CloudShare, which lets sales reps run remote demonstrations and training exercises, can now push data from CloudShare projects directly into Salesforce. That may seem like small beer, but anything that makes it easier to share data is a win.
Acxiom already sells tons of data, but if you want even more, they’ve just launched the Acxiom Partner Marketplace which makes it easier to buy from vendors including Commerce Signals, Equifax, NCSolutions (NCS), Polk Automotive Solutions by IHS Markit, and Veeva Crossix. Everything is linked to Acxiom’s own “people-based identity spine”, which I’m thinking would make a great Halloween costume.
Just under half (49%) of the B2B marketers responding to this Terminus survey report having a CDP, placing CDP ahead of marketing automation (45%) and not far from CRM (59%). The figure seems crazy high, so we’ll chalk it up to confusion about what a CDP is. In fact, 87% say their revenue team still needs more data, so if they do have a CDP, they’re not using it well.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.