B2B martech vendor Demandbase has raised $65 million in new financing, bringing its total to over $150 million. Demandbase has focused its business Account Based Marketing data and services, a strategy that resulted in quadrupled revenue over the past three years.
We all know it’s hard to measure marketing performance. Still, it’s helpful that professional community Brand Innovators and marketing measurement vendor Origami Logic has given us some metrics on the topic. Maybe the most interesting finding is the companies that are best at measurement are most likely to get outside help: 77% of self-declared “innovators” and 63% of “leaders” using third party measurement software, compared with just 45% of “basic” users. Infrastructure and data integration were the biggest obstacles. Other interesting stuff too.
Did that previous headline annoy you? You’re not alone: a study from SproutSocial finds that snarky comments are the least-desired of all brand behaviors. Also, don’t talk politics, use slang, or make fun of competitors. Honest, friendly, and helpful are the way to go.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)