A growing number of businesses are focused on improving their personalization tactics, in an always-on marketing world where customers want the brands they interact with to know them better, what data and metrics should marketers be more focused on? Catch this latest weekly highlight where marketing leaders share the latest in martech alongwith essential martech tips, best practices and more: 

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MarTech Quote-of-the-Week!

Brands are looking to find new ways to reach the right audiences at the right time without the need for third party data. In particular, we’ve seen a huge amount of growth in the capability of artificial intelligence (AI) in recent years, and it’s a technology that advertising can use to its advantage in a post-cookie landscape.  Utilising AI to streamline the efforts of campaigns allows brands to not only target specific audiences, but go even more granular too, hitting specific territories of interest with the right content. The end game is to ultimately get the right content in front of the perfect audience, and AI allows brands to achieve this more efficiently and effectively than ever before. –Emilia Kirk, Global Head of Growth at Seedtag

Top MarTech News of The Week: 13th December to 17th December

• RingCentral Announces $100 Million Share Repurchase Authorization
• Adobe Introduces Creative Cloud Express
• Merkle Shares Key Consumer Trends for Marketers in Latest Media Insights Report
• Dynata Acquires 0ptimus Analytics, Strengthening Advertising Solutions Offerings
• Amobee and IRI Partner to Bring Propensity Scoring to CPG Advertisers and Enable Increased Efficiency Through Bid Decisioning Optimization
• Infutor Adds Onboarding & Crosswalk Capability for Connected TV Covering 150 Million Consumers Nationwide
• Dialpad Meetings Enhancements and Poly Partnership Optimizes the Room Experience for Hybrid Workforces
• Ping Identity Launches PingOne Authorize, Advancing its Cloud Identity Platform with Dynamic Authorization Capabilities
• Validity Announces Collaboration with Adobe to Improve the World of Email
• Ogury and the Trade Desk Partner to Offer Cutting Edge Programmatic Mobile Advertising for Media Buyers
• Advocado Announces $10 Million in New Capital, Led by Crescent Cove Advisors, and Appoints New Board Member
• New Survey Reveals that Consumers Want Digital Ads to Carry a “Privacy Guaranteed” Seal
• Lytics and Versium Announce Data Enrichment Partnership
• Coveo Brings Seamless Search Integration to Adobe Experience Manager
• Triton Digital Releases the Australian Podcast Ranker for November 2021 & the New Podcast Ranker Website
• Rokt Secures $USD325 Million Series E Funding Round, Led by Tiger Global
• Productiv Hires New CMO Rashmi Vittal to Bolster Hypergrowth after Record Year
• Adobe Announces Changes to Executive Leadership Team
• Dialpad Raises $170 Million and Increases Valuation to $2.2 Billion as it Leads New Era of AI-Powered Communications
• Verint Named a Leader in the IDC MarketScape for Worldwide Conversational AI Software Platforms for Customer Service 2021

MarTech QnA with the Expert

The impact of poorly managed data is profound and far-reaching. It will hurt everything from a company’s marketing efforts, sales win rates, sales productivity, customer experience, employee satisfaction, and ultimately revenue. The inability to act on inaccurate or unverified data will negatively impact an organization’s ability to reach, retain and sell into their potential and existing customer base. –Kate Adams, SVP of Marketing at Validity

MarTech Articles on Personalization, Zero-party Data, Insights for a post cookie world

• Are you Personalizing your Content Well Enough for a Global Audience?
• Inspiring Stories from Successful MarTech and Tech Start-Ups
• Optimizing how first-party data is collected
• What is zero-party data and can it help drive customer success?
• Audio Attribution: Importance and Benefits for Advertisers 
• Why marketers need continuous insights in a cookieless world
• Boost your B2B Marketing Strategy with Crucial Buyer Insights
• Flipping the goodbye of third-party cookies into a brand loyalty-creating opportunity
• Why B2B customers want a B2C experience
• Human to human marketing is the key to business growth in 2022
• How to establish long-lasting consumer relationships in a digital environment

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

Episode 106: The Need for Predictive Systems in B2B: with Viral Bajaria, CTO and Co-Founder, 6sense

Episode 105: Biggest Sales Enablement Trends and Challenges with Mert Yentur, CEO and Founder at Pitcher AG

Episode 104: CMO Best Practices with Kevin Tate, Chief Marketing Officer at Clearbit

Episode 103: B2B Optimization And Engagement Strategies With Chris Tranquill, Chief Of Strategy At Khoros