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Last week, customer data solutions provider Validity announced plans to buy 250ok — its second acquisition in email marketing analytics and deliverability in less than a year. The company also acquired 250ok competitor Return Path in May 2019. But Validity isn’t the only company snapping up deliverability solutions — SparkPost bought eDataSource last October in a push to combine sending, measurement and inbox reporting capabilities under its own umbrella.

“Consolidation in the email optimization market has been notable, affecting agencies, technology tools and deliverability vendors,” said Ben Bloom, senior director analyst at Gartner for Marketing. “This most recent move, with Validity adding 250ok to a portfolio that already includes Return Path and BriteVerify, indicates the increasingly technical nature of email deliverability and the rising adoption of standards such as DMARC, DKIM, and SPF by mailbox providers.”

Email marketers need better insights – and vendors are acquiring products and talent to meet their growing demands. What do you make of all of this acquisition activity? Send me a message at — I’d love to hear your thoughts!

There’s much more below, including a Pro Tip on shifts that organizations can take to empower sales and marketing to hit company targets

Jennifer Cannon,
Senior Editor 

Pro Tip

Shifts we can make to empower sales and marketing to hit company targets

“Many B2B revenue teams have recognized the widening gap and are responding, explains Scott Vaughan of Integrate. “While there’s no silver bullet, here are strategies and tactics in play today that show promise.”

  • Sales need to focus on being stand-out sellers, Marketing needs to commit to being breakthrough marketers.
  • Company culture and compensation must start at the top.
  • Common language and definitions of success.
  • Integrated systems, dashboards and metrics. Using data to measure requires ONE data architecture and model to provide a “single point of truth.”
  • Re-imagine the revenue organization. Dubbed “Revenue Operations,” this approach can take the form of a fully integrated team or a hybrid of sales, marketing and finance with dotted lines to functional leaders. 

“The gap between Sales and Marketing is growing because of changing business dynamics and external and internal pressures. Step 1 is to commit to sales and marketing each doing what they do well, and then using culture, comp, org and data to integrate the effort around the customer journey.”

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MarTech Minute

Hootsuite’s new tool, Apple Chat comes to Heymarket, Semcasting’s cookie-free ID solution

HOW INSIGHTFUL: Social media management platform Hootsuite has launched a new social listening tool, Insights Powered by Brandwatch, that allows marketers to conduct searches on specific topics across various platforms, including social, blogs and news sites. The tool is an add-on that can be integrated into the Hootsuite dashboard. Why we care: Having the flexibility to search for specific topics — and feed that data directly into your social media management platform — helps socially-active brands remain relevant by being able to stay on top of trending topics and join the conversation at any time. Source: Hootsuite

GETTING CHATTY: Heymarket is integrating Apple Business Chat into its business messaging platform, making it possible for marketers to interact directly with iOS, watchOS and macOS users. The new feature allows customers to start a conversation with a brand by tapping on a ‘messages’ icon on a brand’s website via an iOS app, an email or directly from the iOS spotlight search. Why we care: A unified customer experience strategy means engaging with customers where they are. The addition of Apple Business Chat expands Heymarket’s communication capabilities, giving marketers more opportunities to interact directly with customers. Source: Heymarket

PATENT PERSONALIZATION. Data service provider Semcasting has secured a patent for mapping IP-based signals across sources, enabling multi-point identity resolution. While the company has offered cookie-free onboarding and custom audience capabilities for some time, this new patent extends Semcasting’s IP-targeting platform to include media context, devices and networks. Why we care: As we move further into a cookie-free online environment, marketers are searching for new solutions to keep personalization efforts intact. Semcasting claims its ID resolution match rates average 85% — well above the average 20% to 40% delivered by cookie-based data onboarding systems. Source: Semcasting


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What we're reading

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

AI and Humans Must Join Forces to Deliver Superior Customer Experience – CMS Wire

The loss of tracking cookies is fueling the importance of email newsletters – Digiday

Ad Tech Bristles At The CNIL’s Consent Recommendations – But ePrivacy Could Change Everything – AdExchanger

On CRM: From Salesforce To Zoho, Which Of These 10 CRMs Is Really Best For Your Business? – Forbes

Facebook’s new AI-powered moderation tool helps it catch billions of fake accounts – The Verge

Looking ahead in 2020: Twitter Data Partners weigh in – Twitter