Weave and Neo Team Up to Bring Smart Automation to Veterinary Clinics

Weave, the customer experience platform built for small and medium-sized healthcare businesses, has launched a new integration with Neo, the cloud-based veterinary practice management system from IDEXX. The collaboration aims to modernize veterinary clinic operations by automating repetitive tasks, enhancing communication, and improving the overall client experience.

In an increasingly competitive veterinary services market, operational efficiency and personalized care aren’t just nice to have—they’re business imperatives. This integration delivers on both, offering practices a smarter, more seamless way to stay connected with clients and their pets.

“This integration allows veterinarians to focus more on care and less on admin,” said a Weave spokesperson. “It’s about making every touchpoint count.”

What the Integration Unlocks

Here’s what veterinary practices get when they connect Weave with Neo:

• Appointment Reminders with Confirmation Writebacks: Automatically send reminders to clients and sync their responses in both Weave and Neo—helping reduce no-shows and manual follow-up.

• Automated Data Sync: Keep client contact details and appointment data consistently updated across platforms.

• Call Pop with Phones: When a client calls, their profile instantly appears, giving staff instant access to relevant information for more personalized service.

• Vaccination Reminders: Send automated texts so pet owners don’t miss important vaccination dates.

• Weave Reviews: Make it easy for clinics to collect and manage reviews on Google and Facebook—key for reputation management and new client acquisition.

• Missed-Call Texting: Respond automatically via SMS when a call is missed, helping practices convert more opportunities even when lines are busy.

• Text Writebacks: Seamlessly log SMS conversations into the Neo system, ensuring all communication is captured for continuity of care.

Veterinary clinics are often juggling tight schedules, emotional clients, and complex care plans—all while navigating outdated admin systems. This integration streamlines communications and ensures important updates don’t slip through the cracks, helping practices deliver care with confidence and convenience.

It also supports better payment experiences through Weave’s flexible billing tools, including text-to-pay, online payments, and patient-friendly payment plans—improving collection rates and reducing administrative overhead.

In short: Weave’s integration with Neo empowers veterinarians to spend more time treating pets and less time chasing down appointments, payments, or paperwork.

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Fresha Upgrades from SMS to RCS with Twilio, Sees Major Gains in Customer Engagement and Revenue

Fresha, the global booking platform for salons and wellness professionals, is proving that messaging innovation can drive real business results. By upgrading from traditional SMS to Rich Communication Services (RCS)—powered by Twilio and Google—Fresha has significantly boosted engagement, deepened customer trust, and increased partner revenue.

Handling over 700,000 daily appointments for 130,000 partners in 120 countries, Fresha needed more than just a messaging tool—it needed a verified, interactive, and high-performing communication channel that could scale globally without losing trust. The company found its answer in RCS.

“When messages come from a verified, recognisable Fresha brand, people engage more because they know it’s genuine,” said Jeremy Miller, Head of Product at Fresha. “That trust leads to stronger relationships and better outcomes.”

RCS vs. SMS: A Clear Performance Gap

RCS—often dubbed the next-gen SMS—offers verified sender IDs, rich media, and interactive buttons, giving brands more control over their messaging identity. For Fresha, RCS meant:

• 41.3% read rate on appointment-related messages

• 6% lift in appointment confirmations

• 7.1% jump in customer reviews

• 5.3% increase in tipping

• 99.2% message delivery rate

Those are not just better metrics—they’re measurable revenue drivers for Fresha’s salon and wellness partners.

“RCS stands out because it’s trustworthy,” said Stephen Brough, Global GTM Head – RCS for Business at Google. “Trust makes all the difference.”

No Code, No Friction: Deployment with Twilio’s API

Thanks to Twilio’s API, Fresha rolled out RCS messaging without any code changes. And because the company was already using Twilio’s infrastructure—including SMS, WhatsApp, voice, chat, and email—adding RCS was a natural extension of its omnichannel strategy.

With Twilio Flex, deployed through partner Zing, Fresha now manages all its customer communication channels in a single interface—tailoring engagement by geography, channel preference, and compliance requirements.

“Twilio lets us launch in new countries with complete confidence that our messages will be delivered,” added Miller. “We’re protected and trusted, wherever we go.”

Messaging That Builds Relationships, Not Just Reminders

In an era where 61% of consumers don’t believe brands use their data in their best interest (according to Twilio’s latest SOCER report), RCS gives businesses a way to stand out by showing up with transparency and intent. With this move, Fresha isn’t just chasing higher open rates—it’s turning everyday touchpoints into branded trust-builders.

