The B2B buyer’s journey is a nonlinear process. But sellers still track deals using discrete stages in a linear sales process. This disconnect compromises pipeline analytics and sales forecasts, leaving sales managers without good information to identify risk in their sellers’ deals. 

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.

Openprise has launched new campaign attribution capabilities in the Openprise Data Orchestration Platform, which are designed to help marketers understand the effectiveness of their campaigns and address issues with real-world, “dirty” data.

Dun & Bradstreet, a commercial data and analytics company, announced plans to acquire Lattice Engines, an AI-powered customer data platform, for an undisclosed amount.

Salesforce announced it has signed a definitive agreement to acquire Tableau, a data visualization software company, in an all-stock transaction valued at $15.7 billion.

Research shows that nearly half of marketers (43%) say their database initiatives need significant improvement. So, if looking at your MAP and CRM systems sparks stress instead of joy, it may be time for a Marie Kondo makeover.

ON24, a webinar marketing software provider, released ON24 Target, a new tool that aims to help marketers create and send personalized campaign pages.

TwentyThree Webinars aims to provide a single tool for marketers to run and analyze webinars. It is positioned to bring landing pages, emails, production and on-demand videos into a streamlined, end-to-end platform that also enables marketers to gain a full understanding of webinar performance.

Big Data analytics is a field that is advancing by the hour. In marketing, these insights have become the lifeblood of successful campaigns. However, while nearly everyone in the business world knows how important Big Data power is, only 44% actually trust it enough to make important business decisions.

Terminus unveiled new product announcements tied to the growing need for account-based companies to better understand their target account lists, how they engage with potential customers and how it impacts sales conversations. The company’s new Account-Based Platform intends to help marketers better plan, execute and measure account-based marketing and sales efforts.