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Beyond Personal – Why Individualization Is the Key to Marketing Success

As marketers, we’ve long viewed personalization as a good thing. Segment your users based on shared characteristics and target them with appropriate content and offers. Sounds simple right? But with the ever more distracted consumer, it’s not that simple. New research from Cloud IQ,  has, in fact, revealed a personalization paradox – brands believe their personalized approach is exceeding consumer expectations but it’s actually having the opposite effect. Consumers are feeling overwhelmed by irrelevant communication and…

TechBytes with Marcin Karnowski, Director, SMB Marketing-EMEA, Google

Marcin Karnowski Director, SMB Marketing-EMEA, Google Google recently announced the updated version of its Test My Site tool. Google's Test My Site was launched last year and promoted as a business-friendly site scoring tool. In its latest edition, Test My Site would let website publishers gauge the time it takes the mobile site to load. However, it's the competition analysis of different mobile sites that are making most news. Apart from seeing how many visitors you lose with a low mobile site, Test My Site also…

TechBytes with Travis Kaufman, VP Product & Partnerships, Leadspace

Travis Kaufman VP Product & Partnerships, Leadspace How many times have you revised your true definition of an ideal customer? Once, twice or more than ten! It’s easier to build the definition of an ideal customer compared to retaining one. An ideal customer is one who falls into the category of your best leads, fills your pipeline and significantly influences others to convert, making demand-gen a refreshing journey for B2B marketers. Leadspace Audience Management Platform offers predictive scoring and real-time…

Interview with Daniel Rodriguez, VP of Marketing, Seismic

"Artificial intelligence and analytics are going to help sellers find the best ways to accompany and educate customers throughout the buying cycle." On Marketing Technology MTS: Tell us about your role and how you got here. (What inspired you to join a technology innovation company?) I am the VP of marketing here at Seismic, where I focus on developing and executing a marketing strategy for generating high quality leads for sales and raising brand awareness. I joined the team back in 2013 as Seismic’s first marketing…

63% Marketers Do Not Utilize Fraud Prevention Techniques: Singular’s Fraud Index

Singular's Study Is The First Of Its Kind To Examine Fraud Data From Multiple Fraud Prevention Solutions, Each With Its Own Set Of Anti-Fraud Methods Singular, the industry's only unified marketing analytics solution connecting attribution data with campaign data in a single platform, announced the release of The Singular Fraud Index revealing the most active fraud prevention techniques in the mobile industry, as well as the 20 Most Secure Mobile Ad Networks driving the lowest rates of fraud. Singular's…

Outreach Meetings Simplifies Scheduling Workflow With Prospects

New Product Cements Outreach's Position as First Complete End-to-End Solution for Sales Professionals Featuring Multi-Channel, Integrated Analytics Outreach, the leading sales engagement platform, unveiled its newest product available through the Outreach platform, Outreach Meetings. Designed to accelerate and simplify salespeople's daily process of scheduling meetings with prospects, Outreach Meetings helps ensure more meetings happen. Outreach Meetings is a suite of features that solves all the pain points of…

BrightFunnel Announces New Revenue Attribution Solution for Microsoft Dynamics CRM Customers

BrightFunnel, the pioneer in Revenue Intelligence for B2B marketers, announced their new integration with Microsoft Dynamics CRM. Through the integration between BrightFunnel's Revenue Intelligence Suite and Microsoft Dynamics CRM, enterprise marketing teams can optimize the full customer journey by analyzing how marketing investments impact the business. BrightFunnel's advanced offerings provide deep insight into marketing program performance, aligns sales and marketing, and optimizes marketing execution.…

We Built A Product That Sells Itself: monday.com

How An Internally-Developed Business Intelligence Tool Helped Monday.Com Grow To Over 18,000 Paying Customers In 2014, the Monday.com team (formerly known as dapulse) launched a tool that helps teams work better together, and smarter. CEO Roy Mann spearheaded product development which began in 2012, with his co-founder Eran Zinman. The idea stemmed from a problem that nagged Mann while working at another startup. The company experienced massive growing pains in managing internal communications. So, Roy built…

TechBytes with Agatha Rymanowska, SVP, Enterprise Operations, Conversant

Agatha Rymanowska SVP, Enterprise Operations, Conversant Conversant is the industry leader in personalized digital advertising and the digital media arm of Epsilon. The Conversant One-to-One Relationship Engine (Core), Conversant’s massive, continually learning engine that builds on the industry’s largest set of consumer data, was recently awarded “Best Industry Innovation” at the 2017 iMedia ASPY Awards.  We spoke with Agatha Rymanowska, Senior Vice President of Enterprise Operations, to understand how Conversant…

Interview with Dvir Doron, Chief Marketing Officer, Cedato

"When applied to video, header bidding makes it possible for publishers to monetize more efficiently than ever before." On Marketing Technology MTS: Tell us about your role at Cedato and how you got here? What do you enjoy most about being in video adtech? I joined very early on following an impactful meeting I had Ron Dick, Cedato’s CEO. At the time I was busy working on my own project, but Ron’s positivity, passion and overall vision for the company’s future intrigued me. It seemed like an industry-changing idea and a…

