PaperShare recently launched Actionable Content Analytics, a tool that gathers data for marketers so they know how a piece of content performed across all channels.

“By putting content at the center of our system, marketers have one view into all earned, owned and paid channels to provide a view of the best-performing channels,“ David Greschler, PaperShare CEO, told Demand Gen Report in a recent interview. “This provides marketers with rich analytics about a single piece of content, including the number of views, who viewed it and what channels the views came from.”

The Pedowitz Group announced a new Revenue Marketing Analytics service to help marketers bridge the gap between business intelligence and revenue growth. The service will use partner solutions from GoodData and Birst to unify data and deliver actionable insights, according to company representatives.

Birst combines data from varied sources to help companies answer pressing business questions and address concerns in real time. The business intelligence solution from GoodData enables companies to make better business decisions by transforming data, reports and dashboards into tangible results, company officials noted.

Video marketing platform Vidyard has launched a new app for HootSuite within the company’s App Directory. The Vidyard app was created to help address the need for video marketing enablement in social media, according to company representatives.

On the heels of Vidyard’s recent integrations with Eloqua and Marketo, this new HootSuite integration will be another step in helping marketers turn video content into measurable ROI. Using theVidyard app for HootSuite, social marketers can access their entire video library and add video clips to any social post directly within the HootSuite dashboard. Customizable calls to action also can be added to videos to generate leads, run contests, and link to other related assets.

Plotting a digital marketing strategy can prompt even some of the savviest B2B marketers to ask for directions. Gartner recently unveiled its digital marketing transit map to provide a framework for marketers to develop a strategy, improve operations and plan initiatives.

One of the hurdles of marketing technology is that most organizations have acquired much of their technologies individually, so there is no plan in place regarding how they will connect, according to Andrew Frank, VP and Distinguished Analyst at Gartner, in an interview with Demand Gen Report. He said this challenge led to the creation of the map, which was developed over the course of the past year, to help facilitate communication between marketing and IT.

SalesMail, an email marketing firm, chose LeadFormix, the marketing automation solution from Callidus Software, to automate campaign activities.

Among other features, LeadFormix enables employee collaboration, data sharing, and actionable metrics from consumer responses.

A commissioned study conducted by Forrester Consulting on behalf of Silverpop reveals that behavioral data remains a largely untapped marketing asset. Forrester found that only 45% of marketers collect and consolidate behavioral data within a single, integrated database.

The study, conducted May 2013, surveyed 157 U.S.-based marketing professionals on their use of behavioral marketing automation to enable communication strategies and deliver campaigns. Forrester analyzed how marketers are powering automation with buyer behavioral data to drive engagement across multiple touch points and channels.

ExactTarget has opened HubExchange, a marketplace featuring a variety of partner apps, ranging from web conferencing and event registrations to QR code activation and Facebook ad retargeting.

HubExchange kicked off with more than 50 apps, including offerings from ReadyTalk, Compendium and Get Smart Content.

Salesforce.com introduced Salesforce Sales Performance Accelerator, a tool that combines the company’s Sales Cloud with targeted lead and customer data from Data.com. The new application also includes coaching and feedback tools available in Work.com.

B2B firms such as DocuSign, an electronic signature technology vendor, and Enterasys, a provider of network infrastructure and security solutions, are currently using Sales Performance Accelerator.