Mintigo brings AI-driven capabilities and insights into the Marketo Account-Based Marketing solution
Mintigo, the leading provider of predictive marketing and sales technology, has announced the next-gen innovative predictive analytics solution for Marketo. The predictive platform will partner Marketo to revolutionize the way marketers target and engage decision-makers in the companies for Account-Based Marketing (ABM). The new solution for Marketo ABM leverages artificial intelligence to provide actionable sales intelligence to the CRM system.
“Mintigo’s solution seamlessly integrates with Marketo ABM and helps our customers do exactly that – identify the most appropriate decision-makers within the accounts that are most likely to buy and then engage them with personalized messages across channels.”- Mike Telem, VP Product Marketing, Marketo
By partnering with Mintigo, Marketo provides marketers a matured ABM platform with integrated, unified analytic solution that enables them to maximize their ROI from desirable accounts. Mintigo’s predictive platform contributes to this vision by using artificial intelligence (AI) and predictive insights to discover the accounts that have the highest propensity to buy by improving precision and efficiency in their ABM programs. This omnichannel approach driven by AI enables dynamic personalization as each decision-maker and account progress through the buyer’s journey.
That’s exactly what Tony Yang, Mintigo’s VP of Demand Gen & Marketing Ops acknowledges as well.
Yang says, “Being able to use predictive analytics directly within Marketo ABM, helps focus our marketing and sales efforts in a unified way. Not only does this help us zero-in on the right targets, it also enables us to run highly personalized campaigns through Marketo’s native capabilities as well as through connected partner tools that are both relevant and timely to the decision-makers of an account’s buying committee. All of this results in higher and immediate ROI.”
Mintigo Predictive Sales-Coach
Enterprise brands typically do not have a single person making the purchasing decisions for their businesses – it’s usually done by a team. Each member of the key decision-making team should be identified and served with the right message through the right channels. Mintigo’s predictive analytics and data strengths combined with Marketo’s account objects and engagement capabilities give joint customers the ability to engage with the right decision-makers at the best target accounts.
“The whole purpose of ABM is to get sales and marketing aligned, targeting the right accounts and then engaging them across channels,” Says Mike Telem, Vice President, Product Marketing, Marketo.
Putting AI into Marketo’s ABM makes a lot more sense in 2017 to B2B marketers that require valid information throughout the sales cycle for better enablement. Earlier this month, Mintigo partnered with Salesforce CRM and Microsoft Dynamics 365, announcing its AI solution called Predictive Sales Coach™ for both platforms. Mintigo is climbing the ladders of sales tech innovation, arming salesperson with deeper intelligence and predictive analytics for an ‘explosive’ sales success.
Brainshark, Inc., delivering SaaS-based sales enablement and readiness solutions, announced the expanded integration of its award-winning training and coaching solutions, helping organizations better prepare sales reps to effectively engage buyers.
All too often, organizations fail to maximize sales training investments by neglecting to provide reinforcement such as coaching. The Sales Management Association found that 77 percent of companies say they don’t provide enough sales coaching. Without systematic, ongoing learning and reinforcement, half of sales learning content is forgotten within five weeks, and 84 percent is lost within 90 days, according to CSO Insights and Sales Performance International.
Brainshark’s expanded capabilities empower sales leaders to more easily reinforce training with coaching activities. Now organizations can ensure reps not only complete their training, but also achieve mastery of critical messages via video coaching challenges. Salespeople benefit from a seamless way to practice critical skills and messages – enabling sales managers to be more confident that their reps are truly ‘field-ready.’ The solution also allows for continuous peer-to-peer coaching to help reps learn from colleagues about objection handling, industry-specific sales strategies and more.
The newly integrated offerings make it easy for sales teams to:
Reinforce sales learning with follow-on coaching activities as part of formal courses and curricula.
Better measure training effectiveness to ensure reps are ready to engage in successful sales conversations.
Drive peer-to-peer learning by capturing and sharing the best example challenge responses from reps in Brainshark’s unique interactive video format. These examples can be shared via a link, in a learning portal or as a part of a formal training course.
Validate that reps are ‘field-ready’ through the combination of onboarding, training and coaching evaluations.
In addition to the integration of training and coaching activities, new sales coaching enhancements enable content reviewers to create detailed coaching reports for deeper insight into the effectiveness of coaching initiatives. This helps sales enablement leaders gauge reps’ strengths and areas for improvement, while making it easy for sales managers and coaches to provide more meaningful feedback and share best practices based on reviewer activity.
Brainshark’s customers are driving tangible results and better sales mastery by structuring their sales readiness programs around an integrated training and coaching solution.
“It’s important for us to train our field reps in four different stages: delivering the initial information, providing learning reinforcement, assessing retention and simulating real-world applications,” said Pete Bell, head of sales enablement and execution at Spectranetics, a cardiovascular medical device manufacturer. “We selected Brainshark for its versatility, ease of use, and streamlined training and coaching experience. The user experience is fantastic, and our engagement levels have been off the charts. We had a testing booth at our recent global sales meeting, where reps had to recite key facts that have been part of their learning, and had over a 95 percent pass rate – which is absolutely unheard of without using a solution like Brainshark.”
Michael Salerno, Brainshark’s vice president of product, said: “Adding coaching reinforcement within a formal learning process is a highly effective way to help sellers master the material. This product release empowers our customers to quickly embed coaching activities within their sales training and readiness strategies, increasing their capacity to outsell the competition.”
New technology solution, built natively on Salesforce App Cloud, extends Full Circle Insights’ offerings that measure and enhance sales and marketing ABM performance
Sales and marketing teams work with zillions of data, both structured and unstructured, mostly finding themselves unable to derive the true ROI out of it. The biggest challenge for enterprises today is to turn lead data into an actionable account connection, helping marketers and sales reps to attribute accurately. To restore context to lead data in the sales funnel, Full Circle Insights®, Inc. has announced a new technology solution to enable marketing and sales team to add more power to their ABM strategies. This new technology has been built on the Salesforce App Cloud, which makes it the go-to tool for “single-pane” Account-Based Marketing (ABM) insight.
