Monthly Archives: October 2017

Global to combine acquisition AudioHQ with DAX to make largest audio advertising platform
October 19, 2017 Advertising

Global, a UK-based company owning radio stations, has acquired U.S.-based AudioHQ, one of the biggest aggregators of digital audio inventory. Global plans to fold AudioHQ into DAX, Global’s digital audio advertising platform. Global says the acquisition will make DAX the world’s most advanced and largest programmatic platform giving advertisers access to an audience of 160 million people across premium audio publishers including Global’s Capital, Heart and Radio X, SoundCloud, Deezer and audioBoom.

From the release: “DAX has revolutionized the digital audio advertising market in the UK, and we’re confident it will be a huge success in the US. For Global, this acquisition is a significant milestone as we enter the US advertising market,” said Stephen Miron, Global’s group chief executive.

Link: TheDrum

Visit DAX on CabinetM.


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Data Gran launches AdOptimizer for Facebook, Instagram advertising
October 19, 2017 Advertising

Data Gran launches AdOptimizer, a tool that can remove the human entirely from Facebook and Instagram advertising. AdOptimizer uses artificial intelligence and machine learning to determine what the top-performing collateral and target parameters will be on Facebook and Instagram. It then chooses and places those ads on those platforms. Using Eye, its machine-learning tool, AdOptimizer takes 1-3 days to learn its product and accurately place the best ad in the best location.

From the release: “Then we fetch all that data — who clicked, what they clicked, on what devices, what different parameters are working — and take that to our artificial intelligence algorithms to automatically predict which creative will work best and with which specific audiences for the rest of the campaign,” Carlos Mendez, founder and CEO of Data Gran, explained in a phone interview. That combination is often not what the advertiser had assumed.

Link: Martech Today

Visit AdOptimizer on CabinetM.

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Pinterest adds self-serve option to Search Ads
October 19, 2017 Social Media Marketing

Pinterest is opening Search Ads to self-service advertisers, allowing them to set up campaigns using the same options now available to brands buying the ads through Pinterest’s direct sales team or third-party tools. Search Ads can be purchased through Ads Manager, the self-service portal. Brands can apply broad- or exact-match keyword targeting as well as phrase-match targeting, and they can list negative keywords.

Link: Marketing Land

Visit Search Ads on CabinetM.

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Twitter launches Video Website Card to drive users to advertisers
October 18, 2017 Advertising

Twitter Ads has launched the Video Website Card feature with an auto-playing video, a customizable headline, and destination URL paired with a large tap target in the middle of users’ feeds. Advertisers can elect to run this creative unit on the video views, website clicks, or awareness objectives to optimize and pay for the action they care about the most. Overall in the beta, the Video Website Card achieved two-times higher clickthrough rate than the industry benchmark for mobile video ads.

Link: Twitter Blog

Visit Twitter Ads on CabinetM.

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Accenture to acquire French digital commerce agency Altima
October 18, 2017 Uncategorized

Accenture has entered into exclusive negotiations to acquire Altima, a full-service digital commerce agency, headquartered in France and with offices in China, Canada and the United States. Altima creates and adapts experiences for eCommerce, mobile and in-store commerce. The acquisition would boost Accenture Interactive’s capabilities in France and other key markets to help brands attract consumers and turn them into loyal customers with differentiated and compelling digital experiences.

From the release: “Experiences are where brands win and lose customers, today more than ever,” said Anatoly Roytman, head of Accenture Interactive Europe, Africa, Middle East, and Latin America and global digital commerce lead for Accenture. ”Adding Altima’s skills to Accenture Interactive will help in our mission to create the best experiences on the planet for clients.”

Link: BusinessWire

Visit Accenture on CabinetM.

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Venmo now accepted by U.S. retailers
October 18, 2017 Uncategorized

Venmo, the mobile payment app that enables PayPal payments between friends, is now accepted by U.S. retailers. With Venmo, merchants can now reach a new audience of shoppers, many whom skew millennial and engage with Venmo multiple times throughout the day. The updates move Venmo toward its goal to be the go-to digital wallet that helps consumers spend wherever and however they want to pay.

Link: PayPal Stories

Visit Venmo on CabinetM.

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Adobe releases multiple program updates to Creative Cloud platform
October 18, 2017 Content Marketing, New Features

Adobe unveiled the next generation of Creative Cloud, including four brand new applications, Adobe XD CC for experience design, Adobe Dimension CC for 2D to 3D compositing, Character Animator CC for 2D animation, and an all-new cloud-based photography service, Adobe Photoshop Lightroom CC. In addition, Adobe announced feature updates to its flagship applications including Photoshop CC, InDesign CC, Illustrator CC and Premiere Pro CC, and ongoing expansion of its Adobe Stock service. The Creative Cloud programs are supported by Adobe Sensei, Adobe’s artificial intelligence and machine learning platform.

