“We just want to see each other”: Thursday’s daily brief

As with many in recent years, this has definitely changed. We say this not only because we know firsthand what it takes to transform a personal conference organizer into a series of virtual programs. If we look at what SXSW is doing this week, or even how the New Yorker started the fight, it’s clear that what it means to be an event is changing forever.

But I’m also impressed by what Gartner’s Craig Rosenberg told us yesterday during a digital transformation session at MarTech: “The first time you do a personal event, everyone comes. We just want to see each other.”

We saw hope when we released registrations in early 2021 to attend events. At the time, only 20% of the marketers we interviewed said they were unable to attend a personal event in the second half of the year or confidence is further increased.

Let us know by taking our latest survey here. Just a few short questions and their answers can help organizers know when it’s time to sign up for a personal conference.

Salesforce introduces new ABM features

Salesforce announced new ABM features that promote personalized engagement with account members and support campaigns targeting accounts where account members are currently unknown. Enhancements announced include member accounts and Einstein’s primary account ID.

Accounts are members of the campaign. Previously, marketers could use Salesforce to target accounts if individual contacts or master records were registered in that account. With this new feature, you can add accounts as campaign members, i.e. goals, even if there are no records of people associated with the accounts.

Einstein’s primary account identification. Einstein’s AI identifies high-purchasing business accounts through scores, recommendations, and insights to help sales teams optimize engagement. The AI   will use data from Salesforce CRM and online marketing.

Why do we care?

First, B2B sales and digital marketing require more and better resources, and it appears to be a way for marketing and sales teams to do the accounting with a few small adjustments before much is known about the sales team. As with the CDP 360 audience, we see Salesforce’s promotional features in its products as an alternative to standalone integrations.

The Amobee InfoSum partnership creates identity alternatives for campaigns

The Amobee advertising technology platform has announced a partnership with InfoSum, the identity infrastructure provider.

In recent years, Amobee has integrated channels such as digital billboards into a variety of application options, allowing advertisers to orchestrate television, digital and social campaigns. This partnership gives each company’s respective customers joint access to more targeted media purchases.

It should be noted that Amobee is a wholly-owned subsidiary of Singtel, a leading communications technology company with over 675 million mobile subscribers in North America, Europe, Asia, Australia, and the Middle East. Amobee’s contribution is to bring together data management and media planning resources to improve the customer journey across digital, TV, and social, while InfoSum’s decentralized data ecosystem connects customer records across companies without sharing data between companies.

Why do we care?

The datasets using InfoSum are decentralized. In a more regulated post-cookie world, alternative identity solutions are increasingly being forged through partnerships between actors in different parts of the advertising chain. Brands and publishers can participate in these programmatic exchanges with their primary data without violating privacy agreements with their audiences. Amobee provides planning and measurement solutions for opt-in and opt-out environments.

A guide for agile teams

Agile teams don’t have to reorganize the company. That’s the message in our latest article on Agile for Marketing Professionals by Coach Stacey Ackerman. “There is a serious misconception that simplified marketing teams need to label and restructure people on business cards differently,” writes Ackerman. Agile marketing teams or pods are simply the way work is delivered.

It offers flexible extension typography that can serve different purposes.

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