PX customer acquisition platform now ingesting internal data

PX. the customer acquisition platform matching brands with trusted sources of customer data, now allows marketers to ingest their own internal sales data into the PX platform for a complete 360-degree view of their customer acquisition campaigns and sales funnel.

From the release: “Successful customer acquisition programs are heavily dependent on two things – transparency into where leads are coming from and total visibility into the sales funnel,” said Frans van Hulle, Co-founder and CEO of PX. “Without internal sales data, marketers are operating with one eye closed to what’s happening within their own sales ranks. This leads to speculation into campaign performance and misinformed decisions on where to apply resources.”

Link: PX Resources

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Batterii launches mobile app for market research

Batterii has launched a mobile app for market research. The Batterii app offers up groups of consumers — who are paid small fees or paid in branded gear — who record video responses to company questions, and respond within 48 hrs. Using the app brands can deploy TV copy to consumers via mobile for reactions,  capture photos as inspiration, and create quick surveys.

From the release: “At Batterii we are proud of the trust our clients place in our technology and the flexibility mobile provides to respond with deep consumer insights at the speed of business,” said Chad Reynolds, CEO/Founder of Batterii, LLC. “The Qualitative Research field is ripe for disruption. The democratization of research, willingness of consumers to freely share their intimate insights, and the mass adoption of mobile creates a unique environment to game-change. Our new Mobile Mission App showcases our commitment to providing quality, fast, and authentic consumer co-creation, allowing our corporate clients to continue confidently launching disruptive innovation.”

Link: PR Newswire

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Introducing the Nonprofit Technology Stack

CabinetM has launched the Nonprofit Technology Stack, the fourth in a series of interactive Marketing Technology stacks. Designed to serve as an easy-to-use category reference, this stack represents a first pass of the Nonprofit technology category; click through the logos to find product information and a link to each vendor’s website. CabinetM is grateful to Mark Becker of Cathexis Partners for his help in creating and structuring this stack.

“It’s amazing to see the breadth of technology that has been purpose-built to support non-profit organizations,” said Sheryl Schultz, COO of CabinetM. “This is a technology stack that is likely to continue to grow as more and more specialized tools surface that have been developed for specific types of nonprofits.”

According to the latest statistics compiled by agency Nonprofits Source, overall online revenue increased by 23% in 2017, accelerating from 15% growth the previous year. In that year, for every 1,000 fundraising messages sent, nonprofits raised $42.

With the demands growing on nonprofit leaders, the need to automate will continue to grow. This resource from CabinetM will help nonprofit marketers and fundraisers find the tools they need to enhance their success.

“It’s vitally important to nonprofit success to find the right mix of technology to support everything from donor management to fundraising and advocacy campaigns,” said Mark Becker,” Founding Partner at Cathexis Partners. “The Nonprofit Technology Stack makes it easier for nonprofit organizations to find, research, and select, the right technology needed to support their specific organizational objectives.”

Built by the CabinetM team with assistance from Mark Becker of Cathexis Partners, the Nonprofit  Technology Stack showcases tools that offer a wide variety of capabilities designed to support all aspects of non-profit operations and donor acquisition and management.

“With the help of Mark Becker, we’ve uncovered more than 200 products designed for nonprofit organizations. And though this sounds like a lot, I think there are probably many more products available that have been designed for specific types of nonprofits that we’ve yet to catalog,” said Kat Powers, Editorial Director at CabinetM. “I’m looking forward to seeing how this category evolves over the next year and welcome any assistance from category experts in adding to this stack.”

Designed to be helpful in sourcing new products developed specifically for the nonprofit world, this stack resides within the Nonprofit categories in the CabinetM product directory.

Vendors, this stack makes it easy to position your products in your category ecosystem. If you need to update your product information, please claim your profile on CabinetM.

Please help us keep this stack up to date. Let us know if we’ve missed a product or category, have categorized something incorrectly, or if you have suggestions for improving our categorization. Contact Kat Powers at kpowers@cabinetm.com.

CabinetM helps modern marketing teams build, manage and optimize their marketing technology stacks in a rapidly transforming digital marketing environment. The platform enables full lifecycle support around digital tool discovery, qualification, implementation and management by individual marketers, teams, and throughout enterprise organizations.

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Attack Your Stack: Leverage Agency Partners

The agency and consulting worlds have rapidly evolved over the last three years, with agencies deepening their technology expertise and offering new stack strategy services. Today there are many options for companies needing general or very specific stack strategy assistance.

Strategy, technology, and management consulting firms are now providing marketing technology services that range from strategy to implementation and management. In many cases, these firms are leveraging their IT expertise and experience to deliver a suite of complementary marketing services.

Large marketing agencies that have historically focused on digital media are extending their services to include stack strategy and construction. Agencies heading in this direction are typically taking one of two approaches to getting their arms around the marketing technology landscape: they are either establishing key partnerships with one or two vendors in each category and then developing deep expertise in those platforms, or they are staying vendor agnostic and knitting together a network of category experts whom they can call on to support specific client needs. Both approaches have merit.