From the release: “Adobe continues to lead the creative revolution, driving modernization and innovation that will accelerate the creative process across all platforms and devices,” said Bryan Lamkin, executive vice president and general manager, Digital Media at Adobe. “Today, we unveiled a new generation of Creative Cloud, with a wide spectrum of capabilities—from new experience design, 2D animation and 3D rendering apps to an all-new, cloud-based photography service. These tools enable creative professionals and enthusiasts to express themselves and reach their full creative potential anytime, anywhere, on any device.”

Link: Adobe Newsroom

Visit Adobe on CabinetM, or see specific product information for Lightroom CCAdobe XD CC, Adobe Dimension CC and Character Animator CC.

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Evite adds text message invitations to platform
October 18, 2017 New Features

Evite has added text message invitations to its events platform. Participants can be invited directly from a phone, using the iPhone or Android app, and phone numbers can be added for any device. To use this feature on desktop, you can upload your phone contacts from a spreadsheet or enter manually.

Link: Evite

Visit Evite on CabinetM.

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Marketo updates platform’s personalization, analytics tools with AI
October 17, 2017 Artificial Intelligence

Marketo is updating its engagement platform with artificial-intelligence-enhanced tools that give marketers and sellers cross-channel personalization, enhanced email analytics, and account-based insights to engage more effectively with their customers. The analytics tools boost sales and marketing cooperation with Account-Based Marketing enhancements; Personalization is boosted by a feature allowing for personalized content to reach the customer automatically and calls to action that appear based on customer behavior online.

From the release: “Marketers are inundated with disparate solutions that claim to be cure-alls for delivering a seamless customer experience. In Marketo’s recent study, marketers reported that finding the best tools to help them engage with their customers is their number one challenge. Our latest release addresses this need by providing marketers with a wide range of enhanced analytics and personalization solutions to help them engage with their customers across all touchpoints and at every step of their journey,” Manoj Goyal, Chief Product Officer, Marketo said.

Link: Martech Series

Visit Marketo on CabinetM.

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Micro-Influencers are Great for Small Businesses
October 17, 2017 Uncategorized

Influencers are people who regularly put out engaging content to a wide audience. As this is the aim of social media marketing, teaming up with influencers makes sense. Not only can they create content which will appeal to an audience, they are also trusted by the audience that they speak to. If your brand matches with their voice, then you can convert their loyal audience into your loyal audience.

If you are a small business, you may not even have considered using influencers – but you should. As influencer marketing is relatively new, people may think that you have to spend a huge amount of money on a big name. You don’t. Micro-influencers are people who have a following between 1,000 and 10,000 – and they are liked 5 times more often and commented on 13 times more than influencers who have a million or more followers.

Micro influencers are 6.7 times more efficient in terms of engagement than the larger influencers, but their small size means that they can easily be utilized by small businesses. So, now that you know small businesses can use influencers well, how should you use them?

Brand compatibility

The first thing you need to know before engaging the services of an influencer is to know your own brand, and to know theirs. A firm understanding and some research is important at this level. You need to find an influencer (or influencers) whose outlook is similar to yours. If your brand’s match, then they will be genuinely happy about sponsoring your product – and their followers will pick up on that genuine enthusiasm and share it.


Influencers appear on many different social media platforms. We may automatically think of YouTube and Instagram, but people also have loyal followers on LinkedIN, Twitter and messaging apps like Snapchat. In fact, influencers can advertise on platforms it has traditionally been difficult to promote things on. Think about where your audience is active and interested, and choose an influencer accordingly.

Give them creative control

For a small business, creating good quality content is one of the most difficult things to do. When you approach an influencer – you can give them a script, or you can give them guidelines and let them sell it in their own way. If you have chosen them carefully, the content they produce themselves is much more likely to be genuine, longer and will appeal to their audience more. They may even surprise you and create content that you will be able to use in other marketing. Lay out firm guidelines, but give them room to be creative.  

Find them

There are various ways to find influencers. For a small business, the best way might be to reach out to them directly. They may be part of a collective, or have representation – but if you are targeting micro-influencers, they may not have even realised that they could monetise their following. This means you may be able to get their endorsement by supplying free goods or at a reduced fee.  Supporting them at an early stage may also help them remain loyal to you – as will their fans.

