CMO's top 10 martech stories for the week - 16 May 2019

All the latest martech and adtech news this week

Salesforce announces multiple integrations

Salesforce announced Pardot Business Units, a new feature for enterprise marketing teams that aims to segment audiences for brands. Salesforce Pardot is the company's B2B marketing automation software. The platform derives from Salesforce's landmark $2.5 billion acquisition of ExactTarget in 2013, which bought Pardot in 2012.

With the new Business Units feature, Salesforce is trying to give large companies with sub-brands or multiple geographies more insight into what other parts of the organisation are doing, and how it all corresponds to the larger corporate brand and message. Instead of teams operating with their own siloed data, Pardot now lets teams tailor campaigns for specific groups while also bolstering visibility into overlapping outreach efforts or regulations.

Additionally, Salesforce said Pardot Business Units can help marketers understand select customers and leads for outreach. The feature also helps teams visualise engagement by brand or geography with Multiple Tracker Domains for more detailed engagement insights.

Terminus, a provider of an account-based marketing (ABM) platform, announced its new integration into Salesforce.

The integration enables customers to bring account, contact and campaign data into the Terminus Account Hub where it can be unified with third-party intent and signal data and analysed to identify and segment the most opportune accounts.

Terminus Account and Opportunity Insights are then delivered natively on the account record in Salesforce Lightning and, combined with insight on engagement from Salesforce Pardot, this provides marketing, sales and customer success teams with full visibility into how accounts are interacting across all touchpoints. 

Finally, an integration of Salesforce Marketing Cloud and Google Analytics 360 aims to empower marketers to better analyse campaign performance across different channels, understand how their marketing influences website activity and launch marketing campaigns within Marketing Cloud that resonate with specific audiences built in Analytics 360.

By building highly personalised email campaigns in Marketing Cloud, enriched with audience data from Analytics 360, businesses can boost email open rates and click through rates, driving incremental revenue.

Kapost unveils MessageAI

Kapost, an enterprise content operations platform, unveiled the company’s first AI-powered capability, MessageAI. MessageAI leverages machine learning algorithms to visualise content’s message cohesion so leaders can see their alignment to strategy.

For Kapost customers using MessageAI in beta, including GE Digital and SCIEX, the capability’s machine learning engine surfaces patterns across their global content operations to see if, and where, their messages are consistent or fragmented. Advanced filtering allows users to observe message consistency based on critical attributes.

SAP announces new integrations

SAP and Apple announced CORE ML, Apple’s on-device machine learning technology, will be available for the first time as part of the SAP Cloud Platform SDK for iOS. The next version of the SAP Cloud Platform SDK, available later this month, enables businesses to create custom intelligent iOS apps powered by SAP Leonardo. Machine learning models will automatically download to iPhone and iPad so apps can run offline, and then update while connected to SAP Cloud Platform.

Through the partnership with Apple, SAP has rebuilt its most popular mobile apps for SAP SuccessFactors and SAP Concur solutions, along with SAP Asset Manager, to run natively on iOS. These apps are fully integrated with iPhone and iPad, to maximise security, performance and the latest platform innovations from Apple. SAP also announced it will expand its native iOS experience across its broader applications portfolio, starting with SAP Ariba solutions.

Building on the success of its iOS efforts, SAP also announced it will expand its app offerings to Mac, with new apps that match the power and ease of use of SAP iOS apps.

Also, Qualtrics CustomerXM is being introduced to the SAP C/4HANA product suite. Together, this aims to make it easier for organisations to combine X- and O-Data, gain actionable insights at every step of the customer journey and deliver personalised customer experiences.

This includes: SAP Qualtrics CX for Commerce, SAP Qualtrics CX for Sales, SAP Qualtrics CX for Customer Service and SAP Qualtrics CX for Marketing.

Act-On Software expands adaptive marketing offerings

Act-On Software, a marketing platform, announced the launch of Adaptive Web, a new offering that makes real-time personalised website content at the individual level possible.

Driven by machine learning that tracks omni-channel website visitor behaviour, Adaptive Web automatically delivers individualised content recommendations based on visitor engagement. This presents more relevant content to visitors in real-time and increases the average time spent on customers' websites without involving the marketer.

Adaptive Web leverages essentially any type of digital content, including case studies, blog posts, press releases, eBooks, datasheets and videos, in an ''Intelligent Recommendations'' tray visible to the user on every webpage. Return visitors have a personalised ''My Library'' page automatically created and dynamically updated with more recommendations customised to their website engagement.