Once your stack framework is in place, category/functional specialists and agencies can deliver exceptional value if you know what type of technology you need. You can find experts in virtually every technology category. Agencies that are category/functional experts (e.g., SEO, digital advertising) will in many instances source, deploy, and then manage technology on their client’s behalf. This is particularly helpful in resource- or expertise-constrained environments.

Some of the most interesting agencies are those that were created by founders with deep expertise in one or more anchor technology platforms (e.g., Salesforce, Marketo, and Eloqua), who built their businesses leveraging that core expertise. If you already have your anchor platforms or know which platforms you plan to implement, these agencies can deliver tremendous operational assistance; help with platform integrations; and can drive a sensible expansion strategy to make sure that all the pieces in your stack work well together if you don’t have the resources in-house. As a side note: if you are an organization that is fully dependent on a single internal person to run your anchor marketing platform, I would recommend having one of these agencies on speed dial in the unlikely event that your internal person decides to move on.

There is no right or wrong way to leverage consulting talent. You could choose a single firm to drive everything; you could hire a consultant to be the person who pulls multiple external resources together; or you can serve as the strategist who reaches out to specialists and agencies as needed.

Regardless of the strategy you employ, there are a few things to consider in selecting the right partners, beyond budget, basic capabilities, and cultural fit:

  • Do your potential partners have a bias toward a specific product or suite of products? If so, this is not necessarily a bad thing, and could actually be a good thing. But, if they have a bias, you need to understand whether that bias makes sense in your environment.
  • Do they bring practitioner expertise to the table? In working with someone to help me evaluate and decide on a core anchor platform, I would make sure that they had either deep practitioner expertise in the product category or could connect me with reference companies that could provide insight into the complexity of installation and use and the ease of integration.
  • What is the process they employ to stay on top of the latest technology trends and innovation? You need to make sure that your strategy won’t ultimately be limited by their lack of knowledge.

With the introduction of new privacy laws and, in particular, General Data Protection Regulation 2016/679 (GDPR), which makes companies responsible for the compliance of their data supply chain, it’s essential to understand how each technology vendor and data supplier handles customer data and complies with regulatory requirements. This is something that should be tracked within the marketing tech stack.

Once your data architecture is in place, the next step is to look at data flow. Start by understanding which elements of your existing stack are integrated, and map the data flow between these elements. Are the right elements integrated? Are they integrated correctly? Does your data flow support the objectives you are trying to achieve? If the answer to any of these questions is no, then stop, and assess what needs to be done to create the data flow that you need—this may lead to requirements for a new platform.

Evaluating Existing Technology—How Well Do You Stack Up?

With a clear data strategy and plan, and clarity around your anchor platforms, you should now move on to looking at the rest of your technology stack.

This is the time to revisit the functionality list that you and your stakeholders created for your marketing technology stack and the product attributes that you collected for each product

For each product in your stack—both acquired and internally developed products— review the following information that you’ve collected:

  • Which marketing function or functions from your list does this product support?
  • How well is the product performing its current function?
  • How is performance trending?
  • Are there any concerns or issues with the product?
  • Are there adjustments that should be made to improve performance?
  • What percentage of existing product functionality is being used?
  • Does this product meet data compliance requirements?
  • Has this product been assessed for data security risks? (If you have a well-controlled procurement process for all products, you may not need to review this.)
  • How well does this product integrate with the other elements of your stack?

In addition, you should now also consider:

  • How well the product aligns with your company’s data strategy
  • Whether the product could perform any of the new functions that are required in the stack. In a marketing technology stack, less is always more. The more you can do with each product you have, the less complicated the stack becomes over time.
  • The anticipated impact of additional product training on platform utilization
  • The relative importance of this product: A simple 1-to-3 scale will help prioritize efforts when it comes time to consider replacing, retiring, or investing in additional product training.

With all this information in hand, you are now in a position to determine for each product whether to keep it in the stack, retire it, or consider it for replacement.

A few notes:

  • For products you keep that you believe might support additional functionality, reach out to your vendors and ask them to discuss their product road maps. As noted earlier, not only could there be plans to introduce the functionality that you need, but you might also be able to influence the direction of the road map in order to acquire that functionality.
  • If feature utilization is poor for products that you are keeping, consider allocating time and budget to additional training.
  • For products that you are planning to retire, make sure that you are tracking contract end dates and can plan accordingly.
  • For products that you are considering replacing due to poor performance or general dissatisfaction, it’s important to give yourself the appropriate amount of time to find and evaluate potential replacements.

Finally, when reviewing internally developed technology, it’s important to understand why it was developed in the first place. If it was originally developed because there was no available off-the-shelf product, and now there is, it might be time to consider retiring your internally developed equivalent (unless, of course, you are happy with its performance and you have the resources to continue to support the product).

