All posts by Carrie Forbes

Planning Your Revenue Marketing Stack: It’s Not Just About Technologies
February 2, 2017 Uncategorized

Summary:

As noted by Scott Brinker in his chiefmartec.com blog in June 2016, there are approximately 5,700 marketing technology solutions on the market; just five years prior, there were only about 100. While having all these options are great, it can also be overwhelming. More and more, marketers are slowed down by indecision and paralysis.

Marketing is increasingly expected to contribute to revenue. Marketing quotas are set at the various stages of the marketing/sales pipeline and include marketing qualified leads, sales accepted leads and sales qualified leads. In addition to reporting on these metrics, marketing must be able to measure their tactical efforts such as campaign performance and lead sourcing. Marketing may also be expected to execute campaigns rapidly to support business operations. These responsibilities place even more pressure on ensuring that the right technologies are selected and properly implemented, and that the right people and processes have been deployed to optimize these investments.

What are your marketing objectives and existing infrastructure?

Before determining in which new technologies to invest for your Revenue Marketing Stack, you need to ensure your marketing objectives are defined and aligned with your organizational goals. It’s not uncommon for marketing to establish some or all technology requirements based on resolving pain points in executing marketing campaigns. These may or may not necessarily align with marketing’s business goals, and this bottoms-up approach can lead to poor or irrelevant technology selections that result in a sub-optimal stack.

You also need to understand your current infrastructure; after all, you can’t manage what you don’t know. This isn’t limited to just making a list of your existing technologies. It is critically important to also identify the people and their skills in using these technologies, as well as the business and data processes that govern their use. Who runs the technologies and do they have proper training? Are the right processes in place to leverage the technologies? Are the technologies effectively integrated to optimize data quality and management?

Read more at http://www.business2community.com/marketing/planning-revenue-marketing-stack-not-just-technologies-01764511#4IepVRAU4dEUf9rk.99

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Return Path Acquires ThreatWave to Enhance its Email Optimization Solutions
February 2, 2017 Email Marketing

Summary:

Email data solutions provider Return Path has acquired ThreatWave, an email data company that captures and processes billions of emails each month and parses these messages into a unique data source for email intelligence. This acquisition includes all data and technology assets, as well as the company’s talent and book of business.

Function:

Email Marketing

From the Announcement:

Matt Blumberg, Return Path CEO stated “Through this acquisition, Return Path will be able to help marketers and email service providers to pinpoint which data sources, list acquisition practices, email programs, and customer segments are driving deliverability issues.”

Link: https://www.martechadvisor.com/news/email-marketing/return-path-acquires-threatwave-to-enhance-its-email-optimization-solutions/

Visit the Return Path Company Profile on CabinetM

 

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Bizible Launches Custom Attribution Modeling With Machine Learning Recommendations
February 2, 2017 Uncategorized ,

Summary:

Bizible introduces a full-funnel custom attribution modeling, which is the first B2B custom modeling backed by machine learning. Custom modeling will enable more sophisticated companies to define what matters most to the deal and modify how much credit should go to that marketing touchpoint. The modeling supports the complete buying journey including anonymous top of the funnel visits, all lead stages, all opportunity stages to closed/won, and it includes attribution for customer marketing such as upsells and expansions.

Function:

Metrics & Insights, Customer Acquisition

From the Announcement:

Bizible CEO Aaron Bird states, “Developing your custom attribution model can be daunting, so customers won’t need to go at it alone. Bizible’s machine learning algorithm will automatically recommend the ideal model based on the specified stages, historical conversion performance, and marketing’s ability to move deals forward during that stage of the buying journey.

Link:

http://www.bizible.com/blog/bizible-custom-attribution-modeling

Visit the Bizible Company Profile on CabinetM

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How Cognitive Learning and Messaging can be Used to Engage Customers in 2017
February 1, 2017 Uncategorized

Summary:

Andy Roy, Vice President of Strategy, Brandify discusses that 2017 is the year that machine learning, chatbots and other cognitive technologies transform brand to consumer engagement. He suggests how marketers can now deliver more personalized and on-demand interactions with consumers “in the moment”

Of the ways cognitive will impact 2017, chatbots are taking center stage because they allow marketers to dynamically personalize a response based on the user’s intent and interests. This can create deeper engagement, for example, with virtual sales assistants. Sentiment analysis and text analytics allow brands to respond to ratings and reviews based on the emotions and topics expressed by customers.

