News You Can Use: 3/8

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MARKETO IN THE NEWS

'Privacy is a red herring' Marketo CMO Sanjay Dholakia talks personalisation, engagement and ad bloc...

The Drum

Title aside, the core focus of this interview with Sanjay, Marketo CMO, is on our success in personalization and engagement, as well as Marketo’s transition into B2C. It is a strong foray into discussing adblocking, building our narrative of the intersection of martech and adtech.

How Silicon Valley's parents keep their children safe online

The Guardian

Sanjay, Marketo CMO, is featured in this roundup of Silicon Valley execs offering their take on how they keep their kids safe online, which includes expertise from the former CTO of Facebook, Microsoft’s chief privacy officer, the founder of the Webby Awards, and an exec from Amazon Devices. This is great P1 exposure and an early win from our new U.S. PR agency, Hotwire.

Sports Leaders Discuss How to Build Brand Fans Through Marketing Technology and Beyond

Press Release

Executives from the Detroit Pistons, the Portland Trail Blazers, sports analytics agency E15, and Marketo, Inc., will take the stage in Austin at South by Southwest (SXSW) for a panel on how marketing technology is reshaping the way sports franchises interacts with fans.

Martech news: Marketo+Wunderman, Adobe, Pureprofile, WiPro+SugarCRM, Reuters+SAP, AdRoll State of th...

Marketing Magazine (Australia)

Greg Taylor is quoted on another piece of great coverage about our strategic partnership with Wunderman.

Marketo, "The mobile shows the way forward, it becomes ever more central in the life of the consumer...

Airofmelty (France)

Airofmelty is an online French B2B publication which covers news from the marketing and advertising industries, with a strong focus on Millennials. In this interview, Liz Smyth discusses how brands should engage with Millennials and how mobile plays a key role in reaching this audience.

Opinion / Are we heading for a new, grey-tinged golden age of creativity?

Contagious Magazine

Contagious Magazine used the EIU research in an article about creativity and development in advertising.

Amazon makes customer obsession a guiding principle

Australian Financial Review

Mani Thiru, senior director, alliances at marketing technology cloud provider Marketo says companies that successfully anticipate customer needs ahead of clear customer demand are rewarded with quicker adoption, shorter sales cycles and the loyalty and following of an audience that "gets them".

New IDC MarketScape on Marketing Cloud Platforms Evaluates Technology Capabilities Available to Mark...

Press Release

The 2016 IDC MarketScape for Worldwide Marketing Cloud Platforms has published, and Marketo has been named at the top of the Major Players category. This is the first time that IDC has produced a vendor ranking report for marketing automation solutions.  They will be producing them regularly in the future and are growing their research practice for marketing automation, so they will be an analyst firm to be aware of going forward. In the report, IDC calls Marketo an especially good choice for companies who “want to avoid complex integration project and…prefer to have a single platform to manage all their customer interactions.”

Want to compete with Salesforce? Buy Marketo

TechCrunch

By acquiring Marketo, a competitor could get into Salesforce’s accounts, then, over time, work themselves down the funnel and leverage better integrations with Marketo in order to eventually displace Salesforce. Marketo’s strategic foothold in the enterprise and its current market value relative to potential acquirers like IBM, Microsoft, Oracle, SAP and even Salesforce make this a great time to buy the leading marketing automation vendor.

CUSTOMERS & PARTNERS IN THE NEWS

How Spiceworks Offers Hyper Contextual Experiences.

CMSWire

Marketo customer Drew Sollberger was interviewed on Spiceworks’ innovative personalized marketing strategy through our Insightera capabilities.

Navigating markitechture and budget black holes

AdNews

A marketing landscape piece featuring commentary from our treasured customers Andy Lark, CMO at Xero and Kevin Worden, global head of digital for business travel at Flight Centre.

Google's AdWords update highlights video, HTML5

Marketing Dive

Google just released the update of AdWords for version 11.3, which will change the landscape of advertising space on search engine results page.

InsideSales.com Promotes Former Oracle, Salesforce Exec to COO

Fortune

Lindsey Armstrong has been with Utah-based software company for the past year, when she was tapped to build the company’s presence in Europe. Under her guidance, the company has opened offices in London and Reading, U.K. (Stateside, InsideSales.com has offices in Salt Lake City and San Mateo, Calif.) It currently has 650 employees.

