Flying to the MarTech West Conference? Here’s how you get prepared

If you’re going to the big MarTech West Conference in San Jose, you’re going to have to be focused. There’s a lot of big charts, there are a lot of ideas, and if you’re looking for wisdom about marketing technology, there will be more than a few folks who want to share their own plan.

But we all know that out of the 11,000+ MarTech, AdTech and FinTech tools out there, not every product will fit your strategy. How do you choose?

Let us help in three steps.

Step one. We’ll mail you a bound copy of Attack Your Stack, a workbook by CabinetM CEO Anita Brearton. While everyone else is turning off their devices you can be planning out the way you want to manage your marketing technology stack. We’ll happily mail you a copy or send you a link to the version you can download.

Step two. At the MarTech Conference, at 3:10 on April 4, CabinetM President Sheryl Schultz will be speaking on the panel “When Stacks Collide: Rationalizing the Marketing Stack in a Merger & Acquisition Environment.” She’ll be joining Zack Alves Senior Manager, Marketing Technology and Operations, Plantronics and Justin Sharaf Director, Marketing Operations, LogMeIn.

Step three. Let us demonstrate what CabinetM can do for you. If your plane has wifi, sign up to see how you can manage your marketing technology. Give us 20 minutes and we’ll show you how you can save time and money across your enterprise.

See? Easy as 1-2-3. Any of the above steps will help you get your arms around the technology you have and find the technology you need. Make the most out of your trip to the MarTechWest Conference!

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Neurala updates Brain Builder with visual tagging capabilities

Neurala has updated its AI-creation tool Brain Builder to include custom vision solutions. Users may now upload images to Brain Builder, leverage the platform’s annotation tool to tag data, and the platform will train as they tag. The platform automatically creates an AI solution that’s custom-fit for businesses’ specific use cases and can evolve with the businesses’ changing needs.

From the release: “While investments in AI have increased exponentially in recent years, a staggering 91 percent of organizations still face significant barriers to adoption, including a lack of IT infrastructure and a shortage of AI experts,” said Dr. Massimiliano Versace, CEO and co-founder of Neurala. “These challenges are compounded by the fact that every company has their own unique data, use cases, workflows and problems they wish to solve, which demand customized – and resultantly complex – AI solutions.”

Link: BusinessWire

Visit Brain Builder on CabinetM.

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LogMeIn launches GoToConnect communications platform

LogMeIn has added GoToConnect to its Unified Communications and Collaboration suite, now relaunched as GoTo. GoToConnect is a fully-integrated application for workers to easily connect and communicate – both internally and externally – via a web browser or a downloadable desktop app. GoToConnect integrates the power and reliability of GoToMeeting and Jive to provide users with professional web, audio and video conferencing, presence, VoIP calling, SMS/text messaging, visual voicemail and more all in one application. The flagship products on the GoTo platform are GoToMeeting and GoToWebinar.

From the release: “End users in an organization are demanding a single, simple, consumer experience for all their audio, video, and chat communications – whether on mobile, desk phone, desktop, or in-room. At the same time, IT leaders and business owners want a single deployment and management experience from a single partner that they can trust to help them manage their complex UCC needs,” said Mark Strassman, SVP and General Manager, UCC at LogMeIn. “Our new UCC solution is simple, elegant, intuitive and backed by a trusted global brand to meet the needs of business leaders and end-users. Today’s announcement brings the best of LogMeIn’s meetings, webinars, and room solutions, and integrates it with its award-winning cloud telephony and messaging solutions, all under one brand- GoTo.”

Link: Globe Newswire

Visit GoToConnect on CabinetM.

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Apple acquires smartphone app company

In a move said to boost its Siri app, Apple has acquired machine learning startup Laserlike. Laserlike had built a smartphone app, now no longer available in Google and Apple’s mobile app stores, that let users follow topics in which they were interested, such as news, music and sports. The team from Laserlike has joined Apple’s new artificial intelligence group headed by Senior Vice President John Giannandrea.

Link: The Information

Vist Apple on CabinetM.

