Pathlabs, a leading Media Execution Partner (MEP) specializing in digital media solutions for agencies, has announced the appointment of JC Clarke as Vice President of Agency Growth. Clarke brings over 20 years of expertise in client acquisition and revenue strategies, having held senior roles with industry leaders like Ogury, Big Village, Samba TV, and NBCUniversal Media.

Leadership Alignment for Growth:
Evan Ladensack, Chief Sales Officer at Pathlabs, shared his excitement about Clarke’s appointment:
"We are thrilled to welcome JC to Pathlabs. His extensive experience and strategic vision align perfectly with our mission to empower independent agencies with unparalleled media execution services. JC's leadership will be instrumental as we continue to expand our reach and deliver exceptional value to our partners."

JC Clarke’s Vision and Expertise:
In his new role, Clarke will focus on:

• Growth Strategies: Developing and executing plans to strengthen Pathlabs’ agency partnerships.
• Business Expansion: Identifying new opportunities in the rapidly evolving digital advertising landscape.
• Client Engagement: Optimizing partnerships to ensure agency success.

Expressing his enthusiasm, Clarke stated:
"Pathlabs has established itself as a dynamic force in the media execution space, and I am honored to join such a forward-thinking team. I look forward to leveraging my experiences and relationships to contribute to the company's growth and to support our agency partners in achieving their goals."

Strategic Momentum Post-Acquisition:
This announcement follows Pathlabs' recent acquisition by MiQ, a leader in programmatic media solutions. With Clarke’s leadership, Pathlabs is set to solidify its position as the go-to partner for independent agencies, offering end-to-end media execution solutions tailored for success.

The addition of JC Clarke to Pathlabs’ leadership team marks a significant step in the company’s mission to empower agencies with innovative digital media solutions. His expertise and vision promise to drive growth and create lasting value for agency partners.

The Customer Data Platform (CDP) industry is evolving, targeting new users, industries, and regions as it enters a second wave of growth, according to the latest survey by the Customer Data Platform Institute. While customer data unification has seen remarkable progress, the pace of new deployments shows signs of slowing.

Progress in Data Unification and CDP Adoption:

• Unified Customer Databases: For the first time, 57% of respondents report having a unified customer database.
• Deployed CDPs: A notable 68% of companies have deployed a CDP.
• Future Deployments: In-process and planned deployments have dropped from 25% to 17%, signaling potential challenges in sustaining growth.

Bright Spots for Future Growth:

• B2B Firms: Higher expected CDP deployments compared to other sectors.
• Mid-Sized Businesses: Demonstrating increasing interest in leveraging CDPs.
• Regions Outside the Americas: Emerging markets are showing promising adoption trends.

Key Findings from the Study:

1. Enterprise-Scale Success:
   • 81% of companies with over $10 billion in revenue have CDPs deployed or in progress.
   • Smaller firms lag behind, with only 27% reporting deployments.
2. Unified Data and CDPs:
   • 56% of companies with unified customer data now also use a CDP, marking a shift from previous trends.
3. CDP Value and Vendor Claims:
   • 64% of deployed CDPs are delivering significant value, though this figure is declining.
   • Vendors are more cautious, with fewer claiming universal implementation success.
4. Management and Satisfaction:
   • Satisfaction with martech results is highest when managed by dedicated martech teams.
   • IT teams are increasingly managing martech systems, a shift from departmental control.
5. Packaged vs. Warehouse-Native CDPs:
   • Traditional packaged CDPs remain dominant, though nearly a quarter of service vendors now prefer "warehouse-native" approaches.

Challenges and Priorities:

• Top Purpose: Unified data remains the primary goal for deploying CDPs.
• Major Obstacles: Organizational issues are the biggest barriers to success.
• Selection Priorities: Integration capabilities are the most critical requirement for choosing a CDP, followed by features. Cost-focused decisions often result in lower success rates.

The CDP industry is navigating through shifts in growth patterns, with notable adoption among B2B firms, mid-sized businesses, and emerging markets. While progress in data unification is promising, challenges like organizational issues and slower deployment rates remain. Companies that prioritize features and integration over cost continue to see better outcomes, reaffirming the need for strategic planning in CDP implementation.

