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To Become a Tech Titan, You’ve Got to Build a Tribe

By
Chandar Pattabhiram
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0
To Become a Tech Titan, You’ve Got to Build a Tribe

coupaMarketing is the science of emotional connections. As the great Al Ries and Jack Trout famously said, the marketing battle doesn’t happen in the physical domain; it happens in the “mind of the buyer.”

As consumers, when we buy products or services beyond those that serve our basic needs, we’re not buying the physical manifestation of those products. We’re buying our emotional connection to them.

  • We drive BMW because of our emotional connection to the attribute “the ultimate driving machine”.
  • We run with Nike because of our emotional connection to the attributes “athleticism” and “winning”.
  • We fly Virgin Atlantic because of our emotional connection to the attribute “customer service”.

In B2B marketing, however, while we still must make emotional connections, these emotional connections must be created not through our personal wants, but through building professional tribes. After all, network routers, middleware, and ERP software are not the needs and wants we wake up in the morning yearning for at an emotive level.

At the same time, business tools and technologies enable us to perform our jobs better and advance our careers and professional reputations, which for many of us are emotive needs beyond merely securing a regular paycheck.

B2B Marketing and the Importance of Building Tribes

Over the years, B2B marketing has gone through a major evolution. In the early days of technology marketing, just having the “check the box” features was enough. Companies offering software products were selected based on simply solving the needs of the business. Purchasers generally were emotionally detached from these decisions or selected technology from the most well-known brands.

Yet trust in a B2B brand and purchase, despite seeming logical (based on how many quadrants the company appeared on and what features the product offers), is often just as emotional a decision as it is a rational one. This has provided marketers with an opportunity to build tribes throughout the history of technology marketing. From Evangelistic Marketing to Educational Marketing, to what I refer to today as Community Intelligence – the concept of tribe building today has become more important than ever.

The Force of a Dream: The Rise of Evangelistic Marketing

In 1999, Salesforce changed the face of B2B marketing forever. Marc Benioff saw the opportunity to not only move Customer Relationship Management (CRM) to the cloud but also to build a tribe of innovators centered around being part of an up-and-coming brand.

I had a great vantage point to see the playbook in action when I was at Cast Iron Systems. Cast Iron was one of Salesforce’s top partners and lead generators at Dreamforce, the CRM giant’s annual conference, during these formative years. For Marc and team, the customer experience was less about forcing the latest features and more about creating the Big Dream by aligning with the moment’s topic de jour!

Whether it was On Demand, SaaS, Cloud, Social, or even the Arab Summer, Marc and team aligned the Salesforce story to the relevant theme of the time and brilliantly created the feeling that they were ‘skating where the puck was going’, and you were going to be left behind if you didn’t get on this tribal train.

The Evolution of Educational Marketing

Although Evangelistic Marketing to build a tribe still works in B2B, with the rise of many cloud players and voices, it became much harder to establish one’s brand and tribe through purely these efforts.

In 2006, just two years after Salesforce’s IPO, marketing automation leader Marketo was born, where years later I had the pleasure of serving as CMO. Long before my joining, the founders were not only building a revolutionary marketing automation platform, they were focused on building a tribe through a focus on a new type of B2B marketing.

Educational Marketing took center stage at Marketo – with an immediate focus on writing content in the form of blog posts and ebooks – to educate a community of marketers on a new way to market to customers. The company wrote its first blog even before we released our first product. And the focus was simple – how can we teach demand generation marketers to stay relevant and become experts without over promoting the products. The seed of “teaching” to create a tribe was planted early and germinated the larger concept of the Marketing Nation, which today makes up more than 60,000 global marketers!

Marketing Today: Building Your Tribe with Collective Wisdom

Evangelistic and Educational Marketing are still the lead strategies behind marketing efforts at many B2B startups and established companies today. However, it becomes harder and harder to build a tribe in an ever-crowded marketplace.

In B2C, many products drive adoption, conversion, and retention by leveraging the power of collective wisdom. Popular B2C products such as Waze leverage this collective wisdom – or community intelligence – to create a tribe of loyal users. Waze pulls in data from users both by automatically collecting this information and allowing users to submit detailed information that would be helpful to other users via crowdsourcing. In the same fashion, B2B companies today are turning to data and community intelligence to build tribes within their products.

This principle must be shaped as part of a brand’s product offering. For us at Coupa, we analyze billions of dollars of spend data at an aggregate level using AI to enable our customers with insights (around item pricing, supplier ratings, expense fraud, and many more) relative to the performance of the entire community. And these insights are provided instantly as part of users’ daily experience.

With Community Intelligence, every member of the tribe is benefiting from the collective intelligence, and the next tribe member will be smarter than the previous due to this ever-expanding dataset.

The Past and Future of B2B Marketing: Building Your Tribe

Ultimately, how you build your tribe must align with the value of your product or service.

While you can start cementing tribal feeling with your customers when you reach a certain critical mass of customers, you need to start seeding this vision into your marketing and product journey in the early stages of growth. Otherwise, it will be too late and hard to catch up.

As a B2B software company, only a Tribe can make you a Titan in today’s customer-driven world.

Also Read: Mastering Customer Experience in the Era of the Empowered Consumer

RevM Achieves Rapid Growth Becoming a Platinum HubSpot Agency Partner in Its First Year

By
PRNewswire
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0
RevM Achieves Rapid Growth Becoming a Platinum HubSpot Agency Partner in its First Year

RevM, a growth-focused inbound marketing agency based in Woking, Surrey and London, announced earlier this month that it has reached Platinum-level status in HubSpot’s Partner Tier program. HubSpot awards each tier based on the level of success each agency has achieved for its clients using inbound marketing and HubSpot’s software. Out of 127 HubSpot Partner Agencies that are registered in the UK HubSpot Partner Directory, less than 10 have achieved Platinum-level status in London and the South East.

Inspired by inbound marketing, RevM is committed to helping clients who are frustrated by the number of sales leads that convert into revenue and who struggle to generate the right-fit marketing leads. Leveraging HubSpot’s world-leading CRM and marketing automation software, RevM helps growth-focused businesses around the world transform their lead generation and digital marketing to achieve their revenue goals.

Also Read: Gartner Says Customer Experience Pyramid Drives Loyalty, Satisfaction and Advocacy

Founder and Managing Director of RevM, Carl Davies, said, “We are extremely proud to have grown into a HubSpot Platinum Agency Partner in less than a year of joining the partner program. The support and product innovation from HubSpot has been instrumental in helping us to attract, engage, and delight customers for our clients around the world. We recognise the power of automation as the enabling force behind our ability to help our clients push the limits and break new growth boundaries. This of course would not be possible without the exceptional level of expertise and dedication from our team in helping businesses to achieve their revenue targets.”

RevM harnesses real-time lead intelligence by implementing the most advanced marketing and CRM automation technology. This facilitates detailed insights into what content the buyer has engaged with and indicates their propensity to buy. With six years of in-depth HubSpot skills and experience, RevM are able to help its clients engage with prospects at different stages of the buyer’s journey to ensure an effective lead generation marketing process.

HubSpot Channel Account Manager, Aidan Cassidy, said: “Having achieved Gold status only four months ago, it’s a tremendous achievement by Carl and his team to reach Platinum certification and a huge milestone in the journey to helping businesses around the world grow with inbound marketing. With an exciting and diverse client portfolio that spans four continents, it’s been extremely rewarding to work with the team at RevM, and help such an array of businesses of all shapes and sizes achieve their revenue goals. This rate of growth is a testament to the teams wealth of HubSpot experience and ability to repeatedly execute effective lead generation strategies.”

Recommended Read: Glue42 Extends Desktop User Experience via Open APIs

TechBytes with Chad Engelgau, VP, Data Product Management, Acxiom

By
Sudipto Ghosh
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0
Chad Engelgau

Chad Engelgau
VP, Global Identity and Data Product Management, Acxiom

Enterprise Customer Data is a critical resource in this age of data-driven marketing. Chad Engelgau, VP, Global Identity and Data Product Management, Acxiom, spoke to us about the challenges in centralizing data and how enterprise customer data could be leveraged to deliver personalization at scale.

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Tell us about your role at Acxiom and the team/technology you handle.

I am the VP of Product and Marketing at Acxiom Marketing Services. My team sets the strategy and product roadmap for Acxiom’s omnichannel identity and data products as well as the marketing solutions portfolio. I also own the Product Marketing function supporting Sales and Demand Gen.

What is the state of Enterprise Customer Data in 2018?

