CMO's top 8 martech stories for the week - 14 June 2018

All the latest martech and adtech news this week from Sitecore, Salesforce, Uberflip, Zendesk, LinkedIn, Twitter, Facebook and more

Sitecore announces core integration with Salesforce Marketing Cloud

Customer engagement platform vendor, Sitecore, has delivered phase one of the Sitecore Connect software for Salesforce Marketing Cloud customers.

This first release provides an integration for Sitecore Experience Manager and Sitecore Experience Platform with Salesforce Marketing Cloud. 

Sitecore said its relationship with Salesforce is designed to bring together Sitecore’s content management and experience platform capabilities to Salesforce Marketing Cloud. By teaming up, Sitecore and Salesforce aim to help customers streamline digital marketing, giving them faster time-to-market as teams access content and images to power smarter, more relevant campaigns. 

Salesforce debuts Google and Marketing Cloud integrations

The news comes as Salesforce announced an array of new integrations across its Marketing, Commerce and Service Clouds as well as new capabilities within Google Analytics at its Salesforce Connections conference this week.

Among the biggest announcements are new integrations between the software vendor’s Marketing Cloud offering and Google Analytics 360. These include the ability to pool Marketing Cloud and Google-based insights into one dashboard, as well as push campaign data into Analytics 360, allowing users to tap into these insights in order to tailor Web content appropriately by seeing how granular content is performing.

In Q3, the vendors also plan to allow marketers to directly create audiences in Analytics 360, such as abandoned buyers or loyalty members, then activate those via the Marketing Cloud for further tactical activity, such as re-engagement.

Read our in-depth report on the integrations here.

Zendesk launches workflow and collaboration tools

Zendesk has taken the wrappers off new collaboration and workflow tools designed to help large companies respond to customer needs.

The new tools introduced include Side Conversations, designed to enable customer service agents to collaborate with anyone, internal or external, to resolve customer issues. Additionally, Zendesk launched Skills-based Routing and Contextual Workspaces, which automatically direct each request to the right agent and then update that agent’s view to give the most relevant information based on the nature of the request.

Uberflip launches new capabilities

Uberflip has launched a new suite of functionality to power account-based marketing (ABM). 

This expansion in the Uberflip platform combines features into a centralised portal aimed at making content easily accessible for the whole company, and new templates for marketers to better realise the promise of ABM with little to no help needed from IT or Web developers.

Other capabilities include a central location to host and organise relevant content accessible, the ability to quickly curate content experiences that engage accounts with assets that are relevant specifically to a company with an Uberflip Marketing Stream, and new Stream Templates. The vendor said users also gain the ability to drive traffic to marketing streams by allowing sales reps to create a one-to-one content experience.

Video ads now available to all advertisers on Twitter

Twitter is opening in-stream video ads to all advertisers. Twitter’s in-stream video ads, launched last year, were originally only available to whitelisted advertisers.

Advertisers in 12 markets, including Australia, can now commence an in-stream video ad campaign via the platform’s self-serve ad tool.

LinkedIn launches carousel ads

Also on the social front, LinkedIn has announced carousel for Sponsored Content, allowing businesses to add texture to stories by featuring multiple visuals that people can horizontally swipe through while on the LinkedIn feed.

Native carousel ads are designed to help ‘humanise’ B2B marketing efforts and foster a deeper connection with audiences, the professional social media engagement site stated.

With LinkedIn carousel ads, the ambition is to tell more complete brand story featuring a swipeable series of up to 10 cards, display interactive carousel ads with visuals, adapt to marketing objectives and send traffic to multiple landing pages.

Facebook launches new ‘Leave Feedback’ tool

The third social media announcement this week is from Facebook, which debuted a 'Leave Feedback' tool in an effort to address businesses that receive a high volume of negative feedback.

Facebook said businesses that receive a high volume of negative feedback via the tool will be notified and given a chance to improve their customer experience. If a company has been warned but continues to receive negative feedback, Facebook says it will reduce the number of ads the business can run and may even ban the company from advertising.

The “Leave Feedback” button gives users three options to rate how satisfied they were with a business and select which service they are most dissatisfied with, depending on how they rated the business. Users can access the tool via their Recent Ad Activity tab.

BigCommerce for WordPress 

BigCommerce has unveiled BigCommerce for WordPress, an integration that aims to combine the flexibility of the WordPress platform with the software vendor's commerce engine, empowering merchants using WordPress to grow and customise their stores.

The company has also released a new, API-driven 'commerce-as-a-service' initiative designed to help brands deliver commerce experiences through custom and commercial content management systems, while centrally managing catalogue, customer and order data through BigCommerce. 

Through BigCommerce for WordPress, content-first brands will gain the ability to build and manage commerce experiences directly on the WordPress platform through a single plug-in. 

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