Marketing Tools

    • Markforged’s top marketer on making the leap from martech leader to CMO

      Cynthia Gumbert has been managing marketing technology before the martech industry was even a thing. Beginning her career as a field marketing engineer in the semi-conducter industry, Gumbert was drawn to the marketing functions of her job. “I was taking equipment to different sites like Intel, and AMD, and all these chip manufacturers, and loved the marketing aspect of that ...

      Amy Gesenhues/ Marketing Land- 25 readers -
    • Snapchat will let brands measure its ads’ impact on sales, results against rivals

      One of the main reasons Snapchat isn’t yet a must-buy for advertisers is ad buyers’ inability to see how their Snapchat campaigns impact a business’s bottom line and stack up against ads running elsewhere. That’s about to change. On Tuesday, Snapchat rolled out a program to allow third-party measurement firms to track its ads’ impact on a brand’s sales and to include that da ...

      Marketing Landin Social- 21 readers -
    • Adbrain ups the ante on cross-device identity

      Since many people use more than one device to communicate with brands, one of the most important data sets for marketers has been the cross-device ID graph. It determines that this phone, this computer and this tablet are used by the same person, so marketing to that person can be coordinated between the devices.

      Marketing Land- 14 readers -
  • Openprise moves into third-party data with launch of Data Marketplace

    … Openprise’s business has been focused on the automation of loading, cleaning up and helping to manage first-party data for clients. Recently, the Redwood City, California-based company has moved into third-party data with the launch of its Data Marketplace. VP of Marketing Allen Pogorzelski told me that, previously, Openprise might help…

    Marketing Land- 23 readers -
  • Forrester report: Automation is taking over customer interaction

    …. (Self-driving vehicles might also relate to customer engagement, such as with taxis or car services, but they were the subject of another recent report from Forrester.) “Automation Technologies for Customer Engagement” gives the example of Dallas-based lawn care company Robin Technologies. Because lawn mowing is the least profitable of its offerings…

    Marketing Land- 14 readers -
  • Salesforce’s Social Studio can now see

    … types of foods (e.g., cheeseburger) and a thousand objects. Begg said support for additional social platforms will be added, and searches can be conducted for combos, like logos in airports. [Read the full article on MarTech Today.] About The Author Barry Levine covers marketing technology for Third Door Media. Previously, he covered…

    Marketing Land- 13 readers -
  • Demandbase boosts its B2B early warning system

    … Metaphorically, Demandbase’s new Real-Time Intent is a kind of early warning system for business sellers. Demandbase helps marketers target content, ads and sales to web users, based on the company they’re coming from and their interests. This week, it is upping its Account-Based Marketing game, announcing new artificial intelligence tech…

    Marketing Landin Display Retargeting- 17 readers -
  • Even Financial launches tool to semi-automate financial compliance for online ads

    … Compliance Tool that helps to semi-automate the process of staying within boundaries. In real time and via an API, the tool looks at the blog, web or app page where a client’s ad for a financial product will appear. Image recognition analyzes daily screen grabs to assess ad placement. The tool also parses the surrounding text on the page to detect any…

    Marketing Land- 17 readers -
  • InsideView Fuels Go-to-Market Success with Targeting Intelligence

    …-if” scenarios in real-time and make decisions on account-based marketing (ABM) account selection, territory planning, and target market expansion. Targeting Intelligence Best Practices What’s the best way to execute targeted go-to-market strategies like ABM? We’ve learned that the leading B2B marketers follow a three-step process to ensure they’re…

    Marketing Technology Blog- 17 readers -
  • Adobe updates Target with Sensei-powered enhancements

    … From Adobe’s blog post on the new Target enhancements Adobe is out this week with some enhancements to its Target A/B testing tool, all of which it says are made possible by its Sensei cloud-wide layer of artificial intelligence. The tech giant released its One-Click Personalization last November in beta, which enables algorithmic page-level…

    Marketing Land- 16 readers -
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