Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.
Only 34% of teams say they fully embrace and utilize their CRMs according to a survey of almost 400 B2B professionals by Insightly (itself a CRM). Teams that are happy with their CRMs are 4x more likely to report significant revenue growth. There’s a big perception gap too, with 55% of executives believing their organization’s CRM is being used effectively, compared to just 27% of non-executives.
Analytics platform Amplitude is also targeting marketing users with new capabilities to connect campaign touchpoints with in-product data such as behavior, engagement and lifetime value. The aim is to give a complete view of the customer journey from lead generation to long-term retention. Amplitude has also struck an agreement to recommend Twilio Segment as the CDP of choice while Twilio will root for Amplitude as digital analytics platform.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.