Leanplum: Mobile Marketers Struggle with Relevancy

Mobile Marketing Watch

Brittany Fleit of mobile marketing automation company Leanplum announced the findings of a new study — info that should serve as a wakeup call to As for the findings, they reveal that apps message users at the wrong time, failing to cross cultures, and missing the mark on frequency. The study’s key finding found that 63 percent of marketers around the world send push at the wrong times, missing key times of the day when mobile users are most engaged.

Amplifinity Harnesses the Power of Referrals to Boost Customer Engagement and Revenue

Loyalty360

Partner Amplinifinity is featured in this piece that posits that the age of relying solely on mass mediated channels to reach an audience of prospective clients and customers is over.

SalesPredict Bolsters its Offerings with Predictive Demand Generation

Destination CRM

Partner SalesPredict’s newest release helps B2B marketers anticipate which leads will generate the most revenue. It also announced that it had expanded its Predictive B2B Marketing Platform with Data on Higher Education and Government from Orb Intelligence.

The looming battle between data analytics and consumer privacy

CMO (Australia)

Customer and partner Capgemini's head of data and insights talks about data analytics and the emerging of the Internet of Things and how these could trigger a consumer privacy backlash

Startup Spotlight: Swrve's Marketing Automation

Enterprise Apps Today

Our partner Swrve's founders are featured for their story of how they got their company up and running.

Southeast Asia is fastest growing region for Facebook

CMO Innovation

More than three million businesses actively advertise on Facebook, according to a new update on the Facebook for Business page. The number of active advertisers on Facebook grew by 50% in one year, with more than 70% of these businesses located outside of the United States.

Publicis.Sapient Acquires Vertiba, Strengthens Its Salesforce Support Capabilities

AdExchanger

Founded in 2010, Vertiba is a consultancy specializing in installation of Salesforce’s cloud solutions. Publicis.Sapient inherits Vertiba’s know-how on applying Salesforce’s tools to different verticals.

GE's marketing chief on Boston, women in tech, and why GE's ads are self-deprecating

Boston Business Journal

General Electric Co.'s chief marketing officer refers to the giant tech company as "the oldest startup on the block." And that's part of the reason it chose to relocate its worldwide headquarters from Connecticut to Boston. "We're coming to Boston because Boston is innovation," GE's CMO Linda Boff said at the Women's Leadership Forum event, hosted by The Ad Club in Boston on Tuesday. "Boston is an opportunity for us to be in a likeminded ecosystem."

Pollard restructures Telstra marketing team

Ad News

There's been another shake-up at Telstra, with Andy Bateman and Inese Kingsmill's roles being removed in a restructure of the marketing department. This is the second raft of top level marketers to have faced restructure under CMO Joe Pollard.

We Marketers Aren’t As “Automated” As We Think

Marketing Land

Scott Vaughan is CMO of Integrate, a cloud-based, closed-loop marketing software provider. Despite the promise of automation, marketers still have a ways to go. Columnist Scott Vaughan explains why we need to focus on automating the right data and eliminating the manual tasks that hold us back.

Facebook Plans To Open Messenger To Publishers At F8 In April

Marketing Land

Facebook will officially let publishers distribute content through Messenger and will announce the news at its annual developer conference in April.

Influitive raises $8.2M, acquires Ironark Software

VatorNews

The Ironark Software team will help bring Influitive's advocate communities to mobile platforms

Cloudwords Doubles Year Over Year Revenue Growth

Press Release

The company experienced a 160% increase in user growth, and reports both average sales price and translation spend on the platform doubled. Cloudwords credits its growth to increased awareness among multi-national organizations that a modern, automated localization workflow is a competitive advantage and fundamental to increasing demand and sales in global markets.

89% of B2B marketers say digital marketing mix isn't optimized, survey says

Marketing Dive

A survey from Demandbase in conjunction with Wakefield Research on B2B digital marketing found that 89% of respondents said their digital marketing mix wasn’t optimized. In terms of digital advertising, 70% reported their strategy didn’t meet expectations and an overwhelming 96% said their digital advertising inevitably reaches people outside their intended target.

