Industry News: 2/8

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MARKETO IN THE NEWS

Marketo and Wunderman Alliance Offers Brands Insight-Driven Engagement

The Drum (UK)

Following our global press release, The Drum – the UK's most-read media and marketing website and magazine – wrote the news of our strategic alliance with Wunderman. The publication is also aimed at the media, marketing and advertising community across the UK and North America.

Additional pick-up: AdExchanger (U.S.), Mobile Marketing Magazine (U.K.), CMO (AUS)

Jason Hoffman joins Marketo as company's first CSO

CSO Online

The marketing automation company has centralized leadership around security and risk management into one organization, led by Hoffman.

·       Press Release: Jason Hoffman, Security Industry Veteran, Joins Marketo as Chief Security Officer

Boardlist Wants to Be the LinkedIn For Female Director Candidates

Fortune

Marketo was included in a press release announcing the founding of Boardlist, which invites industry leaders, CEOs and board members globally to address gender imbalance by connecting highly qualified women with private and public boards

·       Additional pick-up: FierceCIO, The Next Web,

Cracking The Code: CMOs, Measurement, and Metrics (translated)

LEAD digital (Germany)

This online (and print) magazine for digital and online marketing professionals published Sanjay’s byline. It has been shortened slightly but has been localized close to the original version.

2016 Digital Trends (attached)

Internet World Business (Germany)

Statement by Liz Smyth, Area Vice President Marketing EMEA, in a slideshow on digital trends. Liz states marketers need to focus on “H2H” – meaning Marketers should differentiate less between B2B and B2C. The focus for 2016 will be on the people - regular human beings - who determine business purchases for their organizations and companies.

MORE AND MORE MARKETERS DISCOVER SNAPCHAT FOR THEMSELVES (Translated)

Agitano (Germany)

The publication picked up our Snapchat infographic.

What your desk says about you (Translated - attached)

Business Punk (Germany)

This business-lifestyle magazine – picked up the English  infographic “What your desk says about you” by Marketo.

Ad Blockers Are An “Immoral, Mendacious Coven Of Techie Wannabes” Says IAB Chief. They Are Also Righ...

Which-50 (AUS)

You have to wonder if Rothenberg and the members he represents would consider Adobe, Oracle, Salesforce, Marketo and sundry others to be an “immoral, mendacious coven of techie wannabes” because, ultimately, that’s where the bulk of the marketing budget will be spent

IoT Tech Expo Announces 2016 World Series with Germany and North America Dates Confirmed

Press Release

A recent study from Marketo* showed 41% of respondents in Germany cited the IoT as a trend which they thought would have the biggest impact on marketing by 2020.

Utilizing Digital Marketing Techniques Via the Cloud

CloudTweaks

As evidenced in Gartner’s Magic Quadrant, the top tools take into account today’s not-so-secret weapon: Cloud. Digital marketing in the cloud promises all of the essential digital marketing tools, but with the flexibility and speed to ensure to-the-minute solutions are always available and personally customizable. Though Adobe, Marketo, Oracle, and Salesforce dominate, competition in the sector is stiff, fortuitously guaranteeing today’s digital marketers user-friendly, cost-effective, and cutting-edge possibilities.

Tremendous Results Lead to Expansion of Apogee Interactive’s Solution

Press Release

Another study from Marketo and Clearfit found that emails that used video for a direct call-to-action had a 53 percent higher click-to-open rate over emails without an obvious mention of video content,” said Erin Puryear, manager of Member of Energy Innovation Planning

Customers Frustrated with Brands that Fail to Personalize

Loyalty360

according to a Marketo study, over 78% of consumers will only engage offers if they have been personalized to their previous engagements with your brand.

Study: What Top CMOs Are Betting Their Careers On

Forbes

Evolve conducted a Chief Marketing Officer (CMO) benchmark survey with Marketo, a marketing automation platform solution provider, to understand what marketing tactics, budgets and methodologies the highest and lowest performing companies were using and compared them to the success of their revenue goals.

5 Questions That Will Kickstart Your Social Media Plan

SitePoint

One guideline that can help you plan your content is Marketo’s 411 rule, which means post four educational or entertaining post for every soft promotion (e.g. events) and hard promotion (e.g. demos, products, etc). Basically, it means gain the trust of your audience by providing value.

GetRank Q1 2016 for Marketing Automation

GetApp

GetRank is GetApp’s quarterly ranking of the top 25 Marketing Automation apps based in the cloud. Each app is scored using five criteria, each worth 20 points, for a total possible score out of 100: User Reviews, Integrations, Mobile Apps, Media Presence, and Security.Marketo came in fourth behind HubSpot, Infusionsoft, and Salesforce.

