At Dreamforce, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform, a new set of technologies designed to deliver and integrate mobile versions of Salesforce-based applications.

The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location. The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.

Analysts who spoke with Demand Gen Report had mixed reactions to the new marketing cloud. Some pointed to a greater separation of B2B and B2C marketing tactics, while others saw it as bringing the two marketing disciplines closer together.

Vocus updated its Marketing Suite with new features designed to help organize and track multi-channel marketing campaigns and build mobile landing pages, among other capabilities.

According to company officials, these new capabilities streamline complex, multi-channel marketing campaigns across email, social, PR and search marketing channels to improve online visibility, find and convert new customers, and better measure results.

The Winter 2014 release includes:

Silverpop launched Mobile Connector, a solution designed to enable marketers to link the Silverpop platform with their company’s mobile applications.

According to Bryan Brown, VP of Product Strategy at Silverpop, marketers can now boost app usage, launch targeted promotions and feed mobile app activity data to the Silverpop marketing automation platform. This creates an opportunity for marketers to interact with their customers individually to boost overall customer experience.

At Dreamforce this week, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform. The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location.

The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.

InsideView has expanded its InsideView for Marketing solution with two new products, the company announced at Dreamforce. InsideView Clean is designed to update any existing marketing database with accurate and complete company and contact information. InsideView Target is aimed at providing highly targeted segmentation and list building based on company and contact data, key business events, social insights, or professional connections.

InsideSales.com unveiled Neuralytics, a predictive analytics platform designed to analyze response times, lead sources, list demographics, personality types, offer types, message media and a host of other data points to optimize results.

In a meeting with press and analysts at Dreamforce, CEO and Founder Dave Elkington explained that traditional lead scoring systems did not take into account the “contactability” of leads. He explained that when scoring a prospect, Neuralytics considers a number of external factors, including day of the week, time of the day and weather. The system also considers the ways a lead has interacted with the company in the past in considering the most effective contact method. “People are very fickle animals, and as a marketer and a sales person, you really have to optimize how you interact with every lead.”

The growth in content marketing can be partially attributed to the increased adoption of marketing automation to support lead generation. Marketing automation, especially when integrated with a company’s sales or CRM system, simplifies marketing management and enables marketers to leverage rich data that was previously difficult to obtain.

While research shows that marketing automation improves content marketing effectiveness, it is constrained by shortfalls in processes, management and measurements. Marketing organizations lack strengths in key process areas that are often enabled by marketing automation, such as content customization, targeting and measurement of sales conversion.

These are just some of the finding of the 2013 Lead Generation Marketing Effectiveness Study, conducted by Lenskold Group, sponsored by The Pedowitz Group and supported by Demand Gen Report.