All posts by Kat Powers

What to do when overwhelmed marketer says ‘Our expenses are out of control’
July 20, 2017 CabinetM Commentary , ,

CabinetM CEO Anita Brearton shared with CMSWire about the panicked and stressed marketer CabinetM comes in contact with nearly every day, sometimes many times a day.

Everyone feels they’re behind when it comes to marketing technology. Everyone feels their spending is out of control. So many feel overwhelmed by the whole process of leading innovation in their own marketing shop.

There are a few steps you can take.

  • Know you’re not alone. There’s a whole marketing community out there feeling that same pain.
  • You are inventing greatness. Know there isn’t a cookie-cutter pattern for you to follow. Each marketing technology stack is different, what our CEO calls “snowflakes.” No stack has the exact mix of programs with the same mix of marketing uses. Each is unique.
  • Know you’re not behind. The person who is truly behind is the one trying to convince his or her company to go digital. Every marketer at every stage reports feeling that “falling-behind” feeling.
  • Take a deep breath. At CabinetM we’ve become partial to iced coffees when working through the problem with a marketer, but we can also do tea. Contact Erica Ross at in our office to set up a consultation.
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Campaign Monitor Insights launched to add deep analytics to email
July 19, 2017 Email Marketing

Campaign Monitor has launched Insights, an analytics suite providing every customer with a complete view into the health and performance of their email marketing and automation efforts. In aggregating all of the data about subscriber behavior across every list and segment, markers can use Insights to drill into which channels and regions are bringing in the most engaged consumers, identify the specific segments that are fostering higher, healthier levels of engagement, and modify acquisition spend accordingly to accelerate their ROI.

From the release: “Marketers today struggle to understand the impact of their email marketing investments, which inhibits their ability to quickly test and iterate to improve performance,” said Andrea Wildt, CMO, Campaign Monitor. “Every marketer needs access to actionable analytics without requiring the help of a data analyst. Insights continues Campaign Monitor’s mission of building elegant, powerful, and intuitive marketing products for growing businesses — allowing any marketer to quickly understand what’s working and what’s not, so they can take immediate action.”

Link: Business Wire

Visit Campaign Monitor on CabinetM.

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Mobile ad solution Taptica buys stake in Japanese agency Adinnovation
July 18, 2017 Agency, Mobile Marketing

Israeli-based Taptica, a company offering mobile, social and video solutions to advertisers, purchased 57% of Aninnovation, an agency based in Tokyo. The acquisition is part of Taptica’s strategy to increase its presence in Asia-Pacific.

Link: Reuters

Visit Taptica on CabinetM.

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Zeta Global acquires Boomtrain to boost machine learning offerings
July 18, 2017 Artificial Intelligence, Email Marketing

Boomtrain, a machine learning driven marketing technology platform that uses artificial intelligence to drive personalized messaging across all digital touchpoints, is being acquired by Zeta Global.  Zeta Global has a marketing-cloud product that helps acquire customers.

From the release: “We are delighted to announce the addition of Boomtrain’s world-class team and technology to Zeta Global,” said David A. Steinberg, Zeta’s Co-Founder, Chairman and CEO. “My co-founder John Sculley and I believe machine learning will fuel next-generation marketing technology. This acquisition accelerates Zeta’s already significant investments and achievements in machine learning to enable the world’s leading brands to deliver 1:1 marketing at scale.”

Link: PR Newswire

Visit Zeta Global and Boomtrain on CabinetM.

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Snap Publisher helps marketers edit ads, video into vertical platform
July 17, 2017 Advertising

Snapchat has launched Snap Publisher to solve the problem advertisers kept running up against on the platform: Snapchat requires all ads and videos to be in a vertical format. Snap Publisher is an ad creation tool converting horizontal videos, websites into vertical video ads compliant with the Snapchat platform. Snap Publisher works with the Snapchat self-service tool, Snap Ad Manager, to help marketers repurpose ads built in the horizontal format for the vertical Snapchat platform.

Link: B2B Marketing

Visit Snap Publisher on CabinetM.

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SurveyMonkey launches People Powered Data Platform
July 17, 2017 Uncategorized

SurveyMonkey launched a new People Powered Data Platform to enable businesses to turn voices and opinions into actionable data. The company also announced a suite of global, targeted products that deliver customer, employee, and market powered data: SurveyMonkey CX, SurveyMonkey Engage, and SurveyMonkey Audience.

