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

All the latest martech and adtech news this week from IntelligenceBank, Airship, MuleSoft, Drift and 6sense, Dynamic Yield, Impact, Adobe and Microsoft, and Talkwalker

IntelligenceBank releases new dynamic creative templates

IntelligenceBank, the digital asset management and marketing operations platform, has released a dynamic creative templates feature aimed at increasing local area marketing efficiencies in regulated industries.

The feature allows clients to upload Adobe InDesign templates and map individual design layers to data sources. This includes images from the IntelligenceBank digital asset management system, user lookups, and database records from within the marketing operations platform. For example, the feature will allow end users at retail locations to customise selected elements of creative, including messaging, pricing, interest rates, disclaimers, images, and packaging labels.

Airship debuts new Journeys visual journey building tool 

Customer engagement company, Airship, introduced Airship Journeys, a new visual interface that makes customer engagement simpler and more effective for the marketer. Airship Journeys combines visual sequencing and cross-channel branching with glanceable views of goal-based performance, to make it easy for marketers to quickly create, manage and adapt customer engagement paths with a few clicks. 

It aims to enable marketers to quickly utilise data and models alongside Airship’s real-time mobile data, predictive AI and machine learning to create multichannel sequences that drive campaign outcomes and better customer experiences.

MuleSoft unveils new innovations for systems integration

Salesforce has announced new MuleSoft innovations to improve integration between systems, unify data, and to improve personalised customer experiences. The first enhancement is about empowering anyone in an organisation to innovate and create connected innovative experiences with APIs. For example, new integrations and accelerators for Salesforce Service Cloud and Commerce Cloud introduce pre-built integration templates aimed at surfacing data in these platforms more easily for users.

The vendor has also improved its flow designer product, allowing anyone in the organisation to integrate and automate business processes without having to code. A third update, which uses Salesforce’s artificial intelligence (AI) engine, Einstein, introduces data mapping recommendations and the ability to automate business processes.

Drift and 6sense partner for personalised conversion tool

Account based orchestration platform, 6sense, has partnered with Drift to provide account identification capabilities to customers using the company’s Drift Intel feature. 6sense will provide company-level data to customers that have access to Drift Intel. Joint customers will also be able to take advantage of integrating rich 6sense account insights with Drift’s personalised conversation capabilities.

Joint customers can also leverage the integration to bring 6sense account segments and buying stage predictions into Drift to drive highly-targeted account-based strategies on the platform. Drift helps businesses use conversations to remove friction from the buying process. Drift Intel aims to enable customers to recognise high-value target accounts, engage them with personalised messages based on detailed account information, or route them to the right sales rep.

Dynamic Yield launches personalisation library 

Dynamic Yield, the personalisation platform which utilises artificial intelligence (AI), has launched the first public personalisation inspiration library, a collection of over 80 examples of how leading brands have delivered high-yielding results across channels using personalisation.

Dynamic Yield designed the library to assist marketers looking to discover new and purposeful campaign ideas. It serves as a rich repository of best practices and examples of how leading brands around the world have improved KPIs through personalisation. Marketers can search, filter, and identify the most suitable use cases based on their business needs – increasing AOV, gross profits, conversion rates and revenue per user.

Impact expands its mobile partnership capabilities

Partnership automation outfit, Impact has announced an expansion of Impact’s partnership cloud to help mobile marketers drive high-value app installs, prevent fraud, and manage all their partnerships in one place. Impact says these capabilities give mobile marketers better access to the emerging partnership economy, helps them identify new growth opportunities beyond search and display ads, and also manage new partnership lifecycles from discovery and recruitment to optimisation.

The partnership cloud handles the full partnership lifecycle from discovery, to find other mobile websites, apps and influencers and recruit into a program with automated recruiting, to creating contracts to reward partners, and tracking which partners are driving app installs and downstream in-app conversions across web, app and other channels. In addition, it can build out training and communications drip campaigns and full CRM, filter out fraudulent or misattributed installs, and measure the incremental contribution of all app partners to determine who is adding real value and drive efficiencies to maximise budget.

Adobe and Microsoft continue partnership with Adobe Sign

Part of an ongoing collaboration between Adobe and Microsoft, further integrations have been announced between Adobe Sign and Microsoft Office 365, Dynamics 365 and Azure, to simplify how work gets done and help companies digitise their business.

Adobe Sign now integrates with Microsoft SharePoint, enabling customers to create and embed digital forms that can be filled, signed and reused indefinitely. And e-signatures now work with Dynamics 365 Sales, Microsoft PowerApps and Power Automate in the government community cloud (GCC), Microsoft Teams to send documents for signature via a simple tab, with Microsoft Azure in Europe, and with Microsoft Azure Active Directory (AD) for enterprise customers.

Talkwalker introduces Customer Data+

Social listening and analytics company, Talkwalker, has released a new AI-powered tool, Customer Data+, which allows enterprises to analyse customer conversations from owned first-party data sources such as customer service emails, chats, surveys and call centre transcripts. The new AI-powered consumer insights feature expands upon Talkwalker’s acclaimed social media and web data capabilities.

Talkwalker offers a complete picture of multiple data streams and Customer Data+ understands and analyses engagement at scale from both social media and customer experience.

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