Resonate, a leader in predictive consumer intelligence, has released its Spring 2025 Outlook Consumer Trends Report, uncovering major shifts in American consumer behavior. As financial stability improves, more Americans are becoming debt-free, reshaping spending priorities and lifestyle choices.

According to Bryan Gernert, CEO of Resonate, these insights provide businesses with critical intelligence to optimize marketing strategies and adapt to evolving consumer sentiment.

Consumer Trends for 2025

1. Improved Financial Health

• Consumer debt levels have declined for the first time since November 2023.
• More Americans report being financially stable, leading to increased confidence in spending.

2. Shifting Spending Priorities

• With greater disposable income, consumers are prioritizing home improvements and major purchases.
• Brands catering to home and lifestyle upgrades are set to benefit.

3. Rise of the Staycation Trend

• 40% of Americans plan to stay closer to home this summer.
• Home-based leisure and local experiences are gaining popularity.

4. Lingering Economic Concerns

• Despite personal financial improvements, worries about healthcare costs, government leadership, and corruption persist.
• A record 42.5% of Americans believe the economy may never fully recover to pre-pandemic levels.

Implications for Brands & Retailers

• Businesses must align their marketing strategies with evolving consumer behaviors.
• Understanding financial trends and sentiment shifts is crucial for driving engagement and sales.
• Marketers should emphasize value-driven messaging and home-focused experiences to connect with changing consumer priorities.

Upland Software, Inc. , a leader in AI-enabled cloud software for digital transformation, has announced a major upgrade to Upland Adestra. The latest enhancement, Audiences, revolutionizes data-driven analytics for email marketers and data analysts, enabling them to build deeper intelligence and optimize campaign performance.

Shawna Weaver, Senior Vice President and General Manager of Audience Engagement solutions at Upland Software, emphasized the importance of empowering marketers with actionable insights. With Adestra’s Audiences, users can unlock new opportunities within customer data, streamline processes, and drive revenue growth.

Features of Adestra’s Audiences

1. Identify Key Segments

• Utilize drag-and-drop charts, tables, and Venn diagrams to define and target high-value audience segments.
• Design tailored campaigns that drive engagement and conversion.

2. Uncover Critical Buying Patterns

• Analyze customer interactions to identify key behaviors and retention drivers.
• Develop a strategic view of audience engagement to boost customer loyalty.

3. Explore Actionable Insights

• Move beyond predefined workflows to ask dynamic, data-driven questions.
• Leverage insights for hyper-personalized campaigns and predictive trend analysis.

4. Maximize ROI

• Optimize resource allocation and campaign spending using derived data.
• Stand out in crowded inboxes with precision-targeted messaging.

Industry Endorsement & Impact

Sidney Ushurhe, Email Specialist at more2, praised Audiences for its transformative capabilities, noting how it consolidates multiple data sources into one unified view. The ability to target customer segments with overlapping Venn diagrams makes email marketing more efficient and precise.

With enhanced data-driven capabilities, Adestra’s Audiences provides marketers with advanced tools for audience segmentation, visualization, and high-performance campaign execution. These innovations elevate marketing efficiency, enhance collaboration, and drive higher sales conversions.

Voyantis, an AI-driven growth platform specializing in customer acquisition and lifecycle optimization, has secured $41 million in funding, bringing its total funding to $60 million. Led by Intel Capital, with participation from Square Peg, Target Global, Jibe, Redseed, Alicorn, 20Growth, Essential, and ICON, this funding will accelerate Voyantis' expansion and fuel innovation in AI-powered predictive growth solutions.

Intel Capital Investment Director Lisa Cohen will join Voyantis' board to support its rapid growth trajectory.

Voyantis: Transforming Growth in the AI Era

Tripled ARR for Two Consecutive Years
Expanded Customer Base with Clients Like Miro, Rappi & Moneylion
Predictive AI for Smarter Customer Acquisition & Retention

With businesses shifting from growth-at-all-costs strategies toward efficient and sustainable growth, Voyantis empowers teams to identify, engage, and retain their most valuable customers. The platform leverages predictive and prescriptive AI to eliminate guesswork and automate actions based on real-time customer value predictions.

AI-Powered Growth & Customer Lifecycle Optimization

Predictive AI – Determines the future value of customers in real time
Prescriptive AI – Automates actions & incentives via Salesforce & Braze
Data-Driven Growth Metrics – Aligns acquisition with long-term profitability

Ido Wiesenberg, CEO & Co-Founder of Voyantis, shares:

"Traditional growth playbooks are being re-written in the AI era. Our mission is to empower businesses to leverage AI for smarter, more intentional customer acquisition, nurturing, and retention."

Intel Capital’s Vision for AI-Driven Growth

Intel Capital’s Lisa Cohen highlights the industry shift toward maximizing customer lifetime value (LTV):

"Companies of all sizes are prioritizing smarter, more efficient campaigns. Voyantis’ AI-driven approach automates and optimizes this process, unlocking sustainable and predictable growth."

