Viralheat, a social media management and monitoring software provider, announced an integration with SugarCRM, a move intended to help users leverage social interactions to boost customer relationships.

The integration connects Viralheat users to their SugarCRM accounts, designed to allow users to create and manage leads generated via their social channels. The partnership can also allow users to generate activity records on leads and track them through the sales funnel. Leads can also be sent to the sales team, which can help companies prioritize high-value targets.

B2B marketers are not lacking when it comes to content. According to research from eMarketer, 91% of B2B marketers are using content marketing, and 60% create at least one piece of content a week.

Research from the Custom Content Council  found that 42% of the $43.9 billion spent on marketing in 2013 was allocated to content marketing.

However, many marketers are still struggling to yield results from their content creation efforts. Of the companies employing content marketing, fewer than half (42%) say their efforts are effective, according to research from MarketingProfs and the Content Marketing Institute.

ON24 announced the launch of Webcast Elite Marketing Edition, a suite of new tools and features designed to help B2B marketers promote their webinars and qualify leads..

Webcast Elite Marketing Edition includes ON24’s Integration Service, which intends to connect user webcasting, CRM and marketing automation solutions to boost demand generation and lead nurturing capabilities.

Salesforce announced the results of its fiscal second quarter, highlighting $1.32 billion in revenue representing year-over-year growth of 38%.

The cloud software provider also announced that subscription and support revenues were at $1.23 billion, an increase of 37% year-over-year,while professional services and other revenues were $86 million, an increase of 58% year-over-year.

eTrigue announced the launch of VisitIQ, marketing software designed to help identify and connect the actions of anonymous web visitors to known prospects in real time.

Leveraging their current email marketing platforms, marketers can add links to email messages to automatically tie web activity — including page visits, duration on each page, document downloads, Google AdWords response and webinar attendance — to individual prospects.

More than one third (34%) of B2B buyers report that the number of team members involved in buying decisions has increased over the past year, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Also, over half (55%) of respondents stated they have at least three team members that take part in buying decisions within the company.

Account-based marketing (ABM) provides marketers with an opportunity to nurture all of the key decision makers within targeted organizations as a collective group — while also keeping messaging highly personalized and buyer focused.

In a much anticipated move, HubSpot announced that it has filed the necessary forms to launch an initial public offering. The company is seeking to raise $100 million, according to the filing, and the offering will be managed by Morgan Stanley & Co. LLC, J.P. Morgan Securities LLC and UBS Securities LLC.

While there was concern that executive departures might delay the offering, the company filed the IPO prior to its INBOUND conference, which is being held September 15-18 in Boston.