CMO's top 8 martech stories for the week - 11 April 2019

All the latest martech and adtech news this week from Lotame, InSites, Twilio, Lunar, Zoho, Squelch, Integrate and DoubleVerify.

Lotame unveils unstacked approach to data solutions

Lotame has begun developing customised data solutions for its client based in addition to its core data management and data exchange products.

The bespoke, unstacked solutions are leveraging Data Management Platform (DMP) technology, data solutions, and data marketplaces that are now widely available.

Lotame has also announced wide release of Data Stream, what it's calling its 'Data firehose-as-a-service' (DFaaS) product. With Data Stream, clients gain access to an always-on firehouse of their own first-party data, along with consumer attribute and behavioral enrichment data from Lotame’s global data marketplaces; or alternatively, Lotame’s Device Graph and ID mapping data, which connects customer data across devices and platforms, driving engagement anywhere and on any screen. Data Stream is designed to give enterprise companies and data science teams the data they need to fuel their marketing technology infrastructure, all in a scalable and privacy-compliant manner.

Coinciding with the product launch, Lotame has appointed industry veteran, Adam Solomon, as CMO to lead strategic marketing and product development for the vendor globally and supporting worldwide demand for the new unstacked approach to data solutions.

Zoho launches new marketing platform

Zoho has taken the wrappers off its new marketing platform, which aims to execute marketing campaigns across multiple channels while coordinating their orchestration centrally, against outcomes, plans, and budgets.

Designed to help businesses of all sizes coordinate marketing tightly with sales, the platform is integrated with Zoho CRM and a number of other third-party applications. The underlying tech engine is Zoho MarketingHub, a new application that addresses the need for marketing coordination across the proliferating marketing channels of the digital world.

It also allows marketers to create personalised journeys for prospects based on their different intermediate responses to the campaigns that engage them. By designing and automating these customer journeys, personalised marketing can be executed on a large scale. Journeys map the user experiences across multiple channels that include web, social, email, mobile, and event marketing.

Zoho MarketingHub integrates with a number of Zoho apps, including Zoho CRM, Zoho Campaigns, Zoho Sites, Zoho Survey, Zoho Backstage, and Zoho Social. Furthermore, it also integrates with other customer applications, notably Facebook, Twitter, and LinkedIn.

InSites Consulting onboards creative crowdsourcing company, eÿeka

Australian research innovator, InSites Consulting, has acquired Paris-based creative crowdsourcing leader, eÿeka.

The creative crowdsourcing player manages a network of +400,000 creatives across 164 countries. Its global customers include Procter & Gamble, Unilever, Coca-Cola and Nestlé, who use eÿeka’s services to support brand communication and customer interaction .

With the acquisition of eÿeka, InSites Consulting said it can deliver against the increasing need of both global clients and local Australian brands to drive more impact from the consumer insights they generate. In addition to generating insights from consumers and activating those among business stakeholders, the agency will now also be able to support its clients in generating fresh ideas and concepts that spur business growth.

"Research has shown that a mere 1 per cent of the population is truly creative. With eÿeka in our midst, we now have direct access to that unique source of creativity, offering our clients the opportunity to extend research by bringing the generated insights to life in tangible concepts,” Insites managing partner and head of insight activation, Tom De Ruyck, said.

Financial terms have not been disclosed.

Twilio launches Twilio for Salesforce 

Twilio has launched Twilio for Salesforce, available on Salesforce AppExchange, allowing businesses to add SMS capabilities to their existing workflows in the CRM's giant cloud platform.

Twilio for Salesforce offers out-of-the-box SMS messaging globally, with instantly familiar and flexible tools designed for both Lightning Experience and Salesforce Classic. Organisations can use the Salesforce data they already track to create relevant, contextualised engagements with their audience and report on results - all within the Salesforce Platform.

Lunar joins Twilio Build

Meanwhile, Lunar, a Salesforce consulting and SaaS technology company, has joined Twilio Build, a partner program designed from the ground up with an API-first, developer-first approach.

As part of Twilio Build, Lunar built Uplink, using Twilio’s programmable SMS and programmable voice. Uplink is a communication tool that allows sales teams to reach customers directly from their phone’s text messaging app and visualise conversations in Salesforce without downloading a third-party app.

Twilio Build’s ecosystem of partners offers customers both packaged applications and consulting expertise that make it possible for any customer to innovate with Twilio regardless of region, industry, business model or development resources.

Squelch secures US$12 million in funding

Squelch, a provider of a customer experience optimisation solutions, has secured an additional US$12 million in funding from current backers, Shasta Ventures and Correlation Ventures, alongside new investor, Tenaya Capital.

The additional capital will help accelerate the growth of Squelch’s sales and marketing programs, bringing the company’s platform to a broader number of customer experience professionals.The company has been around for less than a year and counts Khoros (the combined company of Spredfast and Lithium), Arxan Technologies, Thycotic and Instana as clients.

Squelch’s flagship SaaS platform is designed to take customer satisfaction, retention and loyalty to the next level for Inc. 5000 businesses, the fastest-growing companies in America. It does this by instantly serving up current, relevant intelligence to customer-facing agents at the precise moment of customer interaction.

Integrate acquires event lead management company, Akkroo

Integrate has purchased London-based B2B event lead capture company, Akkroo, adding a new, innovative way to capture and process leads in real time at in-person events.

The US$34 million acquisition is Integrate’s second in three months, underlining its aggressive strategy to unify all top-of-funnel marketing channels into a single platform. In January 2019, the company announced its acquisition of New York-based ListenLoop to grow its set of tools and solutions for account-based marketing (ABM) advertising. Integrate customers can now combine their face-to-face events, demand generation, social, and ABM activities into a single platform, helping to solve the inefficiencies created by marketing fragmentation.

With Akkroo, Integrate said its customers will now be able to send event leads to sales teams as they happen, rather than waiting for event organisers to share lists post-event or manually processing paper forms and business cards.

This real-time handover to sales aims to help personalise the lead follow-up and accelerate pipeline-to-revenue from in-person trade shows, conferences and events, which represent the largest area of B2B marketing investment.

DoubleVerify expands mobile app brand safety protection

DoubleVerify (DV), an independent provider of marketing measurement software and analytics, has launched its expanded mobile app brand safety solution. 

DV’s expanded mobile app brand safety solution provides protection to advertisers with more than 75 content avoidance categories that address both brand safety concerns and brand relevance. DV's solution also provides language capabilities and customisation options to address brand-specific requirements. Users can now target, monitor and block apps based on app store category – in addition to other app-specific criteria, such as target age rating and star review. 

For qualifying content-rich mobile apps, DV has implemented enhanced classification techniques that apply brand safety criteria at the content level, in addition to the overarching app level. This granular classification provides deeper advertiser protection and also opens potential scale, by allowing ads to run within apps with diverse or dynamic content.

In addition, clients can leverage keyword blocking within enhanced classification apps, to quickly pivot away from breaking news.

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