Talking Stack - Marketing Technology Podcast

Episode Title: Adtech, Identity, Micro-Engagement & Graph Databases 1. At 1.00: The Android Ad fraud story: what does ad fraud look like and what can marketers do to change things? How does the omni-channel martech environment help the cause? 2. At 7.00: The Screen6 announcement about $80 million in funding had us wondering about the difference between identity management and identity resolution in a multi-device context. Also, as David Raab points out, ‘cookies’ are vanishing from the scene- less than half of all web interactions can be traced back to a cookie – so what is a marketer to focus on now, given that tracking a customer across devices, platforms and channels - is more important – and more complex - than ever. 3. At 12.00: Facebook’s Q3 results and shifting focus: to what Anand calls ‘micro-conversations’ shows that the way customers want to engage with each other is changing (again) and so the way Brands enter those conversations must change as well. 4. At 15.00: That is connected to the next piece of news: The Neo4J $80 mill funding announcement piqued our interest in graph databases and how they have the potential to take customer engagement and personalization to the next level. And finally, 5. At 18.00: The IBM acquisition of Red Hat , though not strictly martech related, inspires an interesting conversation of open-source in martech and when a marketer could consider it for their martech stack. (Some of the more prominent opensource options in MarTech currently include – Adobe/Magento, open source CDPs (Unomi, Piwik), open source CRM/marketing automation (SugarCRM, Mautic, X2Engine) and Microsoft/GitHub ) Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: bit.ly/2DUmQ9I The Talking Stack Survey: bit.ly/2IA7jdT

1. Will the enterprise approach to Customer Experience (CX) be different from the marketing-led approach? 4 announcements from Oracle at Oracle Open World caught our eye at The Talking Stack Oracle Launches Oracle CX Unity for Customer Data Management Oracle to acquire DataFox Oracle’s New Data Cloud Solution to Help B2B Marketers Accenture-Oracle Alliance Unveils Integrated Technology and Services Platform for Utilities We discuss if these announcements are connected; what it says about how enterprise software companies are thinking about customer data and CX; and why marketers should care. 2. RedPoint Global Adds Improvements Across the Board to its Customer Engagement Hub. While it includes a focus on identity resolution and machine learning, from a technical perspective, it now offers the ability to use NoSQL databases including MongoDB and Cosmos as the primary data stores. • What does that mean in simple English to a marketer? • How will it change or evolve what CDPs can already do? Are we looking at CDP+ already? HAIL and FAIL OF THE WEEK HAIL Tim Cooks Call for Data ethics: well-timed marketing ploy or consistent brand promise? + Is Pro-Privacy a positioning plank now? FAIL Netflix Marketing Called “Creepy and Racist” by Subscribers. Is one man’s good strategy another man’s racist and creepy? Where did the algorithm go wrong? We break it down. Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

We’re delighted to welcome Andy Frawley (@andyfrawleyceo), CEO of V12, on our show this week. This martech veteran along with David and Anand lead a fascinating discussion on: 1. Radius - Dunn & Bradstreet partnership for 3rd party data Radius recently launched what it calls the Enterprise B2B CDP, and this week announced this data partnership with Dunn and Bradstreet. Dun and Bradstreet believes that they can own the data long-term, and Radius can own the data management and integration. We talk about: • Changing CMO priorities or approach to the third-party and first-party data • What are the practical considerations when it comes to connecting first-party and third-party data in a CDP context (unified view of customer/ more personalized marketing)? • Are we seeing more ‘hybrid CDP’ solutions? Why would it matter to marketers? 2. Twilio acquires SendGrid for $2billion Speaking of ‘unified’, Twilio says customers are asking for a ‘unified platform’ to do all customer communications - voice, messaging, video, and now email. Last week, Salesforce bought interactive email services startup Rebel to add to its Marketing Cloud. We talk about: • Our discussion with Scott Brinker last week around how integration advancements are allowing point-solutions to go increasingly deep, and easily plug into the central ‘tentpole’ solution. Twilio/ Adobe Marketing Cloud seem to suggest otherwise. What's a marketer to make of it? • How integrating data should not be confused with integrating business rules, which is a totally different level of complexity • The underrated layer between the data layer, the decisioning layer and the activation/ execution layer is……? Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Andy Frawley: @andyfrawleyceo Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