Innovation has far outpaced consolidation in the martech and adtech space,  a landscape of over 6,000 technologies and growing, negatively impacting a company’s ability to manage, unify, analyze and reactivate its data to create unique consumer experiences and improved business outcomes. A survey by Adestra and Ascend2 found nearly half of marketing influencers and research subscribers find data management to be challenging. This has caused many marketers to have five or more marketing stacks that are disconnected, leaving data puddles everywhere that impact their brand’s ability to deliver truly relevant experiences.

In a February 2018 survey by the Winterberry Group and IAB, marketing professionals named the ability to centralize storage of all data assets and centralize ownership of related technology among the most important for deriving value from their company’s future use of data. As part of this movement, we are seeing leading marketers focus on creating a unified data layer that connects all data at the customer level to power their integrated marketing ecosystem, enabling them to capture all of their marketing insights and consumer touchpoints, normalize and fuel their analytics, better control their data assets and activate more powerful personalized experiences.

What does your product roadmap for 2018-2020 look like?

We believe there are three fundamental investments required to overcome these above issues. To unify all the data puddles that exist across the enterprise and their tech stacks; marketers must consolidate and resolve their consumer insights into a common identity space in order to create the right foundation that resolves to real-people before building out functional next-gen solutions designed to engage people. The brands can focus on adding all the rich, contextual insights they have across channels to better analyze and then active those audiences across campaigns and personalization initiatives.

To accomplish this, we use machine learning and AI across our broad set of offerings and service lines to expedite the data ingestion across known and anonymous sources, enhancing the identity resolution processes and graph building process, as well as adding new model building and scoring algorithms. Specific AI and ML toolsets embedded across the marketing stack provide marketers with more insights, quicker than ever before. Gleaning the maximum benefits of these types of tools relies on having unified, “good” data— a critical pillar of our approach.

Two, we know that managing consumer data requires greater controls due to GDPR and other pending legislation in the US. We are extending our Privacy By Design framework, workflows and toolsets to help marketers ethically manage the data assets they control.

Finally, extending our unified data layer framework to seamlessly support an expansive set of marketing applications beyond our current partnerships with Adobe and Redpoint—providing robust integration services with a broader set of DMP, tag management and CDP providers. This will give each marketer the flexibility needed to build and integrate best of breed marketing apps into their unified data layer.

How can companies better unite their enterprise customer data for better personalization?

The first step is by creating a unified data layer across known and anonymous assets, using a consistent set of data to fuel insights in those domains and then activating those across a common, people-based ID space into dynamic creative platforms and personalization engines on their own websites and properties. Mapping those customer journeys and applying those proper “next-best action/offer” back to the ecosystem is what we see working best today.

How does the enterprise customer data fit into Acxiom’s email and cross-channel marketing platform?

Acxiom’s key differentiators span accuracy, scale, ethical data use, and exceptional service. Together, these attributes breed an omnichannel data asset capable of being leveraged in any email or cross-channel platform that doesn’t lock a client into Acxiom’s platform alone. According to Conductor, 43 percent of marketers are using between 6 and 10 marketing technologies. This is further supported by a Walker Sands/Chief Marketing Technologist survey that found that about one in 10 marketers who had integrated best-of-breed architecture were using at least 10 marketing tech tools. Case in point, marketers need flexible offerings. We power that by engaging or fuelling any platform that a marketer wants to use.

To what extent can digital analytics platforms further boost ROI from their tech stack using Acxiom?

Digital analytics platforms are great tools that give marketers insight into campaign performance and really bring the data to life. Anchoring those in people-based, omnichannel identity resolution solutions like LiveRamp’s IdentityLink for Analytics is a crucial first step to ensure you are seamlessly tying together all anonymous and known interactions to real people and households. Failing to do this puts you at risk of impacting the fidelity of your measurement offerings.

Also, it is critical to ensure you have a complete measurement strategy that brings together both digital and offline data to truly measure the incremental impact of your marketing efforts.

How do you work with Data Science and AI/ML to improve your data management platform?

We use machine learning and AI across our service lines to expedite model building and scoring, file ingestion and identification and identity resolution, and are investing more research and dollars into extending these capabilities. AI/ML is critical to expedite the analytics process and scale an organizations ability to ingest, manage and gain insights from the tsunami of data they face in today’s environment.

Our unified data layer-powered analytic environments provide embedded machine learning protocols and tools that offer both Acxiom and our clients’ analytic teams robust analytic environments to drive powerful analytics.

Thanks for chatting with us, Chad.

Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries-67ee47.ingress-bonde.easywp.com

Freshworks Secures $100 Million Investment Led by Accel and Sequoia

By
MTS Staff Writer
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0
Freshworks Secures $100 Million Investment Led by Accel and Sequoia

With New CFO in Place, Company Raises Largest Round of Funding to Date to Fuel Growth, Geographic Expansion

Freshworks, a global leader in customer engagement software, announced it has secured $100 million in financing and has hired former AppDynamics Vice President of Finance & Treasury Suresh Seshadri as its chief financial officer. The latest round of funding is co-led by Accel and Sequoia, with participation from CapitalG, bringing Freshworks’ total amount of capital raised to $250 million. The cash infusion will be used to further expand Freshworks’ worldwide expansion as well as continued investment in its integrated SaaS platform.

Freshworks provides organizations of all sizes with SaaS solutions that make it easy for customer support, sales and marketing professionals to communicate effectively with customers for better service and collaborate with team members to resolve customer issues. To date, over 150,000 organizations worldwide use Freshworks, including NHS, Honda, Rightmove, Hugo Boss, Citizens Advice, Toshiba and Cisco. The company is headquartered in San Bruno, Calif., and has offices in India, the United Kingdom, Germany and Australia.

Also Read: Freshworks Reaches $100 Million in Annual Recurring Revenue, Unveils Freshworks 360

“When we started Freshworks in 2010, we were a single-product company with a goal of offering better, easier-to-use customer service software than what was in the market. We’ve since scaled our company to $100M in annual recurring revenue and built a full SaaS platform where all of our products – such as Freshsales, Freshdesk, and Freshservice – work together seamlessly, without requiring additional integration resources or consultants to make the software simply work,” said Girish Mathrubootham, the co-founder and CEO of Freshworks. “With the addition of Suresh leading our financial management and strategy toward a path of free cash flow break-even and our latest – and likely last – private funding round in place, we believe we have a unique opportunity to attract customers from around the globe who have been let down by legacy solutions.”

“The business software landscape today is teeming with bloated, inflexible and expensive solutions,” said Sameer Gandhi, a partner at Accel. “Freshworks has built the only customer engagement platform on the market that elegantly meets the needs of a business of any size with software that is modern, intuitive and affordable. We’re confident that the Freshworks approach is the way forward for businesses seeking a better approach.”

“Sequoia first backed Freshworks in 2016 and didn’t hesitate for a moment to double down on the investment,” said Mohit Bhatnagar, the managing director of Sequoia Capital India Advisors. “Girish and his team have worked relentlessly to build Freshworks into a leading SaaS company from India – one that is truly global with customers across 126 countries. The investment reinforces the Sequoia principle of being a long-term business partner to founders and supporting them at every stage of their company’s growth.”

Seshadri, the company’s new CFO, previously helped prepare AppDynamics for its IPO before it was acquired by Cisco in 2017. “Freshworks has been riding an incredible wave of growth,” he said. “Coming on board to work with Girish and the rest of the executive team is an incredible opportunity and I am confident that we are well-positioned to reach the next phase of Freshworks’ expansion.”

Since its last funding round, Freshworks has made several technology acquisitions to further bolster its product offerings. Several of these technologies were featured in its recently announced cloud bundle, Freshworks 360, that brings together sales, marketing and support applications to provide users with a full, easy-to-use customer engagement experience.

Recommended Read: ZoomInfo Appoints Derek Schoettle as Its CEO

Swiftpage Establishes Small Business Idea and Invention Scholarship

By
PRNewswire
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0
Swiftpage Establishes Small Business Idea and Invention Scholarship

New Scholarship Opportunity for Entrepreneurial-Minded Students Who Want to Help Small Businesses Grow

Swiftpage, the provider of Act! CRM software, a leading cloud-enabled platform aimed at helping small and mid-sized businesses grow, announced the launch of their Small Business Idea and Invention Scholarship. The new program will award $2,500 to a student who submits an idea, invention, or app that helps small business owners grow their business and run it more efficiently.

“This generation has an acumen for technology and expectations for faster, tailored business transactions,” said H. John Oechsle, CEO at Swiftpage. “Because of the way they experience brands on social media, they also have a more innovative, creative understanding of marketing. We’re very excited to see how students apply those insights toward growth strategies for small businesses.”

