Category: Marketing

June 10, 2019 Off

Salesforce is buying data visualization company Tableau for $15.7B in all-stock deal

By Jill T Frey

On the heels of Google buying analytics startup Looker last week for $2.6 billion, Salesforce today announced a huge piece of news in a bid to step up its own work in data visualization and (more generally) tools to help enterprises make sense of the sea of data that they use and amass: Salesforce is buying Tableau for $15.7 billion in an all-stock deal.

The latter is publicly traded and this deal will involve shares of Tableau Class A and Class B common stock getting exchanged for 1.103 shares of Salesforce common stock, the company said, and so the $15.7 billion figure is the enterprise value of the transaction, based on the average price of Salesforce’s shares as of June 7, 2019.

This is a huge jump on Tableau’s last market cap: it was valued at $10.79 billion at close of trading Friday, according to figures on Google Finance. … Read the rest

June 3, 2019 Off

Is your event strategy paying off? How to calculate your event ROI

By Jill T Frey

Events have increasingly become an important channel in the marketing mix, despite how notoriously “impossible” it is to measure the ROI, or return on investment. When people show up to your event, they are willingly giving you their attention for hours on end – not trying to avoid attention-grabbing ads.

A well produced experience provides a great way to reach outside of your existing networks, build a pipeline of new customers, transform existing customers into superfans, and position your brand as a thought leader. In 2017, only 7% of marketers … Read the rest

May 31, 2019 Off

Targeted ads offer little extra value for online publishers, study suggests

By Jill T Frey

How much value do online publishers derive from behaviorally targeted advertising that uses privacy-hostile tracking technologies to determine which advert to show a website user?

A new piece of research suggests publishers make just 4% more vs if they were to serve a non-targeted ad.

It’s a finding that sheds suggestive light on why so many newsroom budgets are shrinking and journalists finding themselves out of work — even as adtech giants continue stuffing their coffers with massive profits.

Visit the average news website lousy with third party cookies (yes, we know, it’s true of TC too) and you’d be forgiven for thinking the publisher is also getting fat profits from the data creamed off their users as they plug into programmatic ad systems that trade info on Internet users’ browsing habits to determine the ad which gets displayed.

Yet while the online ad market is massive and growing — … Read the rest

May 28, 2019 Off

Move over Ready Player One — the future of AR might be in furniture

By Jill T Frey

Last week Modsy, a San Francisco-based startup, raised a large amount of funding — $37 million in C-round funding to be precise. And that followed a $23 million Series B round in December 2017.

Why the large amounts I hear you ask? Well, Modsy is developing a platform that lets property owners create virtual renderings of rooms and restyle them in real time. So that means 3D automation, plus virtually positioning furniture items, combined with a marketplace where you can buy the items. Modsy’s tech replicates rooms in 360 degrees, with furniture from dozens of well-known brands. It’s a powerful combination.

The move shows that AR/VR technologies are now finding their place, not in a Ready Player One-style future, but in the more mundane, but lucrative area of interior design.

But there’s another company out there that claims to have reached 40 million users with far more modest … Read the rest

May 24, 2019 Off

How to see another company’s growth tactics and try them yourself

By Jill T Frey

Every company’s online acquisition strategy is out in the open. If you know where to look.

This post shows you exactly where to look, and how to reverse engineer their growth tactics.

Why is this important? Competitive analysis de-risks your own growth experiments: You find the best growth ideas to adopt and the worst ones to avoid.

First, a warning: Your goal is not to repurpose another company’s hard work. That makes you a thief. Your goal is to identify other companies who face the same growth challenges as you, then to study their approaches … Read the rest

May 16, 2019 Off

Verified Expert Brand Designer: Milkinside

By Jill T Frey

Gleb Kuznetsov refuses to settle for less. After spending years leading product design for startups and corporate clients, Gleb started a boutique branding agency, Milkinside, that helps clients translate new technologies into useful products.

Gleb and his team of experienced creators are committed to serving the end user, which is why they love taking products from zero to launch. Their services are expensive, partly due to their expertise in product development, motion graphic design and animation, but we spoke to Gleb about why Milkinside is more than just a branding agency and how they strive to be the best.

Why Gleb created Milkinside:

“I wanted to create a team that wasn’t just an agency that companies could contract, but a partner that would support the client’s product development from beginning to end. Everything from the product narrative, product branding, product design, UI user experience, motion design, design languages, motion … Read the rest

May 13, 2019 Off

Mailchimp’s Ben Chestnut on bootstrapping a startup to $700M in revenue

By Jill T Frey

The well-known tech startup routine of coming up with an idea, raising money from venture capitalists and other outside investors in increasing rounds as valuations continue to rise, and then eventually going public — or getting acquired — has been around for as long as the myth of Silicon Valley itself. But the evolution of Mailchimp — a notable, bootstrapped outlier out of Atlanta, Ga., that provides email and other marketing services to smaller businesses — tells a very different story of tech startup success.

The company is now closing in on $700 million in annual revenues for 2019, and it seems that it has no intention of letting up, or selling out: No outside funding, no plans for an IPO and no to all the companies that have tried to acquire it (interested parties have include private equity firms as well as big tech players). As Mailchimp has … Read the rest

May 9, 2019 Off

Printify raises $3M to expand its marketplace for custom printing

By Jill T Frey

In Riga, Latvia, an 80-person startup called Printify is reimagining the on-demand printing business.

Gone are the days where small merchants have to sell their customized products on platforms like Zazzle, Society6, CafePress or Teespring . Using Printify, e-commerce business owners can create clothes, accessories and more fixed with their designs, logos, art or photos, then sell them directly on their very own online stores.

The “first wave” of on-demand printing companies, Printify founder and chief executive officer James Berdigans explained to TechCrunch, typically require that merchants sell their items on the provider’s platforms.

“The problem is that these merchants don’t have the capability to build their own brand,” Berdigans said. “At the end of the day, you end up building the Teespring brand, not your own brand.”

Printify, a graduate of the 500 Startups accelerator, has attracted a $3 million investment from Bling Capital, a venture capital fund launchedRead the rest