App Marketers: Let’s Talk About The Word Engagement

ARC

Marketing automation engine Marketo* stated in 2014 that we are now in the era of engagement marketing. In a blog post, Marketo defined the seven principles of engagement marketing (see right). The principles are pretty straightforward: talk to people wherever they are basically all the time to get them to achieve a measurable goal for the company.

Mobile, local, and content are the fundamental pillars of SEO

Puro Marketing

Cites our analysis with eMarketer that it doesn't matter that display ad spending will overtake advertising investment in search results.

CUSTOMERS & PARTNERS IN THE NEWS

LinkedIn to shut down B2B ad platform 'Lead Accelerator'

CMS Wire

LinkedIn admitted it failed to accurately forecast the resources required to scale the B2B ad targeting platform it acquired from Bizo in 2014. It plans to terminate the offering. As a result, it will take a $50 million hit in forecasted revenues

Jive Hits Back At Social Networking Rivals In the Workplace

Fortune

The company credited with pioneering “social business” software—a sort of social network for employees—has overhauled its flagship products. The goal is to make its software seem more “consumer-like,” a transformation influenced by mobile apps and social networks that people use in their personal lives.

Interview with Robert Nendza, VP Marketing - LeadPages

MarTech Advisor

While he does not mention Marketo, the VP of marketing at our partner LeadPages did a Q&A with the Editor of MTA.

BrightFunnel announces account-based marketing analytics tool

Marketing Dive

BrightFunnel added an account-based analytics marketing (ABM) tool to its multi-touch attribution platform for B2B marketers. The tool offers marketers a number of features including engagement tracking, performance measurement of channels and campaigns, and the ability to run A/B testing. BrightFunnel says ABM practitioners SevOne and Cloudera already use the new tool.

MasterCard Uses a Command Center to Track Its Marketing Spend

Fortune

At the company’s headquarters, product managers gaze at a 40-foot display that broadcasts feeds, visualizations, and performance metrics for more than 60 markets. When they want to dive deeper into the data, they retreat to Insights Alley, a clutch of casual lounges with 55-inch touch screens. And when they want to watch narratives unfold, they visit the Real-Time Marketing Lab, where eight more displays—nearly an entire wall’s worth—highlight trending stories from services like NewsWhip’s Spike and analysis from sources such as Prime Research. Software from fast-rising startups Percolate and Domo powers the system.

Building a Demand Generation Machine

Customer Think

An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive, a Marketo customer. She gives us a nice shoutout.

Google's Search Guru To Step Down

Fortune

After 15 years helping run Google’s crown jewel search engine, senior vice president and software engineer Amit Singhal said in a blog post on Wednesday that he will leave the company on Feb. 26 to pursue philanthropy.

Kahuna Launches Events for Digital Marketers

CMS Wire

In January, Kahuna, a communication automation platform, announced a public event series featuring leaders and workshops in digital marketing topics. The series debuted with a lecture and discussion by Geoffrey Moore at Kahuna’s Redwood City, Calif. headquarters.

Fortune Exclusive: Kahuna CEO Steps Down

Fortune

Seven months after raising $45 million, Adam Marchick steps back. Adam Marchick has stepped down as CEO of Kahuna Inc., the mobile marketing automation company he co-founded four years ago, Fortune has learned. He will transition into an interim chairman role, and at least temporarily lead product.Board member Charles Hudson, managing partner of Precursor Ventures, will serve as interim CEO as the search proceeds for a full-time replacement.

New Facebook Study: Marketers Must Make Smartphone Shopping Easier

Forbes

According to new research to be released Feb. 4 by Facebook, consumers still don’t really like the whole experience. Although some 45 percent of shopping “journeys” involve a mobile device–57 percent for millennials–about 70 percent of consumers said the Web and app experiences and the transaction experience all can stand improvement.

Google And Samsung At War Over Ads

Forbes

Samsung launched an Ad Blocker for its phones on the Google Play store called Adblock Fast earlier this week. Google has since pulled the app, claiming that it’s in breach of the developer agreement.

Leadspace Announces High-Profile Hires To Continue Leadership in B2B Predictive Analytics

Press Release

Travis Kaufman joins Leadspace as Vice President of Product Management. While at Marketo, Travis shaped the direction of B2B marketing technology, including building technology partner ecosystem LaunchPoint, and leading product and partner strategy for Ad Bridge.

INDUSTRY NEWS

ClickZ’s guide to the best and worst mobile ad formats

ClickZ

The first thing you need to know is a common misconception: that mobile ads aren’t simply desktop display ads resized to fit the smaller screen. Martin Doettling, chief marketing officer at Swrve, says that the experience is totally different and therefore, the ads must be, too.

