As a journalist, I’ve covered the evolution of marketing and advertising for 15+ years, with a focus on direct and digital marketing. Direct marketers in particular have been powerful advocates of predictive analytics and data mining for one-to-one customer success for more than a decade, yet it is only recently that B2B marketers have begun to adopt predictive analytics and powerful customer engagement tools.

Data management and customer engagement software provider RedPoint Global secured $12 million in Series C funding in a round led by Grotech Ventures and WP Global Partners. The financing will enable RedPoint to expand its international operations, cultivate its growing partner ecosystem and accelerate the development of new product offerings.

Data automation solution provider Openprise has launched Openprise Data Diagnostic, a free tool that offers a quantitative assessment of a company’s marketing data in Marketo and determines whether or not it is ready for advanced marketing initiatives, such as marketing automation, account-based marketing (ABM) and predictive analytics.