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Amazon Advertising adds enhancements to DSP

Amazon Advertising has updated its DSP, streamlining operations in the following areas: navigation, bulk editing, custom reporting, and creative moderation. Among the new features is the ability to bulk edit the domain, audience, and location targeting settings for line items. Users can also customize the Amazon DSP report center selecting the exact columns to include. Once a user runs a custom report, it will appear in the report center and will be emailed to the recipients you specify.

Link: Amazon Advertising Blog

Visit Amazon DSP on CabinetM.

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Google Ads feature targets game developers

Google Ads has a new feature for game developers. App campaigns for engagement in Google Ads will serve relevant ads to players across Google’s properties and encourage them to take specific, in-app actions. Ads can appear across multiple Google properties, including Google Search, YouTube, within other apps on the Display Network, and more.

From the release: Let’s face it, the majority of players you acquire aren’t going to continue engaging with your game after just a handful of days. One of the biggest opportunities you have to grow your business is to get those inactive players to come back and play again,” said Google VP of Product for Mobile App Advertising Sissie Hsiao.

Link: Google Blog

Visit Google Ads on CabinetM.

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Attack Your Stack: The Importance of Stakeholders

Who in your organization is responsible for the marketing technology stack? Who has a vested interest in the performance of the stack? And, who is likely to be a gatekeeper or have a strong opinion about what you and your stack should do?

These are your stakeholders.

Some organizations centralize the control of the marketing technology stack. Others allow for distributed purchasing. If your organization is embarking on a digital transformation strategy, it’s likely that you are purchasing marketing technology across many departments in your company, in an effort to improve the customer experience.

There’s no right or wrong way to organize how you manage your stack. We’ve seen multiple models work effectively: centralized, mostly centralized, and decentralized. We’ve also seen companies that effectively leverage their agencies to acquire and implement some components of their stack. The more decentralized your process is, the more stakeholders you are likely to have.

One of your more challenging issues is determining where the boundary lies between marketing and sales from a technology perspective. Is your CRM platform a marketing tool or a sales tool? The answer is probably both, but that’s beside the point. The functions of marketing and sales today are so completely intertwined that there is no point in trying to define technology boundaries. Marketing and sales must work together to have any chance of success, so make sure that you are including members of the sales team in your list of stakeholders.

My colleague Allen Pogorzelski of Openprise tells me “This is such a big deal for us that we’ve created simple data governance spreadsheets for SFDC, Marketo, and Eloqua.  They are simple spreadsheets with a column for each key field, the owner, correct field values, how they are to be cleaned, and how often they’re to be updated.  They help keep the peace between sales and marketing, and keep deals moving.  With bidirectional integration between sales and marketing tools, ownership and governance is a really big issue.”

With your list of stakeholders in hand, identify their respective responsibilities with regard to the building and management of the marketing technology stack, and define the process you will use for communicating and collaborating with all stakeholders.

Notein some environments it may make sense to assign responsibilities down to the stack layer or product category.

Define stack responsibilities in any way that makes sense for your business. Here are some suggestions to get you started:

  • Stack Architect
  • Keeper of the Requirements
  • Technology User
  • Technology Recommender
  • Technology Approver
  • Technology Implementer
  • Stack Integrator
  • Stack Manager
  • Technology Oversight
For more stack insights request a free copy of my workbook, AttackYourStack.
Anita Brearton is founder and CEO of CabinetM, a platform that helps marketers take control of their marketing technology environments. In addition to CabinetM, Anita is a CMS Wire monthly columnist and speaks frequently on marketing practices and stack building.
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LeanData launches Revenue Ops platform

LeanData, which produces lead-to-account matching, routing and marketing attribution tools, has launched a Revenue Ops platform. LeanData Revenue Ops connects disparate data points in the revenue chain – leads, contacts, accounts, cases and opportunities – to each another. The LeanData Revenue Ops platform also features open APIs and a wide variety of out-of-the-box integrations, extending the power of its Matching and Routing products beyond CRM to popular sales and marketing applications.

From the release: “Data shouldn’t be an obstacle to generating revenue – it should accelerate it,” said Evan Liang, CEO of LeanData. “Every business using sales and marketing technology today understands that go-to-market execution is often misaligned and disjointed. That’s where LeanData shines. We don’t create, change or transform data. Rather we underpin the entire go-to-market process by connecting trustworthy data to the right people, in the right places and at the right time.