TechBytes with Christopher Golec, CEO, Demandbase

Christopher Golec CEO, Demandbase Demandbase recently launched the new-generation ABM platform, enabling B2B marketers to execute Account-Based Marketing effectively and easily. Promoted as a comprehensive, end-to-end ABM platform that lets you easily manage audiences of target accounts, measure the progress of those accounts and act on them across the entire funnel, the next-generation of Demandbase ABM has an Artificial Intelligence (AI) layer, which ensures an improvement in account identification rates. To dive…

Interview with Javier de la Torre, CEO, CARTO

"Location intelligence technology needs to be more accessible and closer to the specific areas of expertise professionals understand already." On Marketing Technology MTS: Tell us about your role at CARTO and how you got here? What inspired you to start a location data intelligence company? I am the Founder and CEO at CARTO. While I do a bit of everything, I particularly focus on the long term strategy for the company and staying close to our customers, ensuring we are understanding market needs that drive the future of…

Dreamforce TechBytes with Matt Ostanik, CEO, FunnelWise

Matt Ostanik CEO,  FunnelWise Salesforce Dreamforce is one of the biggest software conferences in the world. In the run-up to this event, we unveil our special TechByte series featuring high-profile Dreamforce attendees and MarTech Champions. We spoke to FunnelWise CEO Matt Ostanik about the evolution of revenue funnel science.MTS: How has Revenue Funnel Science evolved in terms of MarTech maturity? Matt Ostanik: Revenue Funnel Science™ and MarTech go hand-in-hand. Revenue Funnel Science is a framework to utilize the…

TechBytes with Enriko Aryanto, Co-Founder, QuanticMind

Enriko Aryanto Co-Founder,  QuanticMind Last month, QuanticMind secured $20 million in Series B that was followed by the data platform for intelligent marketing announcing an AI-powered solution for Google shopping. To understand how the new machine learning-based solution integrates with the existing predictive advertising platform, we spoke to QuanticMind Chief Technology Officer, Enriko Aryanto.MTS: What are the key components of QuanticMind’s predictive advertising platform? Enriko Aryanto: QuanticMind’s key…

Interview with Michael Jaconi, CEO, Button

"Mobile is changing how brands and marketers think about their spend. For the first time in history, spending can be truly 'quantifiable'." On Marketing Technology MTS: Tell us a little bit about your role and how you got here? What inspired you to start a martech company? Prior to starting Button, I had the opportunity to work under one of the world’s most successful entrepreneurs, Hiroshi Mikitani - or Mickey as his friends call him. In that position, I was able to learn from a leader who had built his company from a…

How to Find the Right AI Platform for B2B Marketing and Sales Success

How to find the right AI platform for B2B marketing and sales success A report by technology research firm Nucleus Research provides compelling new evidence of the power of Artificial Intelligence (AI)-assisted marketing. The study showed that in their first 30 days of using AI for advanced analytics and predictive functionality, the B2B sales and marketing teams at a commerce service provider increased business from the company’s top-tier accounts by 5% and created 25-35 new sales opportunities. Overall, the unique…

Grapeshot and MediaMath Announce Global Integration to Meet Demand for Prebid Contextual Targeting

New Integration Focusing on Live Contextual and Predictive Targeting through Page-Level and Trending Topic Analysis Grapeshot, the contextual prebid brand safety, and predictive audience provider, announced a global integration with leading technology company MediaMath to meet a growing demand from its partners. The partnership sees Grapeshot’s full suite of prebid products now available globally on the MediaMath platform. “We are excited to partner with MediaMath to jointly provide a world-class contextually-powered…

TechBytes with Jeff Allen, Senior Director, Product Marketing, Adobe

Jeff Allen Senior Director, Product Marketing, Adobe Adobe Analytics is a guiding solution for enterprises to build their existing datasets into impeccable customer intelligence insights. With data, there is always the complexity of scale, relevance and ROI, attached. How should enterprises juggle between multi-channel data streams for insights and actions into customer behavior and experience? The firepower behind the customer intelligence used by two-thirds of the Fortune 100, Adobe Analytics empowers modern CMOs in…

Interview with Jeff Finn, CEO, zvelo

"The overall programmatic market will continue to suffer unless (and until) ad fraud is eliminated and brands have trust in the system." On Marketing Technology MTS: Tell us about your role at zvelo and how you got to where you are today. What drove you to be part of an AdTech service/content categorization company, and how has zvelo evolved? As CEO of zvelo, my role is to build an effective leadership team that sets the strategic direction for our company, determines the operating plan and builds their respective teams…

Acxiom and Amex Advance Launch New Data-Driven Offering to Predict Consumer Purchase Intent

Amex Advance combines predictive insights with Acxiom InfoBase® to increase marketing effectiveness Acxiom, the data foundation for the world's best marketers, and Amex Advance, a personalization services business within American Express, today announced the launch of a joint data-driven offering to predict purchase intent across the broad US consumer population. Currently, Acxiom provides the data foundation for the world’s best marketers. The company enables people-based marketing everywhere through a simple, open…