Online campaigns today demand better processes, enhanced messaging and improved content delivery tactics to meet the customer based on their actual buying state and journey, catch this latest martech weekly highlight where leaders of the industry weigh in with a few tips, insights and analysis: 

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MarTech Quote-of-the-Week!

Any good marketer should anticipate the customer’s needs even before the customer does. So the key to elevating your customer experience game is to know what your audience wants. To that end, my first suggestion is to determine what questions your customers are most likely to ask consistently and then figure out how you want your chatbot to respond to those questions. –Mark Kilens, VP of Content & Community at Drift

Top MarTech News of The Week: 06th December to 10th December

• • Genesys Raises $580 Million in Funding at $21 Billion Valuation
  • Actian Welcomes Jennifer Jackson as CMO
  • FLIP Maximizes Earning Potential for Digital Creators with Commissioned Video Reviews, Content Dashboard
  • Qlik and UiPath Launch Partnership to Bring Together Active Intelligence and Enterprise Workflows
  • Frontier Communications and YouTube TV Announce Partnership
  • SAP Global Partner Launches APPRISE Initiative to Speed & Automate Digital Transformation
  • Google Recommends Swit Collaboration Platform as ‘Innovative Solution’
  • The Fading of the Platform Giants: Shoppable Video Pioneer Firework Releases Landmark Predictions for Engagement, Ecommerce and the Open Web for 2022 and Beyond
  • Roku Opens Amsterdam Office to Support International Growth
  • Vodafone Deutschland expands GigaTV service with Velocix
  • Neustar and BERA Partner to Help Marketers Measure and Optimize Their Brand Building Investments Across Marketing Channels
  • Kaltura and Verbit Expand Partnership to Increase Access to Video Captioning
  • Salesforce and Vox Media Partner for Exclusive Streaming of Award-Winning Pivot on Salesforce+
  • Twilio Launches Twilio Ventures, a $50 Million Fund to Unlock the Imagination of Builders Fueling the Future of Customer Engagement
  • MeritB2B Achieves Google Partner Status for Google Ads
  • Nielsen’s Gracenote Expands Content Analytics Capabilities with Launch of Audience Predict
  • Telmar Acquires Helixa
  • Outbrain Strategically Moves to Expand Ad Inventory, Begins Roll Out of New Native Header Bidding Solution
  • Swydo Launches Integration With Semrush To Expand Reporting Capabilities With Competitive Analysis
  • Terminus CDP Named a Leader Among Customer Data (CDP) Platforms
  • Tremor Video and Fyllo Partnership Allows Advertisers to Connect with Cannabis and CBD Consumers Across All Video Screens
  • Posh Technologies Secures $27.5 Million in Series A Funding Led by Canapi Ventures
  • OpenWeb Partners with NewsGuard to Combat Misinformation Online
  • Khoros Reveals Priorities and Pitfalls for CMOs in Navigating the Rise of Digital Commerce
  • Adobe Digital Price Index: Online Inflation Hits Record High

MarTech QnA with the Expert

Adtech, like most sectors, has a big diversity problem. We have made progress, like acknowledging the problem exists. However, we’ve yet to see approaches that are easy to execute on – and 2022 is the year this needs to happen.

There will always be something that can be done through legislation – however – the adtech industry need not wait to make change, especially if we come together as an industry. We need to be sharing best practices and not weaponizing our approaches as competitive advantages. Industry bodies could also develop a unified benchmark to assist companies to better understand how they’re performing against an industry wide DEI standard, whether that be with employees, or in the presence and portrayals of those in ads, or the targeting and AI used in the transaction of ads. –Ryanne Laredo, Chief Customer Officer at Smartly.io 

MarTech Articles on CDPs, Podcasts in B2B, Steps to help Enhance your Marketing Strategy

• In Pursuit of “Wow”
• Why Customer Data Platforms Will Set You Up For Data-Driven Growth
• 4 Marketing Strategies to Get (and Keep) Mobile Game Users on the Hook
• Custom Content Graphs Help Improve Brand Relatability
• Goodbye keywords; hello sentiment and mindset – how contextual is rethinking relevance 
• Melding marketing and CX in the Post-Covid world
• Elevating Your Virtual Event With Gratitude
• From Pilots to Publishers, a Lesson on Preparation
• Engaging users with short attention spans in the age of streaming
• Don’t go it alone: the importance of partnerships in building today’s businesses
• 06 Common Podcasting Mistakes to Avoid in B2B!
• eCommerce Marketing Trends Platforms that are Disrupting Direct to Consumer Opportunities
• Diversity and Inclusion Campaigns To Learn a Thing or Two From!

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