Demand Gen Report

ReachForce, a provider of data management systems for B2B marketers, acquired SetLogik, a vendor of cloud-based data and analytics technology, to develop the Connected Marketing Data Hub.

The Connected Marketing Data Hub offers an integrated suite with continuous data quality management and predictive marketing capabilities, said ReachForce officials. Through its integration with a number of marketing and sales automation platforms, including Marketo, Eloqua and Salesforce.com, it enables marketing professionals to more effectively collect, qualify, target, and convert leads throughout the buyer’s lifecycle.

You roll out your new digital marketing campaign and sales can go one of three ways: increase, decrease or stay the same. What factors can you attribute to this? This infographic from BKV, a direct and digital marketing company, compares the traditional ways of attributing value to the scientific method.

Marketo has followed through on its plans to file an initial public offering (IPO), a move which also pulled back the curtain on the company’s finances, including a high growth rate and big losses. The company plans to trade as “MKTO” on the Nasdaq. Goldman, Sachs & Co. and Credit Suisse are listed as leading the offering.

The S-1 registration statement provides a wealth of new information about Marketo’s business. Revenue for 2012 is reported at $58.4 million, an impressive 80% growth rate vs. 2011 although not quite the doubling that the company had forecast earlier, according to David M. Raab, Principal of Raab Associates.

Data analytics has never lacked for coordinates. Filling a spreadsheet with lead scoring algorithms, customer retention costs or predictive conversion metrics is second nature for most B2B marketers.

While the coordinates have provided an embarrassment of riches, the accompanying cartography has been barren. However, analytics is about to get a new set of maps.