Today, we are delighted to host our second special guest on The Talking Stack - Scott Brinker, who is the VP Platform Ecosystem at Hubspot, Chair of the MarTech Conference and Editor of ChiefMarTech.com Here are the highlights of the discussion: Segment 1 - Scott shares his key takeaways from the recently concluded MarTech Conference’18 at Boston - David asks if ‘certification’ for Martech professionals could be the next logical step to ‘formalize’ the profession, and Scott tells us why it seems unlikely - We ask if the concept of centralization and decentralization can be applied by marketing leaders when it comes to assembling the martech stack (happens to be Scott’s number 1 favorite topic!) Segment 2 - David asks if the recent integration announcements – for example, Adobe announced some fairly complex Magento integrations, the Zaius-Shopify news etc. indicates that ‘integrations’ have become too easy, and thus too superficial, or whether the technology has indeed become good enough to democratize integrations meaningfully - Scott argues that citizen integrators prove that the full spectrum of integrations is now possible - We discuss if this will impact the martech landscape – will we see a ton of stand-alone martech solutions that can integrate meaningful emerge, or will acquisitions in the martech space elbow all point-solutions out of the market? - Don’t miss Scotts Complicated versus Complex argument here! - We end with a chat on ‘tentpole’ technologies and what a central tentpole for the martech stack could look like (Hint: it’s not CDPs and David says so! Tweet your thoughts and tag us too! David Raab: @draab Scott Brinker: @chiefmartech Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

1. Customer engagement and Personalization engines are in the news. Here are the various categories that a quick visual audit of the weeks trending stories revealed: a. Personalization engine b. Omni-channel personalization engine c. Digital customer engagement platform d. Customer experience software e. Digital experience platforms They all sound similar. Are they? That sparked the question - are these martech ‘categories’ confusing to you too? As a marketer tasked with building the most optimal martech stack, are these blurring lines between what a marketing technology or tool can do, confusing? We discuss: - What the reasons could be for the blurring lines - How a marketer can approach choosing the best fit vendor in this scenario - Why ‘stack rationalizers’ will be a thing soon - 3 takeaways on how to deal with these confusing and blurring martech categories Reference news stories: • Braze (formerly Appboy), the customer engagement platform that delivers personalized messaging experiences across push, email, apps, and more • Dynamic Yield: AI-powered omnichannel personalization engine enhances features • Glassbox: digital customer management platform raises funds • Liferay digital customer experience software invests in Triblio ABM 2. MarTech Conference Boston 2018 David, who was a speaker at the MarTech Conference, and Anand, who is deeply involved with the MarTech Landscape project, share their takeaways from this year's event. The conversation centers around key themes form the conference and how we think they matter to you, as marketers. HAIL OF THE WEEK This week, we have not one but two hails: 1. A new law in California forces companies to declare when customers are talking to a non-human Will this law really matter in 10 years from now, or will talking to a bot or an AI entity be the most normal thing in the world? We debate it out. 2. Firefox’s election toolkit protects you from misinformation and bad ads Firefox is launching a special election edition browser that comes with two extensions installed: ProPublica’s Political Ad Collector, and the Facebook Container that Firefox launched in March. Why does this matter to you? Feel free to comment and tag us on Twitter! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

1. Why big enterprises talking about unified customer views is not yet exciting us: If all the evolution, pivots and action within the original CDP vendor landscape wasn’t enough, now we have large enterprises drinking - or at least sipping - the kool-aid of a unified customer view; and going head-to-head in what could be an epic battle for ownership of data-driven CX! Today we get under the skin of the Open Data Alliance announcement from the SAP, Microsoft, Adobe corner; and the Salesforce Customer 360 corner. What does the announcement mean to the customer data management landscape? Are they even really talking CDPs? And why we think it’s not going to be a game changer anytime soon. Refer to the 2 news reports here: • SAP, MS, Adobe open data alliance announcement (https://reut.rs/2ztfgyz) • Salesforce Customer 360 announcement (https://bit.ly/2RiJkDA) 2. A drastic fail on so many fronts – will they make it out alive? 4 lessons from the Zoho madness last week Read the news story here - https://bit.ly/2y7YTVV Lots of unanswered questions, lessons and 4 practical takeaways in this drama starring Zoho, TierraNet, Cloudflare, Twitter and 30 million customers who are part pi**ed off and part supportive because frankly, it’s just easier right now. Is that what happened between Zoho and its domain registrar all these years? And finally, a possible new formula for a successful acquisition. Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

