Wrike joins Adobe partner program Marketo Launchpoint

• joins, Wrike
wrike-joins-adobe-partner-program-marketo-launchpoint

Project management platform Wrike has joined Marketo’s LaunchPoint, an Adobe partner program. The partnership is expected to improve end-to-end marketing campaign workflows and work management processes. The announcement was made only a few weeks after Wrike launched its new Wrike for Marketers Performance solution.

Why we should care

The integration will
provide users with campaign performance data from Marketo Engage and tie it
directly to specific projects and tasks in Wrike. This level of insight will
help marketers not only measure campaign performance but also how their efforts
directly impacted marketing outcomes. The real-time flow of information could
give marketers the ability to make adjustments to optimize their active
campaigns.

“This
collaboration transforms how marketing teams track and report on the outcomes
of the integrated campaigns they plan, manage and complete in Wrike,” said
Wrike founder and CEO Andrew Filev. “Marketing has become increasingly
performance-driven, making it imperative that effort is aligned with not only
final results, but progress as well. All of the data related to the planning
and execution of a campaign is within Wrike, while the performance data is in
Marketo Engage. It was only natural that we enable teams to pull Marketo Engage
data into Wrike so they can actually see the impact their hard work is having
on strategic initiatives in real-time and report on the outcomes of their
carefully crafted campaigns.”

More on the news

  • LaunchPoint by Marketo is an Adobe company partner program that allows partners to co-sell and co-market with Marketo Engage.
  • Last month, Wrike announced Wrike for Marketers Performance, a solution that seeks to unify marketing departments and manage the full work lifecycle.


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



Google joins BIMI initiative to combat email fraud

• Google, joins
google-joins-bimi-initiative-to-combat-email-fraud

Fraudulent emails account for a growing number of cybercrimes each year, and email technology companies are joining together to fight the unwavering risk to their customers. Next year, Google will join the growing Brand Indicators for Messaging Identification (BIMI) initiative, an industry-wide effort to combat email security issues by enabling email inboxes to display sender-designated logos for authenticated messages.

Why we should care

For marketers, in particular, email is all about trust. BIMI provides a standard for a more secure global framework that will enable inboxes to display sender-designated logos.

Marketers will be able to ensure that our subscribers know that an email is coming from our brand. The multi-step verification process will help end-users recognize emails from verified brands — and well as identify phishing attempts from bad actors.

BIMI relies on authentication processes to verify senders. A brand’s email must be authenticated through the Domain-based Message Authentication, Receiving and Conformance (DMARC) standard. The logo, which will display next to the sender name in user’s managed inbox, will also need to be authenticated by a third-party that will issue a new type of certificate called a Verified Mark Certificate (VMC). 

Verizon Media began a trial of BIMI across web and mobile Yahoo Mail properties last year.

“We saw two immediate benefits as the result of our BIMI beta in Yahoo Mail,” said Marcel Becker, director of product management for Verizon Media. “We were able to provide better and more accurate brand logos as part of our consumer mail experience and BIMI clearly provided an incentive to accelerate the adoption of DMARC among those brands. Expanding the adoption of BIMI beyond that beta will be a clear win for senders and consumers.”

With accessibility coming in the near future, marketers need to prepare for the inevitable changes coming to how we reach the managed inbox.

More on the news

  • The initiative is being driven by a vendor-agnostic committee, The AuthIndicators Working Group, with the goal of creating a more secure, trustworthy inbox experience for email users.
  • Members include Agari, Comcast, Google, LinkedIn, RetunPath from Validity, Valimail and Verizon Media.
  • Entrust Datacard and DigiCert will act as third-party logo validators. Trial VMC certificates will be available later this year.


About The Author