ZenBusiness™, an all-in-one platform to start, run, and grow a successful business, announced the appointment of Zachary Rippstein as its new chief marketing officer, effective immediately. Under Rippstein’s leadership, ZenBusiness will continue harnessing the latest technology, including AI, to drive efficiency and effectiveness both internally and for its customers. His vision for the brand includes a renewed commitment to understanding and meeting the needs of small business owners, ensuring ZenBusiness bolsters its position as a trusted partner for businesses at every stage of their journey and fostering a culture of innovation.

An integral part of the ZenBusiness journey since its inception, Rippstein was one of the early members who joined the team and has since played a pivotal role by supporting a number of functions for the business across marketing, product development, and growth strategies. His journey with ZenBusiness is a testament to his commitment to the company's mission of helping small businesses succeed. Rippstein’s appointment as CMO is a new chapter in his professional journey and a reflection of the ZenBusiness commitment to nurturing talent from within and building a leadership team that truly understands the heart of the entrepreneurial experience.

Ross Buhrdorf, co-founder and CEO of ZenBusiness, expressed his enthusiasm for Rippstein's appointment, stating, "Zach’s remarkable leadership and innovative approach in marketing have been instrumental and vital to our success. His expertise and vision are exactly what ZenBusiness needs to elevate our presence and impact in the market. I am confident that we will continue to grow under Zach's direction and take our business to new heights."

As a leader, Rippstein is deeply committed to inclusivity and empowerment, championing initiatives that foster a supportive and innovative work environment. His approach to marketing is deeply rooted in his understanding of the challenges and aspirations of small business owners. He brings a unique blend of strategic vision and practical execution skills to his new role as CMO. This unique perspective is invaluable as ZenBusiness continues to evolve and provide accessible tools and technology to small business owners.

"I am excited to step into this role, focusing on bringing small business owners the essential tools and support they need to succeed," said Rippstein. “At ZenBusiness, the aim is to empower small businesses by offering tools and services that streamline the often complex and time-consuming operational aspects of running a business. By handling the operational intricacies, ZenBusiness ensures that these entrepreneurs can devote their energy and resources to what they do best growing their businesses.”

Before joining the team at ZenBusiness, Rippstein played a key role in shaping marketing strategies and leadership at innovative startups like Offers.com and Software Advice. His involvement was instrumental in steering these companies towards their successful acquisitions, showcasing his talent for driving growth in competitive industries. Rippstein's experience extended further during his time at Gartner Digital Markets, where he earned recognition as a skilled leader in digital marketing strategy, managing a team of 20 across multiple business units. Holding an executive MBA and a BBA in marketing from the University of Texas at Austin, Rippstein's educational background compliments his extensive professional experience, marking him a seasoned expert.

Acquisition will enhance First Insight’s Platform of store and online sales conversion programs through expanded Marketing Automation Capabilities

First Insight, Inc., a global leader in Voice of the Customer (VoC) retail solutions, today announced its acquisition of SnapRetail, a Pittsburgh-based, digital marketing platform aimed at boosting in-store traffic and online sales programs for retailers and brands. Details were not disclosed.

Research finds only 44% of downloaded content offered actionable information for IT buyers in the past 6-12 months

98% of ITDMs took additional actions after seeing technology solution advertisements

Foundry, an IDG, Inc. company, released its 10^th annual Customer Engagement study today which looks at the content preferences and effective engagement strategies that persuade IT decision-makers (ITDMs), providing a roadmap for technology vendors seeking to build impactful relationships with ITDMs.

The study delved into the technology purchase process, analyzing the types and volume of content consumed by IT buyers, as well as the effectiveness of technology ads. The research uncovered notable differences in content preferences among younger IT buyers, particularly Gen Z, compared to their older counterparts.

"For over a decade, our Customer Engagement Study has revealed the evolving preferences of IT decision-makers in their selection of tech vendors. This year’s results underscore the importance of tailored approaches, particularly as the workplace undergoes increased stratification across age groups. These results serve as a valuable strategic guide for vendors aiming to elevate their marketing strategies in the dynamic tech landscape," said Holly McWalter, Marketing and Research Specialist at Foundry.

The Impact of Effective Ads and Content

The study shows that tech advertising is an effective force in marketing. Over 98% of ITDMs said they took additional actions after encountering technology solution advertisements, with the majority conducting further online research (51%).

