News You Can Use: 3/21

Version 2

    MARKETO IN THE NEWS

    Marketo hires Adobe/Salesforce vet to lead business development

    Seeking Alpha

    Robin Ritenour, formerly Adobe's VP of partner strategy and alliances and Salesforce's VP of strategic alliances and go-to-market, has been named Marketo's (MKTO +0.9%) SVP of business development.

    Additional Pick-Up: MarTech Advisor

    ]ress release: Robin Ritenour Joins Marketo as Senior Vice President of Business Development

     

    Mass Marketing Doesn’t Work Anymore: Marketo CEO

    B&T (Australia)

    Phil is quoted in this piece on engagement marketing from his recent Australia trip.

     

    Biz Break: Adobe shines and Zuckerberg jogs in the smog

    Mercury News

    Smith will be on stage with Marketo CEO Phil Fernandez during the conference’s May 10 kickoff at the MGM Grand Las Vegas Hotel and Casino. We assume Smith knows at least something about what San Mateo-based Marketo does. At the very least, maybe the MGM is comping him a breakfast buffet and some blackjack chips?

    [if !supportLists]·       [endif]Press Release: Marketo Announces Additional Keynote Speaker for 2016 Marketing Nation® Summit

     

    Act-On vs. Hubspot vs. Marketo: 3 top marketing automation tools compared

    CIO

    This piece aggregated reviews from IT Central Station. Interestingly enough, the quotes pulled for Marketo are very brief and from an SMB user (1-100 employees). Notably, in the “Room for Improvement” section, this user calls out the need for easier creation/modification of graphic-driven templates. Template improvements are already included in our product roadmap. And no Eloqua.

     

    Improve Your Email Marketing With These 5 Tips from Marketo

    CMS Wire

    In an era of ad-blockers and spam filters, marketers need relevant, innovative email marketing strategies and tactics to keep subscribers informed and engaged with your brand. That was the key message Marketo's Mike Madden shared in a recent CMSWire webinar, 5 Tips to Master Email Marketing.

     

    Sixty Seconds With Greg Taylor (Attached)

    AdNews (Australia)

    Greg Taylor’s profile is in the latest issue of AdNews.

     

    Overcoming the Barriers to Automation (Attached)

    Marketing Week (UK)

    Marketing Week, the UK’s leading marketing publication, interviewed several well-known brands for this piece on ‘overcoming the barriers to marketing automation’ including one of Marketo’s customers, Nokia. Its head of marcomms and campaign packing, Bareld Meijering said that ‘working with Marketo, the brand takes note of customer interactions and research before any contact from the sales function so it can target buyers and key stakeholders in the decision making process at the most appropriate time.’

     

    Marketo is the "keeper" of new leads (Translated)

    Marconomy (Germany)

    Marconomy, the most influential B2B-Marketing publication in Germany, picked up our Citrix release. The readers of Marconomy are company leaders, marketing and communication experts as well as scientists coming both from Marketing as well as Sales departments.

     

    Mobile Marketing

    LEAD Digital (Germany)

    Conor Shaw is quoted in the attached piece on mobile marketing. LEAD digital is an online (and print) magazine for digital professionals and online marketing professionals. It provides information on the digital industry and covers topics such as mobile, social media, SEM/SEO, online marketing and e-commerce.

     

    From "A" as automated to "P" as personalized: Six Benefits of Marketing Automation

    Swiss CRM

    A byline article from Conor Shaw was published in Swiss CRM, which is aimed at marketing executives as well as IT decision makers, dealing with all topics related to Marketing – especially Customer Relationship Management and Marketing Automation.

     

    Drum Roll, Please...Akamai, Cisco, Leidos, Lloyds Banking Group, Marketo, PwC, Spectrum Health, the U.S. Department of Veterans Affairs and Virgin Media Recognized as 2016 Jive Award Winners

    Press Release

    Jive customers were honored at JiveWorld16 for best-in-class deployments of Jive WorkHub solutions that drive competitive advantage and build sustainable cultures. Marketo won the category of “Transforming Customer Engagement for Marketing.”

     

    How a DMP can Transform Your Customer-Centric Marketing

    Customer Think

    Marketo estimates that up to 98% of all internet traffic is anonymous.

     

    Startup Usermind Comes Out Of Stealth With $14.5 Million And Ambitious Plan For 'BizOps' Software

    Forbes

    Marketo was mentioned in articles about BizOps startup Usermind. Usermind wants to do for business operations what Marketo did for marketing and Salesforce did for sales.

