With in-person engagement on hold this spring and possibly into summer, B2B marketers continue to pivot their strategies to make up for lost leads, maintain relationships with clients and attract new business. These new challenges present an opportunity for marketers to dig deep and come up with innovative ways to engage with prospects and customers.

RollWorks, the B2B and ABM subdivision of NextRoll Inc., has announced its availability on the HubSpot App Marketplace. This integration is designed to help marketers maximize efficiency by aligning marketing and sales efforts, engaging high priority accounts plus accounts not currently in their core lists and tracking program performance directly within HubSpot.

HubSpot, a marketing and sales growth platform, has launched CMS Hub, a new content management system designed to simplify website maintenance, allowing users to create personalized website experiences for their audiences.

HubSpot has announced new features and capabilities within its Marketing Hub Enterprise solution, including revenue attribution reporting, AI-powered A/B testing and account-based marketing tools.

HubSpot has acquired PieSync, a real-time intelligent customer data synchronization platform. The acquisition aims to offer companies a more efficient way of managing multiple apps and assessing customer touchpoints.

Users can now create LinkedIn Lead Gen Forms from within HubSpot’s free ads tool. Following the addition of ads tools to the HubSpot CRM in July, the new functionality positioned marketers to collect leads from their ads on LinkedIn using pre-filled forms that can be set up within the connected HubSpot platform.

Dialpad’s new business phone system for modern sales teams, Dialpad Sell, is designed to improve calls as they happen by providing real-time coaching and conversational insights. These insights are aimed to help sales reps close more deals, make managers more efficient coaches and help sales teams be more productive.

HubSpot announced new features to its marketing and sales platform, including a duplicate management tool, drag-and-drop features for its Email and Knowledge Base offerings, as well as refined usability features for its Conversations tool. The company stated that the new features and updates aim to improve functionality, increase reliability and offer a more sophisticated user experience across the entire HubSpot platform.

Supermetrics, a reporting automation tool for PPC, SEO, social and web analytics, has partnered with HubSpot to launch the Supermetrics HubSpot Connecter, a tool designed to combine marketing data across HubSpot portals with ease.

Innovation and disruption in the technology sector are soaring, but customer experience continues to falter. Research from B2B International shows that only 14% of large B2B companies are truly customer-centric. However, progressive companies that have seen great success over the past couple of years are focusing on disrupting the customer experience to ensure buyers control the decision-making process, have as little friction as possible and build genuine relationships with their new partners.