From the release: “Successful businesses are driven by curious leaders who are listening to the market and meeting the needs of their customers and employees. Our new People Powered Data platform unlocks the ‘why’ so companies can be responsive and take action,” said Zander Lurie, SurveyMonkey’s CEO. “The companies that are curious about what their customers, employees, and the market are saying are the ones that will evolve and thrive. SurveyMonkey gives businesses a competitive edge by powering conversations at scale with precisely the people who matter most.”

Link: BusinessWire

Visit SurveyMonkey on CabinetM.

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What marketing technology does a realtor need?
July 17, 2017 Marketing Automation

Realtors, in today’s climate it’s hard to remain ahead of the competition, so it’s necessary to get the best tools possible when you’re marketing a hot new property.

Purpose-built for realtors, marketing tools can automate the process of tracking leads, finding audiences or creating multi-channel campaigns to find the right buyers.

Whether your approach is to use many leads In a marketplace or to use high-touch campaigns, these tools can take the rote tasks off your plate so you can focus on making the sale.


Amarki can help you generate multi-channel marketing campaigns directly from the information in your MLS listing. In just a few minutes, you can convert your MLS listing into rich content for social media, generate mail-ready printed materials, and launch engaging email campaigns.
BEST FEATURES: Submit your listing once to MLS, and Amarki automatically creates online and offline marketing initiatives based on your listing criteria. Thousands of easy 3rd party integrations including Adobe, Eloqua, WordPress, MailChimp, even USPS.
PRICING: See vendor for details.


Adwerx offers simply-priced state-of-the-art ad targeting technology designed to help real estate agents find a new audience through engaging ads on thousands of websites and mobile apps, and in the Facebook mobile NewsFeed.
BEST FEATURES: Create and launch customized ad in seconds without a graphic designer, and get daily updates about your campaign performance, all from one central platform.
PRICING: See vendor for details.


The Boston Logic Platform is packed with features for managing your leads, creating and optimizing your website, and PPC advertising support that pushes your real estate ads to the top of search results pages.
BEST FEATURES: Boston Logic integrates with the latest IDX tech so your website visitors can search by city, state, neighborhood, and MLS, including key information such as school districts.
PRICING: See vendor for details.


Skyler360 is a smart AI-driven tool that can be configured to handle a range of common inquiries, saving time while nurturing each lead. Skyler360 can automatically respond to potential clients with the right requested information over the phone, mobile or email.
BEST FEATURES: Automates sending a requested property package, scheduling an appointment, and.answering emails.
PRICING: See vendor for details.


Placester Online Marketing Platform is a modular, scalable automation tool that helps agents, brokers, and professional associations create, build and manage their business online.
BEST FEATURES:  Use modular web templates, lead management, powerful email campaigns, and a built-in online ad module.
PRICING: See vendor for details.


Premier Agent connects you with the massive built-in, high-intent audience already looking on Zillow and Trulia. Sign up is free to get started targeting shoppers in your target zip codes.
BEST FEATURES: IDX and MLS integration enriches your online presence, and free mobile apps provide seamless exposure for your agent profile.
PRICING: See vendor for details.


TORCHx is a powerful but easy-to-use platform that automates a range of marketing tasks. With TORCHx you get access to responsive web and mobile tools, feature-packed CRM, drip campaigns, and lead management that helps convert your web traffic into qualified leads.
BEST FEATURES: Includes powerful Pay-Per-Click Ads & Management Listing tools for driving more traffic to your website.
PRICING: See vendor for details.


The SmartTouch Platform focuses on generating, tracking and nurturing leads through the unique real estate sales cycle. SmartTouch helps automate high-touch, targeted campaigns that track and score interest through web clicks, forms and site visits.
BEST FEATURES: Real-time data enables targeted, timely marketing campaigns that serve to organize, direct, and automate sales actions.
PRICING: See vendor for details.

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ERP solution Kelloo named Rising Star of 2017
July 14, 2017 ERP

Kelloo was named Rising Star of 2017 and Best User Experience 2017 in their recent awards by FinancesOnline. Kelloo is a resource planning solution that helps resource based organizations such as marketing, IT and consulting make the most of their resources. It does this by enabling organizations to better plan, organize and forecast their resource needs, skills mix and project delivery dates.

Visit Kelloo on CabinetM.

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Charlie App for sales teams integrates with Salesforce
July 13, 2017 Sales Enablement

Charlie App, the program compiling data on your contacts via your work calendar, now has an enterprise edition for sales teams. Charlie works via salesforce, surfacing the latest from news sites and social media on the prospects your sales team is to make contact with, giving your team breaking news on the customer’s company and any articles they’ve been featured in or written. Its algorithms also find out what you need to know about a company by sifting through company databases, social bios, and the company’s website.

