Good morning, have you had any “Aha” martech moments lately?

Current circumstances are forcing many marketing and MOPs teams to reconsider their processes while tightening their martech budgets. This translates to some leaders taking a second look at the martech tools they have in place. Tapclicks senior vice president of marketing Daryl McNutt said he is looking for new ways to maximize the platforms they are currently using without adding more processes or marketing tech.

“We’ve been making a conscious effort to dig into all the tools we have access to and use the full scope of their capabilities so we can consolidate the stack,” says McNutt. After using Raven Tools for SEO, his team has recently started taking advantage of the platform’s social analytics capabilities, which he says have been extremely helpful and lightweight. “Using a platform we’re already familiar with in a new way has helped us operationalize this analytics data more quickly and effectively.”

TapClicks recent moves points to a new normal where strategy is centered on efficiencies more than ever before: Consolidating platforms and taking full advantage of your martech stack as it stands.  

Digital ad veteran and AlmondNet CEO Roy Shkedi is also considering the future — specifically, a cookie-less future. He questions whether or not individual logins are a viable solution as cookies continue to disappear. “The odds are stacked against it mainly because it assumes a major shift in consumer behavior,” writes Shkedi about individual logins. He also points out the login solution would fall apart if Apple users adopted a “Sign in with Apple” login process: “The email address used on each and every website and app will be different. No cross-site and app targeting.”

Don’t stop yet, there’s more below, including the latest enhancements to the Nintex Workflow Cloud solution (hint: you can now add RPA bots to your workflows). 

Amy Gesenhues, 
Senior Editor

 
 
 
Martech In-Depth
 

What exactly does a B2B Marketing Automation Platform do?

If you guessed email marketing and landing page development, in addition to dynamic content creation, ABM and much more, you’re on the right track. For many B2B companies, a marketing automation platform is the heart of their martech platform, connecting to every aspect of their tech stack. 

In our just-updated Martech Intelligence Report, we explore what you should expect from this type of technology and how you can differentiate one potential solution from another. 

LEARN MORE AND DOWNLOAD THE REPORT »

 

Learn how local marketing should adjust for times of economic uncertainty

Every industry is affected by the COVID-19 pandemic, and there are actions you can take now to encourage your franchisees, agents, dealers and partners to maintain the trust they have built with your customers at the local level. Times like these demand a clear and consistent brand message be disseminated quickly to local markets. Watch this on-demand webinar from BrandMuscle to learn how local marketing should adjust to accommodate scenarios like the current coronavirus impact.

Get it now »

 
MarTech Minute
 

Nintex brings the bots and Smartly.io gives more advertisers access to its Pinterest solution

ON CLOUD NINE. Process management and automation platform Nintex has released a number of enhancements to its Nintex Workflow Cloud product, a cloud-first process automation solution. Users will have access to a new feature, Nintex Gateway, that lets them add robotic process automation (RPA) bots to the workflows they create using the tool. Other enhancements include the ability to test workflows as they are built and a “task authentication” feature to keep the platform safe from unauthorized users. Why we care: MOPs teams are overrun with never-ending project management lists, so any tool that adds efficiency is a welcome benefit. Being able to automate tasks via an RPA bot — functions like mimicking human keystrokes and mouse clicks to interact with apps,systems, services and websites — adds a new level of efficiency that maximizes a team’s time and resources. Source: Nintex 

SOCIAL SHOPPING. Smartly.io, a social ad automation platform, is making its Pinterest solution available to a wider set of advertisers, including DTC, travel and grocery brands. The company had previously worked with large-scale CPG brands on the platform, helping them target customers with customized offers to drive bottom-funnel campaigns. Now more advertisers can use the platform to build out Pinterest ad campaigns. Why we care: To survive today’s economic challenges, smaller e-commerce companies and retailers are going to need all the help they can get. Pinterest offers a goldmine of shoppers browsing across product lines, but getting started on a new social advertising channel can be overwhelming. Having access to a platform that offers creative ad templates and automation tools for managing campaigns opens a door to a social platform that could potentially turn sales around with the right campaigns in place. Source: Smartly.io

 

Free online training with 30+ marketing experts

How will your martech stack and processes be impacted by COVID-19? How can you deliver a personalized user experience without betraying privacy? Get the answers to these and more crucial questions April 21-23 at Discover MarTech!

See the agenda! »

 
 
 
What we're reading
 

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

Modular Marketing Tech: Why Great Marketing Needs Room to Experiment – CMS Wire

Demand for video calling continues to surge, Microsoft and others say – Reuters

Commercetools Launches Accelerator to Roll Out Enterprise Commerce Initiatives Within Two Weeks – Multichannel Merchant

Latest data on agile marketing, at a time when we can really appreciate it – Chief Marketing Technologist Blog

Google quietly expands Duplex to the U.K., Australia, and Canada – VentureBeat

TV advertising’s watershed moment: It is finally becoming more like digital – Digiday