Also Read: Swiftpage Launches All-New Act! 365 with Office 365 Integration in Spanish in North America

The Small Business Idea and Invention Scholarship will acknowledge students who value startup technology and are driven to help small businesses succeed. Any currently registered high school, community college or university student is encouraged to apply.

Applicants must submit a video less than two minutes in length, explaining an original idea to grow small businesses. Applications are due by December 7th, 2018. One winner will be named in January 2019 and awarded $2,500 to be put toward any educational purposes.

“With current technologies, it’s more possible than ever before to successfully launch a product,” Oechsle said. “The key is identifying and pursuing the business’s target market. We’re looking for the next idea or tool to take out that guesswork for small businesses and successfully enable them to capitalize on all the information at their fingertips.”

Recommended Read: Lithium Offers Apple Business Chat Integration to Provide Convenient, Personal Messaging

Interview with Chrissie Jamieson, VP Marketing, MarkMonitor

By
Sudipto Ghosh
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1
Chrissie Jamieson

[vc_wp_text]“The purpose of a brand protection strategy is to protect the business and safeguard the consumer, encouraging a customer-centric mindset is the most effective way of achieving this.”[/vc_wp_text]
[easy-profiles profile_twitter=”https://twitter.com/ChrissieJF” profile_linkedin=”https://www.linkedin.com/in/chrissie-jamieson/”]

Tell us about your role at MarkMonitor and how you got here. What’s the most fascinating aspect of being a part of an analytics firm?

Having worked for several other companies in a variety of marketing roles, I then joined MarkMonitor around 11 years ago to establish marketing in Europe. This saw me responsible for all aspects of strategy, direction and lead generation and communications covering the full marketing mix. This expanded into a global role over time and as of October last year, I’m now the Vice President of Marketing for the MarkMonitor brand within Clarivate Analytics.

The most interesting part of my job is getting to really understand the challenges that brand owners face in maintaining a trusted brand presence online, and then learning how to mitigate each of those challenges. Using analytics to overcome the unique issues faced by each of our customers is a fascinating and rewarding task.

Given the changing dynamic of marketing analytics landscape, where do you see MarkMonitor/Clarivate Analytics fitting in a CMO’s stack?

Our solutions/services can empower CMOs with the ability to not only monitor their team performance in terms of building a brand but also how they can understand the importance of protecting that brand through the use of an intelligent domain strategy. This ensures their buyer is safe online and reinforces the strength and credibility of their brand, reducing the accessibility of counterfeit goods and delivering a high-quality brand experience.

What is the ‘State of B2B Data-driven Branding’ in 2018? How does MarkMonitor compete against other brand protection platforms?

Brands have a customer-centric approach to many things, which is why MarkMonitor believes it makes sense to adopt this philosophy when it comes to brand protection. Ultimately the purpose of a brand protection strategy is to protect the business and safeguard the consumer, and we believe encouraging a customer-centric mindset is the most effective way of achieving this. The most significant way of adopting this approach is to take the fight against infringement to the front lines — online, where it most impacts the customer — while focusing on the instances that have the potential to cause the most damage. It’s also important to be able to see exactly what the consumer sees when they’re searching for goods/services online. This often includes making the most of geo-variations to identify fraudulent/counterfeit activity according to the country or even city.

How should companies better prepare their brand protection strategies?

The process of successfully managing an online brand protection strategy has changed drastically in a short space of time. However, while the challenge may have increased, it is not insurmountable.

The most important thing a brand can do is to ensure it is established well in the online environment. By securing all intellectual property, including trademarks and domains, in all locations, businesses can put themselves in a much better position when it comes to enforcing in their jurisdictions. This also applies to the world of social media – handles, usernames and more all need to be verified.

As mentioned above, it’s also vital that your brand is focusing on dealing with the highest value targets across the internet. While these might be on social media or online marketplaces, they could also be hiding on the deep and dark web — every potential channel must be considered.

What does your ‘Ideal Customer’ Profile look like? Which industries are best suited to benefit from MarkMonitor?

We work with all kinds of companies across all industries, including 60% of the Fortune 100 and all 10 of the 10 most-trafficked global brands. We don’t limit ourselves by sector – rather, we work with any brand that is worth protecting.

Which markets and geographies are you currently targeting?

We do not place emphasis on particular markets or geographies – our focus is always global.

What new technologies in marketing and advertising fascinate you the most? What are your thoughts on the future of ‘AR/VR/Video’ and their role in branding?

AR and VR both have huge potential to shake up how brands market and position themselves in an ever-crowded landscape, and there already are some great example out there of brands using these technologies in clever and thoughtful ways. However, for all this potential, there are also downsides for brands, as both technologies can be used to display fake information to consumers, or even to link them to counterfeit web pages. This threat will only increase as the popularity of these technologies grows, and so brands need to consider this and factor it into their brand protection strategies to avoid being caught out.

Aside from this, we think that blockchain technology could enable new business models that could positively impact piracy trends. There are already examples of this technology being used to broker transactions between rights holders and those consuming the unauthorized content. Therefore, if we can make use of the verifiable nature of Blockchain it might be possible to establish the precise version of a piece of content being pirated, then to identify the authorized rights holder and connect the two parties together.

What marketing and sales automation tools and technologies do you currently use?

We use Eloqua and Salesforce.com to ensure that we have a strong link with our sales teams and our marketing campaigns; this gives us the ability to really understand our customer and prospect journey and ensure they are being served content that is truly relevant to them. The combination also allows us to be truly data-driven in the decisions that we make.

What are your predictions on the most influential disruptions in Brand Safety and Data Privacy regulations?

It goes without saying, but the enforcement of GDPR is going to have a huge impact on brand safety and data privacy, which will also affect our services and solutions as a result. The most significant consequence of this will be the impact on the WHOIS domain search website. In late May, the Internet Corporation for Assigned Names and Numbers (ICANN) approved a Temporary Specification for the display of WHOIS data. Registries and registrars are required to follow this specification which allows registrars and registries to mask all registrant data, regardless of whether the registrant is a resident of the European Economic Area or not.

However, until an accreditation and access model – which gives the relevant authorities and brand protection organisations access to the full list of data that’s hidden behind the wall – is in place, brand protection experts will have to send complaints to the registrar abuse contact or file court actions to get access to the masked WHOIS data.

In response to this, MarkMonitor has developed a technology solution, which is an expansion of our current website scanning technology, and will act as an alternative to WHOIS in the likely event that it does indeed ‘go dark’.

Thank you, Chrissie! That was fun and hope to see you back on MarTech Series soon.

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Chrissie has over 15 years of experience in the business intelligence, brand protection and domain sector she has worked to develop the MarkMonitor brand internationally. Through her career, Chrissie has been responsible for the Marketing leadership and market development of major technology businesses such as Information Builders. Chrissie holds a degree in Marketing and Business Administration from Hertfordshire University and a Post Graduate in Strategic Management from Hertfordshire Business School.

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MarkMonitor
MarkMonitor, the leading enterprise brand protection solution and a Clarivate Analytics flagship brand, provides advanced technology and expertise that protects the revenues and reputations of the world’s leading brands. In the digital world, brands face new risks due to the Web’s anonymity, global reach and shifting consumption patterns for digital content, goods and services. Customers choose MarkMonitor for its unique combination of advanced technology, comprehensive protection and extensive industry relationships to address their brand infringement risks and preserve their marketing investments, revenues and customer trust.

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[mnky_heading title=”MarTech Interview Series” link=”url:https%3A%2F%2Fmartechseries-67ee47.ingress-bonde.easywp.com%2Fcategory%2Fmts-insights%2Finterviews%2F|||”]

The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.

Ten Ways to Transform Your Employees into Social Ambassadors

By
Nivedya Varma
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2
Ten Ways to Transform Your Employees into Social Ambassadors

Understanding Employee Advocacy to Tap into Brand Awareness and Social Engagement

In a report published by the Content Marketing Institute, 89% of B2C marketers and 92% of B2B marketers use social media platforms as their primary channel for distribution of content. Wonder why? Social media marketing when done right has the potential to generate new leads, increase brand awareness and revamp conversion rates.

Unfortunately, consumers no longer completely trust the marketing campaigns shelled out by brands. Customers prefer testimonials over sponsored advertisements. Fortunately, in order to get your marketing message out there- all you need is the right person in the right way at the right time. People who are employee brand ambassadors work best!

Employees are well-positioned to create a bridge between the brand and the potential audience. This is when employee advocacy steps in.

What Is an Employee Advocacy Program?