We view the local search experience as an evolution. From the Yellow Pages in the past, to Google search and mobile apps in the present, to bots, messaging and augmented reality in the coming years. Advances in artificial intelligence are enabling conversational commerce to simplify the buying experience. While we are still far from relying on AI for critical decisions, brands will find ways to deploy AI to work side-by-side with humans.

The question is, how can brands prepare to engage the customers of tomorrow?

After all, it’s not really reaching out to customers that’s the challenge: it’s being omni-present and connecting to those customers through their existing technology in the moment, without increasing labor costs, to provide a personalized experiences. By piecing together sentiment data together as quickly as possible, brands can recognize patterns, and provide better experiences online and in-store.

Read full article: https://www.martechadvisor.com/articles/personalization-chat/how-cognitive-learning-and-messaging-can-be-used-to-engage-customers-in-2017/

 

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CabinetM is Launching a New Agency Directory
January 27, 2017 CabinetM Commentary

At the request of our marketing users, we are busy building our agency directory to complement our product directory.

One of the things we’ve learned over the last six months is that large brands want to include their supporting agencies within their stacks on CabinetM.  With this new directory they can now drag and drop agencies and services into the stacks they create.

If you are a marketing agency, marketing service provider or independent marketing consultant and would like for us to create a FREE profile, email us at eross@cabinetm.com.

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Aprimo Announces Updated SaaS Platform for Full Connectivity and Visibility into the Entire Marketing Ecosystem
January 26, 2017 Productivity, Collaboration & Workflow

Summary:

Aprimo, a provider of cloud-based marketing operations software, announced updates to its SaaS platform. Among these updates, Aprimo is releasing a new integration framework that enables customers to more efficiently connect their entire marketing ecosystem at scale, in addition to enhancements to its Marketing Productivity product.

Function:

Saas

From the Announcement:

“CMOs are under constant pressure to deliver more at increased velocity while also demonstrating agility and proving ROI. With Aprimo, marketers are provided with best-in-class capabilities to be more agile and adaptable in today’s complex digital landscape. This means producing more, higher quality campaigns to perform smarter marketing, measure effectiveness and gain more transparency across the entire marketing ecosystem,” said John Stammen, CEO at Aprimo, “Aprimo is truly the marketer’s system of record to connect and integrate into a unified ecosystem.”

Link: https://www.martechadvisor.com/news/marketing-automationcampaign-lead-management/aprimo-announces-updated-saas-platform-for-full-connectivity-and-visibility-into-the-entire-marketing-ecosystem/

 

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Civis Analytics Releases Web-based Survey App for Brands and Marketers
January 26, 2017 Analytics ,

Summary:

Civis Analytics, a data science company, has announced that it has released a self-service survey application, Civis Research. The web-based application has been built on the Civis Platform and is an addition to the suite of Decision Applications on the platform.
Function:

Metrics and Insights

From the Announcement:

In a company blog, the Lead Survey Scientist at Civis Analytics, Masahiko Aida, said, “We’re democratizing the type of market research our Applied Data Science team does by putting top-notch survey science in the hands of the little (and middle, and big!) guys. Now, marketing managers, account executives, and brand managers can do it themselves, with our powerful scientific methodology at their fingertips.”

Link: https://www.martechadvisor.com/news/bi-ci-data-science/civis-analytics-releases-webbased-survey-app-for-brands-and-marketers/

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DataSift Partners with LinkedIn, Launches PYLON for LinkedIn Engagement Insights
January 20, 2017 Analytics, Competitive Intelligence

Summary:

DataSift, a platform which delivers Human Data intelligence into business processes and BI tools in real time, has announced its strategic partnership with LinkedIn. Moreover, it has also launched PYLON for LinkedIn Engagement Insights which will enable marketers to get superior insights into the behavior, insights, and activities of professionals without invading their privacy.

