Good morning, Marketers, I’m happy to be in your inbox this morning.

E-commerce platform Shopify announced its third-quarter financial results yesterday, reporting total revenue of $390.6 million, marking 45% growth from the previous year when revenue reached $270.1 million. The company also said it surpassed one million merchants on the platform. Growth was driven in part by international expansion, said Shopify CFO Amy Shapero.

As global adoption of the e-commerce platform grows, the company continues to invest in making marketing technologies more accessible to its merchants, many of which compete with Amazon. Earlier this year, Shopify and Constant Contact announced new enhancements to their existing integration, and Shopify Marketing recently launched an integration with Microsoft Advertising.

Email marketing platform SparkPost has announced that it is acquiring deliverability and analytics provider eDataSource. The integration of the two companies’ technology is expected to provide users with a single dashboard view inclusive of email metrics and inbox placement insights.

Delivering a streamlined view of this combined data should enable users to navigate complex email environments to reach their subscribers’ inboxes. Deliverability and optimization are two of the most important factors for reaching the managed inbox and understanding the whole email lifecycle.

Content marketing and analytics provider has rolled out new capabilities to help marketers address content attribution challenges. Conversions allows users to select from different attribution models for assigning credit to content and includes features such as labels that can be applied to categorize conversion actions.

Determining how and which content is contributing to conversions has been a trending challenge for many marketers. The release also includes conversion reports that aim to provide a clearer, deeper level of insight into how users interact with a brand’s content.

We have much more for you below, including a Soapbox on intelligent automation.

Jennifer Cannon,
Senior Editor


Intelligent automation is changing the way we work

Those with the technological savvy to work alongside the machines – to ensure they’re given good input, and to decipher and maximize their output – will increase their own value as employees. The cost savings and improved efficiency of successfully implemented AI are a bonus, but should not be your primary goal. From a more holistic perspective, intelligent automation can fundamentally change how your organization operates – from improved customer engagement to driving growth and creating entirely new areas of business. This means developing the technical skills to maximize the machine’s output while still nurturing the creativity that underpins the best marketing campaigns.

Andy Betts is an executive and CMO advisor.


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MarTech Minute

Cision’s acquires social media intelligence firm, Software AG launches connector for Marketo Engage acquires social firm Unmetric. Cision-owned social media provider has acquired social media intelligence firm Unmetric. will integrate Unmetric into its existing Social Media Marketing platform. Unmetric delivers public data from brands across social media channels to enable users to optimize their social strategies. “Our mission is to deliver a powerful social software suite that enables brands we serve to win in their markets. Today the Unmetric acquisition gets us closer to this vision,” said founder and president of Cision Social, Ulrik Bo Larsen. “Giving brands the ability to benchmark, monitor, measure, better engage with their customers and audiences and create and publish powerful content all in one unified platform will help them win.”

Software AG releases certified connector for Adobe’s Marketo Engage. The connector integrates a user’s SAP Service Cloud or SAP Sales Cloud solution implementation with Marketo to establish a direct connection between customer data and Adobe’s experience management (CXM) tools. “Our partnership with Software AG is all about connecting sales and marketing data, and helping brands transform their customer experience management,” said Matt Thompson, executive vice president, worldwide field operations at Adobe. “Being able to access the full functionality of Marketo’s B2B marketing technology is a game-changer. With Software AG’s help, customers can now be confident that their B2B campaigns and initiatives are connected to the highest-quality data sources within their organization.”

Sidetrade AI launches on Salesforce App Exchange. Sidetrade announced that Sidetrade AI Sales & Marketing is now available on the Salesforce App Exchange. The tool uses Sidetrade’s AI, Aimie, to scan CRM data within Salesforce and cross-reference it with external data. Aimie makes actionable recommendations to users and can help sales users identify opportunities and risks, as well as lead targeting.


Want to speak at MarTech 2020?

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What we're reading

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

How Blockchain is Disrupting Digital Marketing and Where It’s Headed – CMS Wire

Here’s the Internet’s ‘Birth Certificate’ From 50 Years Ago Today – Gizmodo

Google brings its ‘.new’ domains to the rest of the web, including to Spotify, Microsoft & others – TechCrunch

Reid Hoffman on AI, defense, and ethics when scaling a startup – VentureBeat

When it comes to digital transformation, start with the customer – Twitter

Talking with former Facebook security chief Alex Stamos – Columbia Journalism Review