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Punchh adds sentiment analysis to retailer platform

Punchh, vendor of digital marketing solutions for brick-and-mortar retailers, has added features for sentiment analysis to its Punchh Marketing Cloud. The update enables brands seeking to extract insights from customer reviews using Punchh’s natural language comprehension engine built with industry-leading deep learning and artificial intelligence.

From the release: “In today’s hyper-competitive climate, brands need to do everything they can to foster and nurture direct customer relationships, and paying attention to customer reviews is an essential part of that,” said Shyam Rao, CEO of Punchh. “Manually reading every review is prohibitively time-consuming for most retailers, which leads to slower response times and poor customer experiences. Our solution uses AI and machine learning to help brands analyze reviews at scale and immediately identify critical information so they can focus on high-level insights and make quick decisions to strengthen customer relationships and increase loyalty.”

Link: BusinessWire

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Lucidchart updated with visualization, layout tools

Lucid has updated its Lucidchart online flowchart and diagram-making software with a series of features it is calling its Visual Reasoning Engine. New features include tools for data visualization and automated layout for data sets for org charts, network infrastructures and other data sets.

From the release: “We’ve always tried to help people make sense of their business, but having so much data to manage and understand can get complicated. We’re making it easier and more intuitive for people to understand information in context and how it affects their organization,” said Karl Sun, CEO of Lucidchart. “The visual reasoning engine and the insights it will allow users to uncover will make it easier than ever for our customers to act on that data and do more with the information hiding within their organization.”

Link: PR Newswire

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CM Group acquires Vuture’s cross-channel marketing platform

CM Group, a family of marketing companies including Campaign Monitor and Sailthru, have acquired Vuture, a cross-channel marketing platform for legal and professional service providers. Vuture brings further vertical-specific features, functionality, and expertise to CM Group, as well as nearly 400 new customers. In conjunction with the acquisition, CM Group completed a $410 million financing.

From the release: “At CM Group, we are on a mission to build a portfolio of customer-focused email and multichannel technologies,” said Wellford Dillard, CEO of CM Group. “This mission is driven by the fact that there are over 7,000 martech companies in the space today, making it nearly impossible for marketers to navigate the technology buying process with confidence. CM Group’s portfolio approach allows us to work collaboratively with marketers to match them with the right platform based on their specific needs. As our customers grow, this enables them to move between platforms, while maintaining a consistent service experience throughout — something that only CM Group offers. With its focus on professional services, high customer satisfaction, and product breadth, Vuture is a perfect fit for our family of brands.”

Link: CM Group Global Newsroom 

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TransUnion acquires TruSignal

TransUnion, the consumer credit reporting agency, has acquired TruSignal and its custom audience-building platform. The acquisition is expected to allow TransUnion’s data modeling and analytics capabilities for credit reporting to operate at scale.

From the release: “TransUnion is committed to developing market leading solutions for digital marketing and media execution,” said Chris Cartwright, TransUnion’s president and chief executive officer. “We help businesses isolate relevant audiences and enable impactful experiences based on deep consumer insights. TruSignal’s highly complementary marketing solutions and technology will allow us to rapidly and flexibly serve the evolving digital marketing ecosystem.”

Link: TransUnion Newsroom.

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SugarCRM acquires Salesfusion

SugarCRM has announced it is acquiring Salesfusion. Adding Salesfusion’s marketing automation solution to Sugar’s  easy-to-use CRM platform is expected to better enable customer experience solutions for companies, and allow SugarCRM to offer greater customer experience tools.

From the release: “Modern companies expect more than just technology solutions,” said Craig Charlton, CEO of SugarCRM. “They want a personal relationship with the companies where they conduct business. With Salesfusion, we’re taking our market-leading CRM to the next level, harnessing Salesfusion’s advanced marketing automation capabilities to streamline campaign management, drive personalized engagement, improve conversion and transform customer experience throughout the customer journey. Together, we’re enabling marketing, sales and service professionals to be more productive, take action on customer insights and focus on high-impact value-added offerings that create relentlessly relevant customer experiences.”

Link: BusinessWire

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Mailchimp expands into marketing automation platform

Mailchimp, founded in 2001 as an email marketing platform, has added a number of features to broaden its scope to marketing automation for the small business. New and expanded features include a Marketing CRM, audience dashboard, the ability to tag and segment data, an address finder, predicted demographics, lookalike audience finder and personalization tools.

From the release: “We know what it means to pour every bit of yourself into your small business. We know the joy and satisfaction that comes when those businesses succeed, and we’ve felt the lasting sting of failure. But what’s baked into our DNA is that ambition all of our family members had: their aspiration to move “out of the kitchen” and build their businesses, to take a small seed of an idea and make it grow,” wrote co-founder Ben Chestnut in the Mailchimp Blog.

Link: Mailchimp Blog

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