Link: Charlie App

Visit Charlie Enterprise on CabinetM.

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When does customer voting mean lost sales?
July 13, 2017 Customer

Having customers vote by telling you they’ll order your product is a great thing. But how can voting become a problem? That’s been the focus of research by Victor Araman of the American University of Beirut and Chicago Booth’s René Caldentey, as noted in Chicago Booth Review: 

Araman and Caldentey developed a model to help businesses choose when to end a crowdvoting campaign. For many companies, this means closing the polls either by a certain date or at a set number of votes. But the model—which takes into account that some crowdvoting systems get into crowdfunding territory, allowing voters to essentially vote by preordering products—suggests that a rolling target based on a variety of factors can help some businesses pinpoint the optimal time to launch, or abandon, a product.

What are the best factors for your community? Do you have a pre-ordering system in place? Can you expand for demand? Do you have bosses that will let you abandon the product if the customers don’t want it?

Find Crowdvoting tools on CabinetM that will let you meet your marketing goals by fitting into your marketing strategies.


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Netscribes launches Onsense marketing intelligence platform
July 12, 2017 Analytics

Netscribes has announced the launch of its Onsense market intelligence platform. The new platform helps firms keep track of what their customers are saying, what their competitors and suppliers are up to, be aware of industry changes as and when they happen, and identify business opportunities.

From the release: “Onsense is a no-noise, high-precision market intelligence platform,” said Sourav Mukherjee, Founder and CEO at Netscribes. “Unlike other automated tools in the market, Onsense provides contextually-relevant information, tracks information in local languages, and provides meaningful insights with the help of our in-house team of analysts. It can also integrate insights from primary research surveys, social media listening, and desk research into the same platform.”

Link: PR Newswire 

Visit Onsense at CabinetM.

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Wyng adds agency offering, campaign index tools to product list
July 12, 2017 Agency

Wyng, the digital campaign platform that evolved from Offerpop, has added two products to support its customers within agencies. Wyng for Agencies adds collaborative sandboxes and as-you-use-it pricing to the current Wyng platform. The Digital Campaign Index (Wyng DCI) uses its own data to score campaigns, giving agencies benchmarks for success.

From the release: “The new Wyng for Agencies, coupled with the Digital Campaign Index, further equips our agency partners by establishing an industry standard for success, and democratizing campaign development and data infrastructure,” said Wendell Lansford, Co-Founder, Wyng. “Agency teams now have a purpose-built product suite, giving them more time to focus on compelling creative initiatives that drive results and growth.”

Link: Business Wire

Visit Wyng at CabinetM.

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Facebook rolls out Messenger ad option worldwide
July 11, 2017 Social Media Marketing

After a limited beta trial, Facebook is adding advertising within its Messenger app, globally. Users will see Messenger ads in the home tab of their Messenger mobile app. When they tap on an ad, they will be sent to the destination chosen during ads creation. This can be your website or a Messenger conversation. Messenger ads will be available in Ads Manager and Power Editor. If you’re using automatic placements, Messenger is included for all supported campaign objectives. Like Audience Network, Messenger ads are an additional placement option when businesses run ads on Facebook.

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Qubit launches AI mCommerce solution in beta
July 11, 2017 Ecommerce, Predictive Marketing, Search Marketing

Qubit is launching a new AI-powered solution for mobile commerce that will change how consumers discover the product catalog from retailers on mobile devices. Currently in beta, Aura is designed to create an app-like experience that revolutionizes how visitors discover and browse on mobile websites. Building upon Qubit’s award-winning personalization platform, Aura has 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.

From the release: “People are spending more time than ever before discovering products on social networks, but they’re mostly browsing, and not buying,” said Qubit CEO Graham Cooke. “Conversely, people go to a mobile store to find a specific product, but they only discover a fraction of the catalog due to the limitations of the screen, site navigation, and search. Using Qubit’s AI and personalization platform we’re going to transform the way product discovery is happening on mobile stores.”

Link: Business Wire

Visit Qubit Aura on CabinetM.

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OpenText makes AI platform Magellan generally available
July 11, 2017 Artificial Intelligence

OpenText has made OpenText Magellan, the flexible AI-enabled analytics platform, available beyond beta users. OpenText Magellan combines open source machine learning with advanced analysis and the capabilities to acquire, merge, manage and analyze Big Data and Big Content. Magellan’s cognitive computing platform offers users machine-assisted decision making, automation, and business optimization, in an easy to use and affordable package.

