Plus, HubSpot adds Black advisory board
Good morning, Marketer, and welcome to WhateverTech Today. I guess that would be a good new name for us if we decided to cover every kind of tech a marketer uses (see Chatter below). I managed to reduce that proposition to absurdity -â fortunately after I wrote the article about what is and isnât martech. If weâre talking about tech which helps a marketer do the job, how about digital alarm clocks? I woke up this morning (before the alarm of course) to news that a familiar name is vanishing from the martech landscape. No more Episerver: the DXP will now be known as Optimizely. There are few more intriguing spectacles right now than the competition between Episerver and Sitecore, each headed up by former colleagues from SAP. And each with some significant investment, although Episerver has certainly been spending since its infusion from Insight Venture Partners in the fall of 2018. Any previous examples of one vendor buying another, then taking the acquired vendors name? Kim Davis Editorial Director | |
| Rebrand | | | Episerver rebrands as Optimizely | Digital experience platform Episerver announced today that it is rebranding under the name of one its recent acquisitions, Optimizely. Experimentation and delivery platform Optimizely was one of three major acquisitions by Episerver in 2019 and 2020. Also today, Optimizely announced the launch of Optimization-as-a-Service (OaaS) which will integrate with Episerverâs product and content recommendation tools to offer a unified targeting, testing and recommendation solution. We asked Episerver CMO Kirsten Allegri Williams about the thinking behind the change. âA lot of research went into the name change,â she said. âAnd while there are strengths associated with the Episerver brand, the opportunities tied to the Optimizely name allow us to modernize our purpose and product positioning aligned with the companyâs growth objectives.â Read more here. | |
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| Diversity | | | HubSpot establishes Black Advisory Board | Continuing its commitment to taking tangible action to combat racial injustice, HubSpot this week announced the establishment of a Black Advisory Board. The Board will provide advice on diversity andinclusion, including ways to improve the HubSpot experience for Black job candidates, employees, customers, and partners. This follows on CEO Brian Halliganâs public support for Black Lives Matter, a partnership to establish a Center for Digital Business at HBCU Howard University, and a pledge of $20 million to social impact investing. Why we care. A lot of technology and marketing technology vendors are saying the right things about diversity and inclusion. Some are taking action. HubSpot is setting the pace. | |
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| Chatter | | | What counts as martech? | Tuesdayâs article on whether absolutely any technology used by a marketer to do their job counts as martech sparked renewed discussion on social media. â(I)nteresting thoughts on the scope of MarTech, Marketing OpsâŠand to some degree, Revenue Ops. The lines between general products used by marketers vs those used âonly byâ marketers vs those used by other parts of the GTM functions is blurring, not to mention IT,â said RevOps specialist Michael Hartmann. Jasmine Ojbro, inbound marketer at BabelQuest had an important takeaway: âIt makes me wonder about that map over MarTech thatâs released every year that seems to grow exponentially bigger â probably a lot of tech gets thrown in there when itâs not so clear cut.â Meanwhile, Mauricio Belmonte, account executive at Hootsuite, inadvertently coined the perfect term for all that stuff marketers use that isnât really martech: âWe indeed need the most possible connected tech stack, no matter if it is martech, adtech, salestech or whatevertech.â Read the original article. | |
| Quote of the day | | | | âBuilding an organization thatâs representative of the world we live in is critical to our success as a company.â Celeste Narganes, Director of Diversity, Inclusion, and Belonging, HubSpot. | |
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