Nearly every B2B SaaS company (92%) offers some flavor of a free product offer, according to this survey from Paddle. They also found that 94% update their pricing at least once per year, and the most popular packaging strategies are good/better/best (41%) and all-inclusive (31%). Download for more interesting answers to questions you never thought to ask.
EngageSmart isn’t the most familiar name in martech circles but it’s a $350 million business selling customer engagement and billing solutions to more than 100,000 businesses. The stock price has languished since the company went public just over two years ago, but investors are about to be rewarded with a $4 billion all-cash buyout from private investors at Visa Equity Partners and General Atlantic.
I was a bit disappointed when this Claravine report on “marketing data standards” turned out to focus narrowly on ad content and campaign data. Still, it’s intriguing that advertisers estimate that 25% of ads serve consumers the wrong creative, and agencies peg that number at 30%. CDPs rank fourth on the list of systems used for data standards, behind DSP, CRM, and DAM but ahead of CMS, data clouds, and marketing automation.
Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems. The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions. The company refers to it as a CDP and it does appear to tick all of our boxes.