Acquia, a digital experience cloud platform, acquired Mautic, an open source marketing automation software provider, for an undisclosed amount.

Pendo, a product cloud company, has acquired Receptive Software Limited, a company specializing in product feedback and feature request management for SaaS. With this acquisition, Pendo aims to provide product teams with a comprehensive platform to help marketers better understand user behavior and make smarter product decisions. Terms of the deal were not disclosed.

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.

Leadspace, a B2B customer data platform, unveiled Leadspace On-Demand, a comprehensive control center that aims to empower marketing and sales teams to optimize, analyze, align and activate their data all in one place.

B2B buying cycles are getting longer and more complex. According to Demand Gen Report research, 58% of buyers said their decision process was longer in 2017 than in 2016, while only 10% said purchase time had decreased. Most buyers are conducting more detailed ROI analyses before making a purchase decision (77%), using more sources for research and evaluation (75%) and increasing the number of buying group members (52%).

True Influence, an intent monitoring and demand generation solutions provider, launched InsightBase 4.0 at the SiriusDecisions Summit 2019 in Austin, Texas this week. The enhanced solution is designed to help marketers define buying groups or demand units by customer persona. It is positioned to then automatically identify individuals who match the criteria across any account list or audience segment in a comprehensive B2B contact database.

Adaptive marketing platform provider Act-On Software has launched Adaptive Web, an AI-based inbound marketing tool that aims to help marketers deliver personalized website content at the individual level — in real time.  

PathFactory, a content insights and activation platform, unveiled new tools designed to help B2B businesses reduce the friction on their corporate website and better enable buyers to consume and engage content that meets their specific needs and pain points.