Lead-to-Account Matching
Full Circle Insights, which makes comprehensive sales and marketing performance measurement solution, unveiled the Full Circle MatchmakerTM last week. The new product, natively built on the Salesforce App Cloud, is currently available on the AppExchange. This enables sales and marketing teams to unify their efforts towards intelligence-based engagement of prospects. With this tool, B2B engagement is set to leverage the auto-pilot mode that Full Circle Matchmaker™ provides, bringing full account context and targeting as well as accurate reporting on their ABM impact.
“Companies are looking to transform the way they connect with customers, partners, and employees to thrive in the age of the customer. By leveraging the power of the Salesforce Platform, Full Circle Insights provides customers with an exciting new way to engage and target prospects.”- Kori O’Brien, SVP, ISV Partner Sales, Salesforce
Sales, revenue, and marketing operations managers can use Full Circle Matchmaker for –
Account-Based Marketing
Account-Based Selling
Account-Based Analytics
All these categories rely on Full Circle Insights’ lead-to-account matching, lead conversion, and lead assignment capabilities.
Quick Preview of Full Circle MatchmakerTM
100% Salesforce native
Automatic leads-to-account linking
Fuzzy Matching Logic to remove redundancy and duplicity
User-defined customization during Lead-to-Contacts conversions using drag and drop rules engine
Accurate lead data attribution based on prospect profile
Intelligent targeting of accounts that bring highest revenue impact
Easy integration with existing CRM and other business processes
Account Activity Ratings
Bonnie Crater, Full Circle Insights president and CEO, says–
“As CRM and marketing veterans, we take pride in providing a customer-first product that fits the unique needs of any business. Whether your company has a targeted account-based strategy, a broad response-based strategy, or something in between, Full Circle Insights provides cloud-based solutions that turbocharges smarter engagement and fuller measurement of marketing and sales effectiveness.”
via Full Circle Insights
By introducing Full Circle MatchmakerTM into the Salesforce AppExchange, Full Circle Insights brings a holistic view into Account-Based Selling, Marketing, and Measurement, and thereby removes the complexity involved in attributing and monetizing CRM account to its fullest. The latest tool, built natively on Salesforce App Cloud, automates the process of matching Leads to Accounts, with self-customizability to fit the product to the unique selling process of any business.
With the full visibility into each account, marketing and sales teams can strategically engage and target accounts with unified messaging and communications to accelerate and close deals. With Lead records connected to Accounts in Salesforce, a business can measure its account-level prospecting performance across the organization and become strategic about its account-based marketing and selling.
Full Circle Insights provides intelligence-based technology solutions, including Response Management, Campaign Attribution, Matchmaker, and Opportunity Gatekeeper in its product suite. Marketing and sales team can now connect dots on every account engagement powered by an impressive UI dashboard.
Invoca, a call intelligence platform for marketing clouds, has announced a key partnership with Adobe, unveiling a unique call analytics tool. Branded as Invoca for Adobe Marketing Cloud, the new call intelligence solution aims at bringing meaningful insights on personalization and campaign optimization to the omnichannel customer journey. This collaboration is powered by Invoca Signal.
“The evolution from screen-based interactions to voice conversations is fundamentally changing how consumers interact with brands.” Kyle Christensen, Senior VP of Marketing at Invoca
Christensen adds, “Today, you can seamlessly shift from typing or tapping to having a conversation, whether it’s through an automated bot like Amazon’s Echo or a conversation with a live agent on your mobile phone. As a result, it’s critical that leading marketing cloud platforms like Adobe Marketing Cloud give marketers both the digital and voice insights required to create customer experiences that drive revenue.”
Invoca for Adobe Marketing Cloud is a revenue-driven platform for B2B marketers that rely on phone calls to engage customers. The new phone call intelligence platform adds a deep layer of insights that can be customized to optimize marketing campaigns and personalize customer experience across diverse digital channels.
How Invoca for Adobe Marketing Cloud works
Invoca Signal enables marketers to automatically capture custom, actionable insights from hundreds of data points on every phone call and live voice conversation. Marketers can leverage the new call intelligence platform over their marketing cloud to—
Optimize their marketing spend
Marketers can create a Signal that identifies a “hot prospect” as someone who placed a call from a specific search keyword and mode of engagement.
By passing this data from Invoca to Adobe Media Optimizer, marketers can automatically reallocate more budget to the keyword that drove that “hot prospect” to call.
Personalize the caller experience
Marketers using Adobe Target can extend personalized web experience they serve to their customers to a phone conversation using Invoca Signal. This allows marketers to add engaging conversational elements on phone calls, based on language preference and past experiences. Enhance customer journey and drive follow-on purchases.
By using Invoca with Adobe Marketing Cloud, Call marketers can create a consistent experience across channels by triggering the next best engagement based on voice insights such as what was said during the call, and whether someone converted.
When Signals are passed from Invoca to Adobe Audience Manager, retargeting ads or personalized web content is automatically triggered with upselling or cross-selling messages.
Expand reach to lookalike audiences
Marketers can use Signal to identify their best customers who convert over the phone. Using lookalike modeling with Adobe Audience Manager, marketers can expand their reach into new audiences that resemble the customers who called and converted.
VoIP Integration with Marketing Automation Crucial to Customer Experience
According to a report by Newsmaker, the global mobile VoIP (mVoIP) market is set to grow at an CAGR of around 28% between 2016 and 2020. In another report supporting this humongous growth of VoIP industry, it is expected to touch $140 billion by 2021. According to Google more than 20 percent of searches on its mobile app and Android devices are done with voice. As Alexa-powered devices continue to pick up impressive sales figures, it is evident that B2B marketers should try to bridge the gap between digital engagements and call efforts. Invoca for Adobe Marketing Cloud, therefore, fits into marketing stack as a unified platform for diverse experience initiatives across web, social, video and VoIP initiatives.
Cody Crnkovich, head of platform partners and strategy at Adobe, says, “We’re keenly aware that helping marketers make smart connections between what happens online and offline is what drives great customer experiences.”
