For much of the past decade, success for B2B marketers has been defined as getting buyers to respond to offers by clicking on, opening or downloading an asset. While these actions are still often used as a sign of initial interest from an individual buyer or an account, marketers are increasingly shifting their focus and efforts to new tactics and tools that can determine engagement beyond impressions or form fills.

Audience Analytics for Adobe Audience Manager is an integration between industry DMP and analytics solutions designed to give marketers the ability to collaborate across teams, consistently track audience metrics and drive valuable customer experiences quickly and at scale.  

Act-On Software has announced the release of a new reporting tool called Engagement Insights. The solution is designed to provide real-time access to analytics through a live data connection and pre-configured, templated reports in Microsoft Excel and Google Sheets, according to the marketing automation platform provider.

Merkle, a global performance marketing agency, announced its acquisition of Aquila Insight, a data analytics organization in the United Kingdom.

Informatica, a data integration and cloud management solutions provider, has announced the extension of its partnership with Google Cloud, allowing the former to provide cloud integration, marketing analytics and data warehouse modernization services.

Insightly is a fully functional CRM software for small to mid-size businesses that enables users to manage customer interactions, leads, contacts, opportunities and projects.

CallRail is a call tracking and analytics platform that helps businesses discover which marketing campaigns and search keywords result in valuable, lead-driving phone calls.

ON24 launched a benchmarking analytics feature that gives users an expanded view of audience engagement, as well as the ability to compare webinar performance with other companies.

Dstillery, a digital marketing company, has announced a partnership with Bombora, a B2B intent data provider. The companies said the partnership will combine Dstillery’s machine-driven audience creation, delivery and optimization with Bombora’s business intent data to deliver a programmatic prospecting solution for B2B advertisers.

ZenIQ is an ABM Management Platform designed to orchestrate account-based marketing plays powered by data science, called SmartPlays.