CMO's top 8 martech stories for the week - 21 March 2019

All the latest martech and adtech news this week from Talkwalker, Oracle, Percolate, Demandbase, Adthena, Marketing Evolution, Domo, Apple and more.

New Oracle Marketing Cloud features and Slack integrations

Oracle has unveiled new data-driven features for Oracle Marketing Cloud. The innovations leverage behavioural insights from across channels for personalised customer experience (CX).

The updates are to Oracle Eloqua, Oracle Responsys, Oracle Infinity, and Oracle Maxymiser. The Oracle Eloqua updates, for example, aims to enable B2B marketers to: Unify data and experiences across channels, improve performance of account-based marketing (ABM), and adopt marketing best practices.

Oracle Responsys updates aims to enable B2C marketers to: Enhance segmentation and targeting, connect experience across channels, and extend marketing capabilities.

Oracle Infinity and Oracle Maxymiser updates aims to enable marketers to: Target in real-time, optimise site experience, and deliver more personalised recommendations.

Oracle also expanded its Slack partnership with CX integrations.

The new integrations between Slack and Oracle Customer Experience Cloud leverage Slack’s platform features to build and support integrations in sales and service applications.

The Slack integration with Oracle CX Cloud aims to help sales leaders to close deals faster by streamlining collaboration with broader teams, and enable deals to be viewed and closed in the context of a Slack channel or conversation.

Talkwalker launches AI-powered video analytics

Companies can monitor their brand mentions, in text, image and now in motion with video recognition by Talkwalker.

Talkwalker, a social listening and analytics platform, is offering brands and agencies artificial intelligence-powered video analytics. This, combined with Talkwalker’s social media analytics and image recognition, can discover up to three times the number of brand mentions, providing clients with a 360-degree view of their brands in motion, and a complete text, image, and video analytics solution, the vendor claims.

Talkwalker now analyses up to 2000 images and videos per second, to ensure brands have the data they need to track social mentions and conversations.

Domo introduces the Domo marketing suite

Domo, a cloud-based operating system for business, has released a suite of new apps built on the Domo platform to improve marketing efficiency and impact.

The new Domo Marketing Suite includes two newly released apps, Digital 360 and Campaigns, to deliver new levels of insight to CMO and marketing leaders to improve performance.

Domo Digital 360 offers a fully integrated solution in one application and provides the ability to view digital marketing efforts singularly or collectively, as well as providing instant access to relevant information vital to decision making in real time. Domo Digital 360 has three main components: Prebuilt KPIs, control centre, and calendaring.

With Domo Campaigns, marketers can: Customize customer communications based on performance changes, build out email campaigns in Domo, send emails on a set schedule, and include dynamic Domo content, such as cards and summary numbers.

Percolate secures US$32 million in financing

Percolate, an enterprise content marketing platform, has secured US$32 million in financing from existing investors including GGV Capital, Sequoia and Lightspeed, as well as new investor, Capital IP Investment Partners.

The funds will be used to accelerate Percolate's leadership position in the content marketing category and invest in the next wave of marketing technology innovation.

The company claims it has experienced rapid growth since Randy Wootton took over as CEO last year, growing annualised revenue by 53 per cent year-on-year.

"At a time when our customers are facing an explosion of channels, markets, and devices - often with limited budgets - we provide the tools that help them get the most out of their content and expand the capabilities of their teams," said Wootton. "We are delighted to add CapIP to our list of talented and supportive investors. This financing demonstrates the exciting traction we are gaining and the opportunity that lies ahead."

Demandbase launches Cross-Campaign Analytics

Demandbase, an account-based marketing (ABM) provider, has launched Cross-Campaign Analytics.

Cross-Campaign Analytics aims to provide B2B advertisers and marketers with a single view of account reach and performance across vendors, channels, and campaigns so they can measure the impact of investment.

Cross-Campaign Analytics allows marketers to put an ABM lens across all of their campaigns and compare side-by-side any program. This includes advertising campaigns run with Demandbase, campaigns run with direct publisher buys, campaigns executed through more traditional demand-side platforms (DSPs) - as well as beyond advertising, for paid search and email initiatives.

According to the vendor, Cross-Campaign Analytics provides a single view into campaign performance, with cross-channel visibility for the three most critical criteria for any marketer: Precision, Scale, Engagement.

Adthena raises US$14 million

Adthena, a company in AI-powered search marketing intelligence, has raised US$14 million in a Series A round of funding from Updata Partners.

The investment will accelerate Adthena’s growth across the US and internationally, while strengthening the product development of its paid search AI platform, which is built around its patented ‘Whole Market View’. In addition, it will allow the company to scale its AI capabilities and support the launch of new channels.

As part of the transaction, general partner at Updata, Jon Seeber, will join Adthena’s board of directors.

Marketing Evolution secures US$26.1 million

Another vendor getting a cash injection this week is Marketing Evolution, a provider of marketing measurement and optimisation solutions.

The company has secured US$26.1 million in growth financing in a funding round led by Energy Impact Partners (EIP), with continued participation from existing investors, Insight Venture Partners and Zetta Venture Partners. This round brings the total invested in Marketing Evolution to date to $50.7 million.

In addition, partner at EIP, Lindsay Luger, will join Marketing Evolution’s board of directors.

This funding supports continued innovation, specifically around its Marketing Measurement and Attribution Platform. Additionally, the funding will be used to scale Marketing Evolution’s international growth and to continue to focus on customer success. Working with EIP, Marketing Evolution will also extend its solutions to marketers within the utilities and energy industry.

Apple acquires PullString

Apple has reportedly acquired PullString for about US$30 million, plus $10 million in potential earnouts by PullString executives.

PullString is an AI startup that aims to assist marketers to create their own text-based chatbots, and create voice-based skills for Amazon’s Alexa. PullString’s Converse creates voice apps for Alexa for non-technical users. It features conversational blocks, and can pull data from customer relationship management centres.

It is thought the acquisition will provide technology so marketers and others can customise Siri or its equivalent.

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