On an age basis, it’s worth noting that 30% of Millennials and 22% of Gen Zers interact with ads on social media platforms, a stark contrast to the more social-shy 9% of Boomers and 11% of Gen Xers.

Not to be overlooked is the enduring effectiveness of content in engaging ITDMs along their buyer journey. Overall, 90% expressed a willingness to share information with a tech vendor in exchange for valuable content, a result almost identical to last year’s 91%. This receptivity is most apparent in their readiness to register for product tests/reviews and analyst research. Vendor presentations, product demos, case studies, and technology news also rank high in their preferences.

Interestingly, age plays a role in the skepticism towards vendor content. Baby Boomers, representing the older demographic, exhibit a more cautious stance compared to their Gen Z counterparts. For instance, while 92% of Gen Z individuals are open to sharing information with tech vendors for content access, only 82% of Boomers express a similar willingness. This nuanced insight underscores the importance of tailoring content strategies to align with the diverse preferences of the target audience.

Timeliness Matters

Ensuring a prompt response is crucial in the realm of the IT purchase process. When ITDMs express the need for additional information, vendors must act promptly to maintain the momentum. Buyers indicated that the ideal timeframe for reaching out is within 17.5 hours after filling out a form.

It's noteworthy that expectations regarding response times vary across age groups. The tech-savvy Gen Z cohort, for instance, expects outreach within a swift 11-hour window, emphasizing their inclination for instant engagement. Conversely, Boomers adopt a more relaxed stance, deeming a response within 22 hours acceptable. Understanding and adapting to these diverse expectations can significantly enhance the effectiveness of vendor communication strategies.

Preferred Content Types Differ by Generation

Over the years, a key feature of the Customer Engagement research has been identifying the content types most valued by ITDMs throughout their purchasing journey. Since 2017, the top five categories have remained unchanged: product tests/ reviews (46%), demos/product literature (44%) and technology news (42%), vendor presentations and analyst research (38% each).

Broken down by age, contrasts do emerge in content preferences. Over half of Gen X respondents said product tests and reviews are important, a sentiment echoed by only 30% of Gen Z. Similarly, the value attributed to product demos and literature sees a contrast, with 44% of Boomers and 50% of Gen Xers finding them significant, compared to a much more modest 15% among Gen Zers.

In fact, the youngest cohort displays a reduced reliance on almost every form of published content when compared to their older counterparts. This divergence underscores the importance of understanding how to reach each age group based on the content they consume along the buyer journey..

Content Quality Is An Issue

Even though tech professionals value content, a substantial 87% find it challenging to discover high-quality content, revealing a persistent struggle in the industry.

A significant problem, cited by 39% of tech buyers, (up from 35% in 2022), is the overuse of marketing buzzwords. To elevate the quality of their content, tech marketers might consider minimizing or eliminating these jargon-laden elements, creating a more refined product tailored to their audience's preferences.

Other challenges highlighted by respondents include a lack of truly independent, unbiased information (35%) and content being too generalized (27%). New this year, Foundry asked ITDMs if they were concerned whether content is produced by product experts or is AI generated. Surprisingly, only 15% express concern, indicating either a familiarity and confidence in AI capabilities or a belief in their ability to discern flaws in AI-generated data.

Encouragingly, only 22% of ITDMs hesitate to download content because they don’t want sales follow-up. This reluctance has diminished from 38% in 2017 and 29% in 2022. This could indicate that tech vendors are better at targeting their outreach and applying account-based marketing tactics.

Region-specific nuances also come to light, with the hesitation to download content at 29% in North America but decreasing to 19% among APAC respondents and a mere 15% in EMEA.

Consistent Messaging Throughout the Sales Process

Content marketing is not just a nice-to-have it's a strategic necessity, as affirmed by the 72% of ITDMs who express a heightened likelihood of considering an IT vendor that provides educational support throughout every stage of the decision-making process. This statistic mirrors the sentiment observed in 2022, where an equally robust 74% shared the same perspective. Furthermore, close to two-thirds of respondents emphasize the reliance on vendor-supplied resources to aid in educating non-technical business users.

The absence of educational material is perceived as a drawback by a substantial 71% of respondents, highlighting the pivotal role of tech vendors in dedicating resources to formulate and implement a comprehensive content plan. This consistency in attitudes underscores the enduring importance of informative content throughout each stage of the purchase process in shaping positive perceptions and influencing the decision-making landscape within the tech industry.