Interact Marketing, a leading national digital marketing agency based in Newburgh, is excited to announce its expanded suite of AI-powered marketing solutions for 2025. From revolutionizing campaign optimization to pioneering advancements in video production and content creation, Interact Marketing is driving digital innovation to help businesses stay ahead in a competitive landscape.

Revolutionizing Campaign Optimization

Interact Marketing is setting new standards for campaign performance with advanced machine learning tools that deliver:

• Real-Time Insights: Analyze and optimize ad placements instantly for maximum impact.
• Behavioral Predictions: Predict customer actions to craft more targeted strategies.
• Enhanced ROI: Achieve higher returns through precise targeting and smarter budget allocation.

These enhancements empower businesses to maximize campaign efficiency and stay ahead in the dynamic digital marketing space.

AI-Driven Video Production

With video content at the core of digital engagement, Interact Marketing’s AI-assisted tools offer:

• Automated Editing: Save time with intelligent editing solutions.
• Personalized Video Content: Deliver tailored messages to specific audience segments.
• Performance Analytics: Use AI-driven insights to measure video effectiveness and fine-tune strategies.

These tools enable brands to produce captivating videos that engage audiences and drive conversions.

Elevating Content Creation

In 2025, content continues to be king, and Interact Marketing ensures its clients remain on top with AI-enhanced content solutions:

• SEO-Optimized Content: Quickly generate high-quality blogs, web content, and social media updates.
• Humanized Content Refinement: Incorporate rigorous human editing to minimize AI dependency, ensuring compliance with future search algorithms.
• Engaging Material: Create content that drives traffic, enhances visibility, and resonates with audiences.

This balanced approach blends speed, quality, and adaptability to deliver exceptional results.

A Commitment to Innovation

Joe Beccalori, CEO of Interact Marketing, shared his vision:
“As AI technology evolves, so do our strategies. Our expanded AI offerings reflect our dedication to helping businesses thrive in an increasingly competitive digital landscape. By harnessing AI’s potential, we aim to deliver smarter, faster, and more impactful marketing solutions.”

Interact Marketing’s 2025 expansion solidifies its position as a leader in digital marketing innovation. With cutting-edge advancements in campaign optimization, video production, and content creation, the agency empowers businesses to achieve unparalleled success in the ever-changing digital realm.

Exact Market, a WBENC-certified, woman-owned technology marketing agency, is proud to announce its new AI Go-to-Market (GTM) Practice. This dedicated service is designed to help technology companies differentiate their AI solutions and establish market leadership in a rapidly evolving and competitive industry.

Bridging the Gap Between Innovation and Market Success

In the fast-paced AI sector, technical advancements often outstrip time-to-market capabilities. Exact Market addresses this challenge with a comprehensive portfolio of services that include:

• Strategic Workshops and GTM Development: Build actionable go-to-market strategies tailored to AI innovations.
• Market Analysis and Competitive Positioning: Identify opportunities and position AI solutions effectively against competitors.
• Product and Solution Messaging: Craft compelling narratives that resonate with target audiences.
• Content Planning and Development: Develop high-impact marketing materials aligned with AI solutions.
• Campaign Creation and Management: Execute targeted campaigns to boost visibility and engagement.
• Ecosystem and Alliance Activation: Strengthen partnerships to enhance market reach.
• Sales Enablement and Demand Generation: Equip sales teams with tools and strategies to drive results.

Driving Differentiation in a Crowded Market

Rachel Beckler, AI GTM Practice Leader at Exact Market, emphasizes the importance of turning vision into action:
“The AI market has reached a pivotal inflection point. Success will belong to those who can transform innovative ideas into actionable strategies while building trust. Our dedicated practice helps amplify how AI innovations are introduced to the market and ensures their long-term success.”

Co-founder and CEO Susie Almaneih further highlights the significance of this launch:
“Exact Market is the first and only tech marketing agency with a dedicated managed service practice focused on AI differentiation. From startups to Fortune 100 companies, our AI GTM Practice empowers organizations to seize opportunities, scale their offerings, and meet industry demands strategically.”

Empowering Organizations to Lead in AI

Exact Market's AI GTM Practice equips technology companies with the tools, insights, and strategies to maximize engagement, generate demand, and empower their sales and partner ecosystems. By bridging technology and marketing, this innovative practice ensures AI solutions achieve their full potential in a competitive marketplace.

