Top MarTech News From the Week of November 22nd: Updates from Salesforce, Optimizely, Sprout Social, and More

The editors at Solutions Review have curated this list of the most noteworthy MarTech news from the week of November 22nd. This round-up covers announcements and updates from Salesforce, Optimizely, Sprout Social, and more.

Keeping tabs on the most relevant CRM and MarTech news can be time-consuming. As a result, our editorial team aims to summarize the week’s top headlines in the marketing technology landscape. The Solutions Review editors will compile a weekly round-up of vendor product news, mergers and acquisitions, venture capital funding, talent acquisition, and other noteworthy MarTech news. With that in mind, here is some of the top MarTech news from November 22nd.

Top MarTech News From the Week of November 22nd, 2024

Accenture Announces its Investment in Cresta

Accenture, through Accenture Ventures, has announced an investment in Cresta, an AI-powered platform provider for contact centers. As part of its investment, Accenture will integrate Cresta’s AI capabilities into the Accenture AI Refinery, a platform designed to help clients build custom AI models that meet their business needs. Lan Guan, chief AI officer at Accenture, says, “The combination of Accenture’s AI Refinery platform and Cresta’s AI solutions will allow us to offer our clients enhanced tools that drive productivity by automating routine tasks, offering real-time guidance to agents and generating tailored customer interactions.”

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Optimizely and Google Cloud Expand Their Partnership

Optimizely, a digital experience platform (DXP) provider, has announced that the Optimizely One system is now leveraging Google’s Gemini models. This is the latest milestone in Optimizely’s multi-year partnership with Google Cloud. The integration will allow Optimizely customers to access Google’s Gemini models directly from Optimizely’s products via Opal, the company’s AI assistant for the entire Optimizely One solution suite. The integrated functionalities will help teams accelerate workflows and deliver higher-quality outputs across content lifecycles.

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Optimizely Introduces Several New AI Agents for Marketing Teams

Optimizely also announced details on its new AI agents, which are designed to help marketing teams improve their campaign creation, content generation, project management, and other efforts. These AI marketing agents are an extension of Optimizely’s expanded partnership with Google, as they are powered by Google’s Gemini models and can be accessed via Opal. Each agent can be seamlessly integrated within existing workflows, allowing marketers to chain together instructions, maximize productivity, and make it easier to develop customized experiences for customers.

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Salesforce Launches the Agentforce Testing Center

Salesforce, the global AI-powered CRM, has announced several agentic lifecycle management tools designed to automate Agentforce testing, prototype agents within secure Sandbox environments, and manage usage at scale. With the Agentforce Testing Center—built on the Salesforce Platform and integrated with Data Cloud—organizations can easily test and monitor AI agents to deploy them more confidently. Additional capabilities include AI-generated tests for agents, monitoring and observability tools for Agentforce, and transparent usage monitoring via Digital wallet.

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Sprout Social Expands its Product Suite with New Functionalities

Sprout Social, a cloud-based social media management software provider, has expanded its product suite with several innovations designed to help marketers work faster and smarter. The additions introduce enhanced reporting capabilities, PII (personally identifiable information) Masking functionalities, and AI-powered tools for generating subtitles, translations, and other content. These features will streamline time-consuming tasks, ensure content is written in the brand’s voice, maintain customer trust, and provide users with in-depth reports on customer care to further customize reports and experiences.

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SugarCRM Releases More of its Products on the AWS Marketplace

SugarCRM, an intelligence-driven sales automation platform, has announced that its Sugar Sell Advanced and Sugar Market solutions are now available in AWS Marketplace. With this announcement, all of SugarCRM’s core products are now available via the AWS Marketplace. Purchasing SugarCRM’s solutions from the marketplace will provide businesses with benefits like standardized license terms, flexible pricing options, improved vendor onboarding, and consolidated billing and procurement management processes.

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Unanet Extends its Support for AEC Firms with New Integrations

Unanet, a project-based ERP and CRM solution provider, has announced several bidirectional integrations for its CRM solution. These integrations will allow Unanet users to connect with Procore, OpenAsset, and Viewpoint Vista’s products, maximizing their company’s productivity, collaboration, and efficiency. The integrations are designed specifically for construction companies. They join Unanet’s growing ecosystem of pre-built applications that aim to provide AEC firms with the data and resources they need to improve their strategic planning, process optimization, and business visibility.

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