From the release: “Enterprises have created vast data lakes of information over the last decade, and OpenText Magellan helps to organize that information and unlock its value,” said Mark J. Barrenechea, OpenText CEO and CTO. “As automation advances at incredible rates, and enterprise data grows larger, OpenText Magellan brings the power of analytics, algorithms and statistical models to organizations around the world for advanced decision making and better business insight. With OpenText Magellan, we are moving towards a more open, scalable and affordable future for AI. OpenText is committed to ensuring AI is designed into its offerings from day one.”

Link: PRnewswire

Find OpenText Magellan on CabinetM.

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Attribution Find out what channel is paying off for you
July 10, 2017 Advertising

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
— John Wanamaker, Marketing Pioneer

Marketing departments are beholden to the bottom line – you are a big part of keeping the enterprise afloat. But when you’re spending on television and paying for a social media team, you have a a content team to feed inbound marketing and you’re employing other marketing tools, how do you justify the spend?

How do you find out what is really paying off for you, so you can invest your marketing dollars in what works?

The answer is attribution.

With all the data coming in via email, social media, customer surveys and even the U.S. mail, marketers need a way to automate the process of attributing leads and sales to marketing spend.

There are several ways to do that. One is by crediting the last channel that pushed the lead to a sale – sure there were wall-to-wall television ads about a product, but if the customer made a purchase after coming through a social media link, social media gets the credit. This “last touch” attribution is in the category of Single-Touch Attribution.

In a mobile environment, Moble Attribution tools measure events such as app install, in-app purchase or number of repeat app launches or deletes.

A completely new way of looking at attribution is Unified Marketing. Unified Marketing Attribution tools credit sales conversions to the marketing channel through which the customer came prior to a purchase by marrying Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) tools.

However, most marketers are looking to start with Multi-Touch Attribution.

Multi-Touch Attribution tools credit sales conversions to the marketing channel through which the customer came prior to a purchase. Each channel (social, television, word-of-mouth) is scored, with the intention of weighting campaigns and matching spend for each channel effecting a sale. This is sometimes called cross-channel attribution because television may have driven the lead to social media, and that activity is tracked across channels.

This means a group of leads can be scored as 50 percent social media, 10 percent television and 40 percent direct mail. Or any combination of any channel.

How are you going to attribute your marketing spend? Here are some Multi-Touch Attribution tools to examine.


Bizible is an integrated marketing attribution platform that helps marketing professionals to form a unified understanding of customer lifetime value and marketing ROI. Bizible aims to link specific marketing data to revenue by connecting CRM, PR efforts, customer support, and ad networks in one space.
BEST FEATURES: With API connections to ad networks, quickly identify the channels and keywords converting to revenue. All data is securely stored in Microsoft data centers.
PRICING: See vendor for details.


Attribution is a custom multi-touch attribution modeling dashboard that lets you see a snapshot of your campaigns, cost and ROI in one place. Automatically track advertising spend via campaign spending from Facebook and Adwords to compare performance and see rich customer histories. Attribution pulls your cost data from ad platforms, correlates that cost to specific users, then tracks revenue from those users over time. Accurately spread credit across ad platforms, social channels and content marketing. Apply any type of spending to any channel, even track the ROI of your consultants.
BEST FEATURES: Attribution pulls your cost data from ad platforms, correlates that cost to specific users, then tracks revenue from those users over time.
PRICING: See vendor for details.


BrightFunnel is a B2B marketing attribution and forecasting platform that generates predictive, actionable revenue insights for B2B marketers. Through multi-touch attribution and intelligent forecasting, BrightFunnel shows B2B marketers how to understand the future revenue impact of every decision, and align marketing plans with business priorities.
BEST FEATURES: Know how long different channels and campaigns take to move leads through the funnel, so you can forecast outcomes.
PRICING: See vendor for details.


Ensemble Attribution Platform from Encore provides advanced media measurement, attribution and reporting. The attribution engine at the core of Ensemble integrates multiple machine learning algorithms to analyze user-level conversion paths so you can clearly see what works by channel, placement and keyword.
BEST FEATURES: Aggregates and cleanses campaign data, using proven models to eliminate outliers, cookie-bombers and low-quality impressions and clicks to normalize the data for analysis.
PRICING: See vendor for details.


