Good morning, have you heard about Microsoft’s latest acquisition?

PromoteIQ, a martech solution for retail vendors, has been acquired by Microsoft. The platform is an automated product marketing solution that enables brand manufacturers to run sponsored ads on participating retailers’ e-commerce sites. PromoteIQ will become a division of Microsoft Advertising.

The acquisition is in line with Microsoft’s efforts to create programs to support retailers. Microsoft plans to combine its AI and machine learning technologies with PromoteIQ’s targeted ad placement capabilities later this year.

Microsoft Advertising offers products ads on, but its limited reach puts it far behind Google and Amazon in the retail game. Fortunately, PromoteIQ’s vast portfolio of clients already includes familiar global brands and retailers.

Keep reading below for your Pro Tip on ABM persona frameworks, a look at marketers on the move in the industry and curated reading list, built just for you. Have a great day!

Jennifer Cannon,
Senior Editor 

Pro Tip

ABM persona frameworks may have overlap with sales, embrace it

“Always remember that while marketing and sales persona frameworks will certainly overlap, they’re rarely 100% identical,” cautions John Steinert of TechTarget. “Marketing has the responsibility for positively influencing as many people as it can whereas sales needs to martial its resources to focus on those with the most pull. In an ABM program, this fundamental difference between our two assignments is often magnified. Marketing can and should be expected to engage a broader cross-section of roles if this would be beneficial to opening doors to new opportunities and strengthening existing footholds alike.”

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Live Q&A with Scott Brinker--Get your martech questions answered.

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Martech answers await you. Bring your burning questions about how martech is disrupting traditional marketing to a no holds barred Q&A webinar with moderator Jen Cannon (@jenvidetta), MarTech Today senior editor, and special guest Scott Brinker (@chiefmartec), The MarTech Conference chair. Trends, concerns, best and worst practices — it’s all fair game.

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Marketers on the Move

Ticketmaster and Centroid add execs

Kathryn Frederick has been named chief marketing officer at Ticketmaster, leading the company’s performance marketing, brand, partnership, insights, growth and digital marketing teams. Ticketmaster has also added David Eisenberg as Vice President of Partnership Marketing and Andrew Samson as vice president of brand marketing.

Centro has named David Gensler its SVP of client development. Prior to joining Centro, Gensler has led and scaled sales teams for Millennial Media and AOL. He will now lead Centro’s technology sales team in the Midwest region. Gensler previously operated GSD Consulting and was also senior vice president of the food beverage spirits category for Time, Inc., overseeing the group’s advertising sales. Prior to that, he was EVP and head of ad sales for LiveIntent, an email marketing technology pioneer. 

What we're reading

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

Cloudflare terminates 8chan as customer on ‘hate-filled’ content: CEO – Reuters

Amazon quietly adds ‘no human review’ option to Alexa settings as voice AIs face privacy scrutiny – TechCrunch

A blueprint for building the right AI team  – VentureBeat

The Biggest Marketing Challenge For Startups – Forbes

Which Is Best: A Loyalty Program PWA or Mobile App? – Smashing Magazine

Performance Marketing And Measurement: A New Beginning Amid Ever-Evolving Privacy Restrictions – AdExchanger

What’s Next for Red Hat Users Following Close of IBM Acquisition? – CMS Wire