Global Expansion & Future Plans

With offices in the US, EMEA, LATAM, and Israel, and a growing team of 70+ employees, Voyantis plans to:
Expand hiring across sales, marketing & delivery teams
Enhance GTM strategy to drive deeper market penetration
Invest in R&D to refine AI-driven automation for growth

Voyantis is redefining customer acquisition and retention through AI-powered predictive intelligence, helping businesses optimize unit economics and drive sustainable profitability. With $41M in fresh funding, the company is poised for global expansion and innovation in growth automation.

Akia, the premier guest journey platform, has launched a powerful email and SMS marketing suite designed to increase direct bookings. This suite seamlessly integrates with leading property management systems (PMS) and Akia’s AI-driven journey platform, enabling hotels and vacation rentals to enhance guest engagement and retention.

Features of Akia’s Marketing Suite

Drag & Drop Campaign Builder – Easily create emails and SMS with pre-designed templates
Data-Driven Insights – Leverage PMS integration for personalized targeting
Dynamic Audience Segmentation – Reach guests based on preferences & behavior
Centralized Guest Profiles – Store phone numbers & unmasked email addresses
Real-Time Reporting Dashboard – Monitor campaign performance and key booking metrics

Building on SMS Success

Akia has already transformed guest engagement with its SMS tool, enabling properties to:
Capture & Store Guest Contact Information
Send Personalized Offers Based on Guest Data
Track Birthdays, Anniversaries & Special Occasions for Targeted Campaigns

Frederik Hermann, VP of Marketing at Akia, shares:

“Akia’s new Marketing Suite empowers hospitality teams to drive more direct bookings with ease. By combining email and SMS with real-time guest data, properties can engage guests effortlessly and maximize revenue.”

Email Marketing Capabilities & Automation

Dynamic, Real-Time Audience Lists – Automatically update based on guest attributes
Automated Rebooking Campaigns – Set up a 90-day follow-up email to past guests
Ongoing Email Sequences – Keep guests engaged with timely offers & promotions

With pre-designed components and automation tools, Akia’s Marketing Suite ensures that busy hospitality professionals can execute high-impact marketing without complexity.

With Akia’s AI-powered Marketing Suite, hotels and vacation rentals can now streamline their email and SMS marketing efforts, maximize direct bookings, and enhance guest engagement.

SurveyMonkey has announced a major update to SurveyMonkey for Salesforce on Salesforce AppExchange, enhancing automated survey programs with personalized email capabilities. This integration empowers businesses to collect actionable customer feedback, streamline workflows, and drive data-driven decision-making within Salesforce.

Benefits of the Enhanced Integration

Automated Surveys – Create and send personalized email surveys directly from Salesforce
Advanced Email Collector Features – Analytics, HTML formatting, and embedded first-question options
Hyper-Personalization – Merge Salesforce data with survey responses for targeted campaigns
Seamless Salesforce Integration – A trusted AppExchange solution ensuring security and reliability

By combining customer survey data with Salesforce’s CRM insights, businesses can track key customer experience metrics like:
Customer Satisfaction Score (CSAT)
Net Promoter Score (NPS®)
Customer Effort Score (CES)

This 360-degree customer view allows organizations to improve customer experience, retention, and business growth.

Industry Impact & Adoption

Customer-Centric Growth – Leverage real-time insights to boost customer engagement
Sales & Marketing Alignment – Use survey responses to fine-tune outreach strategies
Actionable Feedback – Measure how customer sentiment impacts loyalty and conversions

Leadership Insights

Priya Gill, Global Head of Marketing, SurveyMonkey

“SurveyMonkey for Salesforce is one of our most popular integrations. We’re excited to help customers make better data-driven decisions within their Salesforce workflows.”

Alice Steinglass, EVP & GM, Platform, Salesforce

“The updated SurveyMonkey integration will provide customers with deeper insights to build loyalty and convert prospects.”

SurveyMonkey’s latest update enhances automated email surveys within Salesforce, enabling businesses to gain deeper customer insights and improve customer relationships. By integrating feedback with CRM data, organizations can personalize engagement strategies and drive meaningful growth.

EchoMark, the first AI-powered forensic watermarking solution, has launched its new API, enabling seamless integration of its watermarking and leak detection capabilities into existing workflows and applications. This launch strengthens EchoMark’s position as a leader in advanced information security, helping businesses combat internal data theft without disrupting daily operations.

Revolutionizing Forensic Watermarking

First to watermark plain text – Pioneering forensic watermarking for text-based documents and images
Large-scale leak detection – Automate protection across high volumes of sensitive content
Seamless API integration – Embed watermarking directly into applications and workflows

With forensic watermarking, organizations can now track, detect, and pinpoint the source of data leaks at scale, improving internal security and compliance.

