CMO's top 10 martech stories for the week - 5 May

This week's roundup of top martech and ad tech stories from Adobe, Peazie, Avention, Appboy, Everstring, Lattice Engines, ShareRoot, eLoyalty, Verizon, Marchex and CoTe.


Adobe acquires Livefyre

Adobe has acquired content management technology provider, Livefyre, adding yet another string to its Marketing Cloud bow.

The digital marketing vendor has entered a definitive agreement to acquire the privately-held US-based business, which provides technology that allows brands and publisher to collect and stream user-generated content in real-time to their websites, as well as directly to ads, emails, TV, digital billboards and apps. Financial details have not been disclosed but the deal is subject to several closing conditions and is expected to close in coming months.

You can read CMO’s full report on the deal here.

Peazie claims to give Aussies first online-to-offline metrics

After six months in development and marketing testing, a new technology has launched in the Australian market offering marketers the ability to track campaigns and promotions from digital channels through to physical store redemption.

Peazie, which soft launched in January, provides digital coupons that are both browser and email based and independent of point-of-sale platforms. Users download and redeem the coupon using their smartphone, and brands can also send reminders to those who haven’t yet redeemed a coupon.

The technology is the brainchild of Peazie, an Australian promotional agency and tech startup. It’s already being trialled locally by L’Oreal, Pancake Parlour and Melbourne International Comedy Festival.

“Our platform is very versatile and provides foundations for us to solve lots of interesting marketing conversion challenges. Of these, online to offline tracking was one that we have been passionate about solving for some time,” said Peazie CEO, Thomas Mahon.

“We all know that marketing ROI and agency spend is being scrutinised more than ever, and when consumers go ‘offline’ marketers are in the dark. Digital coupons give marketers the ability to track in store sales all the way back to a specific social media post, piece of content, individual adword, social influencer, or really any online campaign channel – all in real time.”

Avention aims to address account-based marketing challenge

US-based business insights software vendor, Avention, is joining the growing list of vendors targeting account-based marketing with its new OneSource ABM solution aimed at B2B marketing and sales teams.

The platform is designed to allow both teams to monitor target accounts and markets to ensure planned ABM tactics, messages, offers and contacts stay relevant. The emphasis is on understanding potential customer segments, identifying target accounts within those segments, gaining a deep understanding of those accounts to build a robust profile, and crafting relevant messaging and campaigns around those profiles and generating the right contact lists.

Key features include consolidation and visualisation of in-house customer data for sophisticated segmentation; deep account and contact insights, including predictive indicators; and CRM and MAP ecosystem connectivity.

“Almost two-thirds of the marketers responding to our survey report not having access to a single source of truth for customer data. This obviously impedes starting an ABM program and running it to successful conclusion, as such programs demand access to accurate and continually updated market and account data,” said Avention CEO, Steve Pogorzelski. “ABM offers enterprises the opportunity to quickly fuel their customer acquisition, growth and retention strategies.”

Appboy secures US$20m

Mobile marketing automation player, Appboy, has secured US$20 million in its latest Series C funding round, led by battery Ventures.

The latest cash injection brings the company’s total funding to $45.5m to date since its launch in 2011. Appboy said the money will be used to focus on momentum and growth, plans that include further expansion into Europe.

Appboy provides a campaign management, CRM and reporting platform for the mobile space and is aimed at smaller-scale organisations. Global customers include 1800 Flowers, Delivery Hero, Tinder, Urban Outfitters and iHeartMedia.

Everstring and Marketo strengthen ties

Marketo has extended its partnership with predictive marketing technology vendor, EverString, promising more integration between the platforms.

Under the arrangement, the segmentation capability of EverString Audience Platform is now integrated directly with Marketo Ad Bridge to help marketers expand their audiences and find new customers. The integration will be available via Marketo LaunchPoint.

"With our recent release of EverString Audience Platform, EverString has once again led innovation within the predictive marketing category. We are excited that Marketo recognised the value of our unique approach and has partnered with us to make this capability easily available for their customers and prospects," said EverString’s president and co-founder, J.J. Kardwell.

“Our B2B customers are gaining significant value from the ability to identify the group of prospects that best aligns with each of their products, territories and campaigns, and then use applied data science to expand this into a larger predictive segment including net new prospects which were not in their pipeline but which should be.”

According to the two companies, EverString, when used in conjunction with Marketo’s Engagement Marketing Platform, creates a predictive front end that allows marketers to use data to identify target account segments and ingest net new accounts and contacts.

