Good morning, more on diversity.

Yesterday we followed up our piece on women in martech with an overview of the ways in which the challenge of advancing Black individuals in martech is being met. Hopefully, we’re showing you some interesting examples of initiatives, but these are only the tip of the iceberg. 

Publicis Sapient, for example, is emphasizing the use of bottom-up employee resource groups for Black employees as a way of ensuring racial equity in the workplace is a topic of discussion. They also have CEO buy-in on inclusive hiring practices. Of course, they’re not the only company proactively tackling these challenges: I was first introduced to employee resource groups by Fiona Bruder, EVP of client success at global experience agency George P. Johnson. Martech companies like Appirio have appointed diversity and inclusion officers.

Change has been happening for a little while now. Expect it to accelerate.

Kim Davis,
Editorial Director


How to advance Black leaders in martech

Following up on yesterday’s discussion of women in martech, we turn our attention to the challenges faced by Blacks throughout the journey from the academy to the C-level.

Black marketing technologists, and technologists generally, are helping themselves through networks and organizations. You should know about two national initiatives, Blacks in Technology and Black Data Processing Associates (BDPA), with around 50 and 15 chapters nationwide respectively. The members support each other through mentorship programs and opportunity sharing. BDPA also trains high schoolers in coding.

“Our motto is, ‘From the classroom to the boardroom,’ to ensure we cover all aspects of a career in technology,” said BDPA national president Terry Morris.

In the private sector, digital transformation agency Publicis Sapient is setting an example by accelerating attention to inclusivity in hiring practices and retention. Said CMO Teresa Barreira, “Supporting and funding employee resource groups for Black employees is a strong way to demonstrate a commitment to creating and sustaining racial equity in the workplace. It is the technology industry’s responsibility to lead ethically by creating tools designed to reflect and adapt to the urgent need for racial justice reform.”

Learn more here. »


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How COVID-19 affected HubSpot customers: ‘People wanted to hear from marketers’

Some good news from marketers in the data gathered by HubSpot from its 70,000-plus customer base over the months of the pandemic. Although marketing email volume has gone up, so has open rate—two things which rarely go together. Web traffic has also seen an 18% increase in Q2 over Q1.

The news for sales is not as good. Email volume went up there too, but responses decreased. With people spending a lot of time at home and in front of computer screens, it seems they want to hear from brands with marketing messages—consistent with widespread reporting of a boost for e-commerce—but with many companies putting pauses on purchasing, communications from sales reps are less welcome.

HubSpot’s VP of Marketing Jon Dick emphasized the polarising effect of the pandemic: “Computer software has done pretty well, consumer goods has done okay, manufacturing above benchmark. But entertainment, travel, human resources have all totally tanked. This recession has definitely been harder on some industries than others.”

Read more here »

MarTech Minute

Episerver launches Intelligence Cloud, appoints new CMO

This week Episerver, the content management and digital commerce platform, launched Intelligence Cloud, which integrates with its existing Content and Commerce Cloud offerings. The launch will deliver functionality from last year’s two acquisitions, Idio and Insite Software, to Episerver customers.

At the same time, Episerver announced the appointment of Kirsten Allegri Williams, formerly of SAP Success Factors, as CMO. “In this business environment, digital is crucial to how businesses re-imagine themselves,” she told us. “If you have rigidity in your digital model, it is difficult to move at the pace that economic conditions are evolving.”

Intelligence Cloud will combine Idio’s content personalization with Episerver’s data, recommendations and analytics to deliver individually tailored content and product recommendations at each stage of the customer journey. “It helps you with insights to create more engaging and relevant online experiences,” said Williams.

Why we care. The importance of e-commerce is being accelerated by the pandemic environment, and marketers will be looking for robust, agile and intelligent content and commerce platforms. Last year’s acquisitions, and the appointments of senior SAP executives—Alex Atzberger as CEO, and now Williams as CMO—indicates that Episerver is among the vendors trying to seize the moment.

Other announcements:


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