The consultants at McKinsey are super-smart too, although they do keep being slapped with pesky lawsuits about things like opioid marketing.   So when they decided to report on successful B2B marketing, they didn’t just find one or two key factors.  No sir.  They reported that the winners do everything well, from tech to organization to social media, and do more of it.  You can’t get more obvious than that.

Marketing cloud vendor Acoustic has released a new multi-channel marketing platform that includes personalized journey orchestration and behavioral experience insights.  They announced the multi-channel bit last June so what seems to be new is inferring intent from online behaviors and using it to help drive customer-level personalization.

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.