Vidyard, a video marketing platform provider, have announced the launch of the Vidyard app for ExactTarget, which is designed to provide marketers with an effective way to share video through email.

The Vidyard app for ExactTarget adds deeper functionality and interactivity to email campaigns, as well as detailed analytics data to measure your return-on-investment (ROI), company officials noted. After an individual leads open an email, Vidyard analytics identifies who watch the associated video content and for how long.

Webinars remain one of the most valuable content formats for engaging with leads throughout the buying cycle. However, maximizing registration and attendance are among the biggest challenges for B2B marketers when it comes to webinar success. The content can spark interest, but you have to get them to tune in.

“Webinars are being used now as a top-tier tool across the entire buying cycle,” said Mark Bornstein, Senior Director of Content Marketing for ON24, in an interview with Demand Gen Report. “Webinars used to be just for lead generation, but now marketing organizations are using them in every aspect of the pipeline. It’s important you are talking to the right audience at the right part of the buying cycle.”

Demandbase expanded its consulting services with a Managed Analytics Offering, which is designed to help marketers uncover insights and better measure marketing performance.

The Managed Analytics Offering launched as part of Demandbase’s Strategic Services suite. Landing Page Optimization Services, co-delivered by SiteTuners, and Target Account Marketing Strategies, co-delivered by New Business Strategies, have also been added to the Strategic Services suite.

B2B marketing technology vendor netFactor announced email2lead, which is designed to provide marketers with real-time tracking and person-level details of prospects coming to a web site from an email campaign. The new offering will be integrated with netFactor’s VisitorTrack platform for tracking anonymous web site visitors.

Though its integration with email service providers, including MailChimp, iContact, and Vertical Response, email2lead is designed to improve email tracking and increase lead generation, according to company officials.

Demand generation strategy firm ANNUITAS recently acquired Get Me In The Inbox, an email deliverability and privacy compliance firm, to expand its services for enterprise clients.

ANNUITAS is now offering email deliverability, privacy and compliance services as part of its overall demand generation strategy services.

Leadspace launched a new release of its SaaS-based social lead targeting solution that integrates with Marketo to automate the lead qualification process.

Leadspace is designed to help marketers quickly identify targeted leads across numerous data sources, including paid contact databases, social networks and web sites.

It is clear that marketers can no longer treat all prospects alike, as sending out the same email to everyone no matter who they are or where they are in the buying cycle is not likely to yield stellar results. While the ultimate goal is to make a sale, it is becoming more important to develop a rapport with buyers and understand what drives their purchasing decisions. That was the message of several speakers at the recent Digital Marketing University event in Philadelphia held by Silverpop.

“You have to own the whole relationship with the customer,” said Ellen Valentine, Product Evangelist for Silverpop. “It seems like a bit of an oxymoron, but as we have more channels and more ways to communicate with the customer, the buyer expects a more personalized experience.”