Programmatic ad platform PulsePoint on Wednesday launched a new iteration of its content marketing platform called Story by PulsePoint. PulsePoint said the latest iteration of its content marketing platform aims to help marketers by optimizing for post-click behavior. It said the platform offers creative, audience, and page-level engagement metrics across channels and ad formats, and enables marketers to use optimization tools to adjust campaign configurations in real-time. He said the technology focuses on engagement with content and offers page-level behavior metrics to help deliver successful campaigns.
Deeper, more meaningful engagement is the only way for a marketer to win, and we'll continue to see an acceleration of adaptive and intuitive applications and technologies that will enable the marketer to deliver consistent and personalized experiences at scale. A transformation from Marketing Automation as a tool to a broader platform is a big macro trend, followed quickly by advances in the "automation" of marketing becoming more machine defined and driven vs. human defined and driven – i.e. That means they need technologies that will enable them to deliver experiences that drive engagement, advocacy, and life-long relationships consistently, at scale. Artificial intelligence, adaptive or intuitive technologies – however you want to refer to it – is already here, and it's playing a big role in helping marketers listen, learn, and engage with their customers.
HiringSolved, a technology company that leverages artificial intelligence (AI) and machine learning to solve problems for talent acquisition practitioners, today announced a new software integration partnership with SmashFly Technologies, the leading Recruitment Marketing platform provider. HiringSolved's TalentFeed Recruiting Automation Platform has been integrated with SmashFly's Total Recruitment Marketing Platform to help enterprise recruiters increase efficiency by using AI to automatically bring qualified contacts into targeted talent pipelines who can then be nurtured for current and future job opportunities. HiringSolved's TalentFeed platform combines recent technological advances in artificial intelligence, real-time web crawling, data mining, and machine learning ─ enabling both inbound and outbound candidates to be matched to jobs automatically in seconds. The combination of the two software platforms makes it easier and faster to source, manage and nurture prospective candidates − HiringSolved's AI-based system automatically discovers, qualifies and matches candidates to jobs for subsequent personalized engagement via SmashFly's automated candidate relationship management (CRM) capabilities.
Behind the scenes, artificial intelligence (AI) technology is increasingly present in sales and marketing software. But a number of companies, including Marketo, AdRoll and Qualtrics, are using "conversation intelligence" company Chorus.ai's Currently, that AI technology can identify key points in phone conversations, such as when a potential customer talks about features, reveals a pain point or mentions a competitor. It can be used to apply AI technology to a number of email marketing optimizations. The AI applied by LeadGenius to the lead generation problem helps the company identify individual businesses and determine how frequently their information should be retrieved based on an analysis of how long information is likely to be reliable; determine whether a company is "in-market" for a particular product or not; and identify buyer roles based on business titles.
Marketing budgets have increased approximately 1 percent per year since 2014, bringing the marketer's average share of company revenues up to 12 percent as of 2017. With the intent of gaining a competitive upper hand and growing ROI, brands continue funding lines to their marketing departments to secure the technological means to an end. Identifying patterns in data in real time with deep learning will allow marketers to understand customer, competitor or market changes -- and immediately turn these insights into action and outcomes. A key performance indicator is a measurable value that helps companies understand whether they are achieving key business objectives.
A Toronto-based content marketing and live publishing SaaS platform is boosting its big data capabilities with the acquisition of a New York City-based influence analytics marketing platform. The vendor says combining ScribbleLive's data centric content workflow and publishing platform with Appinions' deep data technology will create an even more powerful content marketing platform for data-driven marketers. "Acquiring Appinions' deep data science patent protected technology allows our customers to optimize every stage of the content marketing lifecycle. In today's complex marketing landscape, we are enabling content marketers to analyze opinions and influence on a mass-scale so they can strategically plan, execute and measure effective content marketing programs."
Media company Condé Nast has partnered with Los Angeles based influencer marketing platform Influential to implement its IBM Watson-enabled technology platform. The platform uses IBM's Personality Insights service to analyze unstructured data from an influencer's social media feed. By tapping into IBM Watson, Influential is enabling Condé Nast to offer a more targeted influencer marketing platform to its advertiser clients. Having a data-driven influencer identification system, will enable Conde Nast to bolster its influencer marketing efforts and drive targeted campaigns for their clients.
Since last fall, marketing platform Kahuna has been expanding its targeted channels beyond mobile, to include pop-up messaging on web sites and greater capabilities for email and in-app messaging. Now, the Palo Alto, California-based company is expanding again to focus on customer journeys instead of individual messaging campaigns, with the recent launch of Experiences for optimizing messages across a journey. More importantly, the marketer is assisted by Kahuna's RevIQ machine learning, which will learn and suggest the best times and marketing channels for the delivery of each message, based on previous responses by similar users. While cross-channel customer journeys are common on marketer platforms, Nanavati said Kahuna -- which describes itself these days as "a mobile-enabled cross-channel marketing platform" -- is differentiated by its application of machine learning recommendations that assist messaging across the entire journey.
Marketing software provider Marketo has gained new predictive scoring and content marketing features, thanks to two new integrations announced Monday. Marketo email marketers can now deliver quality content in a shorter period of time because of the company's partnership with Radius, a predictive marketing platform, and NewsCred, a content marketing solution. The SaaS solution is now integrated with Marketo's Engagement Marketing Platform, allowing marketers to segment marketing communication to prioritize prospects that are most likely to result in a sales victory. NewsCred's integration into the Marketo LaunchPoint partner ecosystem delivers its expansive content marketing and management services to Marketo customers.
Marketers can include predictive content recommendations in outbound email based on machine learning algorithms and patterns. On April 26, Marketo reported a first quarter net loss of 18.4 million, or 42 cents a share, on revenue of 62.2 million, up 35 percent from a year ago. As for the outlook, Marketo said second quarter revenue will be 65 million to 66 million with a non-GAAP loss of 12 cents a share to 14 cents a share. For 2016, Marketo projected revenue of 269 million to 275 million with a non-GAAP net loss of 46 cents a share to 50 cents a share.