    [if !supportLists]·       [endif]VentureBeat: Stealth startup Usermind fetches $14.5 million to usher in the BizOps revolution

     

    CUSTOMERS & PARTNERS IN THE NEWS

    Google Creates Analytics 360, Introduces DMP For A Multiscreen World

    MediaPost

    Google's mission to increase the accuracy of the search and display advertisements served to consumers on desktop, mobile and other Internet-connected devices led the company to build out a suite of applications that puts it on par with those offered by Adobe, IBM, Oracle, Salesforce, and SAP. This is being described as competition for marketing clouds.

     

    Why Facebook prefers native over 'valueless' banner ads

    Marketing Dive

    Facebook said native and video ads offer more value, and has a plan to reduce waste.

     

    PR Newswire Named Finalist for Marketing Team of the Year, Enterprise in 2016 Marketo Revvie Awards

    Press Release

    PR Newswire is proud to announce that they have been named a finalist for Marketing Team of the Year, Enterprise in the 2016 Marketo Revvie Awards. The Marketo Revvie Awards celebrate those who have significantly impacted company revenue and built engaging, long-lasting relationships with customers by leveraging Marketo marketing automation software.

     

    Building Blocks: Brian Hansford, Director Client Services and Marketing Technology Practice at Heinz Marketing Talks Marketing Tech

    MarTech Advisor

    Marketo customer and partner speaks about Heinz Marketing’s marketing journey.

     

    Take these Quick Checks Before You Invest in New Marketing Technologies

    MarTech Advisor

    Digital marketing **** Justin Dunham – Urban Airship – lists down key questions every marketing unit needs to ask before buying software in terms of ROI, resource allocation, and usefulness.

     

    Interview with Yaron Zakai-Or, Founder and CEO - SalesPredict

    MarTech Advisor

    Partner SalesPredict says that predictive analytics is no longer the domain of just data scientists and business analysts.

     

    Vibes Included as a Vendor in Three Mobile Categories

    Press Release

    A new report from Forrester Research, Inc. released today includes Vibes, one of our mobile marketing partners, as a vendor in three mobile marketing technology categories: Mobile Engagement Automation, Mobile Messaging and Messaging Aggregators.

     

    A new metric for CMOs: The Magic Growth Number

    VentureBeat

    The CEO of Captora posits that to gauge the efficiency of a company’s go-to-market model, CMOs are increasingly using a metric called the ‘Magic Number.’

     

    New Cloudwords OneReview Capabilities Further Accelerate Go-To-Market Timelines for Marketing to Global Audiences

    Press Release

    Partner Cloudwords new capabilities deliver translation workflow enhancements for improved speed and quality of multilingual content, further modernizing the localization process.

     

    Lattice Engines Launches Lead Enrichment

    MediaPost

    Predictive marketing company and partner Lattice Engines announced the launch of Lead Enrichment on Wednesday, a new tool that allows marketers to incorporate predictive lead scores into their marketing automation platform or CRM system.

     

    Psst! When It Comes To Multi-Channel Marketing, Mobile Makes Everything And Everyone Smarter

    Adotas

    An Adotas Q&A with Julie Ginches, CMO, Kahuna, explores the power of mobile to direct multi-channel marketing efforts.

     

    INDUSTRY NEWS

    MTA Spendscape 2016: The Hottest Marketing Software Categories for Marketers in 2016

    MarTech Advisor

    We asked over 300 marketing leaders mainly representing small and medium businesses, to prioritize the most important marketing categories for making technology investments in 2016. The analysis of the marketing spend survey reveals the vendors and technologies where marketers wish to spend more in 2016.

     

    These 8 Brands and 3 Tech Topics Dominated the Social Buzz at SXSW

    Adweek

    Snapchat, Esurance and VR blew up.

     

    76% of marketers expect to increase digital spending this year: Study

    Marketing Dive

    Research from Strata of U.S. agency professionals found 76% expect to increase digital spending this year. Separate research from RSW/US found 91% of agency executives plan on spending more on digital channels over last year and 79.6% of senior expect the same.

     

    Marketing, HR leaders need to collaborate, study says

    Marketing Dive

    Chief marketing officers and chief human resource officers need to collaborate more often, according to a new paper by experts at Rice University and Kent State University.

     

    App install spend up 150 percent, yet costs down, push-enabled users 2X more engaged [reports]

    Marketing Land

    Three-fourths of app users will be gone by the third month, says data from Localytics.

