Synthio, formerly Social123, started as a compiler of public B2B data but now positions itself as a Customer Data Platform. That’s not as big a stretch as it might seem, since the technology to gather, clean, and unify public data can also be applied to merging a company’s own data. They just announced a $10.5 million funding, more than doubling the $8 million raised in earlier rounds.
CDP SessionM has expanded its Salesforce integration to incorporate Marketing, Commerce, and Service clouds. The AppExchange app loads Salesforce data, adds predictive model scores, metrics, and recommendations, and exposes the results to Salesforce components. Some other CDPs are listed on AppExchange but it’s quite rare.
Closer to home, networking organization Spiceworks found that 26% of B2B tech marketers expect to look for a new job in the next twelve months. Millennials were most likely to be planning a switch. Further reinforcing everyone’s favorite stereotypes, Millennials were most skilled at social media and least skilled at writing, GenX marketers were best at data analysis, and Baby Boomers were strongest at email and influencer marketing.
Amazon Web Services (AWS) and Salesforce announced a set of new integrations, including sales of Salesforce products on the AWS Marketplace and easier data sharing between Salesforce Data Cloud and AWS data services. Most of the changes are fairly technical but the general lesson is that even mighty Salesforce is ultimately a guest on turf controlled by AWS.