Employee advocacy programs are generally inclined towards the growth of a start-up brand. Employee advocacy translates into transforming your employees to become brand ambassadors on social media. This can be done by encouraging them to share content about your brand on various social media platforms.

Employee advocacy isn’t an entirely new concept. According to the JEM State of Employee Advocacy Survey, 24% of the respondents say they want to launch an employee advocacy program for their brands whereas 55% say they already have implemented one.

Also Read: Primer: What is Social Media Intelligence in 2018?

What Are the Benefits of an Employee Advocacy Program?

Company employees are generally perceived to be biased in their opinion. Therefore, choosing employee brand ambassadors from outside the sales and marketing teams would be beneficial.

They would provide an authentic point of view regarding products and services. Moreover, their willingness to endorse and personally vouch for a product shall further validate the company.

Extra training provided to the chosen brand ambassadors would benefit potential customers and the brand. The more employees know of new launches, the better they can curate personalized experiences.
This personalization will help deliver a hands-on customer experience on a product’s functionality.

Below Are Ten Ways That Can Help Entrepreneurs Assist Employees into Being Social Ambassadors to Benefit a Company;

  • Cultivate Loyalty

Spending time with employees and engaging them in routine conversations is being open to understanding their cultural fit. The more employees that are acquainted with you and your team, the higher are the chances that they would want to become advocates.

  • Notice the Details

Be the leader who recognizes people and their personalities, their woes and their reigns. Building a rep like this will almost always lead the toughest of employees to be loyal thus leading to advocacy.

  • Follow the Recognition Culture

Develop a work appreciation culture in your networking space. A positive outlook on the work front is necessary to pursue any kind of engagement with the employees. Ensure that recognition rewards are prevalent as the driving force behind all individuals or any team effort.

  •  Channelize Strategies

Effective social media marketing requires strategized planning. Choose networks that are regularly used so that it becomes a common platform for all employees and corporate individuals. Engaging online on a steady medium will boost visibility significantly. It also becomes a channel of communication for the team thus multiplying opportunities for social ambassadors.

  • The United Hashtag

Unique hashtags are a definite way of skyrocketing team efforts and company contributions. Hashtags are also an indulgent method of cultivating a brand identity in the web world. Mark hashtags in posts dedicated to employee efforts, product recognition, and product reviews to further heighten engagement and create unanimous appreciation.

  • Engage Humanely

Keep the internet slang and trolling aside. Courteous greeting, respectable conversation and building a professional environment is the key to harboring relationships online and offline.

  • Invite Criticism

Being humble by creating an equal platform for positive and negative feedback is an integral part of launching an employee advocacy program. Inviting critical feedback on product launches, the work environment, and other services is important to understand the need for coexistence.

  • Behavior Model

Project the behavior you want to inculcate in the workforce by being a role model for the same. No employee is going to respect the value and appreciate business norms if there is no engagement from the opposite end. What you give is what you get!

  • Customize the Cookie-Cutter Approach

There is a fine line between automation and carelessness. Nothing makes content compelling if it’s left to be reused over and over again. Content uploaded must be updated and improvised across various channels to expand your social media approach. Whenever possible, make it easier for your social ambassadors to revamp social media content so that the audience on the outside has an interesting perspective occasionally. For example, you can begin a click-to-share link with a post so that the message can be quickly populated on the social channel by an individual.

  • Incentives and Rewards

Last but definitely not the least; make sure that your social ambassadors have something engaging to look forward to so as to be kept in the loop. Reward the active champions with a symbolic reward or something much more enticing. Encourage friendly competition and make each interaction as transparent and interactive as possible.

Conclusion

Integrating social media brand ambassadorship into the company culture increases effectiveness for overall performance results. It also garners a positive outlook; thus augmenting brand reach, awareness and transparency into every pore of your marketing campaigning. With their help, building a level of trust with the target market results in a unique and reciprocated voice.

Recommended Read: Insights on Social Media Marketing: Scoop the Best for B2B Marketing

Former Google Leader Joins BrightEdge as Chief Operations Officer

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Former Google Leader Joins BrightEdge as Chief Operations OfficerFormer Google Leader Joins BrightEdge as Chief Operations Officer

As Chief Operations Officer, Krish Kumar Will Drive Global Go-To-Market and Product Strategy to Expand Platform Solutions into the $270 Billion Advertising Market

BrightEdge, the global leader in enterprise organic search and content performance, has hired Krish Kumar as Chief Operations Officer. Kumar brings over 18 years of management experience in growing technology and media businesses to the BrightEdge team. Most recently, Kumar helped drive Google’s Search Ads platform from fifth in the market to the market leader.

Krish Kumar
Krish Kumar

“Digital marketing is in a constant cycle of growth. In particular, the content and vertical search engine market is changing dramatically, creating opportunities to innovate,” Krish Kumar said.

“BrightEdge is in a unique position to capture all these new opportunities. What attracted me to the BrightEdge team is their solution-based approach to problems marketers face every day. BrightEdge has created an innovation roadmap of product solutions developed to help CMOs and their organizations succeed. They’ve created a culture that’s hyper-focused on customer success, and it’s a culture I want to be a part of.”

Also Read: Cisco’s Former CIO & SVP Of Operations Rebecca Jacoby Joins Apptio Board Of Directors

Kumar spent the last nine years at Google as the Global Head of Search in enterprise and the Head of Search marketing platform business. In this role, he led his team in developing a  business model to improve customer results and increase profitability. Kumar has a BE in Electrical Engineering from Sydney University and MBA from AGSM.

“Krish comes to our team with years of experience working directly with CMOs to understand their needs and create performance led digital strategies and solutions,” said Jim Yu, CEO and co-founder of BrightEdge. “His passion and track record in driving transformational change aligns with our brand promise of inspiring marketers to better understand their audiences and deliver meaningful customer experiences through constant product innovation.”

Recommended Read: Customer Identity Leader LoginRadius Announces $17 Million Series A Funding from ForgePoint and Microsoft’s Venture Fund, M12

Mautic, Inc. Achieves Another Record-Breaking Quarter; Sees Spike in European Adoption

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MTS Staff Writer
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Mautic, Achieves Record-Breaking Quarter; Sees Spike in European Adoption

Rapid Adoption Drives Top-line Growth and Expanded Investment In EU

Mautic, the company that provides the world’s only Open Marketing Cloud, announced another strong quarter, including setting company records for new customer wins and total deals in a quarter. Rapid adoption of Mautic as an alternative to expensive, closed marketing automation solutions has been a key driver in the company’s growth, especially in Europe where the company saw 10X growth in the past year.

To stay ahead of spiking European demand, Mautic increased international investments, including growing its EU datacenter in Germany, adding to the customer success team in its Prague office, and enabling customers to achieve GDPR compliance in their marketing automation efforts.

Also Read: Zero Opt-Outs Is the New Holy Grail for Marketing Automation, This Year’s Nucleus Value Matrix Shows

As the company continues to build new capabilities into the Mautic Cloud Platform, some of the latest features, integration and enhancements include:

  • Mautic Accelerator: performance technology that enables Mautic Cloud customers to send tens of millions of emails at a rate that is more than 100 times faster than the community version of Mautic.
  • A/B Randomizer: advanced split-testing functionality that enables Mautic Cloud customers to build contact segments without selection bias.
  • Momentum by SparkPost: a new plugin that connects Mautic to Momentum for on-premise email delivery.
  • Slooce: a new plugin that connects Mautic to Slooce Technology for delivery of SMS messages.

“The rapid adoption of the Mautic Cloud platform highlights the market need for a more open, flexible alternative to the marketing automation incumbents,” said Matt Johnston, CEO of Mautic. “This momentum further proves our ability to build innovative product enhancements, and to be maniacally focused on making our customers successful. It was a strong quarter of learning and growth, and our focus is now on continuing this surge in the 3rd and 4th quarters of 2018.”

The Mautic team will be exhibiting at the Digital Summit Conference in Philadelphia this week, and Digital Summit Conference in Boston on August 15-16. Stop by the Mautic booth to see how the Open Marketing Cloud enables marketers to automate and personalize their entire digital experience – across tools they have bought and systems they have built in-house.

