Good morning, happy Friday!

Salesforce announced yet another acquisition this week, this time bringing field management solutions provider ClickSoftware under its Service Cloud Umbrella. Under the terms of the agreement, Salesforce will acquire ClickSoftware for approximately $1.35 billion. 

Positioning ClickSoftware under the Service Cloud could help customer service and field agents provide better customer experiences during interactions with customers by accessing and updating customer records on-the-go for logistics, sales and marketing.

Brand account teams would have visibility into the entire sales and service process, end-to-end. With this view, marketers are able to take learnings from interactions to adjust their messaging and campaigns as needed.

Before we head into the weekend, we have a favor to ask of you. Every year, we like to reach out to our subscribers with a brief survey to better understand who you are and what interests you. Please click here to take the survey. Your responses will be confidential. Thanks in advance.

We have much more for you below, including your Pro Tip on encouraging your customers to spread the word. Have a great weekend. 

Jennifer Cannon,
Senior Editor

Pro Tip

Encourage customers to spread the word

“Regardless of the effort you put into your marketing program, you’re less likely to win over customers if you can’t win over their family and friends,” explains Kyle Henderick of Yes Marketing. “Use this network to your advantage. Nudge current customers to share the message about your brand by offering discounts for friends and family that purchase from your brand (using a customer’s exclusive code). That way, you make current customers happy by rewarding them for a low-effort share and you pull in new customers by word of mouth.”

Learn More »


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MarTech Minute

Nike buys predictive analytics platform

Nike acquires predictive analytics provider. In hopes of bolstering its direct-to-consumer strategy, Nike has acquired cloud-based predictive analytics platform Celect. The platform provides data to help retailers optimize their inventories with hyper-local demand predictions. The integration into Nike’s existing mobile apps and site, which will happen immediately, is expected to help Nike forecast how and when consumers will buy certain styles. Financial terms of the deal weren’t disclosed.

AdLedger, MadHive, Industry Index release research on martech, ad tech pain points. The recent study, commissioned by AdLedger and MadHive and performed by research firm Industry Index found that brands, agencies and publishers feel the onus is on technology vendors to clean up the convoluted market. “Problems like fraud, brand safety and transparency have been plaguing digital advertising for years, and, as technology companies, it’s on us to solve these problems,” said Adam Helfgott, CEO at MadHive. “The only way to solve these problems is by leveraging innovative technologies like cryptography, blockchain, and AI to develop holistic, cross-platform solutions that, for example, eliminate unnecessary third-parties by baking in verification capabilities.”

What we're reading

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

How Martech, Adtech and Brandtech Team Up to Build Better Customer Experiences – CMS Wire

What Marketing Executives Need To Know About Adopting AI Technology – Forbes

Twitch has released its own broadcasting software – The Verge

Why one hotel company is giving its technology team a seat at the table – Think with Google

The Big Story – RTB, R Not TB? – AdExchanger

Study: Consumer brands waste $50B of digital, trade marketing spend – Marketing Dive