Crnkovich acknowledges, “Customers value Invoca’s integration with the Adobe Cloud Platform because it gives them a simple way to apply voice insights to the digital campaigns they’re running across Adobe Marketing Cloud.”
Invoca’s latest partnership with Adobe comes just weeks after SaaS and telecommunications sales veteran, Ben Sullivan, joined their executive team as senior vice president of sales. Ben’s experience in building and handling strategic SaaS partnerships will be critical in continuing Invoca’s impressive growth trajectory. Earlier, Invoca had announced about embedding IBM Watson’s AI capabilities to its Voice Marketing Cloud, enabling marketers analyze and act on voice data in real time. Despite the rise of digital engagements in B2B and B2B segments, marketers acknowledge the importance of phone call analytics in creating superlative customer experience within optimized limits of technology investments.
Despite the rise of digital engagements in B2B and B2B segments, marketers acknowledge the importance of phone call analytics in creating superlative customer experience within optimized limits of technology investments.
[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Be Fearless. A mentor early in my career told me that I could tackle anything I set my mind to and that perseverance would always win.”[/mnky_testimonial][/mnky_testimonial_slider]
On Marketing Technology
MTS: Tell us a little bit about your role and how you got here.
I began as CEO for Altify in February of this year. Before joining, I evaluated Altify for five months and examined all aspects of the operation. Over that period, I became was deeply impressed by the passion of the Altify people. I also fell in love with the company’s vision to create the best cloud based sales performance management solutions for our customers. With a team this dedicated and a product this strong, I felt sure this was the right place for me.
I’ve spent the past 18 years working professionally in enterprise software. I started as a product manager with Crystal Reports in Vancouver, Canada and then moved from Canada to San Jose, California to work for the CEO of Business Objects 11 years ago. The majority of my career has been focused on analytics, mobile and cloud applications, having spent six years at SAP after they acquired Business Objects in 2007. Since then, I’ve travelled all over globe in a number of different roles: general manager, operational and sales focused roles while at SAP. My last job was EVP Operations and Chief Customer Officer at Anaplan, where I helped the company grow from 250 to over 600 people and up to $100M+ in revenues.
MTS: Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
Altify recently published the Business Performance Benchmark Study 2017, which found that when sales and marketing are aligned, win rates increase by 26% and sales cycles decrease by 18%. The focus of the market in the coming years should be to continue to develop technology that furthers the alignment between these two critical parts of the revenue engine. This is a major area of concern for us at Altify.
Core to the Altify sales methodology and software platform is enabling salespeople to have meaningful business conversations with their customers, such that they are delivering real value to the customer, educating them on different perspectives as to how their business problems can be solved. Marketing plays a key role in enabling sales people to have the right messages for the right business problem at the right time, and we will continue to develop sophisticated technologies that allow marketing to land those messages into the field at the most impactful time.
MTS: What do you see as the single most important technology trend or development that’s going to impact us?
Augmented Intelligence is the single most important trend that will drive sales and marketing performance in the next decade. Here’s how it applies in sales: every sales organization has star performers, and every sales manager is constantly seeking ways to get every seller to perform at this same level. Augmented Intelligence can shift the bell curve by dynamically serving best practice knowledge and guidance in the context of each individual deal as they arise, so that every salesperson has the best chance of success working the right opportunities in their portfolio. With Augmented Intelligence, software and salespeople can evolve and grow in tandem.
MTS: What startups are you watching/keen on right now?
I spent a lot of time looking at other players in the sales performance management space when I was looking at Altify. I became a Board Advisor to OpsPanda, which I think is doing some interesting things around sales planning. Given my background in analytics and performance management, I’m always looking at new applications for combining company data with social and other external data sources. Visier is a company that is focused on Workforce Analytics and has some of the brightest product minds in the business—I’m very interested to see where they go.
MTS: What tools does your marketing stack consist of in 2017?
Our marketing stack consists of Salesforce CRM, HubSpot for marketing automation, and then we leverage our own platform to deliver sales enablement and content management capabilities.
MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)
Account Planning is a sales best practice that allows companies to maximize revenue in key accounts. In December 2015, Altify launched a 6-month focused campaign to deliver Account Planning education through an Account Planning email course, delivered every day for 7 days, to educate sellers on the key benefits and the steps required to implement Account Planning.
The campaign targeted sales, front line sales management, sales operations and sales enablement. Success was measured by engagement and achieved an overall open rate of 49% and engagement of 17%. Although we aren’t able to attribute all opportunities directly to the campaign, overall our Account Planning sales for that fiscal year were a larger percentage of revenue than previous years. We were pretty happy with this outcome.
MTS: How do you prepare for an AI-centric world as a marketing leader?
I see AI as opportunity rather than a threat. AI will deliver more consistent and accurate data which will fuel marketing’s ability to hone campaigns and better target relevant and impactful content and messages, so that we can identify qualified opportunities more effectively. For long complex B2B sales, AI is a welcome addition to the technology stacks of both marketing and sales.
This Is How I Work
MTS: One word that best describes how you work.
Quickly. I walk fast, talk fast and try to make decisions quickly.
I like the quote: “It is not the big that eat the small, but the fast that eat the slow” by Jason Jennings.
MTS: What apps/software/tools can’t you live without?
Here are the mobile apps on the home screen on my iPhone:Facebook, Sonos, Uber, LinkedIn, Evernote, Skype, Sharks Hockey, DoorDash, OpenTable, Expedia, Ring…my wife would probably have Amazon on there as well!
MTS: What’s your smartest work related shortcut or productivity hack?
Evernote is pretty nifty at keeping notes organized. I’m big on taking notes; it helps me remember things. I have it connected from my iPhone to my iPad to my Mac so I never let things slip.
MTS: What are you currently reading? (What do you read, and how do you consume information?)
The Undoing Project: A Friendship That Changed Our Minds by Michael Lewis. I just cracked it and looking forward to the read. It’s generally about how the mind makes decisions.
I’m a big sponge for information and am enjoying learning everything there is to know about the Altify business.
MTS: What’s the best advice you’ve ever received?
Be Fearless. One of my mentors early in my career told me that I could tackle anything I set my mind to and that my perseverance would always win. I’ve found that to be very true.