Recommended Read: Bridgeline Unbound Digital Experience Platform to Power Bank’s Customer Experience

YouAppi Unveils Major Upgrades to Its 360 Platform, Used by Nearly 500 of the World’s Most Prominent Global Brands

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MTS Staff Writer
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YouAppi Unveils Major Upgrades To Its 360 Platform, Used By Nearly 500 Of The World's Most Prominent Global Brands

Upgrades Include Direct Access to Programmatic Advertising Inventory and Industry’s Highest Fraud Protection Measures, Providing Mobile Marketers Unfettered Access to Premium Automation, Analytics and Data Protection

YouAppi, a leading growth marketing platform for premium mobile brands, announced robust upgrades to its highly-regarded 360 Platform, initially launched last year and now in use by nearly 500 of the world’s most prominent global brands. The 360 Platform addresses five critical needs for today’s marketers: user acquisition, brand video, rewarded video, re-engagement and social media. This strategic upgrade boosts the platform’s capabilities, including connections to programmatic demand, additional ad units, more stringent fraud prevention measures and backend enhancements.

The YouAppi 360 Platform employs powerful technical capabilities to ensure brands connect with the most relevant mobile users in their market. The newest upgrades to the 360 Platform include immediate availability to programmatic demand through YouAppi’s lightweight SDK (Software Development Kit), allowing brands to access demand via YouAppi’s strategic partnerships with top programmatic platforms. In addition, the 360 Platform offers greater fraud protection, improved brand safety with increased bot detection and prevention, as well as a new partnership with marketing analytics platform Moat to ensure brands receive greater ad viewability.

Also Read: AerServ Debuts First Cost Per Completed View Programmatic Mobile Video Marketplace For Advertisers

“YouAppi is a strong partner, helping us promote different kinds of apps in a very effective and efficient way,” said Xinyue Zhai, UA manager of Cheetah Mobile, YouAppi customer and creator of some of the world’s most popular apps. “The company has the traffic we need and is always able to find the right users. We look forward to incorporating these new features and our continued relationship with the YouAppi team.”

“Mobile is undergoing near constant transition, as are the needs and interests of mobile users. New privacy laws across the globe highlight the necessity of creating a genuine partnership with the consumer, using data they’re comfortable sharing and doing so in the most intelligent and transparent way possible,” said Moshe Vaknin, CEO of Youappi. “This is why we’ve been laser-focused on providing the latest technological advancements and capabilities through our 360 Platform, to ensure marketers can be both agile and effective in today’s ever-changing mobile landscape.”

YouAppi’s Upgraded 360 Platform now offers:

Programmatic

  • New partnerships enable access to programmatic demand through lightweight SDK, allowing brands to open available inventory to the top programmatic platforms
  • Publishers can maximize fill rates with YouAppi’s direct demand

Rewarded Video

  • Expert capabilities in rewarded video, currently the most popular medium for mobile video advertisers, enabling the highest completion rates from app users and improved eCPM for publishers

Also Read: Paytronix Research Reveals One to One Win-Back Campaigns Drive the Most Traffic

Brand Video

  • Proprietary first-party data to always find the right audience
  • Access to direct premium video inventory not available on the open exchange, allowing brand advertisers to engage untapped audiences
  • Integration with leading platforms offers access to programmatic inventory for branding campaigns

Playable and Interactive Ad Units

  • Playable ads that enable an accurate representation of user experience through immersive, interactive moments within the game
  • Readily engage users through creative games like Match 3

Social

  • Full spectrum of social platforms – Facebook, Instagram, Snapchat, Twitter, Pinterest and Google UAC
  • Creative services are included in the campaign package, including playable ads
  • Additional layer of audience capabilities included with proprietary database
  • Demonstrable success across multiple verticals, platforms and geographies

Re-Engagement

  • Audience management in real time
  • Massive reach via Real-Time Bidding (RTB), vast SDK network and social platforms
  • Lift campaigns measuring incrementality metrics
  • Dynamic creative targeting, supporting product feeds
  • Flexible pricing models: CPM/CPC for brand awareness and dynamic/CPA/ROAS for performance
  • Reporting API for advertisers
  • Full transparency

Advanced Fraud Protection

  • The ability to track viewability of all ad unit types by default viai SDK, whether Android or iOS
  • Enhanced bot detection and prevention
  • Additional integrations with third parties to ensure comprehensive tracking, analytics and brand safety measures
  • Updates to the YouAppi App Scanner which allows for continuous, automated app scanning

New Algorithm

  • Higher conversion rates and greater matching capabilities between publishers and users due to creative optimization process improvement, more advanced statistical models, improved prediction modeling and machine learning capabilities
  • New infrastructure for users/events classification
  • New user preference and behavior classifications for deeper insight and more accurate targeting

Platform Infrastructure Technology

  • Greater and more granular insights for account managers and operations
  • The ability to manage Integrations through a user-friendly portal
  • The power to upload, manage and preview creatives directly through the platform
  • Additional Integration partnerships to leverage large-scale server infrastructure, Big Data processing and real-time recommendations
  • Improved UI infrastructure with flexible and fast data connectivity

Recommended Read: Bidalgo Announces Support of Playable Ads on Facebook and Other Platforms, Offers Free Ad Production for Qualifying Advertisers

SpringCM Enters DocuSign’s Brood to Rejuvenate Contract Lifecycle Management Software Industry

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Sudipto Ghosh
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2
SpringCM Enters DocuSign's Brood to Rejuvenate Contract Lifecycle Management Software Industry
SpringCM Enters DocuSign's Brood to Rejuvenate Contract Lifecycle Management Software Industry

DocuSign Signs Definitive Agreement to Acquire SpringCM and Accelerates Vision to Automate Contract Lifecycle Management

As part of its vision to modernize companies’ Systems of Agreement (SofA), DocuSign Inc. has announced that it has signed a definitive agreement to acquire SpringCM, a leading cloud-based document generation and contract lifecycle management software company based in Chicago. DocuSign recently went public to further broaden its vision to automate contract lifecycle management.

DocuSign+SpringCM_Web72 (002)

With the addition of SpringCM’s capabilities in document generation, redlining, advanced document management, and end-to-end agreement workflow, the deal further accelerates DocuSign’s broadening of its solution beyond e-signature to the rest of the agreement process—from preparing to signing, acting on, and managing agreements.

“DocuSign pioneered the e-signature category and has built a strong SaaS business around that capability. We’ve also started to offer solutions that connect and automate the entire agreement lifecycle,” said Dan Springer, CEO of DocuSign.

Dan added, “We’ve done this with SpringCM as a partner across hundreds of joint commercial and enterprise customers. And we have many more DocuSign customers asking us to provide these capabilities natively as part of our platform. That’s why we believe today’s announcement makes such great business sense.”

Dan Dal Degan, CEO of SpringCM, said, “SpringCM shares DocuSign’s passion for transforming and automating the foundation of doing business—the agreement process.”

Dan Dal added, “That’s what we’ve been focused on since inception, and it’s why we power the contract lifecycle management processes for more than 600 of the world’s leading companies—including ADP, Aetna, Facebook, Hilton, Lenovo, Spotify, and the U.S. Department of Agriculture. By joining forces with the market leader, we can continue to simplify and accelerate the process of doing business, and drive innovation both before and after agreements have been DocuSigned.”

Under the terms of the agreement, DocuSign will acquire SpringCM for approximately $220 million in cash. Subject to customary closing conditions, including U.S. regulatory approval, the acquisition is expected to close in the third quarter of DocuSign’s fiscal year.

DocuSign will host a conference call today at 5:30 a.m. PT/8:30 a.m. ET to discuss this transaction. A live webcast of the event will be on the DocuSign Investor Relations website at docusign.com/investors.

RhythmOne Guarantees Advanced TV Audience Delivery to Maximize Targeted Reach and Campaign Performance

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MTS Staff Writer
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RhythmOne Guarantees Advanced TV Audience Delivery to Maximize Targeted Reach and Campaign Performance

Solution Leverages Comscore Cross-Platform Campaign Measurement to Enable Marketers to Pay Only for Impressions Delivered In-Demo

RhythmOne plc , a global advertising technology company, announced that it will offer United States-based clients guaranteed in-demo delivery of advanced TV campaigns. This unique offering provides clients with campaign-level audience measurement while accessing RhythmOne’s premium network of app publishers within its advanced TV marketplace, including connected TV, TV everywhere, and interactive TV. The RhythmOne Advanced TV Audience Guarantee solution analyzes and optimizes campaign exposure data against comScore cross-platform measurement, which provides insight into campaign reach across TV, over-the-top (OTT), desktop, and mobile platforms for a complete view of campaign delivery.

“The future of TV advertising in today’s digital world is connected,” said Todd Johnson, Vice President of Emerging Technology, RhythmOne. “Advanced TV is now an integral component of linear TV and digital ad campaigns to maximize reach and boost campaign performance. While person-level measurement has historically been a challenge for the TV industry, we’re proud to introduce a solution that addresses this critical issue. Our Advanced TV Audience Guarantee assures marketers that they are only paying for the impressions that reach their desired targets.”