If you don’t want to approach them directly (or to get an idea about the industry rates) then you can use a vendor like Tribe or gnac app to see what they would cost. If you don’t want to trawl through social media, you can also use sites like Buzzsumo or A News Tip to find influencers who will match certain criteria.


Zachary Jarvis is a Digital Marketer with one thing on his mind: Results.

Uninspired by the never ending talk of ‘vanity metrics’ in the world of digital marketing, Magnate was founded – the ‘Social-First’ marketing agency.

On the very rare occasion he isn’t watching Step Brothers in his spare time – you’ll find Zachary in the thick of social platforms, learning what makes us tick.

This is driven by a fascination (perhaps a slight obsession…) with market trends and consumer behaviours

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Flytxt adds intelligent voice interface to customer analytics tool
October 16, 2017 Artificial Intelligence

Flytxt added an intelligent voice interface for NEON-dX, its digital customer engagement product. The new interface allows NEON-dX to personalize conversations on any digital touch point that supports Amazon Alexa and Google Assistant. Analytics tools are built-into the new function.

From the release: “More than a quarter of all mobile searches in 2016 were done over voice. With speech recognition accuracy reaching over 95%, more and more consumers will adopt voice as the preferred medium to interact with their service providers,”,” said Dr. Vinod Vasudevan, CEO, Flytxt. “With this interface, our enterprise customers can now engage their consumers in natural conversations using voice. This will significantly improve consumer experience and generate higher returns for enterprises,

Link: Flytxt

Visit NEON-dX on CabinetM.

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If you use Marketo, what else is in your stack?
October 16, 2017 Stack Insights

If you are a Marketo user, what other technology is in your stack? We analyzed CabinetM’s stack data this week to answer that question.

Our StackMates graphic (above) has Marketo at the center, and you can see all the other platforms and tools that have appeared with Marketo multiple times in the stacks built on CabinetM. The farther out you go in our graphic, the less frequently those tools show up alongside Marketo in those stacks.

Here are three quick insights based on our analysis:

  • There is more product diversity in stacks where Marketo is an anchor platform.
  • Salesforce is very prominent in Marketo stacks.
  • It’s not unusual to find an enterprise using more than one marketing automation platform: Hubspot AND Marketo, or Eloqua AND Marketo.

For those of you new to CabinetM, marketers are building their stacks on our platform to help them plan, manage and collaborate around their marketing technology. Stack Insights offer up the wisdom of the community, and showcase trends in technology, categories of tools, even names of stack layers.

See more Stack Insights on CabinetM.

Focused primarily on audience engagement, the Marketo Engagement Marketing Platform capabilities include marketing automation, cross-channel engagement, personalization and other tools to build lasting customer relationships.

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Gigya launches Enterprise Preference Manager to give customers more control over data
October 12, 2017 Customer, GDPR

Gigya has launched Enterprise Preference Manager to help organizations build customer trust and address upcoming privacy regulations, including the European Union’s upcoming General Data Protection Regulation (GDPR). Enterprise Preference Manager allows marketers to centrally manage all aspects of consent settings and customer preferences such as social interests, brand affinities and product tastes. From accepting terms of service at initial registration to opting into marketing communications such as newsletters and promotions – all consent activities are stored as secure and audit-ready records.

From the release: Patrick Salyer, CEO of Gigya, said, “We’re entering a new era where customers demand respect for their online privacy and expect relevant, personalized communications when they do agree to share personal information.“

Link: Martech Series

Visit Enterprise Preference Manager on CabinetM.

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LinkedIn integrates sales, marketing functions within Sales Navigator tool
October 12, 2017 Social Media Marketing

LinkedIn Sales Navigator now has functions of both marketing and sales with the same tool. Marketers will see two new ad groups appear in LinkedIn Campaign Manager — Sales Navigator Leads and Sales Navigator Accounts. This will allow marketers ability to speak directly to the leads and/or companies their sales reps are pursuing on LinkedIn. The integration also allows sales to see how prospects are interacting with marketing campaigns from within Sales Navigator.

Link: LinkedIn Blog

Visit LinkedIn Sales Navigator on CabinetM.

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4 Marketing truths any conference is going to tell you
October 11, 2017 CabinetM Commentary

October is convention month for marketers, and those in the MarTech world have had a number of ideas to share. Having just chatted my way through two of the conferences in Boston, there are a few marketing truths I find these marketing conferences reinforce.

Everyone’s on their phones. After getting walked-into by several 30-year-olds on their phones, I started to lament the fact that marketers used to be the most fun folks to talk to. Then I watched a few look up from their phones to use a funky backdrop to make Boomerang GIFs of themselves to share. They’re all talking to fellow conference members on apps, and are taking the conference moments and broadcasting it around the world. I was the one not being social by abstaining from the app.
Lesson: Your customers are on mobile devices. You need to be there, too.

