CMO's top 10 martech stories for the week - 27 June 2019

All the latest martech and adtech news this week from Dun & Bradstreet, Lattice Engines, Appian, Twilio, Salesforce, Microsoft, VidMob, Automation Anywhere, MediaMath, Rubicon, Actito, SmartFocus, Longtail UX, Sitecore, SimilarWeb and

Dun & Bradstreet acquires Lattice Engines

Dun & Bradstreet has entered into a definitive agreement to acquire Lattice Engines, an AI-powered customer data platform (CDP), enabling B2B organisations to scale their account-based marketing and sales programs across every channel.

The transaction will position Dun & Bradstreet as a provider of integrated data and analytics solutions for sales and marketing professionals. Financial terms were not disclosed.

According to the companies, Lattice Engines adds a CDP to the depth and breadth of global commercial data in the Dun & Bradstreet Data Cloud and growing portfolio of sales and marketing solutions. The combination will enable B2B marketers to leverage Dun & Bradstreet data and Lattice Engines AI and analytics in one platform, creating a single source of sales and marketing truth and helping companies simplify their data, operate more productively, and activate audiences through personalised, omnichannel campaigns.

Australian startup, Longtail UX, secures $2.5 million 

Longtail UX, an Australian SaaS startup, has secured $2.5 million dollars in funding to expand its technology into the US and UK markets.

The fresh round of funding, which sees Longtail UX valued at $25 million, is a result of new and existing investors, including Andrew Bassat of Seek, increasing their stake after the company successfully signed on Woolworths Group’s Dan Murphy’s, Adore Beauty, Booktopia and Yellow Pages as clients.

With this funding, Longtail UX will expand its global sales team by 10 and appoint two VPs of sales - one in the US and one in the UK to oversee growth in the Americas and EMEA. The company has seen strong uptake of its SEO and SEM solutions across retail, automotive, real estate, financial services and insurance industries.

Longtail UX’s patented SEM technology is a solution to give businesses control over how their website appears on Google and allows companies to measure results and the return of their SEO investment at the keyword level.

Appian strikes partnership with Twilio

Appian and Twilio have partnered up to incorporate Twilio’s communications platform into the Appian Intelligent Contact Center (ICC) solution.

The Appian Intelligent Contact Center platform offers unified customer views, case management and automation capabilities. The vendor said Twilio’s communications offering will enhance its ability to provide customers with a true omni-channel experience in one unified solution.

“Twilio’s cloud communication platform makes it easy for customers to engage with businesses across any channel,” said Twilio global VP of partner, Chetan Chaudhary. “By integrating Twilio into Appian’s Intelligent Contact Center, Appian makes it easy for contact centre agents to create outstanding customer experiences.”

VidMob raises US$25m

Video advertising company, VidMob, has raised US$25 million in Series B funding.

The company has also built a broader platform for video advertising, the Agile Creative Studio. Now, marketers can find professionals to create their ads, they can also add customer ads to VidMob partners like Facebook, Google/YouTube, Instagram, Snapchat and Twitter.

The platform analyses how the different creative elements are affecting the way audiences are responding to an ad and uses this data to make campaigns more effective.

Thanks to the latest capital injection, VidMob has now raised more than US$45 million in total funding.

Sitecore expands Salesforce functionality

Sitecore, which produces a digital experience management software platform, has expanded functionality of Sitecore Connect for Salesforce Marketing Cloud.

With the new enhancements, the combination of Sitecore Experience Platform and Salesforce Marketing Cloud, Sitecore ConnectTM is aimed at delivering hyper-customised experiences by enabling marketers to better understand customer behaviour and preferences. Sitecore Connect is available on Salesforce AppExchange.

Building on the existing integration, this new phase will enable flexible work among multiple environments with better personalised experiences, easy access to content, images and data, a single view of each customer, increased synchronisation between platforms, and heightened user insights.

Automation Anywhere hooks up with Microsoft

Robotic process automation (RPA) vendor, Automation Anywhere, has struck a collaboration partnership with Microsoft to connect its products into the latter’s Azure platform.

Customers will now be able to access Automation Anywhere Bots from Microsoft Azure, a move the vendors say will help them manage large, unstructured datasets, decrease time-to-market and lower their operating costs. It’s also a deal reflecting a multi-million-dollar investment by Automation Anywhere into advancing RPA to provide a scalable, secure way to manage customer migrations to the cloud.

The expanded relationship is anchored in a strategic product collaboration leveraging Automation Anywhere’s RPA platform and Azure enabling joint product integration, co-selling and joint marketing between the two companies. 

Automation Anywhere has also selected Azure as its preferred cloud provider enabling mutual customers to have access to automation technology from anywhere, at any time and for any user. Organisations can host Automation Anywhere’s RPA platform on Azure, on-premises, in a public or private cloud.

MediaMath partners with Rubicon Project

Programmatic advertising vendor, MediaMath, says its new partnership with Rubicon Project is about creating a reimagined supply chain.

MediaMath is joining forces with the global exchange for advertising to architect a direct and transparent programmatic delivery infrastructure. The pair hope to create an accountable and addressable supply chain through an alliance of agencies, brands, technology companies and publishers.

This clean digital media supply is aimed at porviding long-term sustainable solutions featuring end-to-end fee transparency, direct connections between buyers and sellers and focuses on the availability of brand safe, fraud-free, viewable inventory.

As a result of this new supply chain, advertisers and agencies can use market intelligence to bid appropriately on publisher inventory in auctions and understand true performance to their KPIs, where cost of media is used to calculate their metrics, the companies said.

Actito acquires SmartFocus

Marketing automation vendor, Actito, has acquired SmartFocus for an undisclosed amount. The acquisition strengthens the company's position in the martech sector and supports its growth plans in Europe.

SmartFocus is a SaaS digital marketing platform created in 1999. The acquisition of SmartFocus supports Actito’s plans for geographic expansion and growth following the sale of its subsidiary MediQuality to US company, WebMD Health Corp.

Under the leadership of Actito, SmartFocus will continue to provide its clients with its Message Cloud solution, which will be progressively integrated into the Actito platform. Support and service to SmartFocus clients will continue to be provided by the teams currently in place. launches has officially launched, offering access to its Contact Level Intent Data. aims to help marketing and sales teams identify the key B2B managers and decision makers who are currently researching a given product or service. The data is entirely publicly sourced and complies with high-profile data privacy guidelines like GDPR.

Each lead includes full contact details for the active buyer. The data is used by marketers searching for new prospects, account-based marketing teams seeking additional targets, event marketers and sales teams seeking deal intelligence and working to reduce churn.

SimilarWeb debuts tailored solutions

SimilarWeb, a market intelligence company, has debuted a new evolution of its offering based on specific job functions.

The dedicated solution is aimed at proactively delivering 360-degree visibility of digital intent and customer behaviours, partners, competitors and industries, integrated into its customers’ workflows. The four latest solutions maintain SimilarWeb’s focus on revealing and analysing any digital property strategy to optimise growth and maximise return.

The latest solutions are broken down into marketing, research, sales and investor-oriented offerings. Each is designed to provide tools and features to surface actionable insights that empower teams to make insight-driven decisions.

“We have been serving each of these groups long enough to learn from them exactly what they need from our platform. Each of our solutions directly addresses the demands of the people it serves, delivering more of the SimilarWeb insights our users value in the most accessible formats that they can use and reuse daily, weekly and monthly,” said company CEO and founder, Or Offer.

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