PR heavyweight 5WPR is doubling down on one of the hottest but trickiest frontiers in marketing: sports, gaming, and esports. The agency today rolled out its Integrated Sports & Gaming PR Suite, designed to help brands capture attention, spark fan loyalty, and navigate regulatory complexity in equal measure.

Why This Matters

The sports and gaming industries are a goldmine for brand visibility, whether it’s a stadium sponsorship, a high-profile tournament broadcast, or an in-game activation that blurs the line between play and promotion. But they’re also heavily regulated arenas, where missteps can mean legal headaches or damaged reputations.

That’s where 5WPR is planting its flag—offering clients the ability to go big on fan engagement while staying safely within compliance guardrails.

What’s in the Suite

The offering blends traditional PR savvy with digital-first strategy, pulling from 5WPR’s playbook in out-of-home (OOH) advertising, programmatic media buying, and paid social campaigns. It also layers in:

• Influencer engagement to tap into grassroots communities

• Search-optimized content to boost discoverability

• Social listening to track fan sentiment in real time

• High-impact media placements across sports and gaming outlets

The aim? To connect brands with fans both online and offline, while turning hype into measurable business outcomes.

Voices From the Top

“Sports and gaming brands today aren’t just selling tickets or downloads, they’re selling experiences, communities, and culture,” said Ronn Torossian, Founder & Chairman of 5WPR. “This suite is built to help clients break through noise, create meaningful fan moments, and see real business results.”

Industry Implications

The move comes as sports sponsorships and esports partnerships continue to attract major marketing spend, with brands increasingly leaning on agencies to navigate fragmented platforms, stricter advertising rules, and the blurred boundaries between digital fandom and real-world commerce.

By formalizing its Sports & Gaming PR Suite, 5WPR is signaling its intent to be a go-to partner for leagues, publishers, athlete brands, and sponsors that want scale and credibility without tripping compliance wires.

In sectors where the thrill of the game meets the scrutiny of regulators, 5WPR’s new suite offers brands both reach and reassurance. For an industry defined by fast-moving fans and evolving platforms, that could be a winning combination.

Get in touch with our MarTech Experts.

Statara Solutions is redefining what influencer marketing success looks like. The data analytics and digital advertising firm has just been named “Best Influencer Marketing Platform” at the 8th annual MarTech Breakthrough Awards, a program that spotlights innovation across marketing, sales, and adtech.

The win underscores a shift in influencer marketing: away from vanity metrics like impressions and followers, and toward measurable outcomes tied directly to business and advocacy goals.

From Followers to Real Outcomes

Statara’s edge lies in its Website Identity Resolution Engine (WIRE) and Statara Media Platform, which let organizations track influencer content all the way to downstream actions—donations, petition signatures, event registrations, even policy engagement.

“Our clients don’t have the luxury of guessing what’s working—they need proof,” said Joe Goode, Chief Resource Officer at Statara Solutions. “Statara’s platform delivers real-time insights to identify the right influencers, optimize mid-campaign, and demonstrate the impact of every dollar spent.”

Beyond Awareness Campaigns

Unlike many consumer-focused influencer platforms, Statara is purpose-built for advocacy groups, nonprofits, corporations, and academic institutions. Its campaigns are designed to move audiences to act, not just watch.

Recent use cases include:

• Powering policy change efforts for political consulting firm Tusk Strategies

• Supporting values-driven campaigns through its partnership with Good Influence

Privacy is baked into the approach, too. The platform uses cookieless tracking, compliant data enrichment, and secure targeting, keeping campaigns effective without crossing regulatory lines.

Real-Time Intelligence

Statara’s tools span social media, programmatic ads, and digital audio, with near real-time reporting that helps campaign managers adjust creative, content, and channels on the fly. That adaptability has become essential as influencer budgets face greater scrutiny and ROI demands.

“A data-first approach to influencer marketing is missing from many legacy platforms,” noted Steve Johansson, Managing Director at MarTech Breakthrough. “By connecting the dots between content, audience, and outcomes, Statara helps organizations use influencer partnerships for measurable impact—not just awareness.”

Industry Context

The recognition comes as influencer marketing matures into a $20+ billion industry where B2B and advocacy players increasingly demand accountability. While big consumer platforms chase brand buzz, Statara is carving out a niche by offering the transparency and attribution that regulated industries, nonprofits, and mission-driven campaigns can’t live without.

With thousands of entries from more than 15 countries, the 2025 MarTech Breakthrough Awards spotlighted the growing demand for platforms that treat influencer marketing as a performance channel, not just a popularity contest. Statara’s win signals that the bar for results is officially rising.

Get in touch with our MarTech Experts.

Cheil North America is rethinking the agency model. The Samsung-owned group today announced the launch of the Cheil Agency Network (CAN), a North American consortium uniting five of its independently operated shops into a flexible alternative to the traditional holding company structure.