Bozoma Saint John might agree that she and I are both loud and OK with self-promotion.

You’ll believe folks who are like yourself. If all things were neutral, there would be never be so many white males over 45 running marketing, marketing conferences or software companies. While there’s nothing wrong with white men, they don’t reflect all points of view – and way too many panels have zero female representation. At Inbound, the very loud convention/conference/promotional days run by HubSpot, care was taken to bring in a number of women like former First Lady Michelle Obama and my childhood hero Billie Jean King. I found myself gravitating to Uber Chief Brand Officer Bozoma Saint John, who is also brash, loud, also doesn’t think self-promotion is bad and also has funky hair (hers is cooler; mine is just unruly). You might not think looking at us that we’re alike but I think she’d disagree. I think she’d agree that the only thing keeping some conference participants from being the star of the conference is opportunity to share wisdom — and it’s everyone’s loss when more wisdom isn’t shared.
Lesson: Your message doesn’t need to resonate with everyone, just future customers. Getting diverse points of view will help you reach them.

Laptop, MBTA subway pass, name tag, power strip. I’m ready for a conference in Boston.

Everyone gravitates toward power. Whether you put your electrical outlets at the front of the room to fill up the seats near the speaker or you put them near the shop where folks buy conference swag, you’ll attract people at conferences by putting whatever you want their eyes on near the electrical outlets. Granted, there are a few customers who know what they want and don’t care where you’re offering it, but you can help yourself by moving the people physically where you want them.
Lesson: Find out what you can offer the customer to get his or her attention.

Attentions drift. Conferences often have speakers and screen animations that verge on the silly to get everyone’s attention, but most attendees will be able to tell you about the one horrible session: The hungover presenter, the speaker without an agenda, the 30-minute history lesson that could have been a tweet. When you’re talking to folks who are there to listen to you, you need a point to make and then you need to make that point. Otherwise, you’ve lost your audience.
Lesson: Launch your campaign only when you’re ready to make an impact.

Sure, there was other stuff I learned, like Workfront gives away the coolest T-shirts, and maybe we should let the .PDF die a dignified death, but marketing conferences will move us all forward by combining new knowledge with what we already know.

Kat Powers is Editorial Director at CabinetM.

To learn ways you can share your wisdom at CabinteM, contact Erica Ross at

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Qubit Aura’s Instagram-like eCommerce tool released from beta trial
October 11, 2017 Ecommerce

Qubit has released Aura from beta. Aura is Qubit’s new technology designed to create an app-like Instagram-like experience that revolutionizes how visitors discover and browse on mobile websites. Building upon Qubit’s award-winning personalization platform, the new mobile innovation in development has been designed with a mobile-first approach and AI-driven UX. It includes predicted category preferences, discovery-led feeds, context messaging on each product, and the capability to surface relevant products and categories that adapt as the customer engages further. Effective tactics such as social proof messaging and urgency are deployed alongside each product to increase confidence and provide the customer with additional context.

From the release: “Personalization starts with product discovery, and the results from our beta program prove that if you can increase product discoverability, you can increase your revenue,” said Graham Cooke, CEO of Qubit. “Ecommerce companies can maintain relevance and differentiate from giants like Amazon with a focus on increased product discoverability. For businesses looking to be customer-centric with personalization, Qubit Aura is a tangible, straightforward, quick to implement, and unique experience for every single visitor.”

 Link: MarketWatch
Visit Qubit Aura on CabinetM.
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Context Cards to offer Snapchat users link to sponsor information
October 10, 2017 Social Media Marketing

Snapchat users seeing interesting travel or dining information can now get links to reviews to find out more, and get a ride to the site, all through the social media platform. Snap is now offering Context Cards as a feature of SnapAds, which links sponsor information to the content on the platform. Users can swipe upward and get information from partners including TripAdvisor, Foursquare, Michelin, Goop, OpenTable, Uber and Lyft.

Link: Snap

Visit Snap Ads on CabinetM.

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Translation tools to help you communicate with customers
October 10, 2017 Uncategorized

Do you need to communicate in just one additional language, or dozens of languages and specific local dialects? Do you want to translate your website and marketing materials only, or globalize your product line, including your entire call center, to serve a multilingual base? Translation Management Systems are  proven to lead to better customer experience (CX), with no more leaving revenue on the table in global markets because of language barriers.

Translation Management Systems (TMS) are smart language processing platforms that can automatically translate your website, tech manuals, marketing materials and a range of other internal and customer-facing content. A wonderful range of TMS options means you can pick a right-sized tool well-suited to your specific needs.