This week, we invite our first ever Talking Stack Guest panelist, Brent Leary! Our discussion centers around Dreamforce 2018 (where Brent is a speaker) and the Adobe-Marketo Acquisition. Here are our key takeaways: 1. Voice and Conversational CRM is going to take over sales enablement 2. Vertical CRM is now a trend 3. What the Adobe-Marketo means to mid-size marketers 4. We speculate if Adobe and Microsoft will someday be one 5. Why Hubspot shouldn’t get acquired anytime soon 6. All you need to think about when planning your next 3 years with CRM/ Sales enablement or next 3 days with Dreamforce! Here are some of the highlights of the discussion: 2.30: Brent tells us why he is excited about Einstein Voice, how Salesforce is bringing Voice into all its technology, and why marketers should care 4.00: We ask Brent what mid-size companies need to think about when it comes to taking their CRM to the next level, and the connections between CRM, MA, CDPs and omnichannel data. Brent tells us why digital native companies see CRM as something that’s about scale rather than data management, and how they can plan both automation and integration today, so they grow into the scale and scope of a mid-size solution tomorrow. 10.00: We discuss what’s new for Salesforce, and how ‘Conversational CRM’ driven by voice is going to change the way both internal and external users use CRM systems. 12.00: Is ‘Vertical CRM’ a trend that’s going to become more relevant and will we hear more about it at Dreamforce? 15.30: The Adobe-Marketo acquisition, what it means to mid-size marketers, and where Adobe is heading with this portfolio of acquisitions. 19.00: Will Microsoft and Adobe ever be one? Find out why our panelists think there are obvious synergies, considering that the sales enablement /CRM piece is a gap for Adobe as is the Marketing Automation bit for Salesforce. 22.33: David tells us why this acquisition of Marketo, the ‘last of the stand-alone Marketing Automation solutions’ will not mean the end of options for mid-size companies looking for the ideal marketing automation solution 24.00: Why Hubspot hasn’t been – and shouldn’t be - acquired anytime soon 28.00: Brent’s tips on how Dreamforce Newbies should plan their 3 days at DF2018 Enjoy and see you next week! Tweet your observations, comments and suggestions; and tag us! Brent Leary: @BrentLeary David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://www.martechadvisor.com/multimedia/podcasts/ The Talking Stack Survey: https://www.martechadvisor.com/survey/mtas-podcast-talking-stack-survey/

1. Demandbase announces new technology for B2B marketers and advertisers We talk about: - What does this particular announcement mean to B2B marketers - What culture, skill and mindset changes B2B marketers need when it comes to remaining competitive in the current environment 2. Drift announces Chatbot driven conversational advertising We talk about: - What is conversational advertising - The pros and cons and when a chatbot may not be the best alternative in B2B marketing “Blockchain and adtech” in a new pilot caught our eye this week! This news item about Mindshare’s Blockchain Pilot made us think we should do a quick update/refresh on what’s been happening in the blockchain/adtech space off late and whether any real progress has been made. Hail of the week: will the new data vertical search by Google help you find the data you need faster and better? https://toolbox.google.com/datasetsearch Fail of the week: Does the ‘throttling’ trend mean Net Neutrality is finally kicking in? Or is it just data and network management? Wireless carriers slowing down YouTube and Netflix Enjoy and see you next week! Tweet your observations, comments, and suggestions; and tag us! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://www.martechadvisor.com/multimedia/podcasts/ The Talking Stack Survey: https://www.martechadvisor.com/survey/mtas-podcast-talking-stack-survey/