MTS: Something you do better than others – the secret of your success?
Work harder. I know it’s a cliché being a Canadian in Silicon Valley, but I just maintain a feverish pace.
MTS: Tag the one person whose answers to these questions you would love to read:
@jeffbezos Amazon is changing so many industries. He is just a really smart guy.
MTS: Thank you Anthony! That was fun and hope to see you back on MarTech Series soon.
Mr. Reynolds is a forward thinking business executive with 18 years of experience in enterprise software. He has a proven record of leading large cross-functional teams across multiple geographies. He is an excellent communicator who has worked in senior sales management, operations and product focused roles with deep involvement in a multitude of M&A and strategic partnering initiatives. Mr. Reynolds is able to learn complex technical topics and synthesize quickly in simple terms.
He has hands on experience in working with hundreds of customers and internal deployments with Analytics, Big Data, Data Science, Enterprise Performance Management, Cloud and Mobile applications.
For B2B sales organizations, Altify provides proven enterprise sales methodology in software sellers want to use. The Altify platform helps sales teams win the deals that matter and increase wallet share in existing customers.
With Altify, sales people, managers and executives achieve revenue growth consistently. Altify does this natively on Salesforce for more than 250 customers, including: Autodesk, BMC, BT, GE, HP Enterprise, Johnson Controls, Optum, Salesforce and more.
[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%2Fmts-insights%2Finterviews%2F|||”]
The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.
most companies are satisfied with the quality of the data they’re seeing from reputable data provider, but that’s not helping ABM grow
It’s true that Account-Based Marketing (ABM) has out-grown other marketing technologies to become the most insight-led aspect of marketing with sales partnership. According to ITSMA, ABM delivers the return on investment (ROI) compared to any other B2B marketing strategy. In short, it’s here to stay and deliver. However, maturity-wise, ABM is yet to galvanize as the “Go-to” force for marketers– mostly, because of the challenges arising from the use of external data provided by third-party vendors. Openprise identifies “missing contacts at target companies” that puts ABM on a “steeplechase” course.
Openprise, the leader in data automation solutions for marketing and sales, announced the release of a new report, titled “2017 B2B Data Market Industry Report”, based on its survey involving 175 US-based B2B marketing professionals. The latest Openprise’s report identifies the challenges B2B marketing and sales teams face with their use of external data and their relationship with third-party data providers.
Openprise’s 2017 B2B Data Market Industry Report picks Database segmentation, cleansing, and correlation as universal challenges for marketing and sales ops. For each of these, Openprise has built a SaaS solution to automate these tasks.
Here’s what the report says—
ABM Isn’t Getting the Help It Needs from Third-Party Data
Perhaps fueled by the rise of Account-Based Marketing (ABM), the report found that B2B marketers’ primary use of third-party data is to identify contacts within target companies (62%), followed by identifying new target companies (52%).
Subsequently, 41% of the marketers surveyed identify “missing contacts at target companies” as data providers’ biggest weakness. Of note, less than half of marketers surveyed leverage third-party data for their ABM efforts. This outcome is perhaps a reflection of the fact that ABM practices are still gaining widespread adoption.
Satisfaction Runs High with Third-Party Data Providers
56% of the marketers surveyed said they’re “very satisfied” with their current data providers, while another 38% reported being “somewhat satisfied.”
While marketers are often frustrated with the state of their house data, their sentiments towards data providers are much more positive.
Very few B2B vendors meet universal expectations
Openprise report affirms the fact that very few B2B vendors can actually sell to companies of any size, including start-ups and SMEs. The data, therefore, needs to be segmented and placed into meaningful context for automation tools to derive value out of them.
Commenting on these findings, Allen Pogorzelski, VP of Marketing at Openprise, said, “It makes sense that most companies are satisfied with the quality of the data they’re seeing from reputable data providers. The data issues most companies are struggling with are in normalizing and integrating that data from different vendors into their house databases to make it useful.”
Trying Multiple Data Providers Leads to Greater Satisfaction
The marketers who have tried four or more data providers tend to be happier: 80% of those respondents are “very satisfied” with their current data providers. For everyone else, that number drops to around 50%. In a nutshell, these results indicate the more data providers marketers work with, the more likely they will find the right fit.
Since each data provider has its own unique strong suits, it makes sense that marketers are more satisfied when armed with multiple providers. Backing up these findings, the survey found that on average, B2B marketers plan to engage with a total of three data providers in 2017.
Generic Role Segmentation data never works
The report squarely identifies third-party data vendors for not fulfilling B2B expectations. Openprise recommends B2B marketers to create customized segmentation rules that fit individual businesses purposefully. Segmenting every job function to the most granular detail may not be scalable.
Large Companies are Harder to Please
While 67% of marketers at small companies are very satisfied with their data providers, only 31% of their counterparts at large enterprises agree.
This finding reinforces the notion that larger companies have tougher and more complex data requirements than smaller ones. It may also be that data issues compound when the size of a database grows, making data management for large enterprises exponentially more challenging, and impacting the satisfaction rate with providers.
“Incorrect field values” in third-party data is also a bigger issue for larger enterprises with 25% of those marketers viewing it as the top concern, compared to only 14% of their counterparts at smaller companies.
Marketers Have the Most Confidence in Their Own CRM Data
While it may come as a surprise to some, the survey found that only one in three marketers tap data providers for data cleansing purposes. In fact, just one in five chooses to update their records if existing values conflict with third-party data.
This may be that overall, compared to third-party data, marketers have more faith in data entered by their sales team and captured via web forms.
Interestingly, the survey found that when marketers’ records are in conflict with content from third-party data providers, over a quarter of respondents said they “keep both (records) and reconcile later.” By not reconciling this data, these marketers are limiting its usefulness and compounding the dirty data problem.
Openprise, through this report, recognizes the struggle every B2B marketer faces while creating segmentation rules. Using Openprise Data Automation Mechanic helps get under the hood and diagnose the pain points of data quality and CRM performance with automated enterprise intelligence.
