

Only 3% of top publishers directly addressing ad blockers: Study

Marketing Dive

Only eight (or 3.2%) of the 250 top North American publishers are addressing ad block usage from website visitors by blocking access of asking visitors to turn off ad blocking software, according to research from Pressboard.

Foursquare's Potentially Game-Changing New Tool Can Measure Foot Traffic Generated by Digital Ads

AdWeek

The social/location discovery platform is going after retail marketing budgets and promising to connect digital ads—and not just Foursquare ads, but those from across the Web and mobile apps—with actual visits to physical stores.

Digital retailers turn to email to battle shopping cart abandonment

Marketing Dive

In terms of cart abandonment, research from Bizrate found 18% of North American shoppers browsing retailers’ websites with intent to buy end up abandoning their carts. Shopping carts offer marketers a number of opportunities, particularly through retargeting email and advertising campaigns based on items left in abandoned carts.

Where Will CEOs Increase Spending Over the Next Year?

Adexchanger

More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on. PricewaterhouseCoopers (PwC) looked at the areas where US CEOs, and their designates, plan to increase spending over the next year.

Making Personalized Marketing Work

Harvard Business Review

The key to relevant messaging lies with data, but the challenge is no longer collecting it. Each day, we create 2.5 quintillion bytes of data. Today’s challenge is using data to deliver customers more contextual, personalized impressions.

Snapchat's new audience-based ad strategy could wrest control from Discover publishers

Digiday

The messaging app wants to have more control over the ad inventory in the Discover section of the app, where publishers like BuzzFeed, Vox, Cosmo, IGN, MTV and others post daily editions. As it stands, some of the publishers have exclusive deals to sell their own ads. Now Snapchat is considering a change, according to sources familiar with Snapchat’s thinking.

Opinion: Why automation is not the enemy for retail marketers

Retail Week

While the rise of automation will affect roles across the retail sector, the best marketing strategies will combine data with human insight.

How Marketing Technology Enables Brands To Be More Human

Forbes

There’s simply no room for mediocrity when it comes to appealing to customers, and automating too much destroys the human engagement factor vital to a successful digital marketing strategy. CEO of V3B and President of Broadsuite Media group, a family of marketing and media agencies that help companies be found, seen and heard in a cluttered digital world.

It’s Time to Stop the Financial Marketing Insanity

The Financial Brand

The 2016 Financial Marketing Trends Report reveals that bank and credit union marketing strategies, priorities and budget allocations are stuck in neutral.

http://venturebeat.com/2016/02/24/marketing-automation-startup-salesmanago-snags-6-million/

Marketing automation startup SalesManago snags $6 million

VentureBeat

Polish marketing startup SalesManago announced today that it closed a $6 million investment from Austria’s 3TS Capital Partners. The startup said that the round will allow it to further build its marketing automation technology and expand in Europe. SalesManago promises it provides ecommerce clients with “real-time website and mobile application analytics coupled with predictive and next best offer engine.”

Selligent and StrongView Complete Merger to Strengthen their Relationship Marketing Solutions

MarTech Advisor

According to a report, this collaboration is set to make Selligent the biggest independent provider in the world when it comes to orchestration and customer engagement technology for marketers, as per the company.

Kohl’s Chief Digital Officer Departs in Reorganization

Wall Street Journal

Kohl’s Corp. cut its chief digital officer this month as part of a reorganization intended to help with slow sales as the retailer struggles to match changing consumer shopping habits.

What you need to know about account-based marketing

CMO Australia

Account-based marketing is gaining ground as a new way for B2B marketers to tackle strategic customer engagement. We get the lowdown on what it takes