Marketo used to be a marketing automation system but it now calls itself an “engagement platform”. Whatever that is, it just got still broader with the company’s purchase of ToutApp, which helps salespeople send multi-step email campaigns. The extension from marketing to sales supports Marketo’s position in Account Based Marketing, which straddles both worlds.
Let’s talk today about what consumers want.
The CDP Institute has been publicly wondering whether it should remove “marketer-controlled” from its formal definition of Customer Data Platforms. So far, the feedback has been in favor of keeping it, mostly because marketers are the real buyers and we wouldn’t want to chase them away, would we? But we’d love to hear your thoughts, Dear Reader. You can post them as blog comments or send an email to editor@cdpinstitute.org.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.