Martech Shake-Up: AI Breakthroughs & Website Visitors Info Unmasked

MarketingHQ is back with more marketing shake-ups! We hear about a big trend in contact/person-level web traffic deanonymization, Apple’s attempt to bring AI into everything, insights from martech thought leaders, and lots more!

Martech News & Analysis

GenAI Creates Personalized Video: AKOOL recently announced its Personalized Video feature, which lets you create millions of unique videos from a single upload. It’s designed to help businesses generate content tailored to a person’s behavior, updating in real time based on customer interactions. Their website has some demos — and while this will no doubt sharpen up in the future, the current iteration of this is not quite as believable as one might hope.

Contact-Level Web Traffic Deanonymization: Turning web traffic into leads has long been the raison d'être of online marketing for decades. For quite sometime there has been a wave of B2B companies that are deanonymizing web traffic to scout out potential leads, usually by identifying the companies visitors work for. In some cases, tools like RB2B can even link traffic to LinkedIn profiles. Such tools often auto-populate your Slack with leads created this way. But now, moreover, RB2B is making waves by recently announcing a capability that allows companies to move beyond deanonymizing just company names to now being able to deanonymize at the contact/person-level. While RB2B states it is only deanonymizing US-based traffic, there are some questioning the ethics and potential legal implications of this service. However, it looks like it’s all systems go, with the company seeing amazing early success. And this is a game changer for marketing teams, providing unprecedented precision in lead generation and personalized outreach activities.

Siri Meets ChatGPT: The Apple keynote at WWDC 2024 included the not-so-shocking news that the company is integrating third-party AI models, including OpenAI’s ChatGPT. This opens up the door to things like image generation in text threads, but more importantly, it will be interwoven into the Siri experience. There will also be Apple Intelligence, an AI system that will be integrated into every OS they offer.

Marketing Advertising Reaches $1.1T in 2025: Global advertising revenue is expected to increase by 6.8% next year, reaching a staggering $1.1 trillion by 2025 — a full year ahead of forecasts. That’s all according to GroupM’s This Year Next Year report for 2024. Predicted growth for this year is an even headier 7.8%, thanks to resilient consumer spending and increased business investment in (dun-dun-dun) AI.

Thoughts on the Thought-Leaders

 Alina Vandenberghe of Chili Piper, in a older but still highly relevant post, points out that many CMOs in SaaS get fired after only one year in their role has some insights into why there is so much churn with CMOs in SasS. Unfortunately, most tech founders just don’t understand marketing. This dynamic leads to CMOs not being given the tools they need to succeed, and as they are replaced, any progress that was made in building the right culture among stakeholders gets tossed out.

 Matt Heinz recently created a short list of the top three reasons your hot prospects ghost you. It’s a must-read refresher. Heinz reminds us that we can do plenty to prevent these surprises, but sometimes, you lose a deal long before they let you know. Marketing teams can help prevent late-stage deal stalls by creating confidence-building content like case studies, facilitating consensus with decision-making tools, and keeping prospects engaged with targeted, value-driven communications. By aligning with sales strategies, they ensure prospects remain focused and committed.

 Tim Davidson created a recent comparison chart for ABM platforms. It’s a relief for those of us stuck in the head-spinning complexity of comparing these feature-rich yet highly distinct offerings. Navigating ABM platforms is complex due to varied features and unclear advertising capabilities. A comparison chart simplifies this, aiding informed decisions. Regular updates from user feedback make it a valuable resource for marketers to choose the right platform confidently.

Marketing Career Opportunities

Are you ready to take the next step in your marketing career

Explore exciting opportunities with leading companies across industries:

VP Marketing | Apono Cyber Security | New York, NY, US

Marketing Coordinator | iHeartMedia | New York, NY | $23.08 - $31.74

Media Director | FINN Partners | Remote (Washington, D.C.) | $135,000

Marketing Manager | Artsy | New York, NY | $70,000-$85,000

Marketing Manager, B2B Hospitality | Tripadvisor | Remote (New York, NY) | $120,000 to $158,000

Head of Marketing Partnerships | Canva | San Francisco, CA | $195,000 - $298,000

Director of Product Marketing | Jasper | Remote (Austin, TX, US) $130.50k - $264.40k / year

Until Next Time

That's it for this week’s Through the Funnel. Until next time, keep an eye on the latest and greatest marketing career opportunities at Marketinghq. And for 1:1 assistance with finding your next role, or help with excelling in your existing one, check out our career coaching services here!

Happy hunting!

- The MarketingHQ Team