Good morning, Marketers, we hope your week is off to a great start.

Web development platform Squarespace announced it has acquired content creation app Unfold. Unfold can be used to create Story content for Instagram, Facebook and Snapchat, and could help SMBs and brand marketers elevate their social content while keeping costs low.

The acquisition is Squarespace’s second this year. In April, the company bought Acuity Software, an appointment and booking tool for businesses. The acquisition allowed for a tighter integration between the solutions.

These moves may indicate that Squarespace is looking to offer a more comprehensive set of marketing tools to its customers. According to Squarespace, Unfold users have created over 700 million Stories using the app.

Scroll on for much more, including your Pro Tip on building a martech team from scratch and our curated reading list to keep you on top of the latest industry news.

Jennifer Cannon,
Senior Editor

Pro Tip

Building a new martech team from scratch

“Purchasing new tools were in the hands of individual teams and regions and this siloed approach resulted in a lot of pain when certain requirements would come as a surprise late in the game,” explains MarTech East speaker Emily Cnossen of SAP Concur. “That widely recognized pain was a big contributor to getting the business on board with new tool evaluations. We expected to be met with resistance to our new martech team but our marketing groups realized they could not manage every part of the process effectively and were willing to turn the evaluations, and the navigation of our internal processes, over to our team. Having the leadership buy-in, and the understanding of the benefit among the marketers, made rolling out the new evaluation process much easier.”

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Customer experience, strategy & planning and data & analytics top the charts as success drivers for brands

A shift in focus from traditional advertising towards an emphasis on CX, UX and data/analytics seems to have already been absorbed by the industry. Marketing acknowledges that customers expect companies to understand their needs and deliver experiences that address them. “This transition of marketing to put more focus, or ‘drive’, on CX is one that I’m hearing among my peers,” says Christine Royston, vice president of marketing at Bitly.


Want to speak at MarTech 2020?

Speaker submissions are open for MarTech, April 15-17, 2020 in San Jose! Don’t miss this chance to share your experience and expertise with a thriving community of engaging marketers. The pitch form closes November 8, so don’t delay. Click the link below to learn more!

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What we're reading

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

The 5 Essential Programs for Successful Digital Adoption – CMS Wire

Customer Experience Continues To Get Better Even If Loyalty Doesn’t – Forbes

Amazon expands Alexa Gadgets toolkit to 12 more regions – VentureBeat

Adobe Gets Permission From U.S. to Continue Offering Services in Venezuela – Gizmodo

Preventing click fraud with blockchain – Get Elastic

The Balancing Act Between Addressable And People-Based Marketing – AdExchanger