The lineup includes McKinney (creative), Iris (creative), Attention Arc (media), CYLNDR Studios (production), and Barbarian (digital and tech). Together, they span 10 offices across the U.S. and Canada, with 750 employees and a client roster featuring brands like Samsung, Little Caesars, Popeyes, Bentley, and Citizen Watch.

A Middle Path Between Holding Companies and Boutiques

For years, the agency world has been caught between two extremes: global holding companies with sprawling, sometimes unwieldy infrastructures, and boutique agencies that bring speed but lack scale. Cheil is betting that CAN represents a “just right” model.

Instead of centralizing power, CAN will let each agency keep its own identity and specialty while tapping into shared resources like R&D and AI-powered production. Clients can engage a single agency, a mix of network agencies, or a custom team curated from across the consortium—something big holding companies often promise but rarely deliver smoothly.

Joe Maglio, CEO of McKinney and Barbarian, will take the helm as CEO of CAN. He’ll oversee each agency leader while orchestrating collaboration across the group. Supporting him is a lean leadership team built around an “asset-light” model—meaning fewer layers of bureaucracy and more subject-matter experts.

Why It Matters in 2025

The timing isn’t accidental. The advertising industry is in flux, with holding company mega-mergers and private equity takeovers reshaping the landscape. Meanwhile, marketers increasingly demand agility, transparency, and AI-savvy execution. CAN’s pitch is to deliver the intelligence and scale of a holding company with the nimbleness and senior talent of independents.

Maglio summed it up with a memorable metaphor: “The Cheil Agency Network is the Goldilocks of agency groups. We’re able to offer the intelligence and cross-discipline coordination of a holding company while still bringing clients the energy, flexibility, and high level of attention that make independent agencies shine.”

Implications for the Market

This move could put pressure on other mid-tier networks to rethink their structures. While rivals like WPP, Omnicom, and Publicis continue to consolidate and centralize, Cheil is effectively saying the future is about controlled decentralization—smaller teams with access to big resources.

If CAN works as promised, it could be a blueprint for how agencies evolve in the AI-driven, data-heavy marketing era—where speed, flexibility, and senior-level talent often matter more than sheer size.

Get in touch with our MarTech Experts.

The marketing agency business is booming—valued at around $18 billion annually with more than 50,000 agencies serving SMBs in the U.S. alone—but its foundation is cracked. Agencies juggle a mess of disconnected tools for client management, reporting, and revenue growth, often at the cost of efficiency and scale.

Synup thinks it has the fix. The company has launched Synup OS, a full-stack operating system designed specifically for agencies. Unlike the patchwork of CRMs, review platforms, and workflow tools agencies currently rely on, Synup OS promises to unify everything—from lead generation to invoicing to upselling—under one roof.

Why It Matters

Agencies typically subscribe to anywhere from 12 to 31 separate tools just to keep the lights on. That’s not just costly, it’s inefficient. Synup’s bet is that consolidation not only cuts expenses but also delivers more predictable growth.

CEO Ashwin Ramesh, himself a former agency founder, puts it bluntly: “We’re not just offering another marketing tool, we’re providing a complete operating system that directly impacts the metrics that matter the most: new sales, retention, and the ability to delight customers.”

Inside the Platform

Synup OS packs in a set of features designed to address the pain points agencies complain about most:

• End-to-End Lifecycle Management: From prospecting to invoicing to upsells, all in one workflow.

• Client Data Platform: A unified source of truth for every customer interaction.

• Churn Prevention: Risk indicators that flag accounts in danger of leaving before it’s too late.

• All-in-One Marketing Suite: Listings, reviews, SEO reporting, social, and CRM.

• Automated Revenue Engine: Cross-sell and upsell journeys that run without human intervention.

• White-Label Everything: Dashboards, APIs, and embeds that agencies can fully brand as their own.

VP of Product Roshan Agarkar says Synup OS was built with a different philosophy: “We’ve reimagined every aspect of how agencies work with their clients. Agencies typically subscribe to dozens of tools—we’re bringing everything they need into one cohesive platform that actually improves results while keeping costs low.”

What sets Synup OS apart is its emphasis on business growth—not just marketing orchestration. Where many martech platforms offer white-label re-skins, Synup positions OS as a growth engine, promising agencies a shot at at least 10% more new clients in their first year.

That claim will be tested in the wild, but early adopters are already reporting measurable gains in efficiency and client satisfaction. Perhaps most critical, the platform’s predictive churn-prevention has proven valuable in a sector where agencies face a brutal 3–7% monthly churn rate.

If Synup’s promise holds, it could set a new standard in agency software: one login, one platform, one shot at sustainable growth.

