CMO's top 8 martech stories for the week - 25 June 2020

All the latest martech and adtech news this week from Relay42 and Tapad, MetaCX, Dun & Bradstreet, HCL Technologies, Freshworks and TCS, Contentful, Yabb and Eyeota

Relay42 partners with Tapad

Global digital identity resolution leader, Tapad, has struck a partnership with data marketing technology company, Relay42, to provide brands and agencies with a greater range of digital device identifiers.

The partnership aims to provide brands with more flexibility and control with or without third-party cookies. Relay42 said its intelligent journey orchestration platform, which empowers businesses to transform fragmented customer interactions into seamless journeys, will be enhanced by Tapad's global, privacy-safe digital cross-device solution, Tapad Graph.

For Relay42, this will enable customers more flexibility and control to accurately map customer journeys across channels and devices and to optimise their campaigns for efficiencies, by expanding their first-party data with a wider range of digital IDs, particularly mobile.

MetaCX launches B2B customer lifecycle platform

MetaCX, a customer management vendor, has launched MetaCX platform, what it claims is the first collaborative B2B customer lifecycle solution that ensures transparent, value-based alignment between suppliers and buyers.

The suite encompasses deal management including a co-branded space where sales teams can collaborate with prospects, as well as coordinated hand-offs to transition sales to onboarding and implementation. The platform can also be used for performance data reporting, while other tools will enabling revenue operations teams to operationalise methodologies, improve forecasting and better highlight engagement metrics against customer outcomes, the vendor said.  

The platform is based on MetaCX’s event processing engine, CXReactor, and a data integration layer, allowing organisations to bring in product analytics tools such as Pendo and Mixpanel, CRM platforms like Salesforce and HubSpot, and data pipelines including Segment and Snowflake. 

The release debuts 18 months after MetaCX secured US$14 million in early funding led by Upfront Ventures.

Dun & Bradstreet updates ABM platform

Dun & Bradstreet, a global provider of business decisioning data and analytics, has launched the next generation of its D&B account-based marketing (ABM) platform.

According to the firm, the new platform release dramatically improves how B2B marketers can attract, engage and convert buyers with new capabilities, including built-in account-based ads and account-based engagement reporting and analytics. The offering builds off Dun & Bradstreet's acquisition of Lattice Engines last year.

Among the new capabilities are automated account-based advertising and integrations with ad networks, demand side platforms and social networks; sales campaign activation capabilities; and always-on omnichannel activation across channels with target accounts using artificial intelligence (AI), third-party intent activity, website engagement, sales engagement and buyer stage.

HCL Technologies releases Unica V12.1

HCL Technologies has released Unica V12.1, with three modules to provide end-to-end, goal-based marketing capabilities.

These are: Unica Journey to set marketing goals and orchestrate customer journeys in a real-time self-service environment; Unica Deliver to message customers on any digital channel at scale; and Unica Link to connect all touch points in the martech stack with point-and-click integration.

To help customers capitalise on the power of an integrated cloud-native marketing platform, HCL said it's also introducing the Unica Power Pack, which lets customers get access to the entire Unica platform on a consumption-based pricing model. To help marketers accelerate time-to-value, HCL is announcing the Unica Goal-based Marketing QuickStart offering, so customers can define and start meeting their marketing goals in  30 days.

HCL acquired the Unica platform from IBM in 2019 as part of its acquisition of Big Blue's marketing, commerce digital and security software sell-off.

Freshworks and TCS announce partnership

In other partnership news, customer engagement software solutions provider, Freshworks, has partnered with information technology services giant, Tata Consultancy Services, to jointly build and market solutions for marketing, sales, support and IT solutions management for enterprises.

The new solutions will be built on the Freshworks cloud software and will unify customer touchpoints with artificial intelligence (AI)-based solutions.

Contentful announces US$80 million in funding

Contentful has secured US$80 million in Series E funding, led by Sapphire Ventures with participation from General Catalyst, Salesforce Ventures and five other new and existing backers.

The latest cash injection brings Contentful’s total funding to US$158 million. The vendor provides a headless content management systems (CMS), which enables developers, designers and content creators to create and deliver digital experiences for any channel or device.

Contentful has also recruited a new CMO, Bridget Perry, who most recently led Adobe marketing across Europe, the Middle East and Africa.

Yabb acquires Fango

Social networking and instant messaging company, Yabb, has acquired Fango, an influencer marketing platform with more than 40,000 influencers and over 1.28 billion social media reach.

Yabb is a free social networking and instant messaging application available on Apple’s App Store and Google’s Play Store. Yabb allows users to share photos, videos, links, voice messages and text to other users through its social network and instant messaging platform. Fango uses artificial intelligence and machine learning tools to suggest which creators to collaborate with, identify audiences, track content and results.

Financial terms of the deal were not disclosed.

Eyeota Audiences now available globally

Audience technology platform, Eyeota, has announced its audiences are now available for activation on social networks through a unique partnership with advertising technology company Amobee.

The pair are pitching the new integration as providing consistency across TV, connected TV, digital and social advertising.

Eyeota leverages Amobee’s identity graph to map Eyeota user attributes to mobile IDs, enabling marketers to seamlessly connect with their target audiences on Facebook, Instagram, Pinterest, Snapchat and Twitter. Eyeota’s social audience activation is now available in all global markets and is the first social audience targeting partnership for Amobee and Eyeota in APAC and EMEA.

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