B2B martech vendor Integrate has added social media marketing to its existing stable of digital, event, and content syndication tools. Social marketing features include loading target lists to LinkedIn, full-service LinkedIn ad campaign creation, integration with LinkedIn lead generation forms, and enhancement of leads with external data. The company also expanded its cross-channel analytics capabilities.
B2B CDP Leadspace today announced Leadspace Studio, an “all-in-one, AI-driven solution for sales and marketing to find, create and accelerate pipeline with the highest probability of conversion”. The offering combines predictive models, third-party prospect data, AI-driven segmentation, and integration with CRM, marketing automation, and delivery systems. Leadspace also announced a free “Pipeline Impact Report” that will analyze a sample of your data and return reports on your Total Available Market, data health, and recommended marketing programs.
If you want a broader perspective, B2B Marketing Expo and friends released a survey that covers B2B marketer objectives, tech investments, budget allocations, training, and mental health. CDP shows up as a relatively low priority, recently bought by 13% of respondents and planned for near-acquisition by 10%. Marketing automation (22%), video marketing (17%), and account based marketing (15%) rank higher in purchase plans, while data management platforms, digital events, and ecommerce fell off the list entirely.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).