6sense is another CDP that won’t speak its name, preferring the truly obscure “account engagement platform”. They just bought Slintel, which will expand their B2B technolographic and contact data by 250 million profiles and 100 million decision makers. 6sense has also been in a buying mood, purchasing pipeline planning tool Fortella last month after raising $125 million last March. Essay question: How can there be 100 million B2B decision makers?
Qualtrics just announced “a new era of personalization at scale”, the sort of claim that makes my nose twitch. They’re talking about Experience ID, “a single, unified view of everything customers and employees have shared with a company”. That sounds suspiciously like a CDP but Qualtrics swears it’s not because they are analyzing conversational data. Skeptical eyebrow raised. The new product draws on Qualtrics’ recent Clarabridge and UserMind acquisitions.
If you’re looking for a party game to separate the old folks from the youngsters, see who can explain which of the following: IAC Dotdash just bought Meredith Corporation’s National Media Group for $2.7 billion, and Twitter just sold MoPub to AppLovin for $1 billion. Both deals are big news in certain corners of the media industry. Pull up a chair and I’ll tell you about that time AOL bought TimeWarner.
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.