The partnership builds on a deal Adobe inked with Microsoft in September 2016
Microsoft and Adobe have joined hands to make their respective marketing and sales products more revolutionary. Both companies intend to add more spice to the highly competitive SaaS and Cloud market in the US. The latest partnership in the marketing technology ecosystem comes the same day Adobe unveiled its Adobe Advertising Cloud and Adobe Experience Cloud to help marketers in offering best-in-class customer experience across devices and channels.
The new Microsoft-Adobe partnership comes as a potent combination to take on other competitors in the business, including Oracle, Salesforce, and IBM. Just two weeks back, Salesforce and IBM agreed to bring together Einstein and Watson, delivering a unified AI-based customer engagement platform for B2B clients.
Here are five things you should know about the recent announcement from Adobe and Microsoft.
Microsoft Azure as Adobe’s Preferred Cloud Platform
With the partnership, Adobe will make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud. Azure provides Adobe with a trusted, global cloud and a powerful data platform for intelligent services, including comprehensive machine learning and cognitive capabilities in Microsoft Cortana Intelligence Suite and SQL Server.
The partnership builds on a deal Adobe inked with Microsoft to deliver its cloud services on Microsoft Azure and that will make Adobe the preferred marketing service for Microsoft’s Dynamics 365 Enterprise CRM solution.
Microsoft will make Adobe Marketing Cloud its preferred marketing service for Dynamics 365 Enterprise edition, giving customers a powerful, comprehensive marketing service for Microsoft’s next generation of intelligent business applications.
New Partnership to Muscle Its Way to Top in SaaS Market
Back in September 2016 at the Microsoft Ignite conference, Microsoft announced about teaming with Adobe to help enterprise companies embrace digital transformation and deliver compelling, personalized experiences through every phase of their customer relationships.
Microsoft CEO Satya Nadella had said, “Adobe and Microsoft have had a great partnership, we have innovated together, we have partnered to really drive the success of our customers over a variety of technology platforms, adding that the partnership “marks a big milestone in our partnership with the leading SaaS services from Adobe coming to Azure.”
By announcing Adobe Experience Manager Sites Managed Service now made available on the Microsoft Azure cloud computing platform, Adobe intends to offer a unified marketing and sales cloud solution. Businesses that use SaaS suite to run digital marketing and advertising campaigns represent about $1.2 billion of Adobe’s $4.6 billion in revenue last year. Microsoft has been trying to expand Dynamics, its software system for sales people.
Adobe Analytics + Microsoft Power BI: Organizing Business Data More Effectively
By partnering with Adobe, Microsoft intends to merge its Power BI platform into Adobe Analytics. The conjoined semantic data model for understanding and driving real-time customer engagement will standardize how data is structured and vastly expedite the process of gaining insights from massive amounts of data.
This will bring marketers enhanced vision across the enterprise, enabling them to pull behavioral data into Power BI and efficiently visualize the impact of marketing campaigns across segments along the customer journey.
Adobe and Microsoft will Collaborate to Create Shared Data Format
Adobe, at its annual marketing conference, confirmed its plan to collaborate with Microsoft to create a shared data format between Adobe Experience Cloud, and Microsoft Dynamics 365, allowing their SaaS clients to seamlessly integrate their marketing and sales processes. Their first set of joint sales and marketing software solutions will heavily focus on transforming customer experiences for enterprises leveraging shared data format.
Abhay Parasnis, executive vice president and CTO, Adobe said –
“Today’s customers have high standards when it comes to brand interactions. Enterprise companies must deliver exceptional experiences at scale or risk losing customers to competitors,” said. “Bringing together Adobe’s and Microsoft’s sales, marketing and customer intelligence solutions enables brands to better understand and engage with their customers across all touch points.”
“It’s going to enable to customers to go beyond the current (software) silos they have to navigate today,” said Scott Guthrie, executive vice president of the cloud and enterprise division at Microsoft.
Guthrie added, “We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence.”
Adobe Experience Cloud gives you access to customer profiles, centralized assets, powerful tagging, and an ecosystem of partners and developers to build campaigns, manage your advertising, and gain deep intelligence about your business.
Adobe Advertising Cloud is industry’s first end-to -end platform that makes simple to deliver video, display and search advertising on any screen in nay format. It lets brands and agencies manage TV and digital buying across platforms to targeted audiences.
Collaboration that will benefit B2B customers
Adobe-Microsoft cloud and data partnership is designed to extend its benefits to other leaders in the industry. Partners like AppDynamics, Acxiom, Dun & Bradstreet, Qualtrics, Zendesk, [24]7 and MasterCard are participating with Adobe and Microsoft in the development of this new data model, committed to building applications based on the common language.
via Microsoft
Both companies are expected to provide an update on the progress of their Cloud and data sharing platform at Microsoft Build 2017 on May 10-12.
SaaS and Cloud Market Projections for 2017
Enterprises in the US are investing more on ERP and collaboration than ever before. According to the latest report from Synergy Research Group, enterprise SaaS market grew 32% YoY, touching $13 billion in quarterly revenues in Q4 2016. The SaaS market is now more matured and more dominating than public cloud computing services. The report mentions Microsoft, Salesforce, SAP, Oracle, Adobe, ADP, and IBM, reflecting how big names have performed in 2016. Surprisingly, Synergy Research Group identifies Google and Oracle as the top SaaS vendors that registered highest growth rates.
According to John Dinsdale, Chief Analyst and Research Director at Synergy Research Group – “There are a variety of factors driving the SaaS market which will guarantee substantial growth for many years to come.”
“Traditional enterprise software vendors like SAP, Oracle and IBM are all pushing to convert their huge base of on-premise software customers to a SaaS subscription relationship. Meanwhile, the relatively new cloud-based vendors like Workday and Zendesk are aggressively targeting the enterprise market and industry giants Microsoft and Google are on a charge to grow their subscriber bases, especially in the collaboration market.”
In another interesting report, 2015 Global Technology Innovation Survey picked Public cloud computing, mobile platforms and apps, IoT, machine-to-machine and data and analytics as the most disruptive technologies till 2020.
B2B Cloud users can finally experience the power of working with data-rich business intelligence collaboration.
