MarTech Series’s Marketing Technology Highlights of The Week: Featuring Data Axle, PathFactory, Creatio and more!

Oracle decided to bow out of the ad business, after spending over $4 Billion in acquired ad companies over the last decade. While this was the talk of the martech town for most of the week; here’s where you can find the other latest martech and marketing highlights:

Marketing Tech Quote-of-the-Week!

Three things I think are going to change how marketing professionals can really embrace AI and will shape work.

Managing complexity: Many companies are building AI co-pilots and companions. And while the idea is right, the technology isn’t there yet. Work has gotten more complex and AI, when it really can understand and interpret the context we humans find ourselves in, will be able to truly help us manage complexity.

Rapid A/B/C testing: AI is notoriously bad at being creative because it “predicts the next most likely thing” and gives you that, which is precisely the opposite of creativity. However once you have one of a thing, it’s powerful to develop variants quickly, which will help marketers test variants and the fine-tuning of ideas.

Productivity boost: Our view of AI is one of human-enhancement. What we mean is that AI isn’t in the near future going to replace our tasks. It’s just going to make us more productive as knowledge workers.

– Niklas Ingvar, Co-founder and Chief Product Officer @ Mentimeter

MarTech Shout-out-of-the-Week!

Iterable

Iterable’s core purpose has always revolved around people—enriching the relationships between consumers and brands, empowering the marketers who create experiences, and uniting a team of people capable of bringing such a vision to life. Iterable is a top-rated AI-Powered Customer Communication Platform that enables brands like Redfin, Priceline, Calm, and Box to deliver joyful experiences with harmonized, individualized and dynamic cross-channel communications at scale.

Top MarTech News of The Week: 24^th to 28^th June

• IAS Extends Collaboration with Microsoft Advertising to Provide Third-Party Measurement for Advertisers
• Data Axle Expands Enterprise Team to Deliver Next-Generation Marketing Solutions
• MGID Partners With Memorable to Enable AI-Driven Predictive Performance Analysis
• Demandbase Announces New Integration with Gong for More Targeted and Impactful Customer Engagement
• Marketing Intelligence Platform Funnel Acquires Measurement Firm Adtriba
• Cofense Adds Email Security Risk Management and Validation Reporting to PhishMe®
• Innervate Unveils Enhancements to Its Real-Time CDP App Suite With AI-Powered Customer Segmentation, Product Recommendations and Buyer Journey Orchestration
• PathFactory Launches ChatFactory, A B2B Buying Agent Powered By Generative AI 
• Creatio Raises $200M at $1.2B Valuation to Lead the Enterprise No-Code Market 
• Productsup Unveils New Suite of AI Tools for Generating Hyper-Personalized and Channel-Ready Product Content at Scale
• Benchmark Email Integrates with Canva to Simplify Email Design for Busy Marketers
• KERV Unveils “Glow,” a New AI-Powered Display Product, Transforming Static Ads into Interactive, Attention-Based Media in Real-Time

MarTech QnA with the Expert

There’s a massive opportunity for AI to combine data from across customer touchpoints to drive truly personalized, 1:1 marketing. This is something the industry has been talking about for years, but few have actually delivered on. With AI, every company can have the tools needed to provide personalization across the customer journey for each individual customer,  something we’ve come to expect from big companies that have the resources.-Chris Koehler, CMO at Twilio

MarTech Articles on AI in Martech, Omnichannel Engagement, The Future of CTV and more!

• Demystifying Artificial Intelligence: A Step-by-Step Guide to AI-Integrated Ad Campaigns
• Breaking Barriers: Why It’s Been Difficult for Everyone to Cash in on the Retail Media Boom
• Email: the Unsung Hero of Omnichannel Engagement
• 5 reasons why Cvent Accelerate is a must-attend conference for marketers
• Mastering First-Party Data Part 3: The Dos and Don’ts of First-Party Data
• The Future of CTV: Navigating Omnichannel Advertising Strategies
• Why Content Management Platforms are Useful to B2B Content Marketers: Top Benefits
  
• What is Marketing Work Management Software?
• How the MarTech Landscape Now Spans Over 11k Tools
• The Biggest Myths Surrounding DAMs and What They Do
  
• How Can Marketers Maximize ROI from Intent Signals To Win Customer Loyalty?
• The Intersection of Martech and IoT: Creating Seamless Customer Experiences
• User Experience Tools and How They Help

Missed The Latest Episode of The SalesStar Podcast? Have a quick listen here!

Episode 205: Driving Sales and Marketing Engagement with Video-Audio Outreach: Featuring Michael Litt, CEO at Vidyard

Episode 204: Website Personalization Best Practices with David Brutman, Chief Product Officer, Co founder of Folloze