“They’ve transformed messaging into a secure, branded space their customers recognise,” said Peter Bell, EMEA VP of Marketing at Twilio. “From the first booking to the final thank you and beyond.”

As more companies explore ways to differentiate in an AI-driven, privacy-conscious era, Fresha’s pivot to RCS messaging offers a compelling blueprint: Don’t just reach your customers—reassure them.

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Creating a marketing business plan isn’t just a box to check—it’s the blueprint for how your brand grows, engages, and competes. Whether you're launching a new campaign or overhauling your strategy, five foundational elements are essential for building a high-impact, data-driven marketing plan.

1. Executive Summary: Your Strategic Hook

The executive summary is your first—and perhaps only—chance to make an impression. Though it's written last, it appears first in your plan, offering a concise snapshot of your product, pricing, promotion, and placement strategies.

More than a table of contents, this section should capture stakeholder attention by clearly presenting:

• The business opportunity

• Market position

• Value proposition

• Core marketing objectives

A compelling narrative that reflects your brand’s philosophy and market ambitions sets the tone for what follows.

2. Situation Analysis: Know Your Terrain

A situation analysis evaluates both internal and external factors shaping your marketing environment. This is where SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis comes into play.

Key components:

• Macro trends: Economic, social, regulatory, and technological factors

• Micro insights: Competitor benchmarking and customer behavior patterns

• Performance review: Past marketing KPIs, lead conversions, sales trends

Understanding where you stand today informs where you can go tomorrow. Collaborating with cross-functional teams—especially sales and finance—ensures your insights are grounded in reality, not assumptions.

3. Target Audience: Profile with Precision

Identifying your ideal customer is essential for message-market fit. The more specific you get with demographics and psychographics, the more personalized and effective your campaigns will be.

Start with:

• Demographics: Age, gender, income, education, geography, and job title

• Psychographics: Values, lifestyle, buying motivations, interests

• Behavioral insights: Purchase habits, content preferences, channel usage

Developing detailed audience personas based on this data ensures your team crafts content, offers, and experiences that resonate—turning awareness into action.

4. Goals & Objectives: Align and Aim Smart

Set marketing goals that are ambitious yet attainable, and always aligned with your broader business strategy. Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) to define objectives such as:

• Increasing monthly inbound leads by 20% in Q3

• Growing email list by 10K subscribers in six months

• Improving conversion rate on product pages by 15% by year-end

Clear goals give your team direction and accountability—and make it easier to justify budget allocations or channel investments.

5. Evaluation & KPIs: Measure What Matters

A business plan without an evaluation strategy is like sailing without a compass. Define your key performance indicators (KPIs) early to track progress and adjust tactics as needed.

Depending on your strategy, your KPIs may include:

• Website traffic and bounce rate

• Social media engagement and follower growth

• Cost per lead (CPL) and return on ad spend (ROAS)

• Email open and click-through rates

• Customer acquisition cost (CAC) and customer lifetime value (CLTV)

Regular performance reviews—monthly or quarterly—ensure you stay agile and adaptive in a changing market.

A strong marketing business plan doesn’t just document your ideas—it validates them. By combining strategic thinking with data-driven insights across these five areas, you set your marketing function up for smarter execution and scalable success.

Whether you're a startup refining your GTM strategy or a growing brand seeking operational alignment, these five elements aren’t optional—they’re foundational.

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 RainFocus™, provider of the next-generation event marketing platform, today announced the RainFocus and Adobe Workfront Fusion integration. The solution seamlessly connects Adobe Workfront directly to RainFocus via Workfront Fusion. This enables event marketing teams to streamline event creation workflows by automatically creating events in RainFocus using approved Workfront requests. 

Meeting and event request forms often sit within event technologies, creating a disconnect between approved events and marketing workflows. The new integration simplifies event setup through fully templated experiences. By automating the process for event requests, approval, and creation from within Workfront, organizations can eliminate repetitive data entry, manual event setup processes, and time-consuming coordination between project management, event platforms, and marketing automation systems.

Teams can also leverage RainFocus’ Marketo integration to automatically clone specified Marketo Program Templates upon event creation in RainFocus for a complete field marketing events lifecycle.

“Organizations are increasingly investing in micro-events to deliver highly personalized experiences that strengthen their customer relationships, underscoring a need for automated event lifecycle management,” said JR Sherman, CEO of RainFocus. “This solution is another step in our partnership with Adobe to further align event teams and sales and marketing teams for strategic event planning and execution.”