The Demo’s Staying Power

Demos remain the most effective marketing tool for tech vendors. Overall, 98% of ITDMs say they have received value from a product demo. The most prized format is the in-person demo that showcases product functionality (56% up from 51% last year). Additionally, a limited time, full function trial of the product holds sway with 49% respondents, while virtual live demos are effective among 42% of respondents.

Regional nuances play a role in preferences, with buyers in North America showcasing a strong inclination towards virtual live demos (56%) over other demo formats. In contrast, buyers in EMEA and APAC express a marked preference for in-person meetings.

By generation, the research shows that Gen Z is more reluctant to participate in in-person demos (39%) compared to Boomers (56%), Gen X (59%) and Millennials (57%). Gen Z’s favored format is non-timed use of the product with limited functionality (41%).

Getting to the Shortlist

This year’s results reveal that 78% of buyers choose known and trusted brands for their shortlist, which is up from 73% last year. Interestingly, this sentiment is even more pronounced among buyers in enterprise organizations, with 82% expressing a preference for known and trusted brands, compared to 75% among small to mid-sized businesses.

Peers wield considerable influence in the decision-making landscape as well. Almost three-quarters of ITDMs convey a heightened receptivity to outreach from a tech vendor when aware of a colleague or peer already utilizing the vendor's technology.

Given the pivotal role of peers as a trusted source of information, marketers should actively seek ways to foster positive word-of-mouth. Engaging strategies that amplify positive experiences within professional networks can significantly enhance a brand's standing and influence within the tech market.

Early adopters of this next-generation data collaboration technology include Circana, Experian, ITV, NCSolutions, S&P Global Mobility, and Tesco Media & Insight Platform powered by dunnhumby

InfoSum, the world’s leading data collaboration platform, today announced the launch of Private Path. Circana, Experian, ITV, NCSolutions, S&P Global Mobility, and Tesco Media & Insight Platform are among the first who are in the process of utilizing this new data solution designed for a privacy-focussed era of measurement and data collaboration. Taking the existing power, privacy and connectivity of InfoSum’s data clean room, Private Path allows organizations to securely maximize the value of first-party data outside of the clean room environment. By providing an alternative to traditional crosswalk processing, Private Path enables data, measurement and media partners to collaborate faster, safer and more cost-effectively.

Unlike legacy solutions that require data to be centralized, Private Path uses patented non-reversible synthetic identifiers that mean data never has to be shipped in hashed or even raw form. This approach delivers granular measurement and data analysis at speed and scale for brands, media owners and agency partners while providing end-to-end privacy protection and greater control. Organizations can now better measure campaign performance by connecting sales and exposure data without worrying about exposure or loss of competitive advantage.

For example, using Private Path, a retailer can partner with a media owner to create sales conversion measurement reports for its advertising clients. By enabling data categories such as exposure and transaction data to be connected and analyzed while prioritizing privacy, the retailer and media owner can securely leverage their proprietary intelligence via InfoSum to maximize revenue, maintain privacy and improve advertising performance. Where a common identifier is unavailable, Private Path can be used in conjunction with InfoSum’s Identity Bridge solution to boost match rates.

“With Private Path, InfoSum once again redefines how organizations collaborate using data. Private Path brings all of InfoSum’s industry-leading privacy and security protections outside of the clean room environment, enabling organizations to use that connected intelligence for a wider array of use cases,” said Brian Lesser, Chairman and CEO at InfoSum. “As well as creating opportunities for media owners and brands to make more from their first-party data, it also opens up a path for measurement providers to offer new and innovative services to their clients, empowering them to perform analysis of campaign performance at speed without any risk of exposing sensitive customer data.”

"Circana’s audiences and frequent shopper transaction data have been available in the InfoSum platform for quite some time and allows users to quantify overlap within seconds,” said Amy Marentic, President of Global Solutions for Circana. “We are excited to further expand our engagement with InfoSum by entering a proof of concept for Private Path, which will enable our mutual clients to augment their first-party data with Circana’s robust transaction data, allow for activation and permit advertisers and their agencies to better understand and maximize performance of their campaigns across both traditional and emerging channels including streaming TV.”

