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Forget B2B and B2C—marketing is a 'Business-to-Human' endeavor

At The Economist's Marketing Unbound event last week in New York, marketing executives from several different industries agreed that there is one key ingredient missing from marketing today: Long-lasting consumer relationships. Rather than look to build those relationships, marketers often forget to see past the usual metrics, such as clicks and ROI. Marketo's Group VP of Marketing Chandar Pattabhiram put it simply: "Marketing isn't just B2B or B2C... marketing is 'Business to Human,' that's what it's about."  Autodesk

Survey: With all eyes on security, talent shortage sends salaries sky high


"Company executives and their boards are more acutely aware that security is not just an IT problem but it’s a business problem," says Jason Hoffman. "As a result, security is getting more emphasis across all companies regardless of sector."

Marketing judges enterprise information automation tool "Marketo" and from the IP address "where whe... (translated)

Yomiuri (Japan)

Our Tokyo team worked to issue this release on a new IP geolocation integration called docodoco jp.

4 reasons to automate marketing operations - François Rychlewski, Marketo (translated)

Informatique (France)

Francois Rychlewski’s byline cites last year’s Economist survey.


Grazia (France)

French pick-up of our animal marketing Instagram infographic.

What is the future of business development? (Translated)

Action Co (France)

This piece cites the Marketo finding that 50% of the time business is lost in useless prospecting actions.

5 Steps to the account-based marketing (traslated)

Internet World Business (Germany)

Marketo’s Thomas Weyand provides insights on account-based marketing.

Five Ways to Authentically Engage Your Customers


Marketo, a provider of marketing automation solutions, offers a comprehensive set of “Definitive Guide” to help marketers master topics like digital marketing, email marketing, social marketing, and marketing metrics. Instead of selling its platforms, Marketo seeks to advise and inform its customers and thereby earn the right to talk about its products.


Exclusive – Bluewolf CEO on why the Salesforce services pureplay’s future is as part of IBM


Salesforce services specialist Bluewolf is to become part of IBM, the latest indicator of the importance of the cloud CRM provider’s enterprise customer base to the big ticket SIs.

Xero’s CMO on busting the myth of the marketing cloud (webinar)


The idea of one monolithic marketing cloud may be misunderstood. Xero CMO Andy Lark joins VB’s director of marketing technology Stewart Rogers to look at the reality of cloud-based marketing solutions and how best to use them to break down crippling marketing silos.

Companies Reporting Widespread Use of APIs as Business Drivers

App Developer Magazine

In a recent CA Technologies study titled “APIs and the Digital Enterprise: From Operational Efficiency to Digital Disruption,” companies reported widespread use of APIs, but lack the full capacity for comprehensive API success. The global online survey of 1,442 senior IT and business executives was sponsored by CA Technologies and conducted by industry analyst firm Freeform.

Why Amazon, Facebook and Salesforce Just Partnered With the SBA


The federal agency has built a site where business owners and entrepreneurs can access a variety of digital tools and resources to help them run their companies.

Is your marketing organization struggling with the pace of digital? “Hacking Marketing” is the answe...

Marketing Land

Scott Brinker’s book explains how modern marketers should adopt software development practices. Columnist and Third Door Media CEO Chris Elwell reviews the new release.

Google revamps AdWords for a mobile-first marketing world

Marketing Dive

After 15 years and with the realization more searches are taking place on mobile devices than desktop or laptop computers, Google is making changes to AdWords. The changes will reflect a mobile-first, multi-screen marketing world that includes engagement on multiple devices throughout the day. The tech giant is calling these numerous short bursts of activity that include many web and app sessions “micro-moments.”

Vibes Launches Transactional Mobile Messaging and Consumer Report

Press Release

Using Vibes’ Catapult mobile marketing platform and APIs, enterprises can now power automated service messaging programs across mobile channels, including SMS, MMS, push and mobile wallet (Android Pay and Apple Wallet).

Marketers Get New Weapon in Battle for Customer Attention and Engagement: Digital Gifts

Press Release

Rybbon, a digital gifting platform, enables marketers to engage with customers and speed up purchases.

ReadyTalk Accelerates Customer Growth in 2015, Reloads for 2016

Press release

ReadyTalk, a leading provider of online conferencing and webinar services, saw record customer growth in 2015, closing more than 1000 new accounts across its lines of business.

