MarTech Today: Report on B2B buying, the MAdTech world & Branch AMPifies apps

Here’s our recap of what happened in markting technology, as reported on MarTech Today, Marketing Land and other places across the web.

From MarTech Today:

• TrustRadius report: Demos, trials and customers’ opinions count most for B2B buyers
  Jan 27, 2017 by Barry Levine
  Less effective in making the sale: websites and marketing materials, unless validated by third-party sources.
• MAdTech: The marketers’ view
  Jan 27, 2017 by Peter Minnium
  As media, advertising and technology become increasingly intertwined, contributor Peter Minnium takes a look at how marketers and agencies are responding to this mad, mad, MAdTech world.
• Branch unveils AMP Deepviews, so content in uninstalled apps can be previewed from search results
  Jan 27, 2017 by Barry Levine
  The new solution shows app-based content in Google as fast-loading and preferred AMP pages, if the app has not been installed.

From Marketing Land:

• [Reminder] Live webcast: How to create a single source of data truth for marketing
  Jan 27, 2017 by Digital Marketing Depot
  According to McKinsey and Forrester, an integrated marketing analytics approach can free up 15-20% of marketing spend while driving higher campaign conversions. But, with four out of five marketing organizations struggling to merge their data points, it’s clear that marketers still have many questions about how to get there.
• [Podcast] Marketing Land Live #42: How does marketing work in the age of Amazon Echo & Google Home?
  Jan 27, 2017 by Matt McGee
  In this week’s episode, we speak with IDC’s Gerry Murray about what it means to be a marketer — and how marketing is going to change — as consumers spend more time talking to their Echoes, Dots, Homes and other voice-powered devices.

From Around The Web:

• Will 2017 Be the Year of the Predictive Engine?, MarTech Advisor
• Apple joins Amazon, Facebook, Google, IBM and Microsoft in AI initiative, TechCrunch
• Annie Cushing Joins Outspoken as Chief Data Officer, Outspoken Media
• Verto Analytics Launches Smart Poll to Combine Active Surveys with Passive Cross-Device Consumer Behavioral Measurement, Verto Analytics
• App Success Is Shifting From Downloads To Engagement, AdExchanger

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.