Marketers will have full visibility into the KPI reporting that provides insights about the impact of these recommendations through the Adaptive Web dashboard.

Engagio delivers the Demand Unit Waterfall

Engagio, a provider of Account Based Marketing (ABM) automation, announced B2B marketers are able to operationalise the SiriusDecisions Demand Unit Waterfall with Engagio’s ABM Automation Platform.

The new features can track engagement by buying group and product intent, support customisable account journeys and help sales act faster on customised account intelligence. Together, they allow revenue teams for the first time to automatically discover and track performance across buying groups within accounts, which was previously only possible through intense manual effort.

Engagio’s new ABM Automation Platform features help revenue teams use the Demand Unit Waterfall to identify buying groups and track their behaviours along the entire buying journey.

Microsoft achieves FIDO2 certification for Windows Hello

FIDO Alliance announced Microsoft has achieved FIDO2 certification for Windows Hello. This means any compatible device running Windows 10 is now FIDO2 certified out-of-the-box following the Windows 10 May 2019 update. Windows 10 users can now move beyond centrally stored passwords and leverage Windows Hello biometrics or PINs to access their devices, apps, online services and networks with FIDO certified security.

FIDO2 is a set of standards that enables easy and secure logins to websites and applications via biometrics, mobile devices and/or FIDO Security Keys. FIDO2’s simpler login experiences are backed by strong cryptographic security superior to passwords, protecting users from phishing, all forms of password theft and replay attacks.

Microsoft has made FIDO authentication a fundamental part of its efforts to provide users with a seamless, password-free login experience.

S4M expands with digital cross-device metrics

S4M, a drive-to-store platform, announced a strategic partnership with Tapad, a prodvider of digital identity resolution, to provide its clients with a holistic view of anonymous customer journeys across digital devices.

The Tapad Graph provides privacy-safe digital identity resolution that, when integrated into S4M’s drive-to-store solution, will allow S4M clients to benefit from a holistic view of the consumer journey. This game-changing omni-channel view allows marketers to optimise experiences for audiences across multiple devices and channels.

With this move, S4M can now provide holistic attribution models to their clients, allowing future opportunities for high-impact digital investments.

Acquia acquires Mautic

Acquia announced it has acquired Mautic, an open marketing automation and campaign management platform.

Together, Acquia and Mautic claim to form the only open alternative to expensive, closed stagnant marketing clouds, expanding Acquia’s vision to offer the industry’s first Open Digital Experience Platform.

Customers can now automate, personalise and measure the entire customer lifecycle across every channel, at every stage and at every interaction.

The addition of Mautic’s marketing automation and campaign management capabilities to Acquia’s broader Digital Experience Platform will help drive seamless, one-to-one customer experiences across any digital channel. Mautic has more than 100 martech integrations out-of-the-box and well-documented API libraries for integrations with virtually anything else.

Zeta Global and AUDIENCEX enter into strategic partnership

AUDIENCEX, a provider of end-to-end digital marketing solutions for mid-market businesses, announced a strategic partnership with Zeta Global, a data-driven marketing technology company. Under the terms of the partnership, AUDIENCEX will assume certain small to medium-sized enterprise (SME) business operations of Zeta’s programmatic platform.

The news comes on the heels of Zeta Global’s acquisition of Sizmek’s data and programmatic platforms. The resulting Zeta DSP marks the first time that a proprietary Data Cloud will be integrated into a leading programmatic platform.

Australian start-up CIMET seeing exponential growth 

CIMET, Australia’s first white-label comparison service, has seen exponential growth in 2018 and will expand comparisons to other key sectors in the upcoming months. 

Integrated in CIMET partners’ ecosystems, the tool allows end users to compare and switch energy plans for better deals, without leaving their website and within minutes.

In 2018, CIMET’s tool achieved a sales transformation rate of 20 per cent, with 180,000 users comparing energy plans, generating 50,000 leads across all partners and 10,000 sales. This growth is set to continue this year, as CIMET has generated 3,500 sales for its partners in January alone.  

The service is free for partners to set up and free for customers to use. CIMET’s revenue is based on commissions from deals generated via the tool. To make it as seamless as possible for businesses, CIMET handles the whole design and set up of the service for partners and provides them with a dashboard to track commissions and rewards.  

To evolve alongside its rapid growth and success in the local market, CIMET aims to grow its local employee base by 300 per cent by the end of 2019.  

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