Adobe Experience Cloud– The “First, Ubiquitous Cross-Channel” Cloud suite in the industry announced at Adobe Summit, Las Vegas
In less than 48 hours, we have Adobe Experience Cloud climbing to the top of marketing technology stack! Adobe chose the perfect stage to unveil one of its finest Cloud products till date- the Adobe Experience Cloud. The new Experience Cloud for marketing and analytics that integrates with Creative Cloud was introduced during the ongoing Adobe Summit in Las Vegas.
At the same event, the marketing cloud and technology innovation firm also released the Adobe Advertising Cloud, branding it as industry’s first end-to-end platform for managing advertising across traditional TV and digital formats. The cloud for cross-channel advertising is the result arising from Adobe’s acquisition of Tube Mogul in December 2016.
Like Beethoven, Adobe is aiming at bringing the joy of pure marketing with a creative touch, putting various elements of Clouds like Creative, Document, Marketing Analytics and Advertising into a single enterprise suite.
What is Adobe Experience Cloud?
Adobe Experience Cloud
Adobe Experience Cloud is a comprehensive set of cloud services, designed ingeniously to provide B2B enterprises everything they need to deliver extraordinary customer experiences. The new cloud solution comprises of Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud. Built on the Adobe Cloud Platform, Experience Cloud leverages Adobe Sensei’s machine learning and artificial intelligence capabilities. Adobe Sensei was itself announced in the last Adobe Summit in March 2016.
Enlightening the industry on how Adobe intends to leverage customer intelligence and cloud integration for better experiences, Brad Rencher, Executive Vice President and General Manager, Digital Marketing, Adobe says –
“At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth. Leveraging deep customer intelligence, Adobe Experience Cloud gives businesses everything they need to deliver a well-designed, personal and consistent experience that delights customers at every touchpoint.”
Adobe Experience Cloud Marks the Maturity of Marketing Clouds
Adobe Experience Cloud combines best-in-business solutions, bringing a complete, extensible platform, comprehensive data and content systems, offered through a robust partner ecosystem for an unparalleled experience delivery expertise.
Adobe Marketing Cloud
Brand Differentiation for Proactive Engagement
Marketers can craft experiences that differentiate their brands, connect with customers and proactively engage them using Adobe Experience Manager, Adobe Target, Adobe Campaign, Adobe Social and Adobe Primetime within Experience Cloud suite.
Brands can manage, personalize, optimize and orchestrate campaigns and customer journeys at scale.
Adobe Advertising Cloud
Embrace Programmatic for Cross-Channel Advertising
Integrating with Adobe Experience Cloud, the latest advertising solution aims to solve problems arising from increasingly complex and fragmented landscape, with legacy silos for media planning and buying across TV and digital.
via Adobe
Now available globally, Adobe Advertising Cloud includes –
AMO Search: the leading search management platform
AMO Demand Side Platform (DSP): automates display, social, video and programmatic TV buying
AMO Dynamic Creative Optimization (DCO): dynamic creative optimization tied into Creative Cloud
Adobe Experience Cloud will deliver sweet amalgamation of all marketing efforts through centralized advertising planning and buying platform, bringing full transparency into exactly where ads appear and how effective they are at driving business results.
Adobe Analytics Cloud
Turn Insights into Actions, Real-time
Adobe Analytics Cloud, powered by new enhancements in Adobe I/O, is the customer intelligence engine. It powers businesses by enabling them to move from insights to action in real-time by uniquely integrating audience data across all Adobe clouds.
via Adobe
Adobe Analytics Cloud combines Adobe Audience Manager, the leading data and audience management platform, and Adobe Analytics, the industry leading solution for applying real-time analytics and detailed audience segmentation across all marketing channels. Built on the Adobe Cloud Platform, which provides open APIs, a standard data model, and Adobe Sensei, Adobe’s unified AI and machine learning framework.
New I/O Events and Creative Cloud APIs offer developers access to Creative Cloud assets and events. For example, a developer can build a custom application that responds when a creative file is changed, or a new Creative Cloud asset is uploaded, and programmatically move that content into marketing execution.
Adobe Analytics Cloud enables brands to better capture, aggregate, rationalize and understand vast amounts of their own disparate data and then translate that data into singular profiles of their customers.
Exchange Partner Integrations
Several partners, including Acxiom, AppDynamics, Clicktale, Decibel Insight, Dun & Bradstreet, Mastercard, Ooyala, SapientRazorfish and others announced new integrations with Adobe Experience Cloud.
Marketers can plan and activate more effective programs by combining Adobe Analytics data using Adobe Audience Manager.
Adobe also deepened its partnership with Microsoft and unveiled the first set of joint solutions that integrate Adobe Experience Cloud with Microsoft Azure, Microsoft Dynamics 365 and Microsoft PowerBI.
Adobe Sensei for Enterprises
Adobe also released several new Sensei capabilities for the enterprise including Fluid Experiences to enable brands to deliver the experience consumers expect across any connected screen, including social, VR, IoT devices and physical screens. In addition, Auto-Target eliminates the complexity associated with manual testing and deterministic or rule-based content personalization. The company also released Enhanced Anomaly Detection and Contribution Analysis to help brands identify statistically significant events, pinpoint sources and take action to optimize the user experience.
via Adobe
Adobe Sensei, as the intelligence layer in the Adobe Cloud Platform, provides customers with a unified AI and machine learning framework as well as intelligent services to help them work smarter and faster. In Adobe Experience Cloud, Adobe Sensei already powers over 100 intelligent capabilities including Intelligent Alerts, Automated Advertising Insights, Anomaly Detection and Lookalike Modeling.
Apart from the launch of Adobe Experience Cloud and vital additions to other cloud stacks, the company also announced integration between Adobe Sign and Adobe Experience Manager Forms. This will help marketers optimize complex, form-based work processes and deliver engaging, mobile-friendly digital experiences across the customer journey.
Will Adobe Experience Cloud become the “First, Ubiquitous Cross-Channel” Cloud suite in the industry?
We will have more insights on this development very shortly.