Get in touch with our MarTech Experts.

Pipeline360 just picked up a serious nod in the MarTech world. The B2B demand-gen specialist has been named Best Marketing Campaign Management Solution Provider at the 8th annual MarTech Breakthrough Awards, an event that separates real innovators from the industry’s buzzword-heavy pack.

The recognition comes at a time when B2B marketers are under pressure to do more with less—smaller budgets, longer sales cycles, and prospects who expect Netflix-level personalization. Pipeline360’s win suggests it’s onto something with its mix of data, AI, and content-first demand generation.

What Pipeline360 Brings to the Table

At the center of Pipeline360’s approach is what it calls Branded Demand—a strategy designed to align marketing with the buyer journey, rather than just filling forms. The formula blends content syndication with digital ads: awareness via display, engagement via targeted content, and nurturing with data-backed personalization.

Supporting this is a Demand-as-a-Service model, a framework that promises predictable, scalable growth without piling complexity on in-house teams. Think of it as outsourcing pipeline stress while keeping the performance insights close at hand.

The company’s AI-driven analytics deliver real-time campaign intelligence, giving marketers visibility into what’s working—and what’s dead weight. Its Content Services add another layer, spanning audits, strategy, creative, and digital ad execution to carry campaigns from awareness all the way to conversion.

Why It Matters

Awards in the MarTech space are frequent, but the Breakthrough Awards carry weight for one reason: global competition. This year’s program drew thousands of entries from more than 15 countries. To stand out, vendors need more than flashy dashboards—they need proven ability to solve modern marketing challenges.

For Pipeline360, that means tackling one of the most painful truths in B2B marketing today: resource scarcity. According to MarTech Breakthrough Managing Director Steve Johansson, 40% of B2B marketers rely on external partners to execute campaigns. Pipeline360’s platform, with its end-to-end model, claims to reduce that dependency by marrying automation with strategy.

The Bigger Picture

Pipeline360 isn’t the only player pushing for smarter demand-gen, but its win highlights a broader industry shift. As buying journeys stretch across channels and decision-makers demand relevance at every touchpoint, tools that fuse content, data, and measurement are setting the pace. Rivals in the space—think Integrate, Demandbase, and 6sense—are doubling down on similar territory, making this market one of the most competitive corners of MarTech.

Whether Pipeline360 can maintain momentum will depend on execution. Awards are nice headlines, but B2B marketers ultimately want results: shorter cycles, stronger pipeline, and campaigns that don’t burn out teams. Still, for now, Pipeline360 has the industry spotlight—and a shiny trophy to prove it.

Get in touch with our MarTech Experts.

In the B2B world, the handoff between marketing and sales often feels like passing a baton in the dark—sloppy, slow, and full of dropped opportunities. Madison Logic and ZoomInfo think they’ve found a fix.

The ABM activation leader and the go-to-market intelligence giant today announced an exclusive partnership aimed at stitching together the leakiest part of the pipeline: aligning marketing signals with sales execution.

For years, B2B marketers have juggled multiple platforms to identify buying committees, tailor campaigns, and measure attribution—while sales teams complained about bad leads or missed timing. By combining Madison Logic’s multi-channel activation with ZoomInfo’s deep contact data and AI-driven outreach, the companies say they’re creating one connected workflow from “signal to revenue.”

It’s not just about plugging data gaps. It’s about eliminating the lag. Instead of waiting weeks for marketing activity to translate into a sales conversation, ZoomInfo and Madison Logic are promising near real-time prospecting and targeting.

What’s New

The partnership is set to deliver three big advantages for joint customers:

• Advanced Audience Planning: More precise buyer targeting with enriched, shared data sets.

• Real-Time Prospecting: Engagement data that signals the right moment—and channel—to connect with decision-makers.

• Unified Media Strategies: Tighter integration of paid and owned campaigns to speed up buyer engagement.

As Keith Turco, CEO of Madison Logic, puts it: “Closing the consensus gap is one of the biggest challenges for marketers. Together with ZoomInfo, we’re delivering the intelligence needed to identify the full buying committee, engage each member with relevance, and measure true influence.”

ZoomInfo’s VP of Partnerships, Elliot Smith, adds that too many B2B teams “are still stuck trying to connect the dots between marketing activity and sales results.” His pitch: unify intent, data, and activation so companies can finally move at the speed of their buyers.

The Bigger Picture

This move taps into a larger trend across B2B tech: breaking down silos between martech and salestech. As buying committees expand and decision cycles grow more complex, platforms that can blend intelligence, activation, and attribution are increasingly the ones that win.

The rollout will happen in phases, with both companies promising deeper integration over time. If they deliver, it could help B2B teams do something they’ve long struggled with: actually work from the same playbook.

Get in touch with our MarTech Experts.

