Like many B2B companies, Televerde historically concentrated on driving demand and accelerating sales through high-volume outreach to prospects. While that strategy had been successful over the years, the sales and marketing solutions provider focused on the sales element of the funnel that relied heavily on cold calling potential clients.

Alyce, a personalized gifting platform, announced its collaboration with Adobe and full integration with
Marketo Engage, part of Adobe Experience Cloud. Alyce for Marketo Engage is designed to enable
marketers, sales teams and SDRs to deliver a personal and relevant experience and measure the impact
and attribution of their one-to-one gifting campaigns within Marketo Engage.

Contentful, an enterprise back-end CMS platform, unveiled an integration with customer experience optimization company Optimizely. The integration aims to help users test content effectiveness and optimize for conversions without leaving Contentful’s web app.

Marketo CEO Steve Lucas has announced his departure from Adobe, roughly one year after the company signed a definitive agreement to purchase Marketo for $4.75 billion.

NewsCred has extended capabilities of its enterprise content marketing platform (CMP) with new analytics across digital content optimization, team efficiency, content production and pipeline attribution. The new features are designed to give marketers unparalleled insights to optimize the customer journey, maximize team output and quantify the impact of content on sales and revenue.

Chili Piper’s scheduling platform is designed to boost buyer engagement by allowing qualified leads to automatically book a meeting or call after filling out a site’s contact form. The solution aims to automate complex scheduling process across teams and departments to provide buyers with the best possible experience.

Pelco by Schneider Electric, a video surveillance company, tapped Marketo to replace its marketing automation system and better position the organization to increase performance and productivity. The company’s initiatives also earned its team a Marketo Revvie Award at Adobe Summit this past March.

HG Insights, a technology intelligence provider, released a new integration with Marketo that aims to help marketers better identify what technology their prospects use to prioritize leads, personalize messaging and accelerate revenue.

Demandbase has launched the Demandbase ABM Ecosystem, which is designed to expand ABM from single-vendor solutions to include marketing automation, CRM, content management systems, direct mail platforms, analytics engines and more technologies needed to execute an effective ABM strategy.

B2B business has a bad reputation for continuing to push traditional, lengthy, inhuman sales cycles on its prospective buyers. However, a variety of vendors and practitioners in the space are making the push to turn the B2B buying process into a conversational, personal experience. At this year’s Adobe Summit, in particular, we saw Marketo and Adobe unveil integrations with a variety of companies in an effort to better enable companies to offer frictionless customer experiences with a conversational approach.