MarTech Minute: LeanData adds ABM analytics, Smartly.io gets new features

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LEAN, MEAN MONEY MACHINE. Revenue operations platform LeanData has added new account-based marketing analytics to its orchestration and automation solutions that are part of the Salesforce CRM environment. The LeanData Engagement analytics are designed to help marketers align their efforts with the sales organization by improving campaign-conversion rates, accelerate growth and maximize marketing and sales ROI via accurate attribution models. “The interactions of every buyer are automatically connected to the right accounts in CRM, thus unlocking truly holistic account-based marketing analytics,” said LeanData.

Why we care. Attribution is especially difficult in ABM with so many decision-makers often involved in the B2B sales process. Being able to see engagement across the front lines, and track that engagement to ABM contact lists is a big win for the marketing and sales teams trying to manage multiple prospects within one lead account. It’s always a good thing when you can track your data to your revenue — proving which of your efforts are actually impacting the bottom line.

SMARTY PANTS. Social ad automation platform Smartly.io has rolled out new creative capabilities, including testing features, new integrations and improved workflow management processes across social channels. It is also adding creative services via a Creative Studio division to help brands create social ad assets for their mobile campaigns. The updates include an integration with Adobe Creative Cloud platform, making it possible to import assets created in Photoshop to the Smartly.io platform; a cross-channel video distribution feature that lets advertisers export their video ads and use them across any online channel; and, a function that lets advertisers produce multiple video variations that can be tested to see which combination of footage performs best.

Why we care: It’s all about automation these days as social media advertising teams are doing everything they can to keep their campaigns up, running and performing at the highest levels possible. Smartly.io is already a popular platform among mobile advertisers on social, and these new features will only help broaden its appeal to the social media teams looking to scale their creative capabilities.

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About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.