Good morning, will you be experimenting with ABM next year?

Account-based marketing (ABM) programs will likely take a larger share of marketing budgets in 2020. Nearly three-quarters (73%) of marketers who use ABM tactics plan to increase their ABM budgets in the coming year, according to a study from Information Technology Services Marketing Association (ITSMA) and the ABM Leadership Alliance. ABM-practicing marketers said they dedicated, on average, 29% of their budgets to ABM this year.

Of the marketers whose ABM programs were categorized as “Embedded” (those with the most elite ABM efforts per the ITSMA adoption model), 45% reported their ABM initiatives drove revenue growth. Seventy-five percent of the top performers saw significant improvements within their account relationships and 59% saw an improvement in brand reputation.

It has been quite a busy year in the CDP space — and for open platform provider Acquia. Following a majority investment by Vista Equity Partners in September, the company has announced its third acquisition of 2019 with the purchase of customer data platform AgilOne

AgilOne’s CDP pulls together data from online and offline technology platforms to build a single system of record, allowing brands to build better customer relationships and increase customer lifetime value. Its machine learning capabilities unify and cleanse customer data to enable effective segmentation practices.

Teams can bring their own machine learning models, choose from AgilOne’s pre-built models to automate segmentation or configure business-specific customization into their pre-built models, which are then accessible across the entire platform.

There’s more to read below including your Pro Tip for avoiding privacy issues and our curated reading list to keep you on top of the latest news. 

Jennifer Cannon,
Senior Editor

 
 
 
Pro Tip
 

Stop avoiding privacy issues, now

“It’s time to face reality: Data privacy and security requirements are not going away,” warns Kristina Podnar of Native Trust. “The days of unlimited use of big data are over. And you can either face that now or face it later when your company is fined or sued for misuse of consumer data. Or when customers rebel and rake your company over the coals on social media.”

“Here are two (of many) benefits of having robust privacy policies: 1) You won’t have to be constantly asking permission before launching campaigns. Your privacy policies will lay out what you have to do and what you can’t do, and, between those guardrails, you can be as creative as you want. 2) You’ll establish yourself as someone who has your company’s best interest in mind, isn’t afraid of challenging the status quo, and is willing to take on the hard work of spearheading change.”

Learn more »

 

AI and machine learning

Can a machine learning model accurately predict the outcome of what a customer will purchase based on past transactions? A sponsored article from Comarch explores the possibilities of Machine learning for next-best offers that creates big opportunities for creative marketers. Interested in learning more about how AI propels prescriptive and predictive campaign analytics? Join Resulticks for a webinar, The Fantastic 5: Emerging strategies to drive conversions & growth.

 
Martech Minute
 

Deloitte’s Lift Acceleration Program, Tremor Video’s latest features and more funding for Observe.AI

Deloitte Digital launches a first-of-its-kind data program. Deloitte Digital is partnering with Adobe to launch the Lift Acceleration Program, an initiative that brings together the capabilities of Deloitte Digital’s Hux platform with Adobe Experience and Adobe Experience Cloud. The program allows companies to measure customer moments and extract a “single-source-of-truth” via Deloitte and Adobe’s combined products. “With Lift Acceleration Program, we aim to empower organizations to make the right decisions across all stages of the customer journey, by establishing the right operating model, culture, digital foundations and connections,” said Barbara Venneman, global head of Deloitte Digital’s advertising, marketing and commerce practice. 

Tremor Video expands automatic content recognition (ACR) solutions. The programmatic video platform Tremor Video has renewed its partnership with Alphonso, a deal that will help the company expand its existing ACR offerings, including solutions that allow brands to target TV audiences across video devices. “We have grown through our recent acquisition of RhythmOne, and now through this evolving partnership, we will be able to offer exclusive solutions for advertisers looking to succeed with TV retargeting,” said Tremor Video Chief Revenue Officer Anthony Flaccavento. Tremor Video offers self-service ACR solutions for advertisers in the U.S. and Canada. The company says it expects the ACR data industry to grow into a $5 billion business by 2021.

Observe.AI gets $26 million to invest in product technologies. Observe.AI, an AI-powered platform that implements natural language and speech processing along with deep learning technology to analyze customer conversations, has raised $26 million in Series A funding. The investment was led by Scale Venture Partners with help from Nexus Venture Partners, Steadview Capital, 01 Advisors and Emergent Ventures. This latest round of funding — which will go toward expanding the company’s U.S.-India team and product development — brings the company’s total funding to $34 million. As part of the funding deal, Scale Venture Partner’s  Andy Vitus will be joining Observe.AI’s board. “Observe.AI is already disrupting the $300 billion voice customer service market by rethinking how agents are coached and the way top brands provide personalized customer experiences,” said Vitus. 

 

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Find out when, why, and how marketers are updating their marketing technology applications in this new report from MarTech Today. How does your organization compare? The 2020 MarTech Replacement Survey results are hot off the presses and ready for you to explore.

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What We're Reading
 

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

Creating Seamless, Personalized Self-Service Experiences With AI – CMS Wire

5 Lessons In Personalization From Stitch Fix – Forbes

The next silicon valley won’t be in the U.S. – Quartz

AI Index 2019 assesses global AI research, investment, and impact – VentureBeat

Twitter is funding research into a decentralized version of its platform – The Verge

Connected Consumers Are More Demanding Than Ever – How Retailers Are Adapting – Street Fight