Good morning, how does your brand engage in conversational marketing? 

There has been a significant shift over the past decade in how consumers interact with brands. The rise of the use of social media, chat windows and chatbots have driven the need for martech to support our conversational marketing efforts to meet increasing consumer expectations. Despite all of the attention on chatbots, however, a recent survey by Drift and SurveyMonkey indicated that email and telephone remain the top channels consumers turn to for resolving issues quickly.

Chat wasn’t far behind —nearly one-third of those surveyed said that they had used an online chat window to communicate with a brand in the past year. New channels like online chat present unique opportunities for brands to build relationships with their customers. Integrating your martech stack to align with conversational marketing goals will be critical for brands trying to stand out to consumers.

There’s much more for you below, including a new B2B e-commerce platform, funding news from Near and our reading list, created especially for you. Have a great day.

Jennifer Cannon
Senior Editor

Pro Tip

CMOs must create compelling stories from data for C-suite colleagues

“CMOs need to be able to communicate complex data outcomes to the rest of the C-level in a way that is compelling, understandable and relatable,” explains CMO advisor Andy Betts. “Channel-specific metrics are important input data but may not resonate with decision-makers. Buy-in is critical, yet executives may be hesitant to get behind digital – particularly those who may be negatively impacted by its success. It’s critical that the impact on business outcomes is crystal clear.” 

“It’s time to dig deeper on attribution. Tomorrow’s leaders are putting the technology, people and processes in place to more accurately measure performance and attribute successes to the right channels and campaigns.”

Read More »


Untangling Attribution’s Web of Confusion: A Primer for Marketers

Sponsored by Nielsen

Advertisers, analysts, agencies and vendors can’t seem to agree on a common understanding of marketing attribution.This whitepaper eliminates confusion and cuts through the hype with a deep dive into three leading measurement approaches.

Read More »

MarTech Minute

A new B2B e-commerce platform launches, AI data platform Near raises an additional $100 million

3dcart launches B2B e-commerce platform. The new solution is intended to serve as an e-commerce platform to help connect manufacturers, wholesalers and other B2B merchants that manage large orders digitally. “We wanted to create a focused B2B e-commerce plan for businesses with the specific needs of B2B merchants, bringing together as much functionality as possible while keeping the pricing low,” said Gonzalo Gil, 3dcart CEO, “We’ve taken all our specialized B2B apps and rolled them directly into the plan. Thanks to our valued partnerships, we’ve also been able to include connector apps to speed up integration between the merchant’s website and our partners’ services.”

AI data platform Near raises $100 million. The latest funding round from private equity firm Great Pacific Capital brings the platform’s total fundraising to $134 million. The platform analyzes behavioral data from over 1.6 billion users. “Near provides insights into human behavior by analyzing where people are, and combining that with a multitude of data points to predict and influence behavior,” said Great Pacific Capital CEO Ketan Patel, “Given it does this across the globe in a privacy-protected manner, it is well-positioned to create an exciting new space that delivers value to both people, and those that wish to build relationships with them.”

Groove and Highspot release new integration. Highspot, a sales enablement platform, and Groove, a sales engagement tool have announced a new integration that aims to improve relationships between customer success and sales teams and their clients and prospects.  “Purchase decisions often come down to customer experience,” said Jon White, Vice President of Product at Highspot, “The combination of sales enablement and sales engagement helps salespeople uplift their conversations with buyers, which not only drives revenue, but builds lasting relationships.”

FreeWheel and Centro partner up. The partnership brings together Centro’s platform for buying digital media, called Basis, with FreeWheel’s platform for ad agencies. “This integration will allow any Centro client who uses the Strata platform to automate the final stage of the campaign lifecycle: billing actualization and reconciliation. This will make the work of media professionals much easier and more valuable,” said Shawn Riegsecker, CEO of Centro, “Campaign teams using Centro will no longer have to log into third-party systems, find campaign data, download massive spreadsheet reports, re-format data, and then send the data to finance teams. The integrated Basis and Strata platforms will execute these tasks automatically. It brings significant operational value to our shared client bases.”

What we're reading

We've curated our picks from across the web so you can retire your feed reader

What’s Next for Bot Intelligence? – CMS Wire

An ‘experience gap’: Brands need performance marketing experts, but struggle to find them – Digiday

Most Companies Don’t Get What It Means To Deliver A Great Customer Experience – Forbes

AT&T signs $2 billion cloud deal with Microsoft – TechCrunch

Watch Microsoft CTO Kevin Scott explain the meaning of democratizing AI – VentureBeat

Ad Ops Manager Turned Ad Tech Founder Solves Viewability For Publishers – AdExchanger

Wall Street finds blockchain hard to tame after early euphoria – Reuters