Full Circle Campaign Attribution, offers visibility into each campaign. Full Circle Insights built a product to transform how you track and measure campaign performance in Salesforce with out-of-the-box and customizable attribution models. Its comprehensive reports provide visibility for marketers to see exactly which campaigns contributed to a deal. Segment your campaigns by type and customer size, break-down your pipeline by lead source, or view campaign trends over time.
BEST FEATURES: Leverage up to three powerful attribution models (single-touch and multi-touch) that work out-of-the-box to provide immediate insights for marketing mix optimization.
PRICING: Campaign attribution starts at $333 monthly.

IQ Envoy is a cross-channel marketing attribution management solution that takes raw data through a process to credit each channel and campaign.
BEST FEATURES: Lets advertisers discover the most effective influencers and converters.
PRICING: See vendor for details.

Location Conversion Index by NinthDecimal provides an omni-channel offline attribution platform. The solution measures consumers’ physical world behavior at the point of sale, such as number of store visits directly attributed to a campaign. By connecting physical and digital world behaviors, marketers get  an accurate measurement of their campaign ROI.
BEST FEATURES: identifies organic visits vs. campaign-driven visits, and measures lift in visits to understand offline conversion.
PRICING: See vendor for details.

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What makes a great MarTech vendor?
July 7, 2017 CabinetM Stacks

There are thousands of marketing technology products out there, and hundreds of agencies ready to help you implement them.

What makes a marketing technology worth the expense? We like Dawn Colossi’s take in MarTech Today:

“Leaders of marketing teams find themselves ill-equipped to take advantage of most MarTec because of budget, skillset and time,” states Dawn Colossi, senior director of digital marketing at Commvault. “The vendors that get my time, mindshare and budget have helped me and my team get better, push further, and think modern marketing. These vendors are part of the team, even part of the family. They don’t just sell me stuff.”

Put those team members in a marketing technology stack at CabinetM. You’ll find 7,000+ products to chose from at CabinetM.

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POSSIBLE joins global digital agency Wunderman
July 6, 2017 Advertising, Agency

POSSIBLE, a creative agency serving global brands like Microsoft, Coca-Cola, and the Bill & Melinda Gates foundation, will be folded under the WPP umbrella at digital mega-agency Wunderman. The acquisition puts the Wunderman staff at 9,200 worldwide.

From the release: “In today’s climate, global clients are looking for much greater simplicity and scale to solve more complex problems. This partnership will transform Wunderman and POSSIBLE’s offerings to provide clients with our significant experience in marketing automation platforms, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data, and health,” said POSSIBLE CEO Shane Atchison. “Additionally, Microsoft works extensively with both POSSIBLE and Wunderman in Seattle and this partnership will help Microsoft as they continue to serve the global community.”


Visit POSSIBLE on CabinetM.

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Bazaarvoice launches Brand Edge for consumer-generated content
July 5, 2017 Content Marketing

Bazaarvoice, provider of marketing tools utilizing user-generated content, has launched a new tool for retailers. Brand Edge enables brand marketers to collect consumer-generated content and distribute it to retail eCommerce sites in the Bazaarvoice Network. The solution puts influential ratings and reviews in front of shoppers in the retail channel and helps brands boost consideration and sales, successfully launch new products and hear customer feedback.

From the release: “From small businesses to global enterprises, many brands generate the bulk of their sales through their retail channels, versus their own site,” said Gene Austin, CEO of Bazaarvoice. “Brand Edge gives them much-needed tools to generate trusted content and get it in front of consumers wherever they shop. Additionally, retailers in our network are eager to receive additional content from brands to cover more products and influence purchase decisions.”

Link: Bazaarvoice

Visit Brand Edge on CabinetM.

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Red Ventures acquires FinTech content publisher/distributer Bankrate
July 4, 2017 MarTech Product News

Red Ventures, the digital consumer choice platform, has announced it is acquiring Bankrate, online publisher, aggregator, and distributor of personal finance content. Bankrate’s comprehensive platform and millions of users across multiple brands will deepen Red Ventures’ footprint in the financial services industry and enhance relationships between financial services providers and consumers looking for trusted, authoritative information when making decisions about their personal finances and senior care.

From the release: “We’re excited to join forces with the Bankrate team, which has built an impressive and powerful platform of consumer-facing financial services content and brands,” said Ric Elias, CEO of Red Ventures. “Our capabilities are highly complementary. We see significant potential to leverage our technology, strategic partnerships and digital expertise and build on Bankrate’s leading platforms to help more consumers find the financial services and products that meet their needs.”

Link: Red Ventures

Visit Red Ventures on CabinetM.

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