“The seamless integration of Experian’s identity graph within InfoSum’s Identity Bridge solution empowers brands and media owners to connect and resolve datasets and varied identifiers,” said Aimee Irwin, Chief Strategy Officer for Marketing Services at Experian. “The combination of Private Path and Identity Bridge further enables data connectivity and interoperability, extending the value and impact of first-party data across measurement, attribution, and enrichment strategies. Underpinned by Experian’s identity graph, brands can realize unprecedented match rates, while utilizing collaboration technology that is rooted in respecting consumer privacy.”

"The launch of Private Path is a key development for us to more efficiently deliver insights to brands around the positive impact of ITVX advertising on lower funnel conversion metrics,” said Catherine Hallam, Head of Data Strategy at ITV. “Testing Private Path with Tesco Media & Insights Platform has confirmed that this innovative solution will enable us to maximise the value from collaborating on ITV and transactional datasets in a privacy-compliant way for collective benefit."

“In using InfoSum’s Private Path, we are able to provide marketers with an improved and safer way to activate our Polk Signals measurement solutions for campaign performance and first-party data enrichment,” said David Kaufman, Executive Director, Polk Automotive Solutions, S&P Global Mobility. “The flexibility, speed, and security of InfoSum’s technology improves data collaboration which is essential in providing actionable insights and performance metrics that help auto marketers maximize their revenue potential.”

“NCS is excited to be a part of this groundbreaking technology release that will enable the CPG industry to safely and securely leverage NCS purchase insights within the InfoSum Data Clean Room,” said Jeff Doherty, chief product and operating officer at NCS. “Direct access to critical customer insights for targeting, planning, and measurement is imperative to optimize campaign performance. This partnership is another way for NCS to provide effective CPG insights and measurement solutions to close the loop for advertisers.”

"Private Path provides the foundation for a next-generation measurement platform that takes the advertiser experience to a higher level," said Ciara Schmidt, Media Strategy and Partnerships Manager at Tesco Media & Insight Platform. "Helping brands to unlock the full potential of their data and uncover deep insights about their customers is a key priority for Tesco Media & Insight Platform. Private Path lets us do this at speed and scale without ever compromising consumer privacy."

Click's ContentSign technology, powered by the Nodle Network, gives Android users the ability to create authentic content for free

Click, the world's first digital trust network, is now launching on Android to provide content authenticity verification for creators globally. Following Click's successful launch on iOS and web platforms in December, Click is now cross-platform. This expansion gives Android's global userbase of over three billion access to the Click mobile app. Click addresses the common challenge of determining the authenticity of photos and videos with its proprietary technology, ContentSign. It caters to various users, including photographers, citizen journalists, reporters, law enforcement, sports fans, paparazzi and content creators.

Click for Android will be available globally, starting this month in English. Click will support all Android versions from Android 8.0 (Oreo) to the latest version, Android 14.0 (Upside Down Cake), making Click accessible to approximately 90% of Android's global userbase. Additional language and localization support for Click on Android is coming soon.

Click's ContentSign empowers individuals to effortlessly create and share authentic content with device location and verification through an immutable digital trust network, accompanied by proof of authenticity. Authentic content enriched with verifiable metadata can be easily confirmed for authenticity via Click's public website, mobile apps, and Content Credentials "Verify" page.

Click works in 3 simple steps:
(1) Click - to capture content (photos and videos) using the Click camera. Captured content is automatically C2PA certified.
(2) Swipe - to sign and record a proof of authenticity on the blockchain. Signed content is made public.
(3) Share - to publish with creator attribution (date, time and location details). Signed content can be shared anywhere, on any messenger, website, blog or social platform.

"We're excited to bring Click to Android (and iOS) devices worldwide in 2024, especially given the numerous elections taking place globally," said Micha Benoliel, Co-Founder and Chief Executive Officer at Nodle, creator of Click. "Determining what's real, fabricated or simply outdated is now more crucial than ever. We aim to address this massive problem by providing accurate and trusted information for the decision-making of two billion voters across 50 countries going to the polls this year."

Click actively supports the Coalition for Content Provenance and Authenticity (C2PA), which addresses the prevalence of misleading information online through the development of open technical standards for certifying the source and history (or provenance) of media content. C2PA is a Joint Development Foundation project formed through an alliance of companies, including Adobe, Arm, Intel, Microsoft and Truepic. Click is also a member of the Adobe-led Content Authenticity Initiative (CAI), which focuses on systems providing context and history for digital media, and Project Origin, a Microsoft- and BBC-led initiative that tackles disinformation in the digital news ecosystem. 

