Good morning, are you bringing more of your talent in-house?

According to Gartner’s annual CMO spend survey, marketers are spending less money on agency outsourcing, dedicating only 22% of the marketing budget to agencies on average this year (down 1% from last year). The figure represents the fourth consecutive year that agency spend has decreased. While the change is small, it points to marketing teams looking to develop strategic capabilities rather than depending on agencies to manage commoditized activities. Marketing departments that pivot to bring these talents in-house should be looking to further maximize their existing martech investments by developing the skills internally rather than relying on agency partners.

Email platform Constant Contact has added a slate of new capabilities to its interface, including social media and ad management, local search, SEO, and landing page tools to help centralize digital marketing efforts for small businesses. The company said the new tools can enable more seamless development of social and online marketing campaigns that target new audiences all within the platform’s integrated hub. With the holiday season around the corner, the update could arm SMBs with the tools needed to execute more impactful campaigns.

Snapchat has rolled out Dynamic Ads, a new catalog-based ad product that allows advertisers to create ads automatically in real-time based on their product catalogs. Dynamic Ads are currently in beta testing and only target U.S. users for now, but the format is available to all global advertisers. The ads include a wide array of templates aimed at retail, e-commerce and DTC brands that have a product catalog uploaded to the platform. As product details such as price or availability are updated, the Dynamic Ads adjust accordingly. 

Keep scrolling for more news, including a Soapbox feature on why marketers should be aligning metrics to revenue, and more. 

Taylor Peterson,
Deputy Editor


It’s time to align our metrics to revenue

Marketers have become focused on aligning with sales teams, which is a worthy effort. But even as we’re aligning with sales, we haven’t changed how we measure our results. We’re still looking at our marketing KPIs – usually MQLs – instead of how our marketing efforts directly lead to revenue. It’s like measuring how good a football team is by how many home runs they’ve hit. 

Instead of focusing on aligning sales and marketing, let’s focus on aligning our marketing metrics to revenue. This makes marketers more vital to a business. Marketers can understand what’s truly moving the needle with prospects and adapt accordingly. If events are driving the most revenue, or whitepapers, or webinars, marketers can move in real-time to double down on these channels and see results. The end result is that marketers own more of the funnel which is an empowering and powerful shift for us.

– Joe Hyland is the CMO of ON24

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. Read more Soapbox features – and submit your own.


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Social Shorts

LinkedIn Events, Twitter’s rules for World Leaders and Reddit goes to Washington

Event planning on LinkedIn. LinkedIn has rolled out a new Events feature that makes it easy to create and share event announcements. The feature can be found in the “Community” panel on the  left side of the newsfeed, and allows users to enter their event description, date, time, venue and invite connections using filters such as location, company, industry and school. “You’ll be able to seamlessly create and join professional events, invite your connections, manage your event, have conversations with other attendees, and stay in touch online after the event ends,” writes Ajay Datta, LinkedIn India’s head of product. Once an event is posted, users can track attendees, post updates and interact with the users they have invited. Users who have accepted an event invite on the platform will be able to see their events under the “My Network” tab. 

Twitter defends its policies for world leaders. Twitter is defending its policies for allowing content from world leaders that may otherwise be prohibited. After listing enforcement scenarios for why it may remove a Tweet from a political figure, such as “promotion of terrorism” and “Clear and direct threats of violence against an individual,” the company goes on to say, “We will err on the side of leaving the content up if there is a clear public interest in doing so.” The company said it understands why users want clear yes/no decisions regarding what’s allowed, but that it’s not that simple: “Our mission is to provide a forum that enables people to be informed and to engage their leaders directly.” 

Reddit pushes back against lawmakers. On Wednesday, executives from Reddit, Google and the Electronic Frontier Foundation took questions from Congress about possible modifications to the 1996 Communications Decency Act currently being considered by lawmakers, specifically Section 230 of the law which gives social media platforms immunity from being held responsible for content posted by users. “Lawmakers from both major political parties have said Congress could make additional changes to the law to restrict companies’ immunity,” reports Reuters. Reddit CEO Steve Huffman published his comments to Congress on Reddit’s Upvoted blog, explaining why Section 230 is critical to the company: “Reddit uses a different model of content moderation from our peers — one that empowers communities — and this model relies on Section 230. I’m here because even small changes to the law will have outsized consequences for our business, our communities, and what little competition remains in our industry.” 


Behind The Scenes At SMX East

Search Marketing Expo – SMX East – is coming to NYC November 13-14! This show features the BIGGEST agenda we’ve ever assembled. With 100+ search marketing presentations covering SEO, SEM, agency operations, multi-location search, video, content, analytics, and beyond, picking one thing to be excited about is no easy task. But that’s exactly the question we asked the Search Engine Land editors and SMX agenda programmers…

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What We're Reading

We've curated our picks from across the web so you can retire your feed reader

CMOs Share Ways to Save Money as Martech Investments Decline – CMS Wire

How Marketers Build A Complete View Of The Customer – Forbes

Accenture: More consumers willing to share data when there’s transparency – Marketing Dive

No plans to ban Facebook’s Libra: ECB’s Coeure says – Reuters

Yahoo Groups Is Winding Down and All Content Will Be Permanently Removed – Vice

Understand your customers’ experience to optimize your ecommerce site – Get Elastic

Brands Can’t Afford To Ignore These 3 UX Pain Points – AdExchanger

Report: Text Messages, Online Chat Essential Channels for Businesses – Street Fight