Also Read: dataxu Reports Massive 40x YoY Increase in TV

According to comScore’s most recent “State of OTT” report, the OTT market is steadily growing, with 8.8 million more OTT viewing households coming online over the past year – an increase of 17% year-over-year (YOY). Time spent streaming is also up 28% YOY, with households averaging 54 hours per month of streaming.

This increase in OTT households and streaming has likely fueled the growth of advanced TV advertising and digital video monetization overall. According to eMarketer’s latest projections, US digital video ad spending will climb to $29.6 billion by 2022 – an increase of 65% compared to 2018’s spending projection ($17.9 billion).

“As a leader in the measurement space, comScore has proudly developed a new model to accommodate the complexities of cross-platform advertising – especially for high-growth media like OTT advertising,” said Felix Hansen, Vice President of Product at comScore. “We are pleased to serve as the source of truth for cross-platform campaigns – and work with companies like RhythmOne – to help marketers more effectively measure their total audience and maximize their campaign efforts.”

Also Read: comScore Announces Campaign Ratings to Solve Cross-Platform Video Ad Measurement Challenge

The RhythmOne Advanced TV Audience Guarantee offers marketers and media buyers the following benefits:

  • In-target audience delivery at scale. RhythmOne helps brands connect with intended ages and genders. The platform optimizes impression delivery to target digital TV audiences across its controlled and partnered supply.
  • Reach and frequency insights. Metrics include how many unique individuals a brand has reached and how often within a campaign.
  • Person-level viewership in households. Measurement accounts for all viewers in a room with co-viewing calibration from comScore, delivering a complete view of the total audience exposed to a brand’s video.

RhythmOne acquired advanced TV and digital video pioneer YuMe earlier this year. This new offering adds to RhythmOne’s robust set of advanced TV measurement solutions, including Nielsen Audience Composition, Placed In-Store Attribution, comScore Tune-In, and Nielsen Catalina Closed Loop ROI Measurement.

RhythmOne guarantees delivery as measured against comScore’s cross-platform measurement, optimizing impression delivery on a weekly basis in order to fulfill purchased impressions before the end of campaign flight. To fulfill guarantees, RhythmOne will apply [Delivered Audience Impression composition %] x [RhythmOne count OR CTV certified ad server impression count] to determine billable in-demo impression count. While we do not anticipate that a guarantee will not be met, should final billable in-demo impression count calculation demonstrate that we have not met the guaranteed in-demo impression count during the pre-determined campaign flight period, RhythmOne will not bill for the under-delivered impressions.

Recommended Read: dataxu Appoints TV Veteran Gary Savoy as Vice President of Media

Spiceworks Introduces New Intent-Based Targeting Capabilities to Help Technology Brands Reach In-Market Businesses at the Right Time

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Spiceworks Introduces New Intent-Based Targeting Capabilities to Help Technology Brands Reach In-Market Businesses at the Right Time

New Capabilities Leverage First-Party Intent Data to Improve How Businesses Buy and Sell Technology Solutions

Spiceworks introduced new intent-based targeting capabilities that leverage unique, first-party insights to empower B2B technology brands to identify and engage potential customers more efficiently. The new capabilities help technology brands reach in-market businesses — and the buyers within them — at the right time, providing a better, more relevant experience for IT buyers seeking connections to the brands that can help them when they need it most. With intent-based targeting, Spiceworks is connecting technology buyers and sellers in a way that reduces friction in the technology buying process and improves the experience for both parties.

B2B technology brands attempting to reach in-market buyers have been constrained by two historical approaches — determining intent through content and editorial consumption and through the combining of data sets from multiple third-party providers. However, given the complexity of the IT buying process and the number of decision makers involved, these approaches don’t leverage or fully account for new resources technology buyers rely on, their real-time behaviors, public conversations they have with peers and technology brands, existing brand preferences and solutions deployed, or the tools they use to do their jobs day in, day out.

Also Read: Spiceworks Study Reveals Employees Spend 26 Days Per Year on Websites Unrelated to Their Job

“An approach to intent-based targeting that relies on content consumption or an amalgamation of third-party data sets is limiting for the brand, but more importantly, cannot fundamentally improve the experience for the IT buyer,” said Manish Dixit, senior vice president of products and engineering at Spiceworks. “Our approach marries first-party data that’s unique to Spiceworks, new machine learning capabilities, and our decade-plus relationship with IT buyers to reimagine intent-based targeting in a way that’s great for the IT buyer and the brand they’re buying from.”

Spiceworks Generates Billions of Intent Signals Each Month

Interactions within the Spiceworks marketplace including community discussions, technology how-tos, learning modules, product reviews, over 15 IT management tools, and other properties generate billions of intent signals every month and provide a more complete picture of business’ needs. These insights are then used to connect technology buyers and sellers as they’re searching for the information they need to make a purchase decision.

Spiceworks’ intent-based targeting capabilities help technology brands reach in-market businesses across 14 technology categories including hardware, software, cloud, security, networking, and more. Additionally, Spiceworks can identify purchase intent for a specific brand within each technology category and enable business technology buyers to opt-in to content from the brands they’re considering. Intent targeting can be activated via Spiceworks’ suite of advertising solutions including email, content syndication, display, and audience extension.

Recommended Read: Chorus.ai Brings AI Technology at the Center of Business Conversation Analytics

Integral Ad Science and FreeWheel Partner to Provide Publishers with a Global Solution to Measure Premium Video Inventory Against Viewability, Brand Safety and Fraud

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Integral Ad Science and FreeWheel Partner for Premium Video Inventory

Publishers using FreeWheel‘s video monetization platform now have a simple solution for verifying and protecting their digital video inventory. Integral Ad Science (IAS) announces a partnership with FreeWheel’s ad management platform that allows publishers to measure the quality of their digital video for viewability, brand safety, and fraud. The solution is globally available across Video Ad Serving Template (VAST) and Video Player Ad Interface Definition (VPAID) inventory across desktop and mobile web.

“We are excited to expand our publisher digital video coverage with FreeWheel,” said David Hahn, Chief Strategy Officer, IAS. “The industry needs a trusted verification partner that supports the buy- and sell-side, and can help all players in the ecosystem confidently and efficiently analyze the quality of media. Together, with FreeWheel we are proud to continue to drive this charge.”

The partnership allows publishers to easily communicate the quality of their inventory and build confidence with marketers that their video content will be placed in viewable, fraud-free environments. It also helps publishers to be transparent and provide their advertisers with a brand-safe experience.

Also Read: Nielsen And FreeWheel To Expand Measurement Across Over-The-Top And Set-Top Box Video On Demand Inventory

“Creating global solutions and standards for digital video is a critical component for the health of the entire TV ecosystem,” said James Rooke, General Manager, FreeWheel Publishers. “The integration of FreeWheel and IAS measurement capabilities will bolster the buy-side’s confidence in the integrity of the inventory they’re purchasing, and allow publishers to pursue more informed monetization strategies.”

The solution was first tested and deployed in France across leading publishers TF1 Publicité and France TV Publicité, and is now available globally.

“​Our ​objective ​is not only to offer a 100% brand-safe environment for advertisers, but also to offer the highest viewability for their ads. Viewability and video completion are the leading metrics of measuring ad effectiveness. That is why​ it was necessary for TF1 Publicité to be able to optimize these metrics on a daily basis,” said Philippe Boscher, Head of Digital Marketing, Data & Research, TF1. “Now, with this solution we are able to deliver better informed campaigns to our clients, direct from our ad server, which makes all the difference.”

“For France TV Publicité, the direct integration between IAS and FreeWheel is an opportunity for us to even more efficiently optimize our clients’ digital campaigns. We are fully committed to ensuring media quality in digital advertising which relies particularly on ad-effectiveness measurements such as viewability and brand safety,” said Barbara Steinert Dumery, Vice-President for Marketing, Research and Operations at France Télévisions Publicité.

Publishers can now use this solution to better understand their media quality and align their inventory with client goals and campaign strategies furthering the initiative for better transparency between the buy- and sell-side of the industry.

