Good morning, what do you look for in a location data partner?

With over twenty companies offering some kind of location or location analytics, X-Mode claims it is one of the few primary sources of first-party location data in the market. MarTech Today contributing editor Greg Sterling caught up with Josh Anton, CEO of X-Mode for a deeper look at the state of location, what marketers should look for in a data partner and privacy. According to Anton, the two most important things brands and marketers need to understand about working with location data are quality and transparency. 

HubSpot will partner with marketing data engine Supermetrics in the hope of addressing reporting challenges for its users. The partnership will allow users to access, analyze and report data from across HubSpot portals and view their data in Google Sheets, Google Data Studio and Excel. With this access, users can start eliminating the “manual” processes involved in consolidating siloed data — a tedious, time-sucking part of marketers’ reporting duties.

We have much more for you below including a Soapbox from Anand Thaker on where to look to better understand your brand’s growth vision.

Jennifer Cannon,
Senior Editor


Want to understand a brand’s vision for future growth? Look to the CMO role

Brands are evaluating 2020 plans into the next decade on growth strategies. What a company will do with the CMO role will make a statement. The background of this new executive could provide insight on the growth strategy. The hot debate on who serves as the “voice of the customer” in the boardroom will continue to, and should, rage on.

CEOs must be agile to match consumer needs. In the meantime, CMOs must think like a CEO to both grow and earn a seat in the boardroom. It’s entirely possible that the CMO position may evolve to be replaced as appropriate with a boardroom level role of Chief Growth Officer. This may not just be a title change, but set a new bar for operational and experiential customer whisperers.

– Anand Thaker, martech and growth advisor


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MarTech Minute

Bloomreach launches B2B Search & Marketing Connector for Salesforce Commerce Cloud

Salesforce and Bloomreach launch new connector. Bloomreach today announced it has launched a B2B Search & Merchandising Connector for Salesforce Commerce Cloud on the Salesforce AppExchange. The new connector will help businesses connect with their customers, partners and employees in different ways. The connector allows users of Commerce Cloud to integrate Bloomreach’s site search and merchandising tools in users’ B2B commerce environment, providing their users with even more relevant search results and allowing their merchandisers to focus on strategic tasks while smart algorithms take over the grunt work.

HighWire announces partnership with SendGrid. The scholarly tech publisher is partnering with email deliverability vendor SendGrid and unified global ad server AdButler in hopes of allowing publishers to gain more insights from their customers. AdButler will allow publishers to show ads in their email alerts. “We can easily see how many people have signed up and opened emails at a global level, but also journal by journal,” said Matt Zimmerman, online platform director at Springer Publishing Company. “If that number is lower than expected, we know that very quickly and can start to think of better ways to get engage our readers. In the past we didn’t have an easy way to track any of this. By using the depth of data now available, we can better understand our readers’ behaviors, what they will be interested in, and make informed changes.”

What we're reading

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

The Unintended Consequences of Technology Hype Overload  – CMS Wire

With Facebook And Google Automating Most Aspects Of App Marketing, What’s Next For UA Managers? – AdExchanger

Websites have been quietly hacking iPhones for years, says Google – MIT Technology Review

Disinformation and the 2020 Election: How the Social Media Industry Should Prepare – New York Stern Center for Business and Human Rights

CIOs Should Be Business Strategists, Not Just Infrastructure Jockeys – Forbes

Google launches TensorFlow machine learning framework for graphical data – VentureBeat

5 tips to get stakeholders to like—even love—your product roadmap – User Testing Blog