Function:

Business Intelligence, Customer Insights

From the article:

The Chief Executive Officer of DataSift, Tim Barker, said in an official blog post, “Bringing together data-driven marketing and active data intelligence, we can now provide marketers with valuable, real-time answers to questions around audience identification, content engagement, and brand awareness/perceptions. Equipped with these insights, they can take action, drive decisions and make changes to their campaigns, content, and strategies.”

Link to article: https://www.martechadvisor.com/news/bi-ci-data-science/datasift-partners-with-linkedin-launches-pylon-for-linkedin-engagement-insights/ 

DataSift Company Profile on CabinetM

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What CMO’s need to learn from evolving marketing technology
January 20, 2017 Marketing Game

Summary:

A strong marketing platform powered by experienced IT team is necessary for businesses to succeed in a competitive market.

Research firm Gartner, which studied marketing technology trends for CMOs, says marketing tech / ad tech is gaining increased popularity, moving quickly from the basics to sophisticated tools.

While there are still thousands of vendors in the marketing tech /ad tech space, Adobe, Google, IBM, Oracle and Salesforce are the big five technology companies having the highest number of installations in place. Collectively, Adobe, Google, IBM, Oracle and Salesforce account for 36 percent of all reported installations in the marketing technology survey.

However, some categories — mobile marketing analytics, data visualization, SEM/SEO tools, ad verification services, and retargeting — have no reported deployments completed or underway from the big five.

Read full article: http://www.infotechlead.com/mobility/cmos-need-learn-evolving-marketing-technology-45079

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Surefire Social Acquires Franchise Marketing Company Promio
January 20, 2017 Social Media Marketing

Summary:

Surefire Social, a marketing technology platform for local businesses, has acquired Atlanta-based franchise marketing company Promio. The acquisition preceded a rebranding as Surefire Local, a change that better reflects the company’s capabilities in hyper-local marketing.
With its acquisition of Promio, Surefire Local has added key capabilities to its SurePulse marketing cloud. SurePulse will now have automated digital customer acquisition advertising deployment across Google, Bing, and Facebook as well as a local marketing automation program to drive digital and physical campaigns to grow and nurture customer relationships.

Function:

Brand Control, Local Marketing

From the Announcement:

“We welcome Promio’s outstanding people and world-class franchise brands to the Surefire team,” said Chris Marentis, founder and CEO of Surefire Local. “We built SurePulse as a single place for business owners to choose, control and analyze their local marketing and close the gap in the journey from prospect to customer. As a Google Premier Partner, we are excited that customers can choose their advertising to suit business needs and make a quick and easy entry into Google advertising.”

Link: http://www.prweb.com/releases/2017/01/prweb13980947.htm

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Sizmek Adds New Features and Enhancements to its Ad Builder
January 20, 2017 Advertising

Summary:

Sizmek, an open ad management company, has announced the release of new features, formats, and capabilities in its Ad Builder.  The tool comes with a variety of new features like Out-Stream Pushdown, Scroll Reveal, super mobile responsiveness, and a few more that will enable better ad creation.
Function:

Advertising

From the Announcement:

The company has integrated HTML5 Out-Stream Pushdown to its Ad Builder. This feature will be available for desktops right away and will soon be found across devices. It helps to place content for video ads in between the content of the page, generally between the paragraphs of an article. It also helps publishers to start a video playback on the basis of the percentage visibility of the ad unit. “

Link to article on MarTech Advisor: https://www.martechadvisor.com/news/display-native-ads/sizmek-adds-new-features-and-enhancements-to-its-ad-builder/

Visit the Sizmek Company Profile on CabinetM

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Snapchat Simplifies Navigation with Introduction of Universal Search
January 20, 2017 Social Media Marketing

Summary:

Snapchat has announced that it will be introducing a universal search bar to simplify navigation and search on the application.  The interface has been designed to help users locate their search item and at the same time keep on snapping. Improved search could be a huge boon to brands, businesses and influencers hoping to build their Snapchat audience.

