Demand Gen Report

Lattice Engines announced the latest release of its analytics platform, Lattice salesPRISM, which combines social data with predictive capabilities enabled by Big Data.

The new release of Lattice salesPRISM expands the cloud-based platform’s use of social information. Company officials noted that salesPRISM continually monitors social data allowing for a comprehensive understanding of trending activities such as posts, job listings or firmographic data. By combining it with other Big Data and proprietary data sources and applying predictive analytics, salesPRISM directs sales and marketing to the leads with the greatest propensity to buy.

Shares of Marketo will start trading this morning at $13 a share, company officials announced.

Marketo will begin trading 6,059,509 shares of its common stock offering on the NASDAQ Global Select Market under the symbol "MKTO."

At last week's SiriusDecisions Summit, there was a lot of discussion about the role that tight, multi-system data integration will play in the future of marketing technology. It's an interesting and relevant topic, given some of the announcements being made this week at the Silverpop Amplify 2013 event.

Silverpop recently announced Email Insights — an application, built in conjunction with email analytics provider Litmus that allows marketers to preview and control how their email renders across multiple platforms and devices. In addition, Silverpop has unveiled Universal Behaviors, a much broader data-integration and behavioral marketing platform.

In today’s digital world, B2B buyers have come to expect more personalized content. This infographic from Pardot outlines the benefits and opportunities for expanded use of personalization.