CloudShare, which lets sales reps run remote demonstrations and training exercises, can now push data from CloudShare projects directly into Salesforce. That may seem like small beer, but anything that makes it easier to share data is a win.
Acxiom already sells tons of data, but if you want even more, they’ve just launched the Acxiom Partner Marketplace which makes it easier to buy from vendors including Commerce Signals, Equifax, NCSolutions (NCS), Polk Automotive Solutions by IHS Markit, and Veeva Crossix. Everything is linked to Acxiom’s own “people-based identity spine”, which I’m thinking would make a great Halloween costume.
Just under half (49%) of the B2B marketers responding to this Terminus survey report having a CDP, placing CDP ahead of marketing automation (45%) and not far from CRM (59%). The figure seems crazy high, so we’ll chalk it up to confusion about what a CDP is. In fact, 87% say their revenue team still needs more data, so if they do have a CDP, they’re not using it well.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.