Function:

Social Media Marketing

From the Announcement:

The company told TechCrunch that the interface is “designed for speed, so you can locate what you’re looking for and keep snapping”.

Link to TechCrunch Article: https://techcrunch.com/2017/01/12/snapchat-search/

Visit SnapChat Company Profile on CabinetM

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UniteU Commerce Launches New Tools to Streamline Operations for the Retail Environment
January 20, 2017 Retail Marketing

Summary:

UniteU Technologies Inc., a provider of e-commerce tools, web marketing, integration, and SEO services, has announced the release of new capabilities and tools that will transform its platform into a centralized hub for collecting data from across systems. The data collected will be used for powering the shopping experience of consumers both in-store and online.

Function:

Ecommerce

From the Announcement:

UniteU’s platform also tames omnichannel chaos by reducing costs and streamlining operations for complex retail environments—synchronizing, enriching and homogenizing product data, then distributing it to various consumer-facing digital touch-points.”

Link to press release: http://www.prweb.com/releases/2017/01/prweb13984575.htm

Visit the UniteU Company Profile on CabinetM

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FollowAnalytics Launches Mobile Optimization Suite, An AI-Based Mobile Messaging Technology
January 20, 2017 Mobile Marketing

Summary:

FollowAnalytics, a mobile marketing automation platform, launched AI-driven Mobile Optimization Suite to drive automated mobile marketing campaigns with better conversion rates. The newly unveiled suite was developed to solve the complexities of traditional A/B and multivariate testing.

Function:

Mobile Messaging, A/B Testing

From the Announcement:

“FollowAnalytics is proud to introduce machine learning to automate the process, and we will continue to find ways to innovate and improve mobile engagement for enterprise marketers, going forward,” said Samir Addamine, Founder-Chairman, FollowAnalytics.

Link to article: http://martechseries.com/mobile/mobile-marketing/followanalytics-launches-mobile-optimization-suite-an-ai-based-mobile-messaging-technology/

Visit the FollowAnalytics Company Profile on CabinetM

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Twitter Announces Tweeting Profile Image Feature for Increased User Engagement
January 19, 2017 Social Media Marketing

Summary:

Twitter, has announced a new feature where users will be prompted to tweet about their profile image change. The latest functionality has been designed to encourage user engagement, and increase the number of visual content in their timelines.

Function:

Social Media Marketing, Customer Engagement

From the Announcement:

According to the announcement, Twitter users will be able to send tweets about any change in their profile picture, appended with the hashtag – #NewProfilePic. This will enable all users on Twitter looking at new profile images to see the recent profile display changes.

Link to article on MarTech Advisor: https://www.martechadvisor.com/news/social-media/twitter-announces-tweeting-profile-image-feature-for-increased-user-engagement/

Visit the Twitter Company Profile on CabinetM

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CabinetM Identified as one of the “MarTech: Top 100 Influencers and Brands”
January 19, 2017 MarTech Product News

Martech is the blending of marketing and technology, with the aim of streamlining processes to achieve marketing goals and objectives. In this digital age, there is a huge demand for marketing technology to provide marketers with the tools they need to succeed. In 2016 the number of MarTech vendors grew to 3,874 up from 2,000 in 2015 according to chiefmartech.com, and the number of MarTech deals rose from 256 ($5.7bn) in 2015 to 291 ($8.96bn) in 2016 according to financial advisory firm Results International.

WHAT ARE THE INFLUENCERS SAYING?
We reached out to some of the top influencers on our list to ask them for their views on MarTech.

Read full article on Onalytica.com: http://www.onalytica.com/blog/posts/martech-top-100-influencers-brands/

*Below you can see a network map of MarTech related conversations with the number one influencer Scott Brinker at the centre and CabinetM not too far away.

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Facebook Live passes YouTube for most popular live streaming video platform
January 19, 2017 Uncategorized

Summary:

Live streaming video is still in its infancy and remains a somewhat niche format, but has gained a lot of attention from marketers. Facebook has also been heavily pushing the format, paying publishers to create live content, a practice it is reportedly now ending as it shifts the focus for live to encouraging users to create content.