     

    This Software Could Persuade More People to Open Your Marketing Emails

    Fortune

    Persado’s software uses machine learning—and a huge database of campaign performance information about millions of messages—to identify language that is most likely to strike a chord with specific demographic groups.

     

    Do marketers now have more IT purchasing power than IT managers?

    Information Age

    Research claims two-thirds of marketing managers now call the shots ahead of IT managers when it comes to purchasing new marketing software.

     

    Succeeding In The Healthcare Industry As A Marketer

    Forbes

    Five years ago, you wouldn’t have seen a healthcare Chief Marketing Officer (CMO) that came from another industry. Today, with reimbursements decreasing and risk shifting, hospitals and health systems have to act like other businesses (see the new model of healthcare marketing): engaging their consumers and prospects, communicating with them, and having relationships with them. They also have to generate demand for their profitable and high-value services. Because this is new territory, the healthcare industry has begun bringing CMOs (and other marketing leaders) in from outside the industry.

     

    Why context is king when delivering the marketing message

    CMO Australia

    oOh! Media's CMO, Michaela Chan, reports back from SXSW on the key themes influencing modern marketing strategy.

     

    Marketers debate what word of mouth marketing means in the digital age

    CMO (Australia)

    Experts discuss new influencer marketing strategies that brands are implementing to boost customer engagement.

     

    What Instagram's New Algorithm Could Mean for Agencies and Brands

    Adweek

    Marketers weigh in on the changes.

     

    CMOs Fail to Go Beyond Brand Awareness on LinkedIn & Prove a Clear Social Media ROI

    Customer Think

    Recent studies show 87% of B2B sales and marketing leaders are using LinkedIn and other social media platforms but less than 1 in 5 can clearly prove and demonstrate social media ROI. I believe it’s because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer’s journey.

     

    Ads on news sites gobble up as much as 79% of users' mobile data

    Business Insider

    One of the reasons consumers download mobile ad blockers is the impact ads have on their data plans. Shine, the company that provides that ad blocking technology, claims mobile ads use 10-50% of user's data plans.

     

    Forrester Incorporates Fresh Executive Program for Chief Marketing Officers

    MarTech Advisor

    Forrester, a leading independent market research company that help clients understand the potential and existing impact of technologies, has launched a new executive program for CMOs. The program expands on an already existing curriculum for CIOs. The aim is to help CMOs in the implementation of operational changes that are focused on digital transformation and customer experience in the present dynamic technology space.

     

    B2B Marketing Automation Budgets Grow Alongside Integration and Strategic Challenges

    KoMarketing

    Marketing automation systems’ revenue totaled $1.8 billion in 2015, up 50 percent from 2014, according to Raab Associates’ research. Additionally, 65 percent of marketers are increasing their marketing automation budgets for 2016.

     

    ARF: Brands Should Be Spending $31 Billion More This Year Than They Are

    Advertising Age

    Biggest study in quarter century finds brands need to diversify media.

     

    Aussie marketers target automation

    Warc

    Marketers in Australia are stepping up their investment in marketing automation software despite half of them struggling to fully understand what it actually entails, according to a new survey.

     

    CMO Vs. CIO – Is There Room For Both In The Boardroom?

    Tech Week Europe

    Avanade’s Julian Tomison discusses how and why CIOs and CMOs should be working together to move towards the ‘Digital Workplace.'

     

    Tumblr looks to repair ad biz with blogless ads, sales team’s return

    Marketing Land

    Yahoo has bungled its Tumblr deal, per agency execs, but now Tumblr is tweaking its ad sales strategy to repair its business.

     

    Why March Madness is such a massive marketing event: 11.3M average viewers

    Marketing Dive

    March Madness has become a major marketing opportunity. According to Koeppel Direct data, last year 126 brands spent $1.163 billion on 30-second TV spots and average viewership for games was 11.3 million. For cross-channel marketing purposes, 2015 also set an all-time record of live video streams at 80.7 million.

     

    Agency And Ad Tech Expertise Create A New Breed Of Marketing Talent

    AdExchanger

    A handful of ad tech employees who started out at agencies are now returning to senior-level agency roles. And they’re bringing a particularly valuable blend of skills with them.

     

    Report: Spending on corporate websites exceeds TV, mobile growing fastest

    Marketing Land

    Roughly 49 percent of the more than $470 billion in annual marketing or ad spending in the US is now going to digital channels.