Good morning, marketers.

“But I will face up to that reality now, a reality that must be changed. I will look and listen and learn and not turn away from the work to challenge these wrongs.”

We’re used to following Scott Brinker’s advice in the martech space, and let’s not stop now. Scott has posted a deeply personal message about the events unfolding in our world and the need to listen and change that we’d like to share today

There’s other news in the email below, but Scott first reminded us this week that “martech is meaningless without our humanity.”

Henry Powderly,
VP, Content

 
 
 

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Big Deal
 

Demandbase buys Engagio

Account-based marketing platform Demandbase has acquired Engagio, a competing ABM platform launched by former Marketo co-founder Jon Miller. The takeover will inevitably make Demandbase an even bigger leader in the ABM space. Monetary terms of the deal were not announced.

Why we care. ABM has a lot of momentum in the space right now, especially in B2B, where the targeted nature of ABM in focusing on key personas and specific institutions is more desirable. 

For marketers, one of the most attractive elements of ABM is the alignment it relies upon between sales and marketing teams given the importance the practice places on targeting specific accounts.

But Despite platforms like Demandbase and Terminus advertised as being ABM solutions, many marketers operating ABM campaigns rely on a stack of tools instead of an end-to-end solution. This takeover brings Demandbase closer to that, as automation and CRM features that come with Engagio will surely add heft to the platform.

 
MarTech Minute
 

D&B updates its ABM platform

Like we said above, ABM is hot right now. Dunn & Bradstreet today said it has updated its ABM tool to add new features that include automated advertising, more robust intent data and risk-based account selection that target accounts based on attributes such as ability to pay, credit risk, etc. 

Why we care. ABM is first and foremost about data. The more you know about your target accounts, the better you are going to be able to engage them with your messaging. We’ve seen a lot about intent data, but this risk-based data certainly adds a new layer of understanding about a potential customer.

Other announcements:

 

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What we're reading
 

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

YouTube’s FameBit rebrands as YouTube BrandConnect, shuts down its self-service program – TechCrunch

Google Meet arrives in Gmail for iOS and Android as a giant new tab – The Verge

Apple’s App Store, Apple Pay targeted by EU antitrust regulators – Reuters

Instagram ‘will overtake Twitter as a news source’ – BBC

ByteDance to shut down Vigo apps – TechCrunch