Episode Title: Content Marketing, Programmatic Direct Mail, and the CMO’s ‘S’ Remit | 15 1. Lots of content about content: We talk about content creation being more than a sum of its parts (data, AI, search etc.) – how can marketers elevate it to the right combination of art and science? - NewsCred’s Idea Lab - Intelligent Demand and Uberflip’s Strategic Partnership - Bynder’s New Data Visualization - Magnolia’s enhancements for better CX 2. What on earth is Programmatic direct mail? We talk about where programmatic direct mail fits and why ‘offline’ communication is increasingly important in today’s connected world. Layer the rise of ‘non-web’ marketing today - (D)OOH, car windows with ads on them, taxi seat screens, interactive kiosks on the streets – with the news that people are cutting down on the device and social media time, and you have an interesting debate on hand. - PebblePost funding news Hail of the week: TUI adds Sales remit to CMO: CMO roles have danced around many remits in the recent past - Chief performance officer, chief growth officer, chief engagement officer, chief experience officer, chief marketing technology officer etc.…but now we finally have a global enterprise just coming straight out and saying it: sales and marketing cannot be 2 different things. Thoughts? Fail: Verizon wins again with their company Oath in the news for scanning AOL, Yahoo user emails for ad targeting insights Enjoy and see you next week! Tweet your observations, comments and suggestions; and tag us! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://www.martechadvisor.com/multimedia/podcasts/ The Talking Stack Survey: https://www.martechadvisor.com/survey/mtas-podcast-talking-stack-survey/

1. What’s the deal with CDP and Identity Resolution? The news: Liveramp and Drawbridge Integration We talk specifics about: - Probabilistic and deterministic identity resolution - Typical use cases for both - Where should marketers begin- with Identity resolution or CDP? 2. Enterprises open sourcing ML/AI tech to their ecosystems for greater platform capabilities The news: here and here Salesforce: Salesforce is open sourcing TransmogrifAI, key software behind Einstein (which we all know is strategic to SF’s future). to help build machine learning systems at enterprise scale Google: introduced its own tools to simplify building AI at enterprise scale for specific uses, starting with recruitment, contact center, and recommendations. eBay: also opening up third-party access to its own back-end technology, with the open Image Search application programming interface (API) Oracle: GraphPipe, which concentrates on deployment, performance and delivering standardized APIs We talk about: - Why would enterprises do this? What business need or challenge could be propelling this and how would that pay off- to the company, the developers, and the customers? - What are the lessons for CEOs from such initiatives? Quick discussions Sprinklr and Nextdoor partner: Now, brands can engage with customers on Nextdoor alongside their other social channels all in Sprinklr, resulting in a personalized customer experience. Sprinklr is the first social media management platform to integrate with Nextdoor. M&S to replace all call center staff with AI comes right on the heels of T-Mobile bringing back people to customer service – 640 M&S UK stores and 13 UK call centers will now have only machines Hail of the week: Who says GDPR isn’t having any positive impact? 22% Fewer Third Party Cookies on European News Sites Since GDPR: Reuters Institute Fail: Verizon, the Santa Clara Fire Department and customer service policies Verizon throttled fire department’s “unlimited” data during Calif. wildfire Fire dept. rejects Verizon’s “customer support mistake” excuse for throttling Enjoy and see you next week! Tweet your observations, comments and suggestions; and tag us! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech The Talking Stack here podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview

1. If AI is mainstream now, is Augmented Reality next? Blippar news L’Oreal news Between device-based AR and location-based AR, the opportunity for real-world applications is exciting! We talk about interesting examples of AR in other industries, as well as practical applications of AR in B2B and B2C. 2. Amazon all set to turn the Google-Facebook duopoly into a trio Amazon Advertising news We recap what the digital advertising options look like for an advertiser with Amazon ads in the mix: between horizontal search, Facebook display, Vertical search and the rest of the programmatic adtech space, how can a marketer connect the dots in their advertising strategy? 3. Quick Comments: these other news stories caught our eye: - The growth of Voicify and what Voice Experience is going to mean - LinkedIn’s Sales Navigator update and why B2B Sales and marketing professionals should care Hail for the week: The T-Mobile announcement on human-powered customer service Fail for the week: Do you think an Amazon Echo in each college dorm room would mean disaster? Enjoy and see you next week! Tweet your observations, comments and suggestions; and tag us! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech The Talking Stack here podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview

1. The evolution of B2B Marketing In the B2B context, Segmentation, Prospect Intel, and Content Marketing remain at the top of the CMOs priority list. There have been considerable innovations and advancements around these areas. Consider these recent headlines: Versium Join Forces with LiveRamp to Launch AI Powered B2B Audience Segments Drift Introduces 'Drift Intel' to Eliminate Friction For B2B Buyer Terminus Introduces ABM Command Center for B2B Marketers • What are the 2-3 top trends in B2B marketing that are practical and are truly moving the needle forward for marketers? • How are or should CMOs respond to the changing nature of B2B marketing? 2. What’s new in B2C CX? HubSpot Launches Conversations; Brings Bots, Live Chat, and Team Email to Growing Businesses Intercom Introduces New Chatbot Tech Designed to Accelerate Sales Chatbot technology is clearly something that’s caught the popular fancy of marketers. But obviously like with all things AI, its only going to be as useful as the data its build upon. Our panelists share some examples of chatbots in action they have had positive experiences with. 3. Quick Comments: We also had quick comments on these other news stories that caught our eye: CDP AgilOne partners with Criteo to prevent wasting ads on an already-sold customer Since it tracks offline purchases as well as online activity, the CDP can tell the marketer when the sale has already been made. How big of a problem do you think this was – haven’t we all as customers been retargeted long after we either made a purchase or never showed the full package of intent signals needed to qualify as a lead? Dynamic Yield expands its platform to the physical world Dynamic Yield, the AI-powered omnichannel personalization engine will invest in powering individualized experiences beyond web - across kiosks, call centers, POS systems, IoT devices and more as the company sets its sight on becoming the industry’s first personalization anywhere platform. How big do you think the ‘personalization anywhere’ wave is going to get? + Anand shares his story of ROI, the orphan elephant that his firm - Intelliphi - just adopted. Enjoy and see you next week! Tweet your observations, comments and suggestions; and tag us! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech Follow us on Spotify or leave us a review on iTunes. Have a great week. Thank you.! podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview

1. THE Customer Data Platform (CDP) STORM There has been unusual action around CDP in recent weeks. From ARM buying Treasure Data to Salesforce investing in Datorama and SessionM, Bridg, Swrve, Canopy, and Simon Data etc… David tells us whether this action in the CDP space means the technology is soon going to be pretty mainstream and in what form; as well as comments on the trend of ‘combination-style’ CDPs. David also tells us what the difference between CDP and identity resolution is; and updates us on his legendary CDP World Tour! Fun Fact: in Asia, marketers tend to use CRM and MA interchangeably (David tells us more!) Refer these recent headlines: ARM buys Treasure Data Recently Salesforce bought Datorama And invested in SessionM Bridg launches its new CDP-cum-CRM enabler for restaurant and retail industry Swrve’s CDP-esque advanced event triggers 2. THE MAGIC OF THE QUADRANT SEASON! The Gartner Magic Quadrants 2018 are out, and our inboxes are flooded with press releases of their brands being featured on some or the other category on the Magic Quadrant. Anand shares his insight on how marketers should really approach vendor selection; how to make the best use of evaluation tools to help make the right choice; and not missing the trees for the woods when investing in technology. Fun Fact: Aside from inventing CDP as a category, David also once invented one of the earlier ‘evaluation tools’ for martech called VEST (unfortunately it’s no longer available online but if you’re interested to know more, connect with David!) 3. Quick Comments: We also had quick comments on these other news stories that caught our eye: Cision acquires ShareIQ visual recognition technology Bidalgo uses AI to guide Ad Creative 4. Plus: Facebook makes it to our Hail and Fail commentary! Enjoy and see you next week! Tweet your observations, comments and suggestions; and tag us! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech Follow us on Spotify or leave us a review on iTunes. Have a great week. Thank you.! podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview

