iPaaS — integrated platforms as a service — is a relatively new term in the martech space, but it has been quietly gaining traction over the last several years. According to chiefmartec.com, the martech landscape has grown by 13.6%; as the number of solutions continues to expand, marketers are increasingly challenged to connect the data from different systems and platforms and automate the tasks related to those different tools.
LinkedIn has launched Conversation Ads, a new marketing tool designed to personalize viewers’ experiences with a messaging-based ad format. Conversation Ads builds on the company’s current Message Ads offering (formerly Sponsored InMail) and features a “choose your own path” experience designed to help marketers create full-funnel campaigns with multiple customized calls-to-action, according to the company.
ON24 Target is designed to help marketers create, personalize and deliver content experiences to engage select accounts, audiences and personas at scale. Powered by the ON24 Platform and its engagement analytics, ON24 Target gives marketers insights into their audience behavior and content performance.
Engagio has launched Orchestrate, a solution designed to enable automated, high-impact plays across advertising, sales engagement, direct mail, CRM and marketing automation channels. The account-based marketing solution aims to help teams target accounts at each point of the buying journey to build audiences for personalized campaign efforts.
We’re often involved in sales engagements where the prospect has either recently changed their marketing automation platform or is considering a switch. Migration can be extremely costly — so why do it? Maybe it’s Oracle, Adobe and Salesforce battling for incremental market share in a saturated market. But more likely, it’s a sign of a more fundamental trend.