CMO's top 8 martech stories for the week - 12 November 2020

All the latest martech and adtech news this week from Oracle, Cheetah, Blis, Sprinklr, ZoomInfo, SAP and Demandbase

Oracle releases Oracle Fusion Cloud Customer Experience (CX) improvements
After last week’s Oracle news about its new Digital Experience for Communications tool, the vendor this week has announced Oracle Fusion Cloud Customer Experience (CX) improvements to the virtual selling and buying experience.

The improved virtual selling tools include predictive lead scoring, a new user experience that adapts to the seller’s role and gives action-driven prompts to focus the seller and remove guesswork, a new integration between Microsoft Teams and Oracle CX Sales to let sellers work in familiar collaboration tools without worrying about data loss or duplication and advanced sales forecasting with a new sales planning dashboard.

The improved virtual buying tools also include new integrations between Oracle CX Commerce and Unity, its customer data platform, streamlined configuration management capabilities, new subscription management capabilities and new commerce and content capabilities with a new integration between Oracle CX Commerce and Oracle CX Content. 

Cheetah Digital debuts new personalisation solution
Cheetah Digital, a cross-channel customer engagement solution, has announced Cheetah Personalization, the newest addition to the Cheetah Customer Engagement Suite.

The latest offering will sit alongside the Cheetah Engagement Data Platform, Experiences, Messaging and Loyalty. Cheetah Personalization is designed to help marketers orchestrate real-time interactions across all channels and touchpoints. It does this by leveraging analytics and machine learning to evaluate every customer on an individual level to derive the right content, offer, channel and sequence for a customer journey. The new solution includes delivering the next-best experience, next-best journey and next-best offers.

Blis launches Prospect Targeting
Blis, which specialises in location-based advertising and analytics, has launched Prospect Targeting, a new addition to its product suite.

The new product combines Blis’ valuable and accurate location data with customer characteristics and online behaviours. It gives the world’s biggest brands a powerful tool to find, target and reach more customers like their current ones and drive them in store or online this holiday season.  

Prospect Targeting works by combining the real-world behaviours based on movement data, with consumer data such as car and home ownership, household income and lifestyles, as well as demographic and socio-economic factors. Additionally, it incorporates online behaviours, including what apps consumers use, what websites they browse, what games they play and what times of day and days of week they use their devices, resulting in deep insights into a brand’s customers. 

Sprinklr partners with Mediaocea
Customer experience management (CXM) platform, Sprinklr, has partnered with Mediaocean, a platform for omnichannel advertising, to help global agencies automate the planning, buying and measurement of social media advertising.

This partnership integrates Sprinklr Modern Advertising with Mediaocean’s cross-media management platform, Prisma, for agencies and advertisers – providing holistic visibility into cross-channel campaigns and eliminating manual ad campaign processes.  

With the integration, agencies can use their digital media buying controls in Prisma to create campaigns in Sprinklr while enforcing budgets. Sprinklr’s paid campaign reporting data from Facebook, Instagram, Twitter, Pinterest, and LinkedIn will be fed back into Prisma for analysis and automatic billing reconciliation alongside campaigns outside of social. As a result, marketers can more efficiently analyse, optimise and report on social campaigns as part of their larger omnichannel initiatives. The integration is generally available to all Sprinklr Modern Advertising clients.

ZoomInfo acquires EverString
ZoomInfo, which specialises in intelligence solutions, has acquired EverString, an artificial intelligence-powered, business-to-business (B2B) data solutions provider.

The acquisition of EverString gives ZoomInfo a full business data graph, providing the foundation needed for enterprises to identify their total universe of customers and prospects, define their ideal profiles, leverage granular keywords and attributes to predict success, and focus their go-to-market motions. Financial terms were not disclosed.

EverString’s 100 million company records and 70 million professional profiles will be integrated into ZoomInfo’s already dynamic data asset of 15 million company records and 130 million professional profiles. EverString will also contribute over 120 million business locations and over 1 million linkages between corporate entity relationships that highlight potential buying centers in complex organisations. This additional data gives sellers and marketers across all verticals better access and visibility to their total addressable markets, more complete enrichment results, and additional points of contact at their target accounts. 

SAP completes acquisition of Emarsys
SAP has completed its acquisition of Emarsys, a leading omnichannel customer engagement platform provider.

The Emarsys products will be added to the SAP customer experience portfolio to enhance its customer experience management portfolio and support brands striving to deliver hyperpersonalised, omnichannel engagements in real time.

Emarsys provides a cloud-based omnichannel customer engagement platform with functionality for personalising customer interactions across email, mobile, social, SMS and the Web at scale. Founded in 2000, the group has raised more than US$55 million over the years, including US$22.3 million four years in a capital raising round led by Vector Capital. 

Demandbase launchesDemandbase One
Account-based marketing outfit, Demandbase, has launched Demandbase One, a solution aimed at better connecting sales and marketing teams.

Demandbase One brings together the best of Demandbase and Engagio, helping B2B revenue teams find and prioritise target accounts, engage them across channels and close the deals that matter most. By combining proprietary data, third-party data, and a company’s own first-party data, Demandbase One gives revenue teams a complete view of their customers and prospects at every stage of the buying journey. And using sophisticated AI and machine learning, Demandbase One can clearly direct teams to the accounts that will most likely convert to pipeline and ultimately, become valuable customers.   

Pure.amplify launches Reach for NFPs
Pure.amplify, the digital media arm of Pureprofile, has announced the launch of Reach for NFPs, a bespoke digital media and insights offering to help the not-for-profit sector to increase education, awareness and donations.

Reach for NFPs enables organisations to use first-party data to pinpoint the right audience online and extends advertising reach exponentially through targeting messaging to like-minded consumers who are passionate about a similar cause.

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