[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Technology today is being built for marketing OR sales, and the way we see it in future, is that it is going to be built for marketing AND sales.”[/mnky_testimonial][/mnky_testimonial_slider]
On Marketing Technology
MTS: Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
I joined KiteDesk in 2013. At that time, the co-founders Jack Kennedy and Jared Rodriguez, whom I met through an investor group, had just started writing the code for a Sales Engagement Platform that connected cloud applications together. After seeing the shell of what they created, I saw a lot of potential in where the product could eventually go. More importantly than the technology, there was alignment between Jack, Jared, and myself, from a core values perspective. I am in my ninth early stage venture, and one thing that I have learned is that core values are non-negotiable.
MTS: Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
Your question is timely because we are in the middle of a strategy session at KiteDesk right now. Our entire management team is thinking through the future requirements of sales and marketing teams. In addition, I’ve been doing interviews with CMOs to understand where they see marketing technology evolving. Luckily, so far, our views are the same.
Almost across the board, we are hearing that it all starts with Accounts. CMO’s are recognizing that marketing and sales need to align at the account level to make sure they are executing consistently with branding and messaging.
Sales-Marketing alignment is the real problem here and it’s massive. IDC’s research on this topic estimates that there is a drain of around 10% of revenues each year from companies where sales and marketing are not aligned. If you take that number and apply to the total number of B2B companies, the lost revenue numbers add up quickly.
We need to be able to see what happening throughout the lifecycle of the interests of clients and right now…Technology is being built for marketing OR sales, vs. being built for marketing AND sales.
Buyers want specifically thought out conversations with people who can help make their business better. That wedge between marketing and sales is going to get bigger and bigger without an account level approach.
MTS: What do you see as the single most important technology trend or development that’s going to impact us?
Since it’s March 8th, 2017, the Salesforce and IBM announcement related to their massive
partnership in AI is pretty tough to ignore. With the Einstein’s vision for AI in marketing, Salesforce is now going to be able to do things like visual search, brand detection, and product identification in any application. So, I think most people are standing up and taking a long look at the problems IBM and Salesforce will be solving.
MTS: What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
You can call it unification, simplification or parsing down, but that’s what I am hearing from Marketing Leaders. Some of the CMOs I have spoken to are giving me a list of their MarTech stack and they stopped counting at 20 technologies!
CMOs are going through the process of deciding if all of these technologies are being used and if they are driving results. Those technologies that aren’t generating an actual ROI are getting cut out of the budget.
MTS: What startups are you watching/keen on right now?
We use Terminus for ABM, so I follow them. I am interested in seeing how they increase their ability to report on Account interest.
I’m also watching Gong.io. While they may not be considered martech, they are measuring conversational intelligence. Understanding what makes a conversation valuable from a buyer’s perspective is a big deal, so I want to see what insights they are able to glean from their tool. And the third one, just from the perspective of building an interesting new database of private companies, is Owler. I can’t wait to see how far Owler goes in the type of data it creates.
MTS: What tools does your marketing stack consist of in 2017?
We use Pardot, Salesforce for CRM, KiteDesk for all of our account targeting, engagement and analytics. Additionally, we use tools like SproutSocial and Buffer for our social media work; the entire Google suite for analytics, Adwords, etc; Terminus for ABM and then Adroll for retargeting.
MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)
This campaign in was early days of KiteDesk when we were operating in a guerrilla marketing mode. As a small company, based Tampa Florida, no one really knew us. During this stage of our product evolution, we were giving people an idea of how well they were connected to each other. So you could upload a bunch of contacts in KiteDesk and it would tell you the strength of the relationship on how well two people are connected by analyzing emails, calendar events, relationships you had in common, etc.
We decided to create a list of the top 100 social marketers and social sellers. We enlisted a third party agency to help us build the list. They looked at the breadth of each person’s network and how active they were on social networks. These two factors were used in order to understand the entire reach of each person. It was a very formal process.
When we shared that list via Forbes, it was the number 1 article for an entire week, and that was at the same time as the Malaysian aircraft crash!
Our website traffic just took off. What we learned from this campaign, is that it’s the network effect is powerful. Because we recognized people that had huge social graphs, they tapped into their network to spread the word about the list. And even the people who didn’t make it to the list were asking why they were not on it! That was probably the best executed digital campaign we have done.
MTS: How do you prepare for an AI-centric world as a marketing leader?
We are looking at where to add AI to our product. For example, instead of having people manually enter in all of the contacts they should be working in an account – that is something that can be automated.
This is How I Work
MTS: One word that best describes how you work.
Chunks. Each chunk is focused on 1-thing that requires my attention and once it is done, I move on to the next.
MTS: What apps/software/tools can’t you live without?
The honest truth is there’s no app I can’t live without, but I spend most of my time on Gmail, Salesforce, Pardot and LinkedIn.
MTS: What’s your smartest work related shortcut or productivity hack?
Delegation (a lot of people forget that but it’s important)
MTS: What are you currently reading? (What do you read, and how do you consume information?)
I’m currently reading a book Peter Cohan called Great Demo! He is an expert on giving a great demos of your software product.
MTS: What’s the best advice you’ve ever received?
Marry your best friend. Luckily I did.
MTS: Something you do better than others – the secret of your success?
The secrets to my success are perseverance and curiosity. What am I better at than everyone else? Giving my daughter material to make fun of me with…she is 15 and is really skilled at making fun of her Dad.
MTS: Tag the one person whose answers to these questions you would love to read:
CMO of Microsoft, Chris Caposella. I am really curious to hear what his thoughts are since the acquisition of LinkedIn. I think that’s a tremendous opportunity of data source and network power. They now have a tremendous data source in their product portfolio, I’m curious to see how they utilize it.
MTS: Thank you Sean! That was fun and hope to see you back on MarTech Series soon.
Sean’s focus at KiteDesk is leading the effort to deliver a sales platform that is not only irresistible but also one that delivers results. He balances his time between providing product leadership and feedback, working closely with the sales and marketing teams on delivering value, learning and listening to clients, working with the investor community and writing thought leadership pieces for the KiteDesk blog.
