How popular is intent data? Well, 35% of companies use it when measuring audience coverage, according to a survey for B2B data vendor DealSignal by Demand Gen Report. That compares with 87% for contact information, 45% for account characteristics, and 40% for product usage. More worrisome: only 20% use third party data to improve their information even though 60% are less than “mostly confident” that their current data is adequate.
It’s shaping up to be another slow news week, Dear Reader. But before I resort to surveys, here is some investment news that’s still fresh enough to mention. Here’s a $25 million Series B for data integration platform Workato, which automates data flows between business processes. Previous investors included Salesforce, which now owns Workato competitor Mulesoft. Salesforce didn’t participate in the latest round.
Finally: MetaCX, founded by ExactTarget co-founder Sott McCorkle, has raised $14 million for a “digital success layer that brings suppliers and buyers of enterprise software together for better collaboration and outcome management, offering real-time visibility into customer success.” I don’t know what that means, either, but Forbes says it refers to a performance dashboard shared by vendors and their clients. If that seems like a lot for a dashboard company, see todays’ first item.
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.