CMO's top 8 martech stories for the week - 17 June 2021

All the latest martech and adtech news form Iterable, ZoomInfo, Twilio, Snowflake,, Boomtown, Hopin, Sparkfly and Vibes

Iterable hits US$2bn valuation

A US$200 million Series E funding round has seen the market valuation of marketing orchestration platform vendor, Iterable, soar to $2 billion.

The company has just completed the funding round, led by new investors including Silve Lake, Adams Street Partners, Glynn Capital and DTCP. Existing investors also participated including CRV, Viking Global Investors, Blue Cloud Ventures and Capital One Ventures.

Iterable said it plans to use the extra investment to accelerate development of its platform, which it’s pitching as a key offering to create personalised, data-driven customer experiences at scale. It’s also planning to extend its global footprint.

The company was established in 2013 and now operates in 30 countries. Iterable grew its workforce by 115 per cent over the last 12 months and claims its European customer base increased by 270 per cent over the same period.

“As businesses enhance the customer experience, they connect with their customers in more meaningful and profound ways, fostering the creation of long-term relationships. We’re committed to building a platform and partner ecosystem that empowers our customers to overcome their greatest challenges and adapt to changing market conditions with ease,” commented Iterable co-founder and CEO, Andrew Boni.

ZoomInfo acquires Insent

Marketing intelligence company, ZoomInfo, has acquired Insent, a conversation platform that promises to identify website visitors in real time and uses artificial intelligence (AI) and lead routing rules to initiate real-time conversations.

ZoomInfo said the acquisition is about bringing personalised chat at scale to its customers. Financial terms were not disclosed. Combined solutions will be available in Q3 2021 to new and existing customers under a newly badged ‘ZoomInfo Chat’ offering.

Insent’s chatbot technology and routing will provide the foundation for ZoomInfo Chat, which will allow teams to conduct real-time conversations between prospects and account owners, supported by ZoomInfo’s insights about prospects’ companies, upcoming projects and initiatives. Insent’s in-line meeting scheduler and advanced calendar features will also provide users with the ability to connect conversations through to booked meetings.

“The acquisition of Insent will combine chat with ZoomInfo’s dynamic IP-to-company graph and insights. Marketers will be able to instantly identify previously anonymous companies that are on their websites, route prospects to the right account owners, and arm them with ZoomInfo’s key intelligence about their buyers,” ZoomInfo founder and CEO, Henry Schuck, said.

Twilio debuts customer journey builder

Twilio has launched Journeys, a new customer journey building tool built on top of its Segment Customer Data Platform (CDP).

The new offering is being positioned as a way to create automated and personalised customer journeys at scale across channels and mobile applications and is the next step for the vendor towards building out a more comprehensive customer engagement platform using first-party data as the foundation. Key capabilities include launching multi-step campaigns across channels such as email, in-app and SMS and harnessing existing first-party data.

“Built on Twilio Segment’s Customer Data Platform, Journeys takes a new approach that gives businesses the ability to quickly and easily build highly personalised customer journeys based on the most trustworthy and up-to-date customer data possible,” Twilio Segment CEO, Peter Reinhardt, said.

Journeys is available to Segment Personas Advanced customers, with up to 10 active Journeys in their package at no additional cost.

Snowflake builds data feature set

Data Cloud vendor, Snowflake, has unveiled a number of new feature improvements as it works to bring more data into its platform offering.

Among the new data programmability innovations are Java user-defined functions, which allow customers to bring their own custom code and business logic to Snowflake. There’s also a new SQL API to connect up custom and off-the-shelf applications, plus extra support for unstructured data, enabling customers to score, govern, process and share file data alongside structure and semi-structured data sets.

On the governance front, Snowflake’s classification capability can automatically detect personally identifiable information and use tagging to annotate data, allowing role-based policies to control access. Another new offering is an anonymised view aimed at protecting privacy and identity in a dataset.