Exact Market’s AI GTM Practice sets a new standard in technology marketing, helping organizations strategically position themselves for growth and leadership in the AI sector. With a proven framework and comprehensive services, Exact Market empowers clients to differentiate their AI solutions and achieve lasting success.

Transwestern has announced the appointment of Frances Thomson as Chief Marketing Officer (CMO). In her new role, Thomson will lead the development and execution of Transwestern's marketing strategy, overseeing brand management, communications, and sales enablement across its integrated platform, which spans real estate services, development, investment management, and hospitality.

A Leader in Cross-Functional Collaboration

As a member of Transwestern's executive committee, Thomson's focus will be on ensuring alignment and collaboration across departments to drive brand visibility and engagement. CEO Larry P. Heard expressed confidence in Thomson's leadership:
"Frances is a talented, passionate, and energetic leader with a proven ability to inspire and collaborate with internal and external partners and investors. Her strengths as a cross-functional team builder, relationship manager, and pragmatic thinker will advance Transwestern's mission of achieving extraordinary results."

Thomson’s Experience and Expertise

Thomson brings over a decade of marketing leadership to Transwestern. Before joining the company, she spent 10 years at CBRE, managing property marketing and business development initiatives. Her most recent role at CBRE was as Marketing Director for Capital Markets, where she led go-to-market strategy, messaging, content, and creative for value positioning. She also has extensive experience in project management and brand development from her time at FKM, a Houston-based marketing agency.

Vision for Transwestern's Growth

Thomson holds a Bachelor of Arts in Communication Studies from Vanderbilt University. In her new role at Transwestern, she expressed excitement about the organization's transformational growth and her desire to enhance the visibility and engagement of the firm's experts:
“Transwestern is a respected industry leader with an unparalleled culture and a reputation for service excellence. During this period of transformational growth, I’m eager to work with leaders and marketing teams to deliver greater value to our investors and clients.”

Frances Thomson's appointment as CMO marks a pivotal moment in Transwestern's continued growth and success. With her extensive experience and leadership skills, she will play a key role in shaping the company's marketing strategy, driving brand recognition, and strengthening client relationships.

PawnMaster, a leading provider of pawnshop management software, has announced an integration with Pawn Leads to maintain uninterrupted text messaging services for its users. This partnership ensures that PawnMaster customers will continue to benefit from essential text messaging capabilities through Pawn Leads’ robust communication platform.

A Seamless Integration for Enhanced Communication

This integration allows PawnMaster users to maintain and optimize their customer communication with features such as automated reminders, follow-ups, and AI-powered segmentation for targeted messaging. By integrating these capabilities with Pawn Leads’ platform, PawnMaster can offer even greater functionality to its users, facilitating better engagement and conversion tracking.

Vanessa Gray, President of PawnMaster, expressed her excitement about the collaboration:
“We’re thrilled that we were able to find a solution for our users, and even more thrilled that we’re able to integrate with a company that knows and loves the pawn industry as much as we do.”

Key Benefits of the PawnMaster and Pawn Leads Integration

The integration offers several powerful benefits for PawnMaster users, including:

• Two-way texting capabilities for seamless customer communication
• Automated text reminders and follow-up messages to increase customer retention
• AI-powered customer segmentation to enable targeted, personalized messaging
• Enhanced lead management and conversion tracking to optimize business performance
• Integrated CRM tools to streamline customer relationship management and improve engagement

AI-Powered Solutions for the Pawn Industry

Jeff Trimble, CEO of Pawn Leads, shared his enthusiasm for the collaboration:
“We’re excited to integrate with PawnMaster. Our AI-powered platform will provide these businesses with powerful tools to optimize customer communication and drive growth through intelligent automation and workflows. This integration demonstrates our commitment to serving the pawn industry with specialized solutions that meet their unique needs.”

The integration between PawnMaster and Pawn Leads promises to significantly enhance the customer experience for pawn shops by providing seamless, automated communication tools. This partnership ensures PawnMaster users can continue driving customer engagement and growing their business with AI-powered solutions tailored to the needs of the pawn industry.

