The MarTech Minute: Qualtrics launches CoreXM, Liiv buys Telmar and Gartner’s CMO Spend Survey
The marketing technology week in review: A round up of news and announcements you may have missed.
MarTech Minute briefs always appear first in our daily newsletter throughout the week. Click here to subscribe. The following is our compilation of the past week’s briefs from those newsletters.
A new product name and new features from Qualtrics. The customer experience platform Qualtrics has launched CoreXM, a reiteration of its previous Research Core platform with added capabilities. Existing Research Core customers will be automatically transitioned to the new tool that has all the previous abilities, along with newly added analytics, reviews, XM controls
LiiV acquisition brings new media insights to Splashlight. LiiV, the holding company for Splashlight, has acquired the media insights company Telmar. Splashlight, which offers content creation services for e-commerce brands, will now include the added benefits of Telmar’s media insights. “Telmar is another critical part of the creative intelligence roadmap. Their mastery of varied streams of audience data is key to unlocking commercial and creative success for over 700 clients, and a new generation of marketers,” said
Adjust expands ad measurement capabilities. Adjust,
MiQ rolls out new analytics products. Marketing intelligence platform MiQ has released a new suite of analytics products under the name Measure. The company said its new analytics offering is designed to close the loop between analytics and activation via “unbiased and streamlined” incremental testing. “With Measure, MiQ can build custom algorithms that plug into demand-side platforms to allow clients to be more targeted and effective with bidding and optimization, ensuring programmatic execution is effectively delivered and in line with business objectives,” reports MiQ.
Bidstack comes to the U.S. Bidstack, a London-based in-game ad tech platform, is launching services in the U.S., with Adam Fisher, head of U.S. sales in New York and John Koronaios, VP of publisher relations in San Francisco. “With the U.S. being the biggest gaming market in the world … launching here has been on our roadmap since day one. Following our recent trading agreements with several DSPs, including The Trade Desk, Xandr Invest’s buy-side technology platform and our new partnership with Dentsu, now is the right time to make that move,” said Bidstack CEO James Draper. The company’s platform allows advertisers to place OOH ads in sporting venues, such as football pitch-side hoardings, racing track banners and open world billboards in video games.
Zendesk Inc. new customer support forums. Zendesk, a cloud-based CRM platform, has launched a collection of customer forums called Gather. The online communities will allow companies to provide transparent support to customers through online community forums. Gather creates a space where customers can engage with other customers, as well as company experts, to offer guidance and insight beyond what a single customer support agent might be able to handle. “Customers expect relevant and real-time support, which can be challenging to provide at scale,” said Shawna Wolverton, senior vice president, product at Zendesk. “Gather is a way to leverage customer and product experts to provide service representing a wide variety of viewpoints. It’s a place for companies to capture, organize, and share feedback for teams across support, product, engineering, and more. Using a community tool to listen to customers will improve relationships and ultimately their experiences.”
Collaboration platform provider Box shows off enhancements.
Gartner CMO Spend Survey: Martech investments drop
Gartner surveyed more than 400 marketers involved with planning their company’s marketing budgets and found the amount of money being allocated to martech has dropped since last year, from 29% to 26%. “We’ve seen martech spend yo-yo over the years, indicating that this is a much more volatile investment area than agency investments,” reports Gartner, “In some respects, this reflects an inevitable cycle where once-new and shiny technology is acquired and costs are front-loaded, only to then settle in ongoing management costs over the technology’s remaining years within an organization.”
According to Gartner, the drop in martech investments may also be a result of the CMO’s inability to manage martech stacks. Pulling data from their 2019 Marketing Organization survey, Gartner discovered marketing technology strategy, adoption
Marketers on the Move
The customer data management platform Validity has named Mike Piispanen COO and added new global business development and strategic partnership responsibilities to Derek Swaim’s role as the company’s executive VP of corporate development. The two will be focused on expansion initiatives and oversee Validity’s data management strategies, sales productivity and email marketing optimization. “I’m so pleased to welcome Mike
Maria Pergolino has been hired as the new CMO of ActiveCampaign, a customer experience automation platform. Pergolino is the company’s first CMO and will work out of ActiveCampaign’s Chicago headquarters. Along with Pergolino’s CMO appointment, ActiveCampaign has named Chris Englund VP of International Operations. “It underscores the growing momentum of ActiveCampaign that talent such as Maria Pergolino and Chris Englund, whose phenomenal track records created several major players in the martech space, would make ActiveCampaign their next step,” said ActiveCampaign CEO Jason VandeBoom, “We’re excited to welcome them to ActiveCampaign and to Chicago.” Prior to joining ActiveCampaign, Pergolino was the CMO at Anaplan. Englund joins the company from HubSpot.
TIBCO Software, an integration, API management