News

ExactTarget yesterday announced plans to acquire marketing automation solution provider Pardot and e-commerce personalization solution provider iGoDigital.

ExactTarget paid $95.5 million in total consideration for Pardot, including $85.5 million in cash and $10.0 million in ExactTarget common stock, and $21.0 million in total consideration for iGoDigital, consisting of $14.7 million in cash and $6.3 million in ExactTarget common stock.

Madison Logic, a provider of B2B lead generation solutions, this week announced the addition of two new products, targeting the market for analytics, retargeting and lead nurturing solutions.

The company's Data Match Behavioral Analytics is intended to supply advanced analytics to a B2B company's marketing automation system. It includes features to:

Demandbase today announced the availability of a Real-Time Company Identification Module for Google Analytics to measure, analyze and optimize integrated data from online marketing campaigns.

The new solution provides B2B marketers with previously available information about the companies visiting a web site, as well as new ways to view, analyze and segment web traffic. This includes the ability to report traffic and behavior based on specific companies, industries, company sizes, revenue bands and CRM-based account status.

Do buyer personas make B2B marketers nervous? If you ask Jay Gaines, Group Director at SiriusDecisions, the answer is clearly yes – and that’s not good.

Gaines tackled this question during his keynote at this year’s DemandCon event, held in Boston this week. “When I bring up personas, a lot of my clients get a little upset,” he said. “They feel like they’re already operating at a very granular level to begin with . . . there’s no way they can get down to the level of creating personals and be able to manage.”

Harte-Hanks has announced five new enhancements to the Purchase Level Scores (PLS) available through its flagship product, the Ci Technology Database (CiTDB).

The PLS use predictive analytics to score companies based on their likelihood of purchasing a specific technology based on comparisons to businesses which are known to have purchased that same technology. The new updates include PLS information for mobile messaging security, smartphone purchases, digital signage display, data loss prevention and Platform-as-a-Service (PaaS).