Good morning, happy Friday! 

As the fallout from WeWork’s mismanaged IPO filing continues to come to light, the real-estate company is putting three of the 21 businesses it has acquired up for sale. Included in the list is SEO firm Conductor, which WeWork bought eighteen months ago for around $126 million in cash and stock, plus an undisclosed earn-out. WeWork is also selling Managed by Q and Meetup. The company spent a total of $500 million in cash and stock to acquire all three firms. Conductor has reported growth since last year’s acquisition, but it’s uncertain how a new sale will pan out for the company.

Cheetah Digital announced at Signal 19 on Thursday its Customer Engagement Suite for marketers. The suite is the result of the integration of Cheetah Digital’s existing products and is built on the company’s foundational data layer, the Cheetah Engagement Data Platform, which provides real-time data collection, profile unification, segmentation and machine learning-driven insights and allows for personalized cross-channel communication. 

The solution addresses common challenges —  like data unification — for marketers, but is also indicative of a shift in how we need to think strategically when evaluating martech. While some organizations look to multiple vendors and rely heavily on a series of integrations for martech execution, others depend on a single provider that can offer a variety of marketing services from a single platform that ties data together for you. 

Scroll on for more, including your Pro Tip on using customer insights during your martech selection process.

Jennifer Cannon,
Senior Editor

 
 
 
Pro Tip
 

It’s time to use future customer insights when choosing martech

“How do you focus on your future customer? What are their pain points? What is it that they are trying to accomplish (also referred to as jobs to be done)?” ponders Aileen Cahill of Prudential Financial in her takeaway from Charlene Li’s keynote at MarTech East. “Now literally put yourself in their shoes. What are these customers thinking, feeling and doing as they go about satisfying this need or meeting a goal? These insights become the crucial foundation upon which design thinking is based.”

“This deep understanding of your future customer’s needs and preferences should become your North Star for guiding the design of your solutions – products, services and the ecosystem or platforms that surround the offering such as the IoT wrapper, AI and quantum computing. Start by designing the ideal future state customer journey map for your future customer.”

More from MarTech East... »

 

[Webinar] Software Marketers-- How can you standout in a crowded martech landscape?

Sponsored by Datorama

Join our martech marketing experts as we discuss brand-building techniques to help you rise above the fray. We’ll explain how you can leverage partnerships to ramp up marketing effectiveness, and save both time and money for you and your customers. Learn how to tap into all-important developer communities and when app exchanges or marketplaces can help raise brand awareness.

Register now »

 
MarTech Minute
 

HubSpot Video launches in templates, CDP Redpoint Global raises $13.5 million

HubSpot Video is live in templates and sequences. The HubSpot Video icon is now live in HubSpot’s templates and sequence tools, giving brands and marketers the ability to incorporate video into their campaigns. Video embedding is available to paid users in Sales Hub Professional & Enterprise and Service Hub Professional & Enterprise. 

RedPoint Global raises $13.5 million in equity. Led by Camden Partners, this latest investment is expected to be used to accelerate strategic partnerships and fuel geographic expansion in key industry verticals. “As businesses have access to more customer data than ever before, they are faced with a huge challenge and opportunity,” said Nicholas Einstein, chief research officer of The Relevancy Group. “Brands have made attempts at using data to personalize and improve the customer experience, but most are unable to view the data holistically, access it in real-time or take meaningful action on it. RedPoint Global is capitalizing on this pressing market need, offering data-first, open garden solutions that help innovative brands small and large deliver top-notch customer experiences.”

Cryptocurrency ASK creator launches e-commerce marketplace. Permission.io has launched its Permission Marketplace, an e-commerce platform for merchants to compensate consumers for their time and data directly with ASK. Consumers who use the platform are served interruption-free shopping and earn ASK for purchases made on the platform. They are also compensated for each ad they view, review they share and for other platform interactions.

 
What we're reading
 

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

Why 3 Young Innovators Created Game-Changing Tech – CMS Wire

The Clever Tech Powering the New Apple Watch’s Always-On Display – Gizmodo

7 Must-have eCommerce Marketing Tools To Supercharge Conversions – VWO

Test Your Way to More Impactful Holiday Campaigns – Facebook Business Blog

AI completes users’ rough sketches – VentureBeat

There’s An Upside To Sharing Our Data – AdExchanger