“B2B companies are transforming events into a strategic marketing channel, reinforcing the need for innovative solutions that drive measurable results,” said Stephen Ratpojanakul, Senior Director, Digital Strategy Group at Adobe. “The RainFocus and Adobe Workfront Fusion integration has powerful use cases for field marketing events that eliminate manual processes for requesting meetings, enhance data accuracy, improve operational efficiency, and accelerate time to market.”

In early 2025, RainFocus was recognized as the B2B Technology Partner of the Year for the second consecutive year. As an Adobe Technology Partner, RainFocus has launched additional data integration solutions with Adobe, including the Destination Connector and the Source Connector.

Click here for more information about the new integration and RainFocus’ partnership with Adobe.

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In a move that redefines the phrase “out-of-this-world marketing,” legal marketing innovator ADSQUIRE has become the first in its industry to send its brand into space.

Launched on July 16, 2025, this cosmic stunt isn’t just a flashy PR play—it’s a calculated signal that the company is willing to go where no legal marketer has gone before, literally. For an industry often weighed down by tradition and regulation, ADSQUIRE's orbital branding moment speaks volumes about its appetite for bold, attention-commanding innovation.

Branding Beyond Borders—Earth’s, That Is

The mission? To reflect the limitless potential of both legal tech and lead generation for law firms. By breaking through Earth's atmosphere, ADSQUIRE isn’t just elevating its logo—it’s elevating expectations for what modern B2B marketing can be.

"Sending our brand into space is more than a statement—it's a demonstration that we don't just follow trends; we launch them," said Anthony Higman, CEO of ADSQUIRE. That quote might sound like marketing hyperbole, but in this case, the pun is earned.

Why This Matters

Legal marketing is traditionally conservative, focusing on SEO tweaks, PPC campaigns, and LinkedIn ads. By launching its brand into orbit, ADSQUIRE signals a willingness to experiment beyond these digital boundaries. It's a metaphorical and literal moonshot—underscoring its role as a risk-taking leader in the sector.

The space launch also underscores a broader shift in B2B branding. As competition tightens and AI reshapes how firms engage clients, standing out takes more than keywords—it takes imagination. ADSQUIRE’s space gambit joins a growing list of companies adopting spectacle-driven brand moments to break through the noise.

ADSQUIRE’s Long Game

This isn’t a one-off stunt. It’s part of the company’s wider mission to empower law firms through a blend of data-driven strategy, creativity, and now, some serious altitude. The move complements ADSQUIRE’s ongoing efforts to modernize legal marketing and make law firms more visible in an increasingly competitive digital landscape.

As space tourism looms and private aerospace firms open the skies to new ventures, ADSQUIRE’s branding move could spark a trend in cross-industry stunts that blur the line between spectacle and strategy.

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As enterprises double down on digital transformation and data-first customer strategies, Salesforce continues to dominate the CRM landscape. Stepping in to meet surging global demand, Hyperlink InfoSystem has unveiled a competitively priced Salesforce development service—offering certified professionals starting at just $25 an hour.

It’s a savvy move. With Salesforce entrenched as the backbone of customer operations for businesses across industries, the need for agile, cost-effective implementation partners has never been higher. Hyperlink InfoSystem—already a recognized global IT services leader—aims to make CRM sophistication more accessible without compromising on quality.

The Right Talent, at the Right Price

Whether you're a lean startup or a sprawling enterprise, finding experienced Salesforce developers is often costly and complex. Hyperlink InfoSystem simplifies the process with a clear value proposition: certified developers, flexible hiring models, and no hidden fees. Options range from hourly to full-time engagements, making it easier for businesses to scale resources based on evolving project needs.

"Salesforce is at the core of digital transformation for many businesses today," said Harnil Oza, CEO of Hyperlink InfoSystem. "By offering scalable Salesforce development services at competitive rates, we're helping businesses of all sizes unlock the true potential of CRM-driven growth."

Beyond Implementation: Full-Stack Salesforce Expertise

What sets this initiative apart is the breadth of services wrapped into the offering. Hyperlink InfoSystem isn’t just supplying coders—they’re delivering end-to-end CRM solutions through a team of certified experts proficient in:

• Apex coding & Lightning components

• Workflow automation

• Custom app development

• Third-party integrations

• Salesforce administration

• Long-term platform support & maintenance

The company’s developers are well-versed in agile methodologies and rapid onboarding, ensuring that clients—whether in the US, UK, India, or the UAE—benefit from timely delivery and platform reliability.