Recommended Read: Swrve 3.0 Can Win You More Moments of Multi-Channel Engagement

LiveRamp to Power People-Based TV Campaigns for Adobe with IdentityLink

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PRNewswire
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LiveRamp
LiveRamp to Power People-based TV Campaigns for Adobe with IdentityLink

Partnership Enables Advertisers to Activate Data At Scale for TV Advertising Using Adobe Advertising Cloud or Adobe Audience Manager

LiveRamp®, an Acxiom® company  and leading provider of omnichannel identity resolution, today announced that Adobe  is integrating LiveRamp’s IdentityLink™ for TV solution across Adobe Advertising Cloud and Adobe Audience Manager. This enables advertisers to engage in addressable TV advertising using the same first- or third-party audiences they already deploy through Adobe, while unlocking household-level insight. The partnership enhances people-based marketing and measurement capabilities for Adobe Advertising Cloud and Audience Manager customers and complements Adobe’s existing TV capabilities.

“The TV landscape is at a watershed moment, created by the convergence of digital and the cord-cutter or cord-never generation. To stay relevant as the industry evolves, digital and TV must work together to create seamlessly-executed omnichannel marketing”

Read More: Data Innovators Coming to San Francisco for JOIN 2018

According to Adobe Digital Insights’ Advertising Report, the majority (74 percent) of Americans believe the TV ads they see aren’t relevant to them. Despite progress to extend automation and data-driven buying to TV, most TV buys are still executed manually with targeting and measurement limited to age, gender, frequency and reach. Adobe took steps to solve for these challenges with the introduction of Adobe Advertising Cloud TV last year, and the new partnership with LiveRamp expands those targeting capabilities; it’s now easier than ever for marketers to extend their digital campaigns into the addressable TV ecosystem.

“Since announcing IdentityLink for TV in March, we have continued to prioritize the transformation of the $224B television industry, helping brands, agencies, programmers and technology platforms execute people-based marketing at scale,” said Allison Metcalfe, general manager of TV at LiveRamp. “Our partnership with Adobe fortifies that approach, and helps ensure consumers are tuning in – not tuning out – to meaningful messages and experiences with brands they know and love.”

Read More: Sizmek DSP Brings in Contemporary AI/Machine Learning Technology for Better Programmatic Control and Efficiency

Adobe Advertising Cloud provides buyers with unique access to inventory, enabling advanced targeting and measurement for billions of ad impressions monthly – from the full footprint of 100+ networks on linear TV, to top broadcasters offering on-demand access to full TV episodes and live sports. Adobe Audience Manager users can now easily use first-party data – CRM files, customer lists, offline sales or loyalty program data – or ethically sourced third-party data from the IdentityLink Data Store to execute advanced TV targeting and measurement. Once an audience is imported to LiveRamp from Adobe, it is anonymized and matched to addressable TV subscribers and can be activated at scale across addressable TV, national linear TV, video-on-demand (VOD), over-the-top video (OTT) and connected TV.

“The TV landscape is at a watershed moment, created by the convergence of digital and the cord-cutter or cord-never generation. To stay relevant as the industry evolves, digital and TV must work together to create seamlessly-executed omnichannel marketing,” said Todd Gordon, Director, Programmatic TV at Adobe. “We are excited to work with LiveRamp to bring omnichannel people-based marketing to our customers, so they can deliver personalized marketing experiences that inform and inspire consumers.”

Read More: Evergage Named a Leader in Gartner’s First-Ever Magic Quadrant for Personalization Engines

Gro CRM Joins New Stripe Partner Program to Bring More Commerce Online and Increase the GDP of the Internet

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Gro CRM

Gro CRM’s Mac CRM platform for small business helps merchants accept payments and process credit cards with complete ease.

Gro CRM, the award-winning friendly and intelligent Mac CRM software platform for small business which includes integrated contact management, customer relationship management and enterprise resource management made exclusively for Apple users and their devices, today announced that it has joined the new Stripe Partner Program as a Verified Partner. With only 3% of GDP online, the goal of the program is to increase internet commerce by helping companies start, run, and scale their businesses.

Read More: Data Innovators Coming to San Francisco for JOIN 2018

Gro CRM's Mac CRM platform for small business helps merchants accept payments and process credit cards with complete ease.
Gro CRM’s Mac CRM platform for small business helps merchants accept payments and process credit cards with complete ease.

Stripe is a technology company that builds economic infrastructure for the internet. Millions of businesses of every size use Stripe today to accept online payments and run complex global operations. More than half of Stripe users double their monthly payments volume after two years.

“We’re thrilled to be one of the first to join Stripe’s Partner Program,” said Sophia Maes, Senior Vice President of Sales at Gro CRM. “Our mutual customers benefit from the combination of Gro CRM’s friendly Apple based Mac CRM and Stripe’s seamless payments platform. We’re excited to support the program’s long-term mission of bringing more commerce online and growing the GDP of the internet.”

Read More:  Evergage Named a Leader in Gartner’s First-Ever Magic Quadrant for Personalization Engines

Stripe Verified Partners undertake a rigorous security and verification process, so that users can be confident in the quality of the partner’s integration with Stripe, as well as more easily find new partners. Verified Partners receive enhanced benefits, including access to millions of Stripe users through a listing on the “Works with Stripe” gallery, exclusive invites to product betas, dedicated partner support, and more.

“Partners have integrated with Stripe for years — more than half of our fastest-growing users take advantage of one or more Stripe extensions,” said Claire Hughes Johnson, Stripe COO. “But as Stripe is increasingly getting pulled up-market, our users have asked for an easier way to discover new partners and new applications. That’s why we’re excited Gro CRM is joining forces with us today to provide a better overall experience for the millions of businesses scaling on Stripe.”

Read More: Sizmek DSP Brings in Contemporary AI/Machine Learning Technology for Better Programmatic Control and Efficiency

Brainshark Named Among ‘Best Sales Enablement Solutions for Building Better Sales Brains’ in New Analyst Report

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PRNewswire
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Brainshark

Amalgam Insights’ First-of-its-Kind Research – Which Evaluates Sales Readiness Offerings from a Brain Science Perspective – Recognizes Brainshark’s Solutions for Creating an Always-Ready Sales Force

Brainshark, Inc., delivering SaaS-based sales enablement and readiness solutions, today announced it is a featured solution provider in the newly published “Vendor SmartListTM: 2018’s Best Sales Enablement Solutions for Building Better Sales Brains” report – authored by leading technology research firm Amalgam Insights. The report – the first to evaluate sales enablement solutions from a brain science perspective – identifies “the top solutions to help sales VPs and sales managers to better train their teams across the multiple areas that salespeople must master.”

Read More: Data Innovators Coming to San Francisco for JOIN 2018

According to the report: “The best sales enablement and training solutions are aligned with the learning science – the marriage of psychology and brain science – and optimally engage the ‘what,’ ‘how’ and ‘feel’ systems in the brain.” Mapping critical sales training aspects and processes to these three distinct learning systems, the report evaluates how well solutions solve various sales readiness challenges: including stimulating learning, sustaining knowledge, and promoting development of key skills and aptitudes.

Amalgam Insights Research Fellow Todd Maddox, Ph.D., the report author and an expert in quantitative and cognitive psychology, human learning and memory, and training optimization, commented: “Brainshark makes it easy to create engaging and memorable content to power sales readiness. Combine this with AI-powered scoring and analysis for video coaching, and you have a platform that effectively engages the relevant learning systems and trains better sales brains.”

Read More: Sizmek DSP Brings in Contemporary AI/Machine Learning Technology for Better Programmatic Control and Efficiency

Brainshark’s award-winning sales readiness solutions prepare salespeople where, when and how they work. The company’s training and coaching offerings effectively address and engage the brain’s learning systems, as defined in the report:

  • Cognitive skills learning system (knowing facts; “the what” system): The report cited the ease of creating and delivering memorable sales training content through Brainshark – accessible 24×7 on the devices and systems reps use every day, and creating an “always-ready sales force.” Sales organizations can deliver formal and informal training through Brainshark’s on-demand learning environment, as well as push out bite-sized, just-in-time learning videos for anytime, anywhere consumption and refreshers.
  • Behavioral skills learning system (learning behaviors; “the how” system): Brainshark’s video-based sales coaching solution is a coaching, practice and assessment environment – enabling reps to submit videos (practicing a pitch, etc.) for review, and master key messages and aptitudes. According to the report, Brainshark’s new Machine Analysis engine – an add-on, artificial intelligence (AI)-based solution that provides automated insights and scoring – primes participants for positive behavioral change.
  • Emotional learning system (reading people/situations; “the feel” system): Through its multipronged sales readiness approach, products and services, Brainshark embraces that sales training is unique because sales situations are always changing. The report notes: “Brainshark helps learners react quickly to readiness needs during onboarding, as new products are launched, when new markets open up and when rolling out new sales methodologies.”