Platform improvements meanwhile include improved storage compression, updates for high volume and low latency workload requirements and new usage dashboard to show usage and costs across the platform.

Alongside this, Snowflake has struck several new partnerships and kicked off a SnowPark Accelerated Program to provide integration partners with access to technical expertise and additional exposure to its customers. Recent integration includes with Amazon SageMaker Data Wrangler.

Aussie market research company grows new TURF

Sydney-based market research software company,, has taken the wrappers off its new TURF analysis simulator tool, free to all users.

TURF stands for total unduplicated reach and frequency and is an established analysis method used in measuring performance of products, claims and attributes. On offer are two key metrics: Reach; and frequency.

Previously, said it had previously built custom applications for TURF analysis for each client. The new tool can output the analysis seamlessly to PowerPoint presentations, Excel and an online dashboard.

“We were seeing an increase in requests for TURF analysis to be included in our projects. Instead of spending weeks building custom analyses for every request, we decided to make a comprehensive tool that can cover all future TURF needs,” said founder, Nik Samoylov.

Boomtown looks to better journey orchestrations

Another company to launch a customer journey management solution this month is Boomtown. The company said its new CXMEngine is an AI-powered solution designed to help companies orchestrate customer journeys across existing systems.

Key features include pre-built CRM integrations as well as with critical vertical systems, experience management and visibility tools, knowledge delivery and customer matching based on product configurations, and integrated communication solutions. Users can employ their own inputs to create journey states to personalise interactions and route inquiries to the right product expert or relationship owner. AI then allows for sharing contextually relevant information with customers and agents when needed.

There are also visual detail logs of customer status and interaction enters across the enterprise. CXMEngine has been rolled out to existing Boomtown customers.

Hopin acquires onsite event solutions

In a sign of the hybrid events future ahead for brands, event management platform, Hopin, has acquired onsite event tools provider, Boomset. Financial terms have not been disclosed.

Hopin, which was founded in 2019, said the purchase adds premier onsite event tools to its deep multi-product offerings and allows it to become a more holistic partner to brands planning, producing and sharing share events – whether they’re hybrid, in-person or virtual. Key functionality covers badge management, QR code check-in, tracking management using RFID or near-field communications, cashless payments, attendee data insights and lead retrieval.

Other tools include ‘Virtual venue’ aimed at creating more immersive attendee experiences for digital audience; Studio, allowing hosts to leverage StreamYard’s broadcast studio to produce professional and reliable live streams; and event marketing tools for driving registrations and ticket sales.

“With the addition of Boomset, we will allow our customers the ability to scale and analyse any type of event by capturing both virtual and in-person audiences and data together,” Hopin CEO and founder, Johnny Boufarhat, said.

The latest deal follows Hopin’s acquisition of Topi’s mobile app development team, video streaming company, StreamYard, video hosting provider, Streamable and video technology company, jamm.

Sparkfly and Vibes partner up

Campaign management platform, Sparkfly, and mobile engagement vendor, Vibes, have teamed up to create a new solution for addressing mobile marketing attribution.

The companies are integrating their platforms to track offer codes and mobile downloads to close the loop between mobile device engagement to redemption at the point of sale. The aim is to capture insights around mobile campaigns and correlate these with store purchases, to help merchants then segment and retarget customers based on engagement and purchase behaviour.

The deal sees Sparkfly’s engagement and purchase data paired with Vibes’ Advanced analytics tools. Vibes’ platform covers SMS, MMS, dynamic wallet, mobile push notifications, app inbox and performance analytics. Its Vibes Data Augmentation also aims to resolve gaps in customer profiles by supplementing with external data such as income and age to then personalise messaging.

The platforms use mobile wallet to deploy loyalty cards, coupon offers and gift cards and can track usage rates or update loyalty points and gift card balances in real time. Marketers can also then send coupon reminders when shoppers are near their store.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...


Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...


10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in