🔊 New video tools for SMB marketers | Verint Systems expands Adobe partnership

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Plus, Amazon DSP awareness campaigns, the latest marketing executive hires and more.

Feb 26, 2020

Good morning marketers, what’s your go-to tool for light video editing?

If you don’t have one, Vimeo’s latest launch might be worth looking into. Vimeo has moved its ‘Vimeo Create’ product out of beta. The lightweight platform (which began testing in January) is designed to give small businesses a full suite of video marketing tools at $20 per month. The platform offers video creation capabilities, “smart” editing features, unlimited stock video and photo content, and the ability to automatically tailor videos for individual social platforms.

Customer engagement platform Verint Systems is expanding its partnership with Adobe so customers can combine their Verint data with data from the Adobe Experience Platform. Joining this data together will give marketers more streamlined access to customer insights – a critical element to delivering better customer engagements. The partnership will enable companies to identify, analyze and act on “experience drivers” that are critical to meeting and anticipating customer needs, according to Brian Koma, Verint’s vice president of experience management, partnerships, and alliance.

Digital asset management (DAM) systems play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation. Our recent report, Enterprise Digital Asset Management Platforms: A Marketer’s Guide, breaks down the benefits of using a DAM, including improved workflows, easier adherence to branding, better communications with resources, and more.

There’s more to read below, including a Pro Tip for Amazon DSP advertisers, plus a look at which execs are on the move in our industry.

Taylor Peterson,
Deputy Editor

Pro Tip

Amazon advertisers increasingly focused on awareness, consideration

“The Amazon demand-side platform allows marketers to target display inventory both on and off Amazon. Across a sample of dozens of Amazon DSP advertisers, we found that the share of spend allocated to campaigns focused on building awareness and consideration grew from 26% in Q1 2019 to 60% in Q4,” explains Andy Taylor of Tinuiti. “Advertisers began 2019 allocating nearly three-quarters of all DSP spend to purchase-focused campaigns, but that share slipped to 40% by the end of the year. This increased willingness to invest in campaigns focused on more upper-funnel goals has enabled marketers to rapidly expand investment in the platform. Investing in brand awareness campaigns also has the trickle-down effect of producing more customers that have not purchased from the brand previously or who are infrequent purchasers.”

Compare 14 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 14 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »

On the Move

New marketing leads for TickPick, Resulticks and Ekos

Jim Halliday has been named chief marketing officer at TickPick. His hiring marks the first CMO-role for the online ticketing marketplace. Prior to joining TickPick, Halliday was the CMO for Plated, a subscription food service. “Jim’s success in introducing a new pricing strategy at Plated stood out as our initial conversations progressed,” said TickPick co-CEO Brett Goldbert. Halliday is the third C-level executive to join the company since it received $40 million in funding last year: Vince David came on board as Chief Data Officer and Michelle Rusnak as Chief Financial Officer.

The real-time conversational marketing provider Resulticks has appointed Dinesh Menon as its new global chief marketing officer. The announcement follows Resulticks’ recent expansion of its North American headquarters in New York. Before joining Resulticks, Menon served as the CMO of State Bank of India and had held leadership roles at the National Bank of Oman and American Express. “His experience in market innovation, business transformation and global brand positioning will help strengthen our footprint worldwide,” said CEO Redickaa Subrammanian.

Ekos, a business management software for craft makers, has hired Christina Kyriazi as its new VP of marketing. She will report to CEO Josh McKinney and is tasked with expanding the company into new markets. “Christina is a data-driven marketer with a passion for putting the customer first,” said McKinney. Kyriazi comes to Ekos from Passport where she was the senior director of marketing. Chris Smith also joined Ekos as the VP of engineering. “Ekos had a banner year in 2019 with a game-changing Series A funding round,” said McKinney, referencing the $8 million Ekos raised in October of last year.

Google's Danny Sullivan to keynote SMX Advanced!

Join us June 8-10 in Seattle for Danny’s first return to the SMX stage since joining Google in October 2017. His through-the-looking-glass keynote will provide an invaluable glimpse into the search engine’s inner-workings from the man who knows it best.

Learn more »