Lattice Engines pops up on Salesforce AppExchange

Predictive analytics vendor, Lattice Engines, has launched its Buyer Insights app on the Salesforce AppExchange. The offering helps marketers better enable sales teams from predictive campaigns within the Salesforce Marketing Cloud environment.

Key features include predictive recommendations, lead and contact pages, aimed at helping sales representatives discover and prioritise high propensity selling opportunities in existing workflows. There’s also insight generation based on accounts and contacts for each recommendation, a mobile-friendly insights dashboard, and embedded reporting.

“Companies are looking to transform the way they connect with customers, partners and employees to thrive in the age of the customer,” said Todd Surdey, SVP, ISV sales, Salesforce. “By leveraging the power of the Salesforce App Cloud, Lattice provides customers with an exciting new way to improve sales productivity and increase bottom-line revenue.”

ShareRoot debuts on Hootsuite App Directory

ASX-listed, user-generated content marketing platform, ShareRoot, has launched on Hootsuite’s App Directory marketplace after successfully integrating its offering with the social media management vendor’s technology.

The deal provides ShareRoot with reach to Hootsuite’s 10 million-strong customer base as well as brings new management and scheduling tools into its offering. The company said Hootsuite’s functionality also makes its platform more user-friendly and accessible, combining social media management tools in one interface. Posts found through Hootsuite can also be bookmarked and later requested through ShareRoot’s platform.

ShareRoot founder and CEO, Noah Abelson, expected integration will help drive a substantial uptake in customer adoption. Two-year-old ShareRoot is based in Silicon Valley but Abelson said the integration will also help kickstart its penetration of the Australian market.

The company’s technology is designed to help brands capture and leverage existing social media content. Global customers include McDonalds, UCLA and StubHub.

“ShareRoot has an innovative offering, making it easy for customers to find and secure user-generated content from across social media,” added Hootsuite VP of corporate and business development, Kevin Zellmer.

ELoyalty and Verizon partner up

eLoyalty, part of TeleTech Technology, has struck a global agreement with Verizon to integrated its Contact Center as a Service (CCaaS) platform into Verizon's new Unified Customer Experience solution. The deal is aimed at providing enterprises with a single, cloud-based contact centre offering.

Available in June in the US and supporting users in 48 countries, the Verizon Unified Customer Experience solution was developed in partnership with eLoyalty and built on top of Cisco's Hosted Collaboration Solution for Contact Center. The offering provides businesses with multiple options for connecting with their customers through Web chat, social media, email or mobile.

"Teaming with an industry leader like Verizon is part of our strategic vision to align with best-in-class providers," said senior vice-president at TeleTech Technology, Steve Pollema. "By working together to combine the Verizon and eLoyalty platforms, Verizon will be able to deliver a fully integrated Cisco UCaaS and CCaaS experience to its clients and, in the process, help them to reduce in-house friction and enhance interactions with their customers.”

Marchex revitalises mobile advertising analytics offering

Marchex, a mobile advertising analytics company, has announced a series of enhancements to its Call DNA automated enterprise solution.

The latest capabilities are aimed at accurately and securely identifying conversations that end in a sale, reference a specific product or reveal missed sales opportunities in order for marketers to return ad campaigns towards better performing media channels and improve conversion.

The technology provides a visual map of a phone call, highlighting key portions of conversations. New additions include transcription and keyword spotting, improvements to its voice stream pattern recognition and machine learning algorithms, and built-in security capabilities.

“Our audio team is able to train Call DNA on literally hundreds of millions of conversations between businesses and consumers,” said Marchex’s director of product engineering, Jason Flaks. “Our ability to automatically identify new insights for businesses will improve as our dataset grows, and we are continually releasing enhancements to the product.”

CoTe launches cloud-based customer communications solution

Australian digital customer engagement advisory firm, CoTe, has launched its virsaic cloud software platform offering, aimed at helping organisations better manage digital customer communications.

The company claims its enhanced platform provides a secure, scalable and agile platform for digital information management. In particular, it noted the cloud-based solution meets regulatory requirements applied by APRA and ASIC – a must for financial services clients. Key functional includes digital customer engagement, analytics, workflow management, archiving and omni-channel distribution.

“What sets us apart is that we offer this exclusive level of security and scalability and have now extended this to serve other customers and industries. And because we are agile organisation we’re able to innovate and provide features to all our clients with speed, saving valuable time and money,” said CEO, Cameron Smith.

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