Features of the EchoMark API

Scalable Protection – Automates large-scale watermarking of sensitive files and data
Flexible Integration – Organizations can customize when, where, and how watermarks are applied
Error Reduction – Ensures consistent security application across all documents
Fast Deployment – Simple integration into existing applications and workflows
Data Sovereignty – Organizations retain full control over stored information
Comprehensive Leak Investigation – Enables real-time detection and tracking of data breaches

EchoMark’s Vision for Data Security

Troy Batterberry, Co-Founder & CEO of EchoMark, highlights the impact of AI-powered watermarking:

“For the first time, organizations can watermark anything. This is critical for protecting sensitive information, from national security to brand integrity.”

EchoMark’s forensic watermarking technology ensures that every piece of private information is protected, allowing businesses to communicate securely and confidently.

Industry Implications & Adoption

With rising internal data threats, organizations are prioritizing proactive security measures. EchoMark’s API enables:
Application vendors to integrate watermarking into their platforms
Enterprises to detect and mitigate leaks before they escalate
Government agencies to safeguard classified information

EchoMark’s AI-powered forensic watermarking API represents a major advancement in information security, providing seamless protection, detection, and control over sensitive data. By automating leak investigations and watermarking workflows, businesses can enhance security while maintaining efficiency.

Contentful, a leading content platform trusted by 4,200+ customers, has appointed Chris Masino as Chief Revenue Officer (CRO). With over 25 years of experience in scaling SaaS companies, Masino will lead Contentful’s global sales, partnerships, and revenue strategy, accelerating growth and enterprise adoption.

Why This Matters

Proven SaaS Growth Leader – Led high-growth startups to industry dominance
Enterprise Sales Expertise – Specialized in category creation & GTM strategy
Strategic Leadership – Experience in public companies & acquisitions

Chris Masino’s Track Record

Mercury Interactive – Key player in its acquisition by HP
Jive Software – Helped scale the company through IPO
ActionIQ – Drove growth, leading to acquisition in the CDP space

Leadership Vision

Karthik Rau, CEO of Contentful, emphasized the significance of Masino’s appointment:

“Chris brings immense value with his ability to understand customer needs, identify solutions, and maximize value for organizations. His leadership marks an important milestone in Contentful’s growth.”

Chris Masino shared his enthusiasm for joining Contentful:

“I am thrilled to join Contentful at this pivotal time. I look forward to accelerating growth, strengthening customer relationships, and solidifying Contentful’s position as a market leader.”

What’s Next for Contentful?

Masino’s focus as CRO will be on:
Expanding Enterprise Presence – Strengthening Contentful’s footprint in large-scale businesses
Accelerating Platform Adoption – Driving deeper engagement with the Contentful ecosystem
Enhancing Revenue Strategy – Aligning sales, partnerships, and business growth

With Chris Masino’s leadership, Contentful is poised for its next phase of growth, reinforcing its position as a top content platform. His expertise in enterprise sales and strategic expansion will play a crucial role in shaping the company’s future success.

Semcasting, a leader in data-driven marketing solutions, has introduced Identity ToolBox, an innovative Data Discovery Platform designed to help marketers streamline workflows, reduce costs, and enhance First-Party data strategies. By consolidating key marketing functions like data appends, media onboarding, and real-time measurement, the Identity ToolBox offers a unified approach to identity resolution.

Why It Matters

Eliminates Vendor Complexity – One platform for data enhancement, onboarding, and measurement
Maximizes ROI – Reduces costs with fixed-rate pricing
Improves Performance – AI-driven audience insights & lead conversion

Features of Identity ToolBox

Lead Generation from Website Traffic
 Automatically converts website visitors into First-Party identities
 Identifies qualified leads in real-time

On-Demand Data Enhancement
Enrich CRM records with demographic, ownership, and interest data
 Append details like property ownership, affluence, job titles, and interests

Enhanced Onboarding Coverage
 Achieves an 85% match rate with full transparency
 Ensures accurate and seamless data integration

Real-Time Campaign Measurement
SpotLight Report offers daily audience performance insights
 Identifies missed opportunities for optimization

Turn-Key Workflow & Fixed Pricing
 Consolidates lead gen, CRM enhancement, onboarding, and measurement
No hidden costs or overage fees

Who Benefits from Identity ToolBox?

CRM Managers – Seamlessly enhance and activate First-Party data
Data Analytics Teams – Gain real-time performance insights
CMOs & ABM Leads – Streamline operations and optimize marketing ROI

A Game-Changer for First-Party Data Marketing

Ray Kingman, CEO of Semcasting, emphasizes the cost-saving and performance-boosting potential:

“First-Party data is essential for brand marketing, but managing multiple vendors is costly. Identity ToolBox simplifies workflows, improves performance, and lowers costs—all in one unified platform.”

Semcasting’s Identity ToolBox transforms how brands collect, enhance, onboard, and measure First-Party data. By offering an integrated, cost-efficient solution, it enables marketing professionals to drive better results while reducing complexity.