The EU Data Deal Deadline Has Passed. Here's What Comes Next

Fortune

Europe’s data protection authorities said they would wait until the start of February to start cracking down on companies that still rely on Safe Harbor as the legal basis for their EU-U.S. transfers. They will meet Tuesday and Wednesday to decide what to do next, so technically the commission and the U.S. negotiators have until then to pull something out of the hat.

Snapchat is building an ad technology platform

Digiday

Snapchat is working on a crucial part of its growing digital ad business: an application programming interface (API) that would let partners start buying ads with more precision and frequency, according to multiple sources.

Search engine marketing saw a 75% drop in growth rate in Q4: Adobe study

Marketing Dive

The Adobe Digital Index (ADI) “Q4 2015 Digital Advertising Report” found overall search engine marketing growth is down to 3% compared to 12% in 2014. Meanwhile, global growth is down 75% year-over-year. Per Adobe, the drop can be pinned in part on advertisers spending on mobile search.

Users more likely to 'skip' TV ads than mobile: Yahoo study

Marketing Dive

Research from Yahoo found that mobile devices best TV across a range of soft attention metrics such as getting distracted and multi-tasking while engaged with the medium. Though the study pointed out that ad budgets are still skewed toward TV at 40.5% and digital (including mobile) only at 33.8%, the study also found that 47.3% of consumer's time was spent on mobile devices, while only 36% of time was spent on TV.

Surge in Marketing Automation Deals Reflects Marketers' Business Needs

ExhangeWire

Around three-in-ten ad tech/martech deals in Q4 2015 involved ad platforms, rising significantly from the previous quarter, where such deals only accounted for 7% of all transactions.

How the IoT Will Shake Up Sales and Marketing

CMSWire

Device proliferation is taking place at a brisk pace — according to Gartner, 6.4 billion devices that can send data via the Internet are already in use, and by 2020 that number will explode to 20.8 billion. Vendors are already taking steps to connect their software to those devices, combining the recent advances in analytics with the data sources to make analytics exponentially more powerful.

Despite the revenue hit, only 4% of publishers actively fight ad blocking tech

Marketing Dive

Ad blocking technology impacts marketers, ad tech firms and publishers, but publishers’ revenue is directly affected with every ad that goes unserved. This makes research from MediaRadar that found only 4% of large digital publishers are actively battling ad-blocking software use somewhat surprising.

New ANA Study Reveals 50% Of Brands Turn To Startups For Social Media And Content

MediaPost

In yet another indication of ad agencies' waning dominance as providers of a brand's marketing needs, a new study from the Association of National Advertisers found a hefty percentage of brands turn to startups for social media and content development and management.

Affiliate marketing expected to hit $6.8B over next 5 years: Study

Marketing Dive

Research on affiliate marketing conducted by Forrester Consulting and commissioned by Rakuten Marketing found a robust affiliate marketplace expected to grow to $6.8 billion over the next five years. Over 80% of advertisers and 84% of publishers have reported running an affiliate program.

Looks Like Data Will Keep Flowing From the EU to the U.S. After All

Fortune

The European Union and United States have struck a last-minute deal on keeping transatlantic data flowing — and it should mean tough new obligations for both American companies and intelligence services.

The CMO of the Future

Direct Marketing News

Interesting article in DM News about the CMO of the future. Thought it worth sharing as it validates many of the points we make about the evolution of the marketing org from cost center to revenue driver and the need for DaVincis (not specialists), among other things.

Why the future of Super Bowl marketing goes beyond TV

Marketing Dive

In the age of smartphones, tablets and multi-screen viewing, arguably, a successful Super Bowl campaign will take an omni-channel approach and will be peppered with agility. A recent study found approximately one-third of marketers are expected to advertise online, specifically on Snapchat.

How tech decisions impact data-driven marketing – and help win market share

Marketing Dive

Kate Atty, director of marketing for Persio, told Marketing Dive that the company's research has found that there are three ways for harnessing data and tech, and for amassing market share: simple integrations with vendors, better access to data, and ability to connect data across channels.

The top result marketers look at when measuring engagement

Marketing Dive

Some 38% of marketing executives look at revenue metrics to assess their companies’ success in customer engagement, according to a new report from CMO Council. Campaign metrics such as clicks, conversions, shares and traffic came in second, with 30% of marketing executives using them as the primary measurement of engagement. While executives use service metrics less frequently, a separate survey reports that 89% of consumers say that good service makes them feel more positive about brands.

6 Big Stats That Show Which Super Bowl Ads Really Resonated

AdWeek

'Puppymonkeybaby' and constipation spots created chatter.

The brand winners and losers of Super Bowl 50

Digiday

Brands were out in full force hoping to capture the attention of a highly-engaged second screen audience that spent just about as much time checking Twitter, Facebook or Instagram — but mostly Twitter — as watching the somewhat lackluster game.