More on software buying: this CMO Council / KPMG study finds just 26% of marketing leaders actively partner with their company’s procurement departments. Those who do work closely with procurement end up placing higher weight on price, vendors’ industry standing, security, and privacy practices, and less on ability to scale and to meet compliance rules. It’s not clear this results in better outcomes.
Marketers are getting smarter about buying software, and one increasingly common practice is to test software before buying it. TestBox promises to make that easier by offering preconfigured test installations of selected systems, complete with synthetic data. They currently offer test versions of several customer support systems but plan to add new categories over time. The service is free to users, with revenue coming from vendors who pay TestBox a commission on sales. They just raised a $10 million seed round.
Google has barred businesses from using Rich Communication Services for promotion in India, the company’s largest market by users, in a setback for the standard that the company is expecting to help become the future of SMS messaging, following accusations of excessive spam by some corporations.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.