INDUSTRY NEWS

Merkle Continues European Assault with Purchase of CRM Group Comet

Inside Performance Marketing

US performance marketing agency Merkle continues to establish its European foothold with the acquisition of Comet Global Consulting, a global specialist in CRM and real-time decision management solutions. The acquisition of the UK-based company represents the third and largest European buy-out by Merkle in less than a year, bringing its headcount on the continent to over 500.

Two online retail trends that marketers need to know

CMO Innovation

The total online retail revenues in China, Japan, South Korea, India and Australia is forecast to nearly double from US$733 billion in 2015 to US$1.4 trillion in 2020, according to analyst firm Forrester Research.

CEOs force CIOs, CMOs into digital transformation bunker

CIO.com

CIOs and CMOs who value their jobs are collaborating on digital transformations that require them to map out and connect customer interactions across every touchpoint. But this isn’t happening as much as it should.

New Trends for the Marketing Technology Stack

MarTech Advisor

The technology stack is something every marketing operations manager is concerned with. Each new year throws up a fresh set of trends and innovations that promise bigger and better changes in marketing technology. This article explores some of the new developments that are in store for the marketing technology stack. Multi-channel, personalization, restructure stack.

CMO survey indicates greater spend, room for improvement

The Drum

Deloitte’s CMO practice leadership has weighed in on a recent CMO Survey report, sponsored by the consultancy, conducted bi-annually for the past eight years by Duke University’s Fuqua School of Business marketing professor Christine Moorman. The key findings of the report were a mix of positive and negative — with the upside being increased marketing spend and the downside focusing on the relative lack of results.

Average Tenure Among Chief Marketing Officers Slips

The Wall Street Journal

Spencer Stuart finds average CMO tenure among consumer brands falls to 44 months, first drop in a decade. According to the firm’s annual study of CMOs from 100 of the top U.S. ad spenders, the average tenure for marketing chiefs fell to 44 months as of 2015, down from 48 months in the prior year. Spencer Stuart also found that nearly a third of the study’s CMOs were new to their job in 2015, the highest portion since Spencer Stuart began formally tracking CMO tenure in 2004.

Following the Leads in Higher Ed

Inside Higher Education

much of what we do in graduate and undergraduate recruitment relies heavily on lead generation. We produce print materials, websites, social media, and loads of content designed to attract the right people and help them decide that our institution is the best choice for them. Tim Jones is associate vice president of marketing at Clarkson University

Gartner Rates These Companies the Best in Advanced Analytics

CMSWire

Brace yourself: the Gartner analysts who penned this year’s Advanced Analytics Platforms Magic Quadrant (MQ) expect companies that compete using advanced analytics and proprietary algorithms will disrupt entire industries by 2018. Dell was named the leader.

Survey: Marketing creatives say producing personalized content is greatest challenge

Marketing Dive

Among the respondents, 83% reported producing personalized content was the greatest challenge, 94% said better content tech is the key to personalized and engaging content and 81% said increased engagement helped drive content tech investment.

IT career roadmap: The journey to digital marketing executive

CIO Magazine

CIO.com's IT Career Roadmap series takes an in-depth look at the hottest roles available in tech today, exploring what it takes to prepare for, land and succeed in some of the most exciting jobs in the industry.

Expectations Outpace Innovation with Sales and Marketing Tools

CMSWire

This annual survey of marketing professionals posits that sales and marketing misalignment is getting worse, not better. More people are using manual processes to manage sales and marketing data. And adoption and satisfaction with sales and marketing technology has fallen.

Study: 44% of brands used live video last year

Marketing Dive

New research from Brandlive, a live video streaming company, found that 44% of companies have created live video in the last year and 20% are planning on doing so within the next year.

WPP CEO Martin Sorrell Says In-House Programmatic Buying is ‘Short-Lived’ Trend

Wall Street Journal

Advertising giant projects its programmatic buying unit to hit $1.1 billion in sales in 2016.

Marketers Are Gaining Programmatic Street Smarts, ANA/Forrester Survey Shows

AdExchanger

According to the research, twice as many marketers are spending programmatically compared to two years ago. But they’re not satisfied with the current setup, according to the report, which was presented Friday at the Masters of Marketing conference in Florida.

CMO report: Gaining adoption and measuring ROI at Arrow Electronics

ZDNet

The Chief Marketing Officer of Arrow, with $23B in revenue, explains how he gains adoption for marketing programs and measures branding efforts. He offers important insight into modern brand marketing.