While the total number of viewers didn’t drop by too much, given the emphasis social media platforms are placing on live video, marketers would prefer to see a rising trend line before dedicating too many resources to the format. However, there are standout examples, with Candace Payne’s Chewbacca Mom live video reaching 162 million views on Facebook. With numbers like this, Facebook may be pushing for authentic user content for its Live platform over the more produced content publishers put out.

Paul Verna, senior analyst eMarketer said the results likely point to the infancy of the live market and a lack of understanding among consumers about how it works. For example, YouTube content is mostly archived which possibly confused survey respondents who didn’t realize they were watching live video. Verna also cited the success of Facebook’s live video investments saying the data show it is becoming a leader in a fluid marketplace.

Read full article on Marketing Dive: http://www.marketingdive.com/news/report-facebook-live-passes-youtube-for-most-popular-live-streaming-video/434205/

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Marketing Tech: a virtual conference you can attend from your desk!
January 16, 2017 Uncategorized

CabinetM is very excited to be working with Target Marketing to kick off the industry’s first Marketing Tech virtual conference.

We have an excellent line up of keynotes and sessions from folks like Travis Wright, David Raab and Rudina Seseri, and dozens of product-focused Tech Talks from companies offering technologies in three topical areas: Through the Funnel; Analytics/Measurement; and Emerging Technologies in video, mobile and account-based marketing.

Mark your calendars now for March 1st, and register for free! This is a great group of specialists, who will be sharing their knowledge with you all day.

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VideoAmp Introduces a New Automated Solution – Advanced Television (ATV) Ignite
January 13, 2017 New Products

Summary:

VideoAmp has announced the launch of the Advanced Television (ATV) Ignite, a SaaS platform for digital agencies and TV that enhances the existing plans for TV.  The new platform will also provide programmatic planning which blends first and third-party digital information with tradition TV targeting.

Function:

Content Marketing, Media

From the announcement:

Jay Prasad, Chief Business Officer at VideoAmp, said in an official blog post, “TV viewership data, programmatic TV, the rise of OTT, and marketers investing in their own marketing clouds have been largely happening on parallel paths. Hence, it is this media strategy approach of index based buying that will be growing in importance. The notion of targeting age and gender on remnant TV inventory using software is not providing the value marketers are looking for, and is thus limiting innovation in the space. We feel the real opportunity is to optimize upfront TV alongside scatter and video from all screens simultaneously that create advanced currencies that give strong performance measurement.”

Link to full article on MarTech Advisor

 

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Marketing budget increases: Tips for wielding a double-edged sword for 2017
January 13, 2017 Industry Buzz

Many CMOs this year will find themselves with an increased budget — and with it, increased accountability for driving revenues. Columnist Joshua Reynolds shares five important things to do now to help ensure success by year-end.

January 2017 is a pivotal moment in time for the marketing discipline. According to a recent Gartner study, 2017 marks the third consecutive year of increased budgets for CMOs for the majority of those surveyed, with digital advertising, marketing technology and analytics among the areas most likely to see an increase in spending. In fact, Gartner has long predicted that by the end of this year, CMOs will spend more on technology than CIOs.

This is a huge tipping point. It’s also a huge double-edged sword, as CIOs can well attest, because with increased budgets come increased expectations. And for marketers, the expectations are already high.

Increasingly, CMOs are being asked to take responsibility for driving revenues. Some are leaning into this and proactively seeking more financial accountability. Others are waiting for that accountability to be imposed upon them. Either way, 2017 is the year that marketing finds itself in the spotlight as either a money-maker or a cost center, with precious little gray area in between.

When it comes to marketing technology specifically, here are five important things to do, now, to make sure marketers have a firm grip on the handle of that double-edged sword come December.

1. Establish your benchmark

What visibility do you and do you not have into how you’re driving business results now? Where are your blind spots? Where are your quantifiable success stories? And what data do you need to document your impact?

Read Full article on MarTech Today

 

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