A Growing Market for Scalable CRM Solutions

With Salesforce revenue continuing its upward climb and digital customer experience now central to competitive advantage, the global market for skilled Salesforce professionals is hotter than ever. Hyperlink InfoSystem’s aggressive pricing and global reach may offer a timely solution for businesses feeling the squeeze between demand and developer scarcity.

As the CRM gold rush continues, this offering positions Hyperlink InfoSystem not just as a services vendor, but as a strategic enabler of long-term customer success.

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D2E Labs is bringing serious operational muscle to its executive bench. The performance-driven marketplace services platform has appointed Karan Raturi as Chief Operating Officer, tasking him with steering operations across its expanding portfolio—which includes Market Defense and Lunge Marketing.

Raturi’s resume reads like a playbook for scale. With growth leadership roles at Wayfair and Bark.com, he’s built a reputation for operational rigor and performance marketing savvy. At D2E Labs, he’ll be applying that experience to unify and elevate the agency group’s client delivery, internal systems, and cross-company strategy.

Taking Charge Across Prime Channels

Market Defense, D2E Labs’ beauty-focused Amazon agency, and Lunge Marketing, which zeroes in on lifestyle and home categories, will fall directly under Raturi’s operational oversight. His mandate: drive cohesion between these specialized agencies, improve execution speed, and scale results without diluting precision.

"Joining at the height of Prime Day season puts the work into sharp focus," Raturi noted. “These are high-stakes moments for brands… From strategy to execution, they're running full-scale campaigns that move the needle.”

It’s a fitting time to bring in a performance-minded leader. With marketplace competition fiercer than ever and retail events like Prime Day dictating quarterly swings, D2E Labs is betting that tighter integration and operational consistency will be key to unlocking accelerated growth.

A Data-Driven Leader for a Data-Driven Platform

D2E Labs, a private equity–backed platform, is focused on acquiring and scaling digital marketing and commerce enablement businesses. Its formula: back high-potential agencies, then supercharge them with strategic alignment and operational support.

“Karan brings the right mix of energy, data-driven execution, and digital marketing expertise,” said Charles Tellier, CEO of D2E Labs. “His experience scaling complex organizations makes him a great fit to lead our next chapter.”

With this move, D2E Labs signals it’s serious about evolving from a loose federation of agencies into a unified growth machine—one that can deliver not just campaign performance, but platform-wide operational excellence.

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As Large Language Models (LLMs) rewrite the rules of digital discovery, PR Newswire is evolving right alongside them. The press release distribution giant is rolling out enhanced Multichannel Amplification™ services, arming communicators with tools to stay visible, relevant, and AI-ready in an increasingly algorithm-driven media ecosystem.

This isn’t just about wider reach. It’s about smarter, more strategic content delivery—tuned for how modern search engines and AI models surface and summarize information. With LLMs now powering everything from Google SGE to generative AI chatbots, the stakes for showing up in the right snippet or summary have never been higher.

Topical Authority in the Age of AI

At the core of PR Newswire’s offering is topical authority—a concept that’s become vital as LLMs lean more heavily on trusted sources to generate accurate responses. By tapping into its extensive distribution network across major media, niche publications, and search engines, PR Newswire helps brands insert themselves directly into the digital conversation as credible, quotable sources.

In a world where AI now decides which voices are amplified, authority equals visibility.

Structuring Content for AI Discovery

PR Newswire’s platform also emphasizes AI-friendly optimization, enabling brands to format and structure releases in ways that resonate with LLMs. Think clean semantics, contextual clarity, and keyword strategies that go beyond SEO basics—designed to influence how AI models understand and surface your content.

“PR Newswire's platform is built for today’s evolving media landscape, deeply impacted by the rise of LLMs,” said Jeff Hicks, Chief Product and Technology Officer. “We're not just distributing press releases—we're giving brands the tools to influence conversations, rank as topical authorities, and be found in the ways people are searching today.”

One Message, Many Outcomes

Whether you're targeting media coverage, investor updates, thought leadership, or brand visibility, the Multichannel Amplification™ approach lets communicators achieve multiple goals with a single release. PR Newswire’s AI-aligned strategy helps maximize the downstream impact of every announcement—whether it’s read by a journalist, surfaced by a chatbot, or indexed by a search engine.

This move positions PR Newswire as more than a distribution service—it's a strategic partner for brands navigating the intersection of AI, content, and credibility.

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