Good morning, and here’s an example of bad marketing automation.

A major international airline is doing some email marketing (I haven’t yet seen it try to reach me in other channels. They try to personalize the email (they call me Ms. Davis, but they’ve been calling me that for years). I’m in the loyalty program, so they show my membership number and accumulated points—but they get that wrong (I just checked my account).

Still, a breezy upbeat message: “We’re ready to welcome you back on board!” Yay! And it goes on to explain the safety measures they’ve taken on planes and at the airport. All good.

The thing is, just about every flight I’ve taken with them in the past 20 years has originated in the U.S. They have a U.S. mailing address for me. Welcome: we can fly you to…Brazil or Belarus. I can think of good reasons not to go to either of those destinations. I checked the list of countries where travelers from the U.S. are currently welcome without restrictions. I think I found six or seven, and they weren’t obvious holiday spots.

I should have been filtered out of that mailing, and so, I suspect, should many other recipients.

Kim Davis,
Editorial Director, MarTech Today

 
 
 
Search
 

We’re hiring a new content lead for Search Engine Land and SMX

Ginny Marvin, our Editor-in-Chief, is leaving Third Door Media to pursue new projects, and the entire team here could not be more thankful for everything she contributed to the company and especially the search community during her seven years here.

Ginny will be leaving behind some very big shoes to fill, so today we are launching our search for the next content leader for Search Engine Land and our companion conference series SMX — Search Marketing Expo.

This is a tremendous opportunity for someone who has the credibility and composure to lead the search community as an educator and an advocate.

Read more about the role and how to apply here.

 

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »

 
CDP
 

Amperity’s new generation CDP targets enterprise B2C

Amperity has launched the third generation of its CDP, a release specifically aimed at enterprise B2C brands, such as Amperity customers DICK’s Sporting Goods and Kroger.

Scaling for enterprise. Among the features of the new offering are:

• Ability to ingest and data at scale through integration with the major cloud providers;
• High speed data ingestion through an API with sub-100 millisecond response time, connected to a customer query engine to activate data in real-time; and
• Identity resolution coming in the form of an identity graph powered by first-party, and supplemented by third-party data.

“Our platform uses the latest in machine learning to build a scalable and flexible cloud-native foundation we call Data Grid,” said Amperity VP of Product Marketing Matthew Lubeck. “Today’s enterprise brands need to integrate a CDP into all areas of business to fundamentally change how they operate and deliver value to customers.”

Read more here.

 
ABM
 

Terminus modifies platform for marketers working remotely

As remote working becomes more of a long-term solution than a temporary inconvenience, ABM platform Terminus has released new capabilities, features and functions in its engagement hub to meet the demands of this new reality. The new capabilities include a mobile app to use the ABM and chat functions from a phone. 

Additional enhanced features include an expanded visitor ID function that connects email domains to household IPs, being able to exclude non-relevant business or job functions and enhanced integration with Adobe and Google.  

Why we care. When platforms are willing to make major investments in long-term remote work solutions, signs are clear that senior management and the C-suite are looking at this new normal in terms of years, not months. 

 

Ready to optimize your martech stack?

Join us October 6-8 for 80+ tactic-rich sessions, empowering keynotes, virtual networking, and more… all free. Check out the MarTech agenda!

See the agenda »

 
 
 
Quote of the Day
 

“There are REAL people on the other side of those computer screens!” Kim Garst, KG Solutions.