Good morning, how much do you know about Kubernetes? 

In 2014, Google open-sourced its Kubernetes initiative, a containerization system for managing technology stacks. Fast forward six years and now a number of technology providers offer Kubernetes solutions — but what does this mean for marketers? For starters, a Kubernetes platform has multiple benefits in terms of customer data management and analytics accessibility. There are also major benefits for marketing operations teams managing martech stacks. 

Asaf Klibansky, director of engineering for Chicory, a data platform that enables shoppable recipes, said his company has improved several aspects of its analytics stack and data reporting capabilities since migrating to a Kubernetes platform. 

“We now offer our users more robust reports, such as visualizing our user interaction with recipes containing the ingredient ‘Fresh Basil’ across the country,” said Klibansky, “This has a huge effect on the business and the quality of service that we provide to our clients.”

Klibansky said the Kubernetes platform has also improved the speed at which Chicory can introduce changes to its technology stack and reduced a number of issues it faces on a daily basis. “The data is available to us almost immediately and we are able to provide more robust solutions that involve real-time data.” 

To help anyone out there who may not be familiar with the platform, we’ve put together a Kubernetes explainer that addresses its implications on a marketing front, the team most likely to manage it and whether or not it’s something your company may want to consider. 

We have more for you below, including funding news for three martech platforms that are getting a combined $142 million in VC money. 

Amy Gesenhues,
Senior Editor 


Is your marketing department the ‘useful idiot’ of your business?

In politics, the “useful idiot” is someone whom outside influencers can bamboozle into supporting a dubious cause, often one that goes against his own best interests. In a marketing sense, the outside actor here is ignorance. 

This pure, unadulterated ignorance leads you to believe your marketing and revenue efforts are doing just fine without all those layers of data that just complicate everything. Who understands what all those numbers mean, anyway?

Many marketing thought leaders have said the greatest challenge in marketing is the integration of data between systems. Even though it’s a big challenge, we still need to address it and tackle it head-on – now!

If this scenario sounds uncomfortably familiar, then your company might fall into that “useful idiot” category. You can change that. Write down all the things your organization prioritizes and where it chooses to spend its money most freely. When you know your data, you know which levers to pull.

You have to manage up to your executive team and help them understand why they need to get on board. If you’re an executive, you have to prioritize these projects even if it means slower growth for a while.

Take the lead. Be the smart marketer.

Ryan Phelan is the co-founder of Origin Email.


What's "Brand Humanity" and why you should care

More human communication leads to demonstrably better business results. But putting humanity into action is easier said than done. Braze commissioned two powerful studies conducted by Forrester Consulting to dig deeper into this important topic. Join this webinar with Braze and Forrester where they discuss how technology can help businesses forge more human connections between consumers and the brands they love.

There's still time to register! »

MarTech Minute

ActiveCampaign, Frontify and Directly land more funding

ActiveCampaign raises $100 million. The customer experience automation platform ActiveCampaign has raised $100 million in Series B funding, led by Susquehanna Growth Equity (SGE), with help from Silversmith Capital Partners. The company says it plans to put this latest round of funding toward product innovation initiatives and international expansion. “ActiveCampaign and the CXA category have grown significantly and our investment in the Series B reconfirms Silversmith’s commitment to ActiveCampaign’s future,” said Silversmith Capital Partners Managing Partner Todd Maclean. The $100 million comes four years after ActiveCampaign raised $20 million in Series A funding from Silversmith Capital Partners. Since its last round of funding in 2016, ActiveCampaign has increased its annual recurring revenue to more than $90 million, opened three new offices and increased personnel from 65 employees to a staff of more than 550. 

Frontify to put latest round of funding toward global expansion. The brand management platform Frontify raised $22.3 million in Series B funding. The investment will go toward the company’s expansion in North America and Europe, along with product innovation efforts. This latest round of funding was led by EQT Ventures with participation from existing investors Blossom Capital, Datartis Ventures and Thomas Dübendorfer, Tenderloin Ventures and Myke Näf. “With a rapidly growing worldwide customer base, we continue to see validation in our platform and the niche we’ve established in the market,” said CEO Roger Dudler. “We’ve been fortunate to work with some amazing investors thus far that really believe in what we’ve been creating.” Frontify currently boasts more than 2,500 users, including Facebook, Dyson and Vodafone. 

Directly gets $20 million and a new CEO. Samsung NEXT, Samsung’s venture capital division, is investing $20 million in Directly, a platform designed to train chatbots, reports TechCrunch. The funding comes with help from six other VC firms, including Microsoft’s venture capital arm M12. In addition to a new round of funding, Directly also announced it is promoting its chief business officer, Mike de la Cruz, to CEO. “We are thrilled to have Mike at the helm of Directly. He has driven record-setting growth for the company in 2019, and we look forward to the impact he’s going to have into 2020 and beyond,” said Costanoa Ventures Partner Mark Selcow. The company’s co-founder and previous CEO, Antony Brydon, is moving into the role of head of platform. Before joining Directly, de la Cruz held executive roles at SAP and HP Enterprise. 


How has marketing & martech changed in 10 years?

Learn about the ways marketing has evolved — and where it may be heading in the future — in this exclusive interview with Scott Brinker, MarTech program chair and VP platform ecosystem at HubSpot.

Read the interview! »

What we're reading

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

What’s Your Digital IQ? – CMS Wire

What is our meaning in life in a world of technology? – TechCrunch

Google aims to unify its workplace tools and messaging apps into one service – The Verge

Private Data Clean Rooms Aren’t Just A Walled Garden Tool – AdExchanger

Google has paid security researchers over $21 million for bug bounties, $6.5 million in 2019 alone – VentureBeat

Building a customer centric ecommerce strategy and roadmap – Get Elastic