Endeavor Business Media has shed the “media” label — at least in its corporate identity — reintroducing itself as EndeavorB2B. The move isn’t just cosmetic. It’s a statement that the company has outgrown its original remit and now operates as a full-spectrum B2B growth partner, blending media, events, marketing services, research, and technology into one platform.

CEO Chris Ferrell says the rebrand marks “the next chapter” in the company’s evolution. Founded in 2017 through a string of strategic acquisitions, Endeavor built a formidable media portfolio. But over the years, it’s quietly become something much bigger — delivering not only content and ad space, but also custom creative, industry-specific intelligence, and marketing solutions designed to turn brand awareness into measurable business outcomes.

“We still have a media division,” Ferrell clarifies, “but having ‘media’ in the company name no longer represented everything we do for our 7,500+ clients.”

From Publisher to B2B Growth Engine

The shift to EndeavorB2B reflects an industry-wide trend: B2B marketing is increasingly about connecting the dots between content, community, and conversion. The company’s assets are vast — more than 90 niche media brands, 45-plus in-person events, and millions of professional decision-makers across industries.

It’s a playbook built for a modern buying cycle where, as Chief Marketing Officer Amanda Landsaw notes, “buyers aren’t waiting to be sold to — they’re already researching, comparing, and making decisions before a form gets filled out.” In this environment, visibility isn’t enough. Brands need sustained, targeted engagement that earns trust long before a sales conversation begins.

The rebrand is a direct acknowledgment of how far the company — and B2B marketing itself — has come. Once the job of a publisher was to deliver an audience; now, it’s about orchestrating an entire ecosystem of media, insights, and experiences that guide buyers through increasingly self-directed journeys.

EndeavorB2B isn’t alone in making this kind of pivot. Rivals like Informa and Emerald have also expanded from events and media into year-round engagement platforms. But Endeavor’s ability to knit together such a broad set of capabilities under one roof — and across dozens of niche sectors — could make it a particularly potent partner for marketers chasing complex, high-value buyers.

Get in touch with our MarTech Experts.

The customer journey analytics (CJA) market is about to go on a growth sprint.
According to a new SkyQuest Technology Consulting report, the sector—valued at $18.69 billion in 2024—is expected to balloon to $83.14 billion by 2032, riding a projected CAGR of 20.51%. The growth curve reflects one of the hottest imperatives in business today: turning fragmented, cross-channel customer behavior into actionable insights.

If you’ve ever bounced between a retailer’s app, website, chatbot, and in-store experience in a single afternoon, you’ve already seen the problem CJA is built to solve. By unifying these data points, brands can deliver targeted messaging, real-time engagement, and frictionless buying experiences—exactly what’s needed in an era where consumers expect Amazon-level personalization everywhere.

Why It’s Booming Now

Three forces are pushing this market into overdrive:

1. Omnichannel Retail Explosion – From mobile to brick-and-mortar, customer journeys now cross more touchpoints than ever, creating both opportunities and headaches.

2. E-Commerce Momentum – Online-first brands are doubling down on analytics to boost conversion and retention.

3. Competitive Pressure – In sectors like retail, BFSI, and telecom, standing out now means knowing exactly when and how to engage a potential customer.

As SkyQuest notes, the complexity of customer interactions—spanning websites, apps, email, social media, and call centers—has made robust analytics not just nice to have, but mission-critical.

New Tech Moves from Big Players

Recent months have brought a wave of fresh product launches:

• RingCentral debuted a Customer Journey Analytics platform integrating UCaaS and CCaaS data at CCW Las Vegas 2025.

• iQor rolled out Insights iQ™, promising predictive intelligence powered by infinityAiQ™.

• NetSpring introduced new product and customer journey analytics tools at Snowflake Data Cloud Summit 2024, targeting cost-conscious enterprises.

These moves underscore how quickly vendors are racing to differentiate in a space crowded with enterprise heavyweights like Adobe, Salesforce, Microsoft, and Oracle.

The Hard Parts

It’s not all smooth sailing. The biggest roadblocks?

• Data Silos – Integrating information from CRM, ERP, social, and web analytics is still a costly, technical lift.

• Privacy & Compliance – With tightening data regulations worldwide, CJA platforms must be built with transparency, consent management, and security baked in—or risk fines and reputational hits.

These challenges mean that the most successful vendors will be those that can marry powerful analytics with robust compliance frameworks.

Regional Growth Hotspots

• North America remains the largest market, thanks to advanced retail infrastructure and high enterprise IT spend.

• Asia Pacific is the fastest-growing, fueled by e-commerce booms in China, India, South Korea, and Japan.

• Europe benefits from high-end retail and cross-border commerce, while Middle East markets like Saudi Arabia and UAE are ramping up retail digitization.

Get in touch with our MarTech Experts.