Good morning, are you personalizing your content? 

Community Health Network (CHN), a non-profit healthcare system, is using personalization to improve patient experiences and communications — a tall order when you consider patient privacy rules and HIPAA regulations. The company says by taking a “crawl, walk, run” approach to its personalization tactics, it has gained a better understanding of what types of content are most important to healthcare consumers. 

“Our digital properties have to be equally focused on our patients and their needs,” said CHN’s director of digital marketing Debbie Kenemer. Her team uses an integrated strategy, combining its CRM data and paid social campaigns with its personalization platform to measure how content is consumed by different personas. The team is made up of three digital marketers who own all personalization efforts from end-to-end, measuring different content variations against their audiences. 

During its latest earnings report, Salesforce quietly slipped in the news that it is acquiring Vlocity for $1.3 billion. The company now owned by Salesforce develops software that sits atop Salesforce’s platform and is tailored for customers in industries such as communications, media and entertainment and insurance. 

As part of its latest product release, Marketo has updated its Microsoft Dynamics CRM integration. Now marketers can sync leads between Marketo Engage and Microsoft Dynamics in real-time. The company also shared plans for the launch of the Marketo Success Center, an in-product tool to improve user adoption and engagement. Once it rolls out later this quarter, users will be able to search for product documentation and network within the Marketo community. 

Don’t stop reading yet or you’ll miss your invitation to submit a Stackies entry. We also have acquisition news from Freshworks and an Adobe integration for Alyce. 

Amy Gesenhues,
Senior Editor 

The Stackies are coming!

Here are five reasons why you should visualize your martech stack:

  1. You’ll spot redundant or outdated tools and technologies.
  2. Filling in integrations and connection points will highlight gaps in your marketing flow and potential issues within your customer journey.
  3. It’s a terrific collaborative exercise: You’ll talk to folks outside your department — always a good idea with side benefits!
  4. It helps onboarding new hires and consultants.
  5. It will help your marketing teams understand your stack and integrations, and enable them to step back to see your stack from a different perspective.

Enter today. Support Girls Who Code. There’s still time.


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MarTech Minute

Freshworks buys AnswerIQ, Alyce adds Adobe integrations and Amazon gets chatbots

Freshworks has acquired AnsweriQ after latest round of funding. Customer engagement platform Freshworks has bought AnsweriQ, a machine learning and AI-powered solution that generates self-service Q&A interactions for enterprise organizations. “The integration of AnsweriQ’s technology enhances our AI/ML capability in the customer engagement space,” said Freshworks CEO Girish Mathrubootham. AnsweriQ CEO Pradeep Rathinam is joining the company as chief customer officer. The acquisition comes after Freshworks recently closing on $150 million in funding. 

Alyce partners up with Adobe to integrate with Marketo Engage. Alyce, an AI-powered gifting platform for sales teams and marketers, announced it is collaborating with Adobe to offer full integration with Marketo Engage, the automated marketing platform that is part of Adobe Experience Cloud. The integration will allow marketers to deliver and measure their one-to-one gifting campaigns. “It’s going to dramatically improve our ability to easily report on our personal gifting programs, allow us to scale, and let us run more relevant and personal follow-up campaigns that convert more effectively,” said Kimberly Galitz, a marketing automation specialist and Alyce customer. 

Amazon tries out multiple chatbot solutions. E-commerce giant Amazon confirmed it is testing two customer-facing chatbots — or as they described them “neural-network-based” systems — to assist customer service agents. One is designed to handle common customer service requests automatically, and the other will help customer service agents respond to customers. The company is also testing a, “Variation on the system that suggests possible responses to our customer service representatives, saving them time.” The tests are being conducted to support customers in new regions. 


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What we're reading

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

Is Your Organization Ready for a Digital Experience Platform? – CMS Wire

Google to invest over $10 billion in 2020 on U.S. data centers, offices – Reuters

Alkymi launches with $5M seed to automate email data extraction – TechCrunch

Researchers find way to boost self-supervised AI models’ robustness – VentureBeat

UTM Parameters: A Complete Guide for Traffic Attribution – Conversion XL

Companies face a ‘paradox’ between digital personalization and data privacy – Retail Dive

What Does Customer Experience Mean in a Voice-First World? – Street Fight

Future-Proofing Audience Strategies As Cookies Crumble – AdExchanger