“The information sellers need, and the level at which they need it, is unique for most sales organizations – and that information is always changing,” said Brendan Cournoyer, Brainshark’s vice president of marketing. “The million-dollar question is: ‘How do you get your sales force to a state of perpetual readiness?’ Brainshark provides an all-encompassing solution for creating high-impact learning content, imparting knowledge effectively and making it stick, so companies can address every aspect of sales readiness – from foundational onboarding, to continuous learning, sales transformations and reactive learning needs.”

Read More:  Evergage Named a Leader in Gartner’s First-Ever Magic Quadrant for Personalization Engines

LeanData and Sales Hacker Unveil Inaugural Survey: The State of Revenue Operations

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MTS Staff Writer
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LeanData and Sales Hacker Unveil Inaugural Survey: The State of Revenue Operations

Approximately 1,000 Sales and Marketing Executives View Revenue as a Shared Responsibility for Predictable Go-To-Market Execution

LeanData, the leader in Lead-to-Account Matching, Routing, and Marketing Attribution solutions, along with Sales Hacker, the leading resource for sales innovation, acceleration, and the future of sales, announced today the launch of their joint research study, The State of Revenue Operations: A Survey of B2B Sales and Marketing Professionals. Nearly 1,000 B2B sales and marketing professionals and decision-makers shared their perspectives on the ever-growing trend of Revenue Operations.

Read More: Data Innovators Coming to San Francisco for JOIN 2018

Revenue is the lifeblood of companies, which means it is natural for companies to obsess over finding new strategies to accelerate growth continually. Over the years, enterprises tested and tried a plethora of approaches in hopes of finding a silver bullet for generating revenue, including the rise of the Chief Revenue Officer (CRO) position. The role of the CRO, which focuses solely on leading strategies around revenue generation, continues to be adopted by enterprises. Now, conversations around the concept of revenue ops intensify as B2B enterprises compete for customers and dollars. As the adoption rate for CROs continues to grow, the probability of revenue operations becoming a staple business strategy among B2B organizations becomes increasingly likely. The question on B2B sales and marketing professionals’ minds is, will revenue operations crack the code to efficient and predictable go-to-market (GTM) execution and revenue generation?

“Today’s B2B organizations are under constant pressure to continuously innovate on their GTM strategies to scale revenue and grow market share. In order to be successful, I firmly believe that Operations, through its management of data and processes, must have a seat at the executive leadership table,” said Evan Liang, Co-Founder, Chief Executive Officer, LeanData. “The goal of revenue ops is to unify and increase revenue generation through the use of data and technology in order to create a seamless revenue engine. That is the promise of revenue operations, but the question remains, is this the right business strategy to elevate sales, marketing, and customers operations to its proper place within revenue generation teams?”

Read More: Sizmek DSP Brings in Contemporary AI/Machine Learning Technology for Better Programmatic Control and Efficiency

Nearly 1,000 sales, marketing professionals, and executives provided their insights on how their respective companies perceive, adopt and implement a revenue operations model:

  • Defining Revenue Operations: Today, there is not a single definition of revenue operations that B2B sales and marketing professionals can unanimously agree on. Typically, revenue ops encompass various departments within an enterprise. According to the State of Revenue Operations survey, over 45% of respondents consider revenue operations to be a unified coalition between sales, marketing, and customer success teams. Furthermore, nearly 25% of respondents would add operations teams to the group.
  • Building a Revenue Operations Team:  Despite the growing number of conversations, the majority of B2B organizations are not rushing to adopt revenue ops. In fact, nearly 60% of respondents said their companies do not have a revenue operations team.  For many B2B enterprises, there are numerous challenges to create a revenue ops team, including a lack of institutional knowledge on how to build a revenue operations team (approximately 32%), and failure to create the right team structure (almost 21%). Despite the challenges, the survey uncovered a small but growing group of B2B enterprises who have or creating their own revenue ops teams. An estimated 21% of respondents said their respective companies had built a revenue ops team, while over 15% said their companies were in the process of building revenue ops teams.
  • The Catalyst for Change to Revenue Operations Model: For many B2B organizations, there are specific reasons to shift to a revenue ops model, in fact over 50% of survey respondents said that there are many specific business reasons for implementing the revenue ops strategy into their organization. Account-Based Marketing (ABM) was named as one of the business strategies that has encouraged companies to apply a revenue ops model. “The advent of ABM (which involves marketing and sales working closely together) and the increasing importance of net retention (which requires close coordination between sales, marketing, and customer success) has made a true revenue ops function critical to success”, said Andrew Mowat, Vice President, Growth Operations, Culture Amp. Furthermore, nearly 20% of respondents believe that the complexity of data and technology stacks is a primary reason for embracing the revenue operations model.
  • Who Owns the Revenue Metrics and KPIs: A significant point of contention in conversations around revenue operations is which team is responsible for owning the revenue metrics and KPIs. According to the survey, there is a wide range of opinions on the topic: 45% of respondents believed that sales, marketing, and customer success should share the responsibility of owning revenue metrics and KPIs. LeanData’s Chief Marketing Officer, Karen Steele offers the following perspective, “to drive revenue more efficiently and to optimize internal processes, businesses are seeking dedicated revenue ops teams that own their respective revenue ops KPIs. It’s not just a siloed sales or marketing exercise anymore. Driving revenue is a hybrid responsibility.” On the other hand, over 30% of respondents said that operations should be the owner of revenue metrics and KPIs versus sales (nearly 24%) and marketing teams (11.6%).

“Revenue Operations is more than a trend, it is a movement of B2B organizations eliminating the silos between sales, marketing, and operations teams to drive growth,” said Max Altschuler, Chief Executive Officer, Sales Hacker. “Although the trend is still in its infancy, we see high-growth companies experiment, even implement a revenue operations model and are starting to experience the benefits. Over the next several years, we can expect to see revenue ops become a critical business strategy for B2B enterprises.”

Read More:  Evergage Named a Leader in Gartner’s First-Ever Magic Quadrant for Personalization Engines

Data Innovators Coming to San Francisco for JOIN 2018

By
MTS Staff Writer
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Data Innovators Coming to San Francisco for JOIN 2018

Looker Announces Annual Data Conference as the Company Reaches 550 Employees and 1,600 Customers with 70% YoY Revenue Growth

Looker, a leading data platform company, announced JOIN 2018, the three-day conference dedicated to learning from and collaborating with some of the brightest minds in data who are driving the smarter use of data across every industry.

“Every year we see new, groundbreaking advancements in data and analytics technology that are having fundamental, positive impacts on businesses and organizations around the world,” said Frank Bien, CEO of Looker, CEO of Looker. “Today, we’re seeing our customers change the way they work by weaving data into new business applications that go far beyond business intelligence and analytics. JOIN is an educational platform that celebrates these innovations and fosters the exchange of new ideas. We’re looking forward to another compelling conference that brings the data-minded community together.”

Also Read: PicsArt Hires COO to Lead Exponential Growth of Next-Generation Social Media Editing Platform

Educational tracks span everything from technical workshops on data best practices, workflow customizations, security and data ethics to AI, machine learning, departmental ROI optimization, and dashboarding. Speakers from companies such as Turner Broadcasting System, Heroku (a Salesforce Company), Stack Overflow, Coursera, WeWork and 451 will be on hand delivering sessions on how they use data to drive their businesses every day.

JOIN 2018 is supported by some of the most data-focused companies in the world, including Google Cloud, Amazon Web Services, Snowflake, Segment, Fivetran, Big Squid, DataRobot, panoply.io and many others.

JOIN 2018 kicks off October 9th at the Palace of Fine Arts in San Francisco.

Looker Maintains Solid Growth and Market Adoption

Over the last year, Looker grew revenue 70% year-over-year and increased its customer base now reaching over 1,600 companies, including new customers Cisco Systems, Trivago, Sunrun, and Marks & Spencer. The company also grew to 550 employees and maintained industry-leading margins, while delivering 14 consecutive quarters of negative churn and 21 straight quarters of beating its revenue plan.

During that same time, Looker was named a ‘Strong Performer’ and received the highest score for ‘Strategy’ in a Forrester Wave, made its first appearance in a Gartner Magic Quadrant, was named an Overall Leader from G2 Crowd, and was the Highest Rated Vendor in the May 2018 Gartner Peer Insights ‘Voice of the Customer’: Analytics and Business Intelligence Platforms Market.

Looker also expanded its leadership team adding Tricia Timm as General Counsel, Corporate Secretary, and leader of its Diversity and Inclusion Program.

Recommended Read: Zoho One Achieving Rapid Market Adoption; New Apps, AI, Analytics and Zia Search Further Extend Power of the Integrated Software Suite

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