Lingotek Translation Network is a user-friendly translation management system (TMS) that gives marketers a dynamic, always-on platform for rapidly generating multilingual content. Lingotek integrates easily with existing CMS systems and other enterprise applications to continuously push multilingual content to all of your global markets.
BEST FEATURES: Enables simultaneous distribution of product information to all markets in the right local language, no delays or 3rd party human translation services needed.
PRICING: See vendor for details.


GeoFluent by Lionbridge is purpose-built for the omnichannel call center serving a multilingual customer base. Built on proprietary state-of-the-art translation engines with a unique and patented linguistic layer, GeoFluent lets you translate customer communications on the fly over the phone, in live chat, in self-help knowledge bases or online forums.
BEST FEATURES: GeoFluent integrates with existing systems and platforms and covers languages representing 95 percent of the world’s GDP.
PRICING: See vendor for details.


SDL BeGlobal is an easy-to-use cloud-based machine translation tool for multiple types of content including website, communication and social media. BeGlobal helps companies translate 100+ languages at a fraction of the cost.
BEST FEATURES: SDL translation engines are trained by expert research teams and tailored for every business need, ensuring every translation matches your communication style.
PRICING: See vendor for details.


GlobalSight Translation Management System (TMS) by WeLocalize is a unique open-source tool that automates translation, review, storage and management of multilingual business content and materials. With zero license fees, GlobalSight provides a low-risk, flexible and sustainable technology at a fraction of the cost.
BEST FEATURES: GlobalSight is supported by an active user community consisting of enterprise clients, translators, language service providers, technology suppliers, universities, research institutions and individuals who share common goals.
PRICING: See vendor for details.


Smartling Global Fluency Platform is a best-in-class Translation Management System (TMS) that enables companies to automatically translate content dynamically, as it is created. Smartling supports  websites, applications, documents and more.
BEST FEATURES: Smartling integrates seamlessly with any existing tech stack, including your web CMS.
PRICING: See vendor for details.


UNIFY by inWhatLanguage is a simple but feature-packed TMS solution designed to translate 50+ file types including documents, websites, software, mobile applications, even automatic solutions for video transcription, closed captioning, multilingual subtitling, voiceover, and dubbing.
BEST FEATURES: Unique client review module tracks every type of change that’s made and provides a measurable overall quality score which means users never have to guess what changes were made and why.
PRICING: See vendor for details.


Cloudwords helps marketers deliver more personalized content, in more languages than possible to achieve with manual translation. Cloudwords integrates with a range of systems and platforms such as Marketo, Eloqua, Oracle Marketing Cloud, and HubSpot.
BEST FEATURES: Includes reports so you can track key metrics like spend, process efficiencies, and translation quality across different languages, countries and time periods.
PRICING: See vendor for details.

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Postalytics launches self-service direct mail platform
October 8, 2017 New Products

Postalytics has launched its self-service direct mail automation application. Postalytics is all-in-one solution that turns direct mail into a digital marketing channel so marketers can send personalized emails automatically to new leads.

From the release: “Postalytics makes it super easy for HubSpot customers to create direct mail that complements their inbound marketing strategies” said Dennis Kelly, CEO of Postalytics. “We’ve created a truly digital marketing channel, which happens to generate, mail and track personalized postcards and letters. It’s a perfect match for HubSpot customers.”

Link: Postlytics

Visit Postlytics on CabinetM.

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Demandbase relaunches B2b tool as ABM Platform
October 6, 2017 Account Based Marketing

Demandbase relaunched its B2B marketing automation platform as Demandbase ABM Platform, with a simpler setup and ability to manage account-based campaigns across the entire funnel.  The tool includes targeting, engagement and conversion solutions as one integrated platform. Demandbase is now using AI to improve account identification rates and boost close rates by providing greater insights to sales teams. The new platform also offers users a straightforward self-service interface that makes it easy to select target accounts, manage audiences across campaigns, integrate account information from a CRM system, and measure the performance of ABM programs based on pipeline and revenue.

From the release: “There are too many risks and technical barriers to overcome in trying to stitch together an ABM strategy using disparate technologies that don’t use a common data model to follow and measure a business audience throughout the entire funnel and lifecycle,” said Chris Golec, CEO of Demandbase. “What’s been missing from ABM technology is an integrated platform that makes it easier to implement, execute and grow your ABM efforts seamlessly. I’m confident the new AI-based platform introduced today with fully integrated targeting, engagement and sales conversion solutions will set us apart for many years to come.”

Link: Demandbase

Visit Demandbase ABM Platform at CabinetM.

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