Squad, a leading influencer marketing platform, has launched its exclusive “Sponsor” button on Famous Birthdays, creating a game-changing solution for brand collaborations with internet personalities. Famous Birthdays, a widely popular database profiling celebrities and creators, boasts 25 million unique visitors monthly and offers proprietary, manually verified insights into creators. This strategic integration aims to simplify the way brands connect with creators for impactful marketing campaigns.

1. About Famous Birthdays

• A premier database profiling celebrities and creators in a simple, entertaining format.
• Available in Spanish, Portuguese, and French.
• Attracts 25 million unique monthly visitors.
• Offers verified insights for brands to identify creators for campaigns.

2. The Role of Squad's “Sponsor” Button

• Seamlessly integrates into Famous Birthdays profiles to connect advertisers with creators.
• Provides a one-stop solution for brands to engage with creators, eliminating the need for direct outreach.
• Suggests alternative talent options at various price points through Squad’s expansive network.
• Maximizes performance metrics by targeting audiences across multiple touchpoints.

3. Benefits of the Integration

• Simplifies the influencer discovery process for marketers.
• Expands advertiser relationships with diverse creators.
• Drives campaign results through alignment with advertiser goals and values.
• Facilitates multi-touchpoint engagement to maximize metrics.

4. Pilot Program Insights

• The “Sponsor” button is featured on 2,500 Famous Birthdays profiles during the pilot phase.
• Demonstrates Squad’s innovative approach to influencer marketing.

5. Statements from Leaders

• Anthony Adamovich, CEO of Squad, emphasized the marketer-first approach to streamlining creator collaborations.
• Evan Britton, founder of Famous Birthdays, highlighted Squad’s impact on the creator economy in 2024, citing its acquisitions, AI-powered tools, and expert team.

The exclusive partnership between Squad and Famous Birthdays marks a significant milestone in influencer marketing. By introducing the “Sponsor” button, Squad is transforming how brands engage with creators, offering an innovative, efficient, and impactful solution for modern marketing campaigns.

NetElixir’s LXRInsights is redefining how e-commerce brands approach experimentation with Google Ads, making it simpler, faster, and more effective. In an era of rising ad costs and unpredictable consumer behavior, scalable experimentation strategies have become essential for unlocking incremental revenue and achieving sustainable growth.

1. The Importance of Experimentation

• Today: Helps businesses navigate economic uncertainties, optimize ad budgets, and maximize returns.
• Tomorrow: Keeps brands ahead of market trends by identifying effective strategies for various audiences.
• Forever: Drives innovation, ensuring resilience in competitive landscapes.

2. How LXRInsights Simplifies Experimentation

• Audience-Driven Experiments: AI-powered customer segmentation to target high-, mid-, and low-value groups or predictive segments like likely-to-churn customers.
• Product-Centric Testing: Focus on high-margin products, best sellers, or new launches to enhance ROI.
• Sequential Geo-Testing: Add geographic filters for precise, measurable insights.
• Data Integration: Seamlessly combine Shopify and BigCommerce data with Google or Meta Ads for enriched audience signals.
• Generative AI Support: Reduces setup time with AI-generated campaign names and descriptions.

3. Case Study: Proven Results with LXRInsights
A leading online retailer achieved remarkable success using LXRInsights to refine their Google Ads campaigns:

• 2X Conversion Rate: High-value customer segments performed better than regular audiences.
• 30% Revenue Growth: Achieved without increasing ad spend.
• HVC Share Growth: Increased high-value customer mix from 5% to 10%.
• 95% Higher ROAS: Delivered greater efficiency and profitability through HVC-focused campaigns.
  These results not only improved short-term performance but also guided long-term strategies across markets.

4. The Future of Experimentation

• Experimentation is a continuous process that fosters growth and innovation.
• LXRInsights equips businesses with the tools to test, learn, and scale in a dynamic e-commerce environment.
• Embracing a mindset of experimentation is essential for uncovering hidden revenue, increasing ROAS, and building resilient marketing strategies.

LXRInsights by NetElixir transforms the complexity of Google Ads experimentation into actionable insights for e-commerce brands. From audience segmentation to data integration, it empowers marketers to achieve measurable results and scale their strategies. As Udayan Bose, Founder and CEO of NetElixir, says, "With LXRInsights, marketers no longer need to guess. They can make data-driven decisions, run targeted tests, and achieve results that speak for themselves."