CDP Institute

In the same way that Ginger Rogers did everything Fred Astaire did, but backwards and in heels, B2B marketers do everything that B2C marketers do with more complex data and fewer information sources.  Tech can help.  Demandbase just announced Buying Group AI, which uses you-know-what to identify buying team members and their roles.  It’s in beta for now.

Leadspace also has some AI-powered help for B2B marketers.  They have released Revenue Radar, which uses “four-signal AI” to identify the companies most likely to buy.  Sounds like lead scoring but it uses intent data and identifies the best contacts within the selected accounts.

Integrate’s latest B2B offering seems a bit old-school, reading images of business cards and trade show badges to capture lead information.  It will be released later this year.  They also have an improved data ingestion API and advertising tracking dashboard.

Products to connect ad impressions with sales results are usually limited to one ad type and one sales channel.  You can add VideoAmp and TransUnion to that list: they’ve launched an offering that links VideoAmpt’s TV viewer data with TransUnion’s TruAudience purchase data.  VideoAmp can also use the data to optimize media plans in real time.

Blade Runner, Minority Report, Back to the Future 2: whatever your favorite sci-fi world, it probably features holographic advertising.  That future is one step closer with Immertia’s demonstration of hologram-based interactive packaging.   How long before we see Princess Leia on a can?

I haven’t seen a holographic customer service agent yet but if they can’t be far away.  In the meantime, Northridge Group reports that 93% of business leaders think their company makes it easy for consumers to solve problems but just 66% of consumers agree.  Live chat and phone are the most effective channels, while 24/7 availability and better agent training are the top targets for improvement.

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

This Altimeter report on digital transformation offers particularly rich insights into what successful companies do differently.  Topping the list are a focus on employee engagement, use of AI to optimize customer journeys, and putting digital marketing teams in charge of CX.  Worth a look.

Is it still news when Republicans restrict the rights of anyone who is not a white male gender-conforming Christian adult?  Probably not, but ignoring it makes them stronger.  So we’ll note that Texas has just passed a law to regulate the content available to minors and give parents access to social media accounts of kids under age 18.

A cookieless DMP?  Sounds crazy, no?  Yet here is our little village of…oh wait, sorry.  Too much musical theater.  What I meant to say is that ArcSpan calls itself a DMP but, unlike the traditional kind, builds and sells segments based on page contents and custom audience attention metrics.  This lets publishers charge more for impressions that are not tied to addressable individuals.  Radical!

Are any miracles more wondrous than Large Language Models?  How about open source, low-code LLMs?  Predibase offers just that enabling engineers to act like a barnyard of data scientists.  They just added $12.2 million to their Series A, bringing total funding to $28 million.

Would it spoil some vast eternal plan if Meta shared some of its revenue from ads near news stories?  Probably not, but they’re still deadly opposed to the concept.  Their latest threat to drop news content rather than pay is directed against the State of California.