Link: LeanData

Visit LeanData Revenue Ops on CabinetM.

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Automate gifting to your best customers

At some point in our careers, we’ve been the recipient of some sort of corporate gift. The company that wishes to woo our business that sends chocolates, the headhunter/hiring coach who wishes to woo you with golf gear (and promises the next job offers more vacation), the thank you note from a grateful client.

How do you do swag at scale? There are tools and platforms for B2B gifting.

When you look at the Direct Mail Technology Stack, there are layers and layers of tools that assist marketers in getting their ideas physically into someone’s hands. Here’s a closer look at the B2B Direct Mail Gifting and Swag layer.

Amazon Moments is a self-service loyalty offering which sends out both physical and digital rewards for marketers that are fulfilled, shipped and delivered by Amazon. Marketers can visit a dedicated Moments console, pick the specific goals they want their users to reach and then set a budget for their campaign. Once those parameters are set, Amazon creates a rewards landing page tailored to each campaign, and marketers can plug their rewards links into an API.
BEST FEATURE: The user-friendly Moments console allows your marketing team to choose when, where, and how your users see Moments and receive rewards.
PRICING: See vendor for details.

Alyce is a corporate gifting platform that is the anti-blast and harass approach to modern B2B selling. The time-consuming but thoughtful actions that drive real relationships and trust, such as researching a prospect’s interests, writing them a card and sending them a thoughtful, hand-selected gift are achieved at scale using Alyce’s AI-enhanced B2B gifting platform. Alyce can work within Salesforce.
BEST FEATURE: Show the effectiveness in generating pipeline and accelerating deals with reporting within the Alyce platform.
PRICING: See vendor for details.

SwagIQ is a promotional gifting automation platform that integrates with Salesforce. SwagIQ is designed to make it easier for sales agents to use Salesforce information to pick the right time to send branded gifts, packages and other personalized tangible items directly from within Salesforce. Marketers can set up a custom store, select gifts, personalize a message and let PFL fulfill the order and track the shipment. SwagIQ custom stores can be set up to ship sales brochures, custom cards and other marketing collateral, or branded desk toys and games, kites, Bluetooth speakers, popcorn makers, totes, gourmet food and more.
BEST FEATURE: Monitors CRM activity to notify sales and marketing of the best times to send gifts to leads and customers.
PRICING: See vendor for details.

Sendoso is a B2B engagement platform that makes it easy for companies to send eGifts, personal notes, mailers, and more to their leads, partners and customers. No coding is required to amplify your ABM outreach with Sendoso. Simply add the Sendoso gifting button to your CRM or marketing automation platform, including Salesforce, Marketo, Eloqua, HubSpot and many more, and set up AI-powered triggers. Send your contacts eGifts of coffee, lunch, promotional items and more, and keep track of every “Touch” in a user-friendly dashboard.
BEST FEATURE: Manage all your gifting outreach Touches, get automated suggestions about when to send a gift, and track the ROI across marketing, sales, and customer success.
PRICING: See vendor for details.

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StackInsights: Most popular tools in stacks in 2019

StackInsights can show us the difference a year makes in marketer’s stacks.

We looked at stacks built the first two months of 2018 and the first two months of 2019. Would the tools marketers use be different?

Indeed they are. While Google Analytics has been a constant favorite among marketers building stacks on CabinetM, the top three changed from Salesforce, Google Analytics and Hotjar to Google Analytics, Marketo and Facebook.

Most popular products in the first two months of 2019

  1. Google Analytics
  2. Marketo Engagement Marketing Platform
  3. Facebook
  4. Adobe Analytics
  5. LinkedIn
  6. Twitter
  7. MailChimp
  8. Hootsuite

Most popular products in the first two months of 2018

  1. Salesforce Journey Builder
  2. Google Analytics
  3. Hotjar
  4. LinkedIn
  5. Twitter
  6. Eventbrite
  7. Hootsuite
  8. HubSpot Sales Professional

What are the hot tools for you in 2019? Remember, what’s popular among other marketers won’t necessarily be the best tools for your strategy – what is #8 in popularity could be #1 in another marketer’s stack.

Do you need help building your stack? Contact Erica Ross at She’s waiting to help you with your stack.

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