Marketing Software

Customer Experience Matrix: Acquia Buys AgilOne CDP – B2B Marketing Article

Acquia, which is moving past its roots in Web content management to become a multi-channel “digital experience platform” (DXP), took a big step in that direction today with a deal to buy the AgilOne Customer Data Platform. The deal follows Acquia’s May 2019 purchase of open source marketing automation platform Mautic  and September 2019 purchase of site building tool Cohesion.  Acquia itself was purchased in September by Vista Equity Partners  for $1 billion, which obviously supports their DXP strategy. The…

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83% of marketers rip-and-replace a martech app each year — here’s why – Marketing Article

I’ve said many times that change is at the heart of modern marketing operations. It is at the very center of the “4 forces” diagram of The New Rules of Marketing Technology & Operations because it’s the dominant variable of our profession. And what’s the most common and concrete change in martech? Why changing martech applications, of course. This well-known yet not well-quantified phenomenon was the motivation for Chris Elwell and Jennifer Cannon of MarTech Today to launch a research…

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Your martech stack is probably 2X as big as you think it is – Marketing Article

The editorial staff here at chiefmartec.com (looking in the mirror) are rather obsessed with martech stacks. What’s in them? How much is controlled by IT or marketing operations? How do marketers think of them? How many apps in them support self-service users? How big are they? Blissfully recently published their SaaS Trends: IT & Compliance Edition 2019 report, and it was chock full of interesting insights into the current state of tech stacks. Not just marketing, but SaaS apps across…

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Not all integrations are created equal: 4 layers of app integrations with SaaS platforms – Marketing Article

Disclosure: This is one of those rare articles on this blog that’s entangled with my work as VP Platform Ecosystem at HubSpot. While it’s not specific to HubSpot — this is an issue and a framework that I believe are broadly applicable across all SaaS platforms — I want to be transparent that I do have a stake in how these dynamics play out in our industry. According to a recent study by the market research firm Ascend2, “integrating disparate…

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