Sean is a serial entrepreneur and has acted as a founding or as a core leadership team member in nine early stage companies. These companies cover a wide spectrum of industries including technology, financial services and consulting. Combined the companies that Sean has been involved with have appeared on the Inc 500/5000 a remarkable 13 times.
Sean earned a Masters of Business Administration in Marketing from DePaul University and a Bachelor’s of Science in Management from Purdue University. He’s acted as an adjunct professor in marketing and finance and actively serves on local boards related to growing technology and entrepreneurship in the Tampa Bay Area.
KiteDesk helps B2B sales teams grow faster, smarter. We’re dedicated to making tough jobs easier. We’ve designed the easiest ways to consistently find and follow-up with accounts across multiple channels. The results we offer are predictable pipeline. Our customers set more appointments and book more revenue. KiteDesk changes your sales flow for the better, every day.
[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%2Fmts-insights%2Finterviews%2F|||”]
The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.
Informatica Cloud extends partnership with Google Cloud. It will offer data integration solution for Google BigQuery. The company also announced world’s first Cloud Lake Data Management solution to support existing SQL Data Warehouse platforms.
Informatica®, the leading data integration and Cloud management company, announced about extending its partnership with Google Cloud at the recently concluded Google Cloud NEXT’17. The extended partnership with Google Cloud will enable Informatica in providing best-in-class services in areas of cloud integration, marketing analytics, and data warehouse modernization.
By partnering with Google Cloud, Informatica aims to transform the way businesses mine, use and scale data adding more power to their existing platforms with more accurate and faster insights, agility and lower costs of operation. The expanded collaboration between Informatica and Google offers unified customers easy, frictionless data migration to Google Cloud. The unified data management and cloud integration platform help in scaling up marketing efforts via “one-stop-shop” for the complete and accurate view of marketing data in Google BigQuery.
In addition to the latest partnership, Informatica also announced world’s first Cloud Lake Data Management Solution. Built on the Informatica Intelligent Data Lake®, the new cloud data lake management solution offers authoritative data from across the entire organization in their hands for more informed decision making. Informatica Cloud Data Lake Management supports Amazon Web Services Redshift, Amazon Aurora, Microsoft Azure SQL Database and Microsoft SQL Data Warehouse.
Informatica’s Mission: Provide Quick-scale Enterprise Cloud Data Capabilities at Lowest Cost
“One of the great challenges for marketers today is that they are awash in data about their customers,” said Sally Jenkins, executive vice president and chief marketing officer, Informatica.
via Informatica
“A decade ago marketing was a discipline driven by preference, experience and gut-feeling. Today, marketers are one of the most data-driven function in organizations. With Informatica, customers can pull data from the critical marketing systems, such as Marketo, Eloqua, and Salesforce, into Google BigQuery. By combining Google Cloud Platform, an extremely powerful, scalable and cost-effective big data analytics platform, with Informatica Cloud® which offers connectivity and data management, customers can expect powerful insights, recommendations and offers, which is what everyone is looking for.”
How will CMOs benefit from this martech partnership between Google Cloud and Informatica?
Marketing analytics is the ubiquitous requirement of every CMO, and hence investments are achieving hyper-growth attention from martech companies that focus on bringing an unadulterated real-time data. Informatica working with Google Cloud intends to help marketing professionals experience the ease of using data-driven market engine within their organizations, at the lowest cost of deployment and operation.
As Ajay Gandhi, VP Informatica Cloud Marketing puts it –
“Increasingly, CEOs and CFOs are asking CMOs for the spend accountability and show ROI on marketing spend. The simple marketing mantra is: do NOT spend money if you cannot measure it. Gone are the days of spending millions of dollars on marketing initiatives that aren’t targeted and relying on a “spray and pray” approach.”
Accelerating Marketing Analytics with Automatic Centralizing of Data
B2B marketers can put marketing data in a supercharged mode using Google Cloud, which announced the introduction of BigQuery Data Service. This will automatically centralize data from AdWords, YouTube, DoubleClick and Google Analytics 360, offering marketers a single, unhindered ‘source of truth’. Informatica Cloud will provide exclusive Google Cloud Platform Connectors to kick off BigQuery projects seamlessly.
via Informatica
Pointing at the expected outcomes from the collaboration, Gandhi adds, “The result enables CMOs and their team to address many of the biggest data and operational challenges in moving to a high performing data-driven marketing organization.”
Quick Seamless Integration for B2B Customers
Informatica’s data management offerings are well aligned and are expanding their support for the Google Cloud Platform, providing integration with Google BigQuery, Google Cloud Storage and Cloud SQL.
Google BigQuery
Informatica Cloud for cloud integration scales from proof-of-concept to petabyte-scale production systems. With the Informatica Cloud connector for Google BigQuery, Google Cloud customers can use Informatica Cloud’s native, high volume connectors to transform and load data into and out of BigQuery from cloud applications, social IoT and on-premise sources.
Google Cloud Storage
With the Informatica Cloud connector for Google Cloud Storage, Informatica Cloud can move and synchronize data of all types and volumes into and out of Google Cloud Storage for big data analytics.
Cloud SQL
Informatica Cloud support for Cloud SQL will simplify the migration of data from on-premise databases into Cloud SQL, Google’s fully managed, transactional database service.
Informatica further enhances the value for marketing organizations by combining, enriching and augmenting existing Google Marketing data with data from social, CRM and marketing automation sources.
Informatica Cloud integration
Informatica’s out-of-the-box connectivity to sources such as Marketo, Eloqua, Salesforce and Microsoft Dynamics quickly transforms and loads the desired data into Google BigQuery for a holistic view of the entire marketing landscape. These powerful insights allow organizations to provide next great offers to their customers based on past purchases, preferences, and behaviors on the web.
Additionally, Informatica will also support all new Google Cloud Platform products with planned availability of connectivity to Google Spanner.
As execution becomes the core ‘point of action’ in digital marketing initiatives for CMOs, Informatica’s readily applicable cloud data management and marketing data analytics platform helps businesses save time, effort and revenue with buffer for adjustments and fine tuning.
CMOs can now execute and experiment competitively with their data, unperturbed by the fear of failing.
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