Demandbase unveiled a premium feature that provides access to Facebook’s advertising inventory, enabling B2B marketers to identify prospects and deliver targeted messages within Facebook without cookies or other tracking mechanisms. Users of Demandbase’s Company-Targeted Advertising solution can target ads to B2B buyers on Facebook during key working hours, according to company officials.

Demandbase enables B2B advertisers interested Demandbase can directly target Facebook ads to key accounts and prospects by identifying the company of a Facebook visitor based on business attributes associated with a company’s IP address, including company name, industry size and revenue.

The quality of data was the No. 1 of marketers at IT companies using CRM and marketing automation systems, according to a new study from DiscoverOrg, a sales and marketing intelligence tools provider.

In the report, Room for Improvement: Data Quality Impacting CRM and Marketing Automation Usage at IT Companies, 33% of the 359 respondents listed keeping accurate data as their biggest concern. 58% said they relied on IT sales reps to update their CRM data. The report was based on an online survey conducted by DiscoverOrg in July 2013.

LeadMD announced a new online learning platform centered on marketing and marketing automation education for professionals. Navigate by LeadMD aims to help professionals make the most of their marketing investments by featuring thought leadership, tutorials, online classes and other learning resources, according to company officials.

"So often companies make a big investment in marketing tools, then don't have the time or resources to really get the full return on their spend,” said Justin Gray, LeadMD's CEO.“Instead of an out-of-the-box training option that gives an overview rather than a precise approach, the Navigate platform lets users choose the learning that they need specifically to fix a problem or understand a marketing function."

InsideView, the provider of a platform that enriches lead records, announced that it will integrate with Marketo. The combination will allow the CRM platform provided by InsideView to match accurate company and contact data with any lead created in the Marketo database, according to official for both companies.

"As much as 61% of B2B marketers send all leads directly to sales, even though only 27% of those leads will be qualified*," said Brian Kelly, CMO of InsideView. “InsideView for Marketing ensures that every lead in the Marketo system will have complete, accurate firmographic data for faster, more accurate scoring and routing."

Top B2B marketers are using improved analytic tools to get a better handle on how buyers are engaging with their content. That was one of the themes of the presentations at The New Rules of Marketing, a recent Marketo online event.

“Your customer engagement score is like your FICO credit score,” said Sanjay Dholakia, CMO of Marketo, during his opening remarks. “We are now able to apply science to content based on a number of factors, including open, click and conversion rates. It doesn’t take a lot of mental gymnastics to do this, as it has in the past.”

Email is still a top touch point for all B2B marketing strategies, yet even the most subtle nuances can impact whether an email gets opened, or whether it is simply “dead on arrival.”

According to new research from Kentico, a web content and customer experience management solution provider, consumers’ engagement with email marketing is somewhat lagging. More than three fourths (77%) of people said they were unlikely to read unsolicited email messages, even if they aligned with personal interests. Moreover, respondents said that of the email programs they subscribe to, they only read a quarter (36%) or half (26%) of the messages.

Adobe unveiled a new dynamic tag management capability for Adobe Marketing Cloud to streamline the process for tagging content to be measured and optimized across web properties. The new functionality provides marketers flexibility and control to quickly implement digital marketing strategies, while reducing IT dependence, according to company officials.

Dynamic tag management supports both Adobe and non-Adobe tags. While currently available to all Adobe Marketing Cloud customers, in the future dynamic tag management will be extended to marketers using any digital marketing platform.