Good morning, are you having a hard time keeping up with the latest tech? 

Nearly 90% of marketing consultants said it is difficult to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debt. They also ranked “technical acumen” as the third biggest challenge for deploying digital marketing strategies, following resource constraints and organizational inertia, in a survey by executive services firm Chief Outsiders. 

When asked which business strategies will increasingly shift to marketing, the more than 50 CMO consultants surveyed put “company growth strategies” at the top of the list. “Customer experience” and “strategy development” ranked as the most vital capabilities needed to drive company growth. 

The survey findings underscore a major challenge being faced by marketing executives across all industries and company sizes: Marketers are having to take on more responsibilities while still trying to catch-up with the ever-evolving marketing technology landscape.  

We have more for you below, including a Pro Tip on customer retention, LinkedIn Sales Navigator’s plans to sunset its Gmail feature and another acquisition by Dentsu Aegis. 

Amy Gesenhues,
Senior Editor 

 
 
 
Soapbox
 

Acquisition is great, but retention is better

The best strategy is not how do we gain more traffic that lands on our site one time but rather, how do we build more engaged relationships with the users who are already there. Increasing the repeat visitation of your existing users is far more cost-effective and easier than acquiring new ones.

The economic models overwhelmingly favor the investment in retaining a customer over acquiring a new one. So why don’t publishers spend more time retaining their audience?

The industry is filled with “how to acquire new users” but we don’t spend enough time focused on how to maintain the users and audience we already have.

For example, if you can get 4% opt-in across unique visitors over a period of a year, if you have 1 million uniques that would equate to 40k subscribers. Those subscribers are the most loyal and important members of your audience, driving increased engagement and usage from them drive your business.

For a general media site, they are going to see 1% to 3% click-through rates on messages, meaning they can drive significant incremental daily traffic from their most valuable users.

– Josh Wetzel is chief revenue officer at OneSignal

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MarTech Minute
 

Sales Navigator to remove Gmail feature, another Dentsu Aegis acquisition and Snowflake’s latest funding

LinkedIn Sales Navigator sunsets Gmail extension. On March 18, LinkedIn will shut down Sales Navigator for Gmail, according to TechCrunch. The extension gave Sales Navigator users further information about contacts or leads they emailed via Gmail. LinkedIn originally integrated the technology into Sales Navigator when it acquired Rapportive in 2012, a Gmail app that pulled social accounts, Tweets, and LinkedIn profiles attached to a Gmail address. LinkedIn Product Lead Lindsey Edwards said they were ending the Gmail feature because of low adoption rates. 

Dentsu Aegis buys another company for Merkle. The audience planning and targeting agency Media Storm has been acquired by Dentsu Aegis. The company will become part of Merkle, expanding the agency’s multichannel media capabilities. “The acquisition of Media Storm supports Merkle’s long-term strategic plan to use first-party data to inform and drive marketing across all media channels,” said Merkle Americas President Craig Dempster. Media Storm’s staff will transition to Merkle and its co-founder Craig Woerz will remain a managing partner, reporting to Patrick Hounsell, Merkle’s EVP of media services. 

Snowflake gets a $479 million boost. The cloud data platform Snowflake has raised $479 million in funding led by Dragoneer Group and Salesforce Ventures, two new investors for the company. Previous investor groups also contributed, including Altimeter Capital, ICONIQ Capital, Madrona Venture Group, Redpoint Ventures, Sequoia, and Sutter Hill Ventures. This brings Snowflake’s valuation to more than $12.4 billion.  

 

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What we're reading
 

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

The Secret to Actionable VoC and Customer Journey Mapping Programs – CMS Wire

Defining The Unique Value Of A CMO – Forbes

Publishers Must Unite Around A Consumer-Facing Consent Standard – AdExchanger

Square integrates POS tech for retailers – Retail Dive

Signal Is Finally Bringing Its Secure Messaging to the Masses – Wired

AI, automation, and the cybersecurity skills gap – VentureBeat