Talking Stack Podcast: our big news! 1. ZIFF DAVIS ACQUIRES REVENU8 Amit shares the news of Ziff Davis’ acquisition of Revenu8: MarTech Advisor, HR Technologist and ReadITQuik are now all a part of one of the world’s largest B2B media organizations. And we couldn’t be prouder of the long way we have come in such a short time. 2. MARKETO-BOMBORA TEAM UP Amit and Anand give us the background on what exactly Bombora does and how marketers can use it, and then they go over the Marketo - Bombora deal and talk about the possible impact of unifying intent data with personalization and ABM and what will such a service would mean to B2B marketers who are trying our or executing ABM. 3. What’s the deal with Salesforce and CDPs? David couldn’t join us this time as he’s traveling but we are quoting him from his weekly newsletter “Personalization engine (and CDP) SessionM announced $23.8 million in new funding, with Salesforce Ventures as a lead investor. Coming on the heels of Salesforce’s Datorama acquisition last week, it suggests somebody at Salesforce has a new interest in customer data integration. You may also recall that SessionM expanded its own Salesforce integrations last week. Total funding is now $97.3 million.” Amit and Anand take that analysis further and get into the details of why Salesforce could be so interested in CDPs and what it would mean to all the thousands of businesses who are on Salesforce today. HAIL and FAIL of the week HAIL: See why Anand thinks the new data portability project between Google, Facebook, Microsoft and Twitter is a hail! FAIL: Anand’s (or anyone who lives at his address) got mail.

The Talking Stack Podcast Show Notes 1)SALESFORCE LAUNCHES THE NEXT GENERATION OF SERVICE CLOUD EINSTEIN Salesforce, the leading cloud computing company, has announced the next generation of Service Cloud Einstein. Salesforce has decided to combine AI with its robust CRM platform – further leveraging machine learning to improve agents’ capabilities to engage and interact with customers in newer ways. The additions to this edition are – Einstein bots, lightning flow for service and Einstein next best action. With technologies like AI, chatbots and conversational commerce growing in customer service are call center agents becoming redundant? Will their role change given the new channels to manage customer service? • The Next Generation Service Cloud Einstein from Salesforce 2) CLARI AND MARKETO PARTNER TO UNITE SALES AND MARKETING Clari, the provider of AI solutions for sales, and Marketo, the provider of engagement marketing software and solutions, announced a strategic partnership to unite sales and marketing across the revenue funnel. This is the first time that a major marketing automation platform and a sales enablement platform will come together to offer a structured platform on which to manage day to day operations. What are the typical challenges of sales and marketing that Clari and Marketo plan to address and resolve through this integration? Will it foster an operational, ongoing and collaborative relationship between sales reps and marketers? • Clari and Marketo Partner to Unite Sales and Marketing 3) MEDIAMATH REVAMPS DIGITAL MARKETING WITH NEW INITIATIVES AND INVESTMENTS MediaMath, a programmatic advertising company, announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company unveiled a range of investments in technology, people, and relationships, as well as $225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that is more effective, efficient and trusted. Does this mean that the expectations from and role of programmatic adtech vendors will change in the years to come? Between the Media Agency, the Adtech company and the Consulting firms, who will Advertisers prefer to work with and why? • MediaMath Revamps Digital Marketing with New Initiatives and Investments 4) HAIL: TWITTER REMOVES FAKE FOLLOWERS AND SUSPICIOUS ACCOUNTS Twitter has undergone a major purge in the last week, with tens of millions of suspicious accounts being removed in the cull, and, up to 6 per cent of all accounts have been potentially deleted. The firm said the removal of locked accounts is part of their effort to improve the healthof conversation on the platform by deleting suspicious and inactive accounts. • Why Your Twitter Follower Count Might Go Down This Week 5) FAIL: AN IBM AND CMO COUNCIL RESEARCH REVEALS THAT MARKETERS ARE STRUGGLING WITH DATA OPTIMIZATION Marketers in this research have admitted that their organizations are in a data rut, aspiring to do more but struggling to make substantive change. The modern day, complex digital landscape has made marketers look at how data can be used to personalize, streamline operations and identify opportunities far more effectively. But with this focus have come admissions that, to date, data has been primarily used in the form of rearview-mirror metric reports to justify past investments across the media mix, and it has proven to be a costly logjam of raw material, causing headaches for marketing, IT and operations. • Discovering Data - Accelerated Revenue Traction PS: Since, David was in a windy place, the sound quality is a bit off this week. Please excuse us for the same. Thank you for listening, see you next week! Please follow and review us on Spotify or iTunes! Thanks! See all episodes of The Talking Stack here podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview