B2B martech vendor Demandbase has raised $65 million in new financing, bringing its total to over $150 million. Demandbase has focused its business Account Based Marketing data and services, a strategy that resulted in quadrupled revenue over the past three years.
We all know it’s hard to measure marketing performance. Still, it’s helpful that professional community Brand Innovators and marketing measurement vendor Origami Logic has given us some metrics on the topic. Maybe the most interesting finding is the companies that are best at measurement are most likely to get outside help: 77% of self-declared “innovators” and 63% of “leaders” using third party measurement software, compared with just 45% of “basic” users. Infrastructure and data integration were the biggest obstacles. Other interesting stuff too.
Did that previous headline annoy you? You’re not alone: a study from SproutSocial finds that snarky comments are the least-desired of all brand behaviors. Also, don’t talk politics, use slang, or make fun of competitors. Honest, friendly, and helpful are the way to go.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.