Gartner Recognizes Scribe in 2016 Magic Quadrant for Enterprise Integration Platform as a Service, W...

Press release

According to the report, "by 2019, iPaaS will be the integration platform of choice for new integration projects, overtaking the annual revenue growth of traditional application integration suites on the way."

All the SaaS Companies Have Recovered, Except This One


February's 'DiSaaSter' is a dim memory for tech cos. from Salesforce to HubSpot to Marketo. Everyone except for LinkedIn.

Hootsuite Acquires Social Selling App


Vancouver, British Columbia-based Hootsuite is expanding its toolset for sales executives through the acquisition of another Vancouver-based company, Sales Prodigy.

Report: Don't forgo human element for digital in customer service

CMO Australia

New Accenture report shows more than half of Australian consumers surveyed have switched providers in the past year due to poor customer service

ANNUITAS Named Finalist for Marketo Revvie Award

Press release

Partner Annuitas issued a release on being a finalist for the Digital Services Partner of the Year Revvie.

Invoca Raises $30 Million to Bring Phone Calls into the Marketing Cloud

Press release

Invoca’s 500 percent growth in recurring software revenue over past three years driven by enterprise demand for mobile marketing automation

AppDynamics Appoints Kendall Collins as Chief Marketing Officer

Press release

AppDynamics, an application intelligence leader helping power enterprise digital transformation, today announced the expansion of its leadership teams with the appointment of Kendall Collins as Chief Marketing Officer. Collins joins AppDynamics from where he spent 12 years serving in multiple senior-level roles across departments, including three years as global CMO and more recently, CEO of Salesforce Cloud.

OgilvyOne Named a Leader by Gartner in Its 2016 Magic Quadrant for Global Digital Marketing Agencies...

Press release

OgilvyOne Worldwide is the only traditional marketing agency to be named a Leader in the report, which evaluated 21 digital agencies based on 15 different criteria.


Chief Marketer

U.S. B2B marketing and advertising spending will grow to $161.4 billion this year, with digital accounting for over half ($83 billion) of those expenditures, according to a new report from Outsell.


IBM Names Former AOL President Bob Lord as Chief Digital Officer


In a statement circulated to IBM employees, the company said Lord will “accelerate and scale all aspects of IBM’s digital presence, operations and ecosystem,” and will run its digital platform, digital sales and marketing and its developer ecosystem.

Slack Is Growing Fast, but Microsoft Tops Enterprise Cloud Apps


Use of the cloud-based collaboration app Slack grew by 77 percent while Microsoft’s Office 365 remained the most widely used cloud application by businesses in the second half of 2015.

10 myths marketing technology vendors want you to believe


Real Story Group analyst Theresa Regli busts the most common myths marketing technology vendors tell customers and prospects, and other martech experts share insight on how marketing pros can navigate the dynamic digital landscape.

Companies Are Falling Short in Meeting Consumer Mobile Expectations

App Developer Magazine

According to a recent research study, companies are still finding it difficult to create mobile experiences that meet consumer expectations. The study was conducted by Sitecore which polled 4,500 consumers in 11 countries about their attitudes toward mobile interactions, expectations, and experiences.

Top challenge with account based marketing is identifying decision makers, B2B marketers say

The Drum

The survey conducted on 500 B2B marketers found that 97 per cent of respondents reported that they are currently running or planning an ABM program with 60 per cent listing their primary objective as converting target accounts to leads or opportunities. However, their number one challenge is the inability to identify specific decision makers within target accounts.

US Advertisers Are Investing Heavily in Programmatic, but Obstacles Remain


Programmatic advertising accounts for more than half of US digital display ad spending.

Instagram best platform for social amplification: RhythmOne

Marketing Dive

In its 2015 influencer marketing report, RhythmOne found its influencer programs had an influencer engagement rate of 1.5%. Influencer engagement rate is a metric devised by RhythmOne that is found by dividing total engagements by total exposure.

7 Marketing Implications of the Oculus Rift Being Available to Consumers Branded headsets to high-qu...


Facebook's $2 billion baby Oculus Rift finally started shipping headsets to consumers today, a much-needed move to make virtual reality more mainstream. The development will likely benefit agencies and brands who have spent the past couple of years pouring millions of dollars into creating immersive, 360-degree video clips.

SMBs Turn To Email Marketing


A majority of small business owners who leverage email marketing say it is essential to growing their business, reports a new study by email marketing provider AWeber released Tuesday.