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.
Have you been debating whether marketing operations should be centralized or decentralized? Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized. More here on most- and least-used capabilities and most common weaknesses. Is “marops” a thing? “Markops” would be cooler, since it sounds like “marketing cops”.