Good morning, happy Friday! 

A contentious debate on social media shows how hard it can be to judge the value of your martech skills. The argument over whether a traditional, people-based approach to marketing or technical skills are more important for professional development showed just how strongly some martech professionals feel on both sides of the fence. In reality, however, it doesn’t need to be an ‘either/or’ decision. Nurturing both disciplines ultimately makes you a better marketing technologist.

“Although it’s extremely important to keep up with the latest changes in the industry, it’s more important to have a conversation and figure out how you can provide a solution to the customer’s problem,” says Daniel Rivas, senior education consultant at Digital Marketing Institute. “Marketing isn’t a cookie-cutter approach and that’s the problem most companies seem to have.”

High-quality video production is a costly undertaking that is often out of reach for SMBs and DIY marketers with limited budgets. Video creation platform InVideo has released its latest video editing tool, “Intelligent Video Assistant.” The solution comes with real-time design suggestions on font choices, animations and color palettes, as well as an auto-correct assistant feature to avoid technical design mistakes. 

There’s much more to read below, including your Pro Tip on targeting issues and our curated reading list to keep your mind sharp over the weekend. 

Jen Cannon,
Senior Editor 

 
 
 
Pro Tip
 

Navigating targeting issues with CTV

“Ad targeting works best when a marketer’s message is delivered to the right person at the right time on the right screen. With CTV, determining those factors can be surprisingly difficult,” explains Roy Shkedi of AlmondNet. “Media buyers may not know which home they’re reaching, let alone who is watching at any given moment. One strategy marketers can use is to weigh ad spend toward products they believe will do better when delivered to home screens. Higher cost items that involve more than one household member’s input in the buying process — family vehicles and vacations, for example — should take precedence over lower-cost items that typically involve only one family member. Still, that is only a partial way of getting to where they want in reaching the right audiences at the right time in the home.”

Learn more »

 

Compare 14 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 14 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »

 
MarTech Minute
 

Funding news for OneTrust, LeanPlum and Plannuh

OneTrust raises $210 million. OneTrust, a privacy and security platform used to help comply with regulations like CCPA and GDPR, has raised $210 million in Series B funding, bringing the total investments in the company to $410 million and its valuation to $2.7 billion. This latest round of funding was led by Coatue and Insight Partners. “Our continued investment in OneTrust represents the value that businesses are placing on having the right tools to implement cost-effective and efficient privacy programs at scale,” said Insight Partners’ Richard Wells. 

Leanplum secures Series D funding. The customer engagement platform Leanplum raised $27 million in Series D funding led by Norwest Venture Partners and Shasta Ventures. The company says the money will be used to bolster its product development and go-to-market efforts. Along with the funding news, Leanplum announced the appointment of George Garrick as president and CEO. “As Leanplum continues to grow, I’m excited to oversee its expansion into additional global markets and an expanding total available market (TAM) while strengthening relationships with our existing customers and partners,” said Garrick. 

Plannuh gets $4 million in seed money. The startup Plannuh, a planning and budgeting platform for marketers, announced it has received $4 million in seed funding from Glasswing Ventures and Gradient Ventures (Google’s AI-focused venture fund). The funds will be put toward the company’s research and development initiatives and support teams. “Plannuh is poised to win the battle with a transformative AI platform that provides marketers with immediate and actionable information to build smarter, interactive marketing plans and budgets,” said Glasswing Ventures Founder Rudina Seseri. The company offers marketers a cloud-based solution to consolidate marketing plans, budgets and expense tracking. 

 

Expert answers to your complex marketing issues

Data. Technology. Operations. Orchestration. Discover actionable tactics that can help you succeed in every aspect of modern marketing at The MarTech Conference!

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What we're reading
 

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

What Is Machine Learning’s Impact on Marketing Personalization? – CMS Wire

How Brands Need To Adapt To A Changing Landscape – Forbes

Machine learning can’t fix algorithmic bias. But humans can – Quartz

Microsoft to invest $1.1 billion in Mexico over next five years: CEO – Reuters

Privacy Regulations Shift Location-Based Approaches from Push to Pull Marketing – Street Fight

The rise of the winged pink unicorn – TechCrunch

The Spooky, Loosely Regulated World of Online Therapy – Jezebel