Sales content recommendation vendor Seismic also has a new partner: it is buying content management vendor Percolate. The deal will make it easier for marketers and sales teams to deliver consistent, personalized content across all channels and all stages of the customer journey. As one should.
Sorry the newsletter is so late today, Dear Reader. It’s a long story involving electrical connectors, eggnog, and a moose. But you wouldn’t be interested. Instead, we have the third acquisition of an AI-based predictive tool by a CDP vendor in the past week. This time it’s Netcore, a messaging platform with a CDP inside, purchasing Boxx.ai, a personalization and recommendation engine. Definitely a trend going on here.
We have a couple of other, small martech acquisitions today: opportunity manager Costello by sales engagement platform SalesLoft and procurement management system Scout RFP by administration platform Workday. But we won’t mention them. Instead, here’s completion of a $430 million acquisition by pharm industry services company Veeva. Target is Crossix, which compiles medical and other data on more than 300 million people in the U.S. and uses it to measure and optimize marketing campaigns to consumers and health professionals.
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.