The trend for supersized martech funding rounds continued today with a $200 million Series E for 6sense, the once-struggling, now-surging account based marketing platform. Total 6sense funding now stands at $426 million. 6sense probably has a CDP buried somewhere inside of it, having acquired ZenIQ back in 2018.
And then there were none: experience analytics vendor Medallia is buying Thunderhead, the last major independent journey orchestration platform. Previous acquisitions in the field have included: Pointillist bought by Genesys in October 2021; Kitewheel acquired by CSG in July 2021; and Usermind acquired by Qualtrics, also in July 2021.
If you want to put marketing and advertising in a broader context, take a look at Winterberry Group’s 13th annual Advertising, Marketing, and Data industry outlook report. They’re bullish on industry growth in general, reporting a 21.5% increase in 2021, after a 4.8% decline in 2019, and projecting another 11.8% growth in 2022. Fun fact: Winterberry says more is spent on influencer marketing and on audio marketing than on email.
With only eight days left until President Trump’s executive order reprieve of TikTok expires, Pew Research reports that only 34% of U.S. adults now support a ban, down from 50% two years ago. The number that believe TikTok poses a security threat has dipped ten points over the same period. Support for the ban has also declined in both parties.