The report uncovers AI, real-time data as game-changers for CDP-users

Tealium, the largest independent and most trusted customer data platform (CDP), today launched its fifth annual State of the CDP report, Unlocking the Transformative Power of AI and Real-Time Data for CX, which comprised a global survey of 1,200+ IT, operations, marketing, and data and analytics leaders.

The report found that investment into real-time data accelerated in 2023, with 80% of respondents stating that leveraging real-time data is a critical business objective.

“Real-time data is truly mission-critical for a successful business strategy,” said Heidi Bullock, CMO at Tealium. “With the use of AI accelerating, the need for enterprises to adopt real-time data practices has become more significant. Embracing these technologies not only ensures a competitive edge today, but it also positions businesses to navigate the ever-evolving landscape of tomorrow, where resilience and agility fueled by real-time insights become the cornerstone of lasting success.”

For instance, a major retail company and Tealium customer, Bluestem Brands, is leveraging real-time data to enhance customer engagement and in-the-moment experiences.

“At Bluestem, we redefine engagement by seamlessly merging the tactile allure of print with the dynamic capabilities of digital,” said Eric Laubach, Bluestem Brands. “Imagine receiving a dynamically printed postcard showcasing the very items you left behind in your online cart—a personalized call to action that surpasses the boundaries between physical and digital channels. We don't just retarget abandonment, we create activations, and turn abandoned carts into opportunities for our customers to build, rebuild, or establish credit for a better financial life for themselves and their families.”

Additionally, leading wireless brand and Tealium customer, TracFone Wireless, a Verizon company, is building real-time data pipelines to accelerate media efficiency and customer experiences.

“Access to the right data, in real time, is critical to the success of building a true 360-view of our customers,” said Burak Ozan, Verizon Value Organization. “Through real-time visibility into customer behavior, we are better able to enhance the entire journey by offering proactive support and enhanced, personalized services. In today’s ever-changing world, real-time data is a tremendous asset to remaining agile.”

As 2023 reigns as the year of AI, a majority of CDP users are already receiving value from AI, with 80% of companies with CDPs recognizing business value from AI technologies vs. those without (51%). About 91% also responded that having a CDP in place is critical in providing the right data for AI and machine learning initiatives.

Additionally, CDPs were found to impact organizations’ bottom line, with efficient data-driven initiatives leading to immense cost savings. For instance, 90% of respondents are seeing significant value from their investments in CDPs, with 89% stating satisfaction in meeting their enterprise goals over the last year.

InMoment, the leading provider of Experience Improvement solutions, today announced that it has deepened its partnership with Bright, an award-winning, immersive learning platform, and has developed a fully integrated, AI-powered upskilling application to expand employees’ abilities, improve coaching, and decrease skill gaps. The offering provides a new way for large enterprises to elevate the employee journey, leading to a better overall customer experience (CX).

The integrated Bright and InMoment solution takes real-time InMoment data from the enterprise's operations—such as handle times, error rates, NPS, or customer survey scores—to identify each associate's strengths and weaknesses. Bright then automates a personalized, monthly upskilling path tailored to learners' development opportunities. The upskilling includes AI-powered simulations, during which learners are rated and coached as they speak, make decisions, and use simulated systems, making the practice and coaching experience realistic and relevant to the employee's goals.

“When companies talk about adaptive learning, they usually mean adjusting a learner's future courses based on prior quiz results,” said Rob Wright, CEO of Bright. “This is useful to a point, but it's limited to the courses and quizzes in the company's library, and it emphasizes content review over true practice and skill building. What we're doing now with InMoment is in a whole different category of personalization and automation.”

“As a longtime player in the Customer Experience Management space, we love the way this offering supports our vision of enabling an integrated CX approach by leveraging CX through EX,” said EVP of AI Products at InMoment, Jeff Catlin. “Employees practice the exact conversations that we've identified are negatively impacting the customer journey. The fact that Bright and InMoment can automate this process means we are making it easier to lift the customer journey, one employee and one skillset at a time.”

Over the last several years, Bright has leveraged InMoment's best-of-breed natural language processing (NLP) and AI stack to change how organizations and health systems train their associates. Bright's approach to conversation, chat, and software simulations, powered by the InMoment AI engine, has helped reduce training costs and ramp times up to 50% for customer and patient experience roles. This expanded partnership builds on that success and sets the foundation to bring the companies’ combined offerings to their collective customer bases.