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News You Can Use: Marketo, Siteworx, More

6 minute read
Shelagh Collins avatar

The latest in hiring, trending, selling, testing, funding and chatting from the Land of Milk and Honey, the Garden of the West, the Banner State, the Baked Bean State, the Mother of Southwestern Statesmen and the Cavalier State.

The Biggar Picture at Marketo

Marketo appointed Lynne Biggar to its board of directors — a move the company claims does more than provide it with “nation’s top marketing executives.” It also boosts the female/male board ratio to 2:5, company officials boast. Score one for diversity.

Phil Fernandez, chairman and CEO of San Mateo, Calif. based Marketo, also noted that Biggar “brings a lifetime of leadership experience" in brand building, product strategy and cross-channel consumer marketing to the board.

Biggar, executive vice president of consumer marketing and revenue at Time Inc., said Marketo "has done an outstanding job of creating a category in the ever-changing marketing industry.”

Siteworx Selects New CTO

Digital experience agency Siteworx  has hired Mike Gilpin, formerly VP and Research Director for Forrester Research, as Chief Technical Officer. According to a company spokesperson, Gilpin will be “responsible for defining the company's technology roadmap.”

Ken Quaglio, president and CEO of Reston, Va.-based Siteworx, expressed confidence that Gilpin’s background will “support our growing business and deliver break-through customer experiences.”

ON24 Says 'Hi' to Hyland

Joe Hyland, the former CMO for SaaS platform Taulia, is now CMO at ON24, a marketing technology firm.

Sharat Sharan, co-founder, president and CEO of San Francisco-based ON24, said Hyland  “is precisely the person to turbocharge our growth." ON24 has big hopes for Hyland, who they expect to "challenge everything you might believe about the 17-year old ON24, its competitors in the webinar space and the overall webinar industry.”

Trends with Benefits?

San Francisco-based Salesforce this week released a new study covering major social and mobile advertising trends. The report, based on analysis of more than two trillion impressions across Facebook, Twitter and LinkedIn, found:

  • Facebook, Twitter and LinkedIn combined experienced a 49 percent growth in ad revenue between the first quarters of 2014 and 2015.
  • Globally, Facebook CPM (Cost Per 1,000 Impressions) decreased from 11 percent between the fourth quarter of 2014 and the first quarter of 2015, in line with normal seasonal trends in digital advertising
  • Facebook Mobile App Install costs vary widely around the world, from $6 in New Zealand to $1 in Brazil
  • Facebook Audience Network targeted ads were found to be 9 percent cheaper than Facebook-only ads for Mobile App Install
  • Twitter Promoted Tweets Cost Per Engagement (CPE) was flat
  • Engagement on ads fell from 2.28 percent to 2 percent and the CPM decreased to $8.92 year-over-year (YoY)

Additionally, the report indicates “there has been a seismic shift in both the entire digital and advertising landscapes” over the last 18 months.

From to the study:

  • According to Yahoo, people spend more minutes per day on their mobile devices than watching TV
  • Digital advertising surpassed both broadcast and cable television ad revenue in the US in 2014
  • The Interactive Advertising Bureau (IAB) reports social advertising totaled 1 billion pounds (more than $1.5B US) in 2014, an increase of 65 percent YoY
  • New advertising channels like Instagram and Snapchat are offering marketers more ways to reach audiences at all stages of the marketing funnel

The full report can be found on the Salesforce website.

AdPlotting the Course

Is AdPlotter, developed by JB Internet Holdings., “breathing new life into the dated classified ad?” That's what the company claims.

It boasts that with the cloud based engine “online classified advertisers now have an opportunity to post on hundreds of sites simultaneously with just a click.” According to a company spokesperson, the site allows users to:

  • Post to multiple sites with a single listing
  • Select from multiple classified ad categories
  • Upload images for the ad only one time
  • Monitor the traffic of the various postings (beta)
  • Manage the product inventory

Joel Sauceda, CEO of San Antonio, Texas-based JB Internet Holdings, claims he always dreamed there could be a way to “eliminate the repetitive steps to post classified ads on many websites and finally realized I would have to direct my team to create it, because no reliable alternative existed."

Follow the G2 Crowd?

According to G2 Crowd, a business software review platform headquartered in Highland Park, Ill., HubSpot, Oracle Eloqua, Pardot, Marketo, Act-On and Infusionsoft are the leaders in marketing automation.

The findings are included in its quarterly Grid report, the fifth for this category comprising “data from 2,700 plus reviews across 23 products.”

According to company officials: “ranked products each received 10 or more reviews to qualify for inclusion on the Grid.” Leaders are determined from those who “scored high in both customer satisfaction and have a substantial market presence.”

G2 Crowd marketing automation grid

Now That They Have Your Attention …

The folks at Evergage claim that the average consumer’s attention span is just 8 seconds.

Learning Opportunities

Did you see that cute kitten video? And the squirrel?

Sorry — the subject is attention span, right?

The company maintains the challenge of engaging customers can be resolved through real time personalization. Its solution, released this week, is Multivariate Testing (MVT), which builds on Evergage’s current A/B testing functionality and will be available immediately through the standard platform.

The company claims MVT will allow marketers to:

  • Simultaneously test numerous website and Web app section changes
  • Test and compare unique content/design/form/messages for specific audience segments
  • More efficiently assess the impact of variations for more effective personalization

Karl Wirth, co-founder and CEO of Evergage, headquartered in Somerville, Mass, stated: “Testing and measurement help marketers have more confidence in knowing they’ve optimized their website for achieving specific objectives and raise the bar for personalizing digital experiences and engagement in real time.”

BTW, aren’t those puppies adorable?

Emma Email Going Viral?

Emma, an email marketing software and service provider, is having a good year. According to a spokesperson, it has increased staff by more than 50 percent, opened its first international office opened in Melbourne, Australia, acquired Boomerang and sold-out its first-ever conference.

This week, the company announced it has secured $5 million in growth capital through Nashville Capital Network (“NCN”) and North Carolina-based Square 1 Bank.

Clint Smith, co-founder and CEO of Nashville-based Emma, said the cash would be used to increase staff and "accelerate our plans heading into 2016.”

Whole Lot of Chatting Going On

If you thought you heard a buzz in the background the last time you used a live chat service, it might have been [24]7 with its self-proclaimed bank of 5,000 chatters.

According to officials, the company reached the milestone this week. And it claims that makes [24]7 “the world’s largest provider of chat agents.” The company provides digital assistance for brands in financial services, communications, retail, technology and travel.

“We have helped enterprises move more phone calls to chat while improving service and lowering costs,” boasted PV Kannan, CEO and co-founder of Campbell, Calif.-based [24]7. 


Creative Commons Creative Commons Attribution 2.0 Generic License  Title image by willwhitedc.