Good morning, and it’s still Prime Day.

Until midnight tonight, not that Jeff Bezos needs any promotional help from us. I don’t know whether we’ll know how successful it was by close of day, or whether we’ll have to wait for final tallies. In many ways, it’s the first big test of what will weigh heavier in the scales — the increased time consumers have spent shopping online this year, or anxiety about employment and finances.

Of course, the result may not be one-dimensional. As HubSpot’s VP of Marketing, Meghan Keany Anderson, told me recently, with some people doing well this year, and others doing very badly, we could see an increased demand in some product categories, and a decreased demand in others. Prime Day results, and results from other coming sales days, will need careful parsing.

I’ll be sharing more of Anderson’s insights, along with commentary from other experts, on the website today.

Kim Davis
Editorial Director, MarTech Today

Marketing Automation

How marketers should plan for implementing automation

Marketing automation is nothing new. Many readers of this newsletter are doubtless working with HubSpot, Adobe, Oracle or one of the other market leaders. But with digital transformation underway across many industries, some marketing teams might be looking at automation for the first time, others may be looking for alternatives to their current solution, whether to scale with their business or in a search for better performance.

It’s timely, therefore, to take a look at things to bear in mind when it comes to implementing a marketing automation solution. You need to know which channels are important to your marketing strategy, and what resources you can devote to those channels. You need to have a clear understanding of your customers’ journeys. Improved customer experience needs to go alongside speed and efficiency.

The good news is, it’s easier than ever before to integrate marketing automation with other solutions in your martech stack. 

Read more here »


Webinar--Essential Data Connectivity: IT Hacks for Your Martech Stack

With over 8,000 martech tools in Scott Brinker’s landscape, harnessing data for business can be a challenge. But there are some key ways you can maximize resources between marketing and IT teams to leverage insights for better marketing and business outcomes. Join this webinar and learn how to build partnerships between Marketing and IT teams to manage martech tools and connect martech data to reporting tools for improved real-time insights.

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8 major Google Algorithm updates, explained

Sponsored by SEO PowerSuite

Google claims to update its search algorithm several thousand times per year. In the absolute majority of cases, Google algorithm updates are too small to notice. But, every once in a while, Google introduces a change so fundamental, that it disrupts the way we do SEO forever.

Whether it’s Panda or Penguin, Hummingbird or a Core Update, it’s critical to get a handle on how algorithm updates are affecting your site’s rankings. Then, once you know what’s happening, you can do something about it.  

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MarTech: Now Available On-Demand

Couldn’t attend live? Register now for free to watch all of the tactic-rich sessions, case studies, demos, and keynotes that you missed!

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A new brand for NewsCred

A familiar name on the martech landscape retires today as NewsCred announces it will rebrand as Welcome. This coincides with launch of Welcome, a solution for work management, strategic campaign planning, collaborative content creation, and real-time performance measurement designed for marketing teams. The rebrand will be complete in Q1 2021.

In July this year, Industry Dive acquired NewsCred’s content marketing studio and services business, leaving behind the end-to-end campaign management platform, with budget and resource management and content creation and analytics tools. This is relaunched as Welcome, a marketing orchestration platform.

In a release, NewsCred said the sale of the content services business generated capital to accelerate growth, and pointed to two recent executive hires: Matt Malanga as CMO and Radhika Samant as CFO.

Read more here »

MarTech Minute

MessageGears and Sageflo integrate to combat data friction

Campaign management software company Sageflo has announced an integration with cross-channel messaging company MessageGears to help distributed marketing teams overcome data friction.  

“Data friction” is the term used for a major lag in synchronization between a marketer’s internal data systems and email service provider; hindering the sending of timely messages to consumers. MessageGears links directly to internal data sources, obviating the need to replicate and store data in a marketing cloud. Sageflo’s Radiate product, now integrated with MessageGears software, provides distributed teams (multiple brands and franchises, internal external marketing resources) with tools to build and launch emails and text messages.

A quick-serve restaurant based in North America with over 700 locations is the partnership’s first joint customer.

Why we care. Distributed teams and unnecessarily complex data routing shouldn’t lead to tardy messaging, especially when consumers are waiting impatiently to be met in the right channel with the message that’s right for the moment.

Quote of the Day

“We saw — my team at Salesforce — that as of 11:00 o’clock this morning Eastern time, there was a 60% year-over-year increase for the same time during Prime Day last year. So this is a big deal for retailers who, let’s face it, have been trying to pull demand earlier and earlier into the fall for, gosh, as long as I can remember.” Rob Garf, VP of Industry Strategy and Insights, Salesforce.