Influitive, a provider of advocate marketing tools, today announced its Summer 2013 product release that includes new capabilities and features that make it easier for B2B marketers to capture and promote the enthusiasm of their evangelists.

Two new offerings – Maven by Influitive, a mobile app for B2B advocacy, and AdvocateAnywhere, which lets marketers embed “calls to advocacy” in cloud apps and web pages – headline Influitive’s release.

Business information provider ZoomInfo announced that it surpassed the 100,000-member mark for its ZoomInfo Community Edition, which provides B2B marketers with updated company data, including business emails, direct phone numbers, company background and news mentions.

The service, which does not require a subscription, enables members to search and segment profiles that are continuously refreshed with data from thousands of news sites, millions of company web sites and contributions members, according to ZoomInfo officials.

Adaptive Computing, a cloud computing provider selling to Global 2000 clients, was looking for a more efficient way to get leads from its web forms and trade shows into the sales pipeline. The company had recently migrated to Salesforce.com for its CRM software and wanted an automated way to streamline the capture and distribution of leads from its web site as well as trade shows and webinars.

Before implementing Act-On earlier this year, it took the sales team at Adaptive Computing up to three weeks to follow up with prospects who registered on the web site and downloaded the vendor’s free Open Source scheduler, due to the delay in getting the customer information into the CRM system. Now that the registration data is automatically entered into Act-On and synchronized with Salesforce, the sales team can make that contact within 24 hours.

Users of HubSpot’s Social Inbox can now publish and promote content directly to LinkedIn Company Pages from the marketing automation platform.

Prior to adding LinkedIn Company Pages, Social Inbox enabled marketers to publish and share content across Twitter, Facebook and LinkedIn Groups from within HubSpot.

Mike Volpe, CMO of Hubspot, said that the marketing automation vendor’s data identified LinkedIn as the highest generator of visitor-to-lead conversion out of all other social marketing channels.

Leads360, a provider of cloud-based intelligent sales automation solutions, announced that the company has changed its name to Velocify.

Nick Hedges, CEO of Velocify, told Demand Gen Report that the rebranding more accurately reflects the vendor’s mission to help organizations across industries increase revenue and close deals more quickly.

Deciphering online buying patterns and regaining control of the sales cycle were just a few of the topics covered as executives from GrowthFusion, DemandGen International and BrightTalk shared strategies for harnessing online buyer behavior at BrightTalk’s 2013 Digital Body Language Summit.

The webinars also covered:

• Best practices for impacting the buying process through effective lead nurturing;
• Fundamentals of lead scoring; and
• The importance of customer analytics.

Vidcaster, a provider of video marketing solutions, has announced an integration with Marketo that enables users to capture and score lead behavior with any video player embedded on a web site and funnel that data into Marketo’s marketing automation platform.

The Vidcaster Leadwall enables users to tailor their video gate to generate lead data that is automatically streamed into Marketo activity logs. This data can be used to trigger nurture campaigns, impact lead scores and ultimately deliver detailed data to their CRM to optimize their ongoing sales process.

Industry observers speculate that Salesforce.com is taking a more adversarial stance toward some competing marketing automation vendors in the wake of its announced plans to acquire ExactTarget. Marketo was slated to have a booth and a speaking slot at a Salesforce customer event last week in New York, but they did not have a presence. Silverpop was the only marketing automation vendor to have a booth at the event.

Sources told Demand Gen Report that Marketo was excluded from the event because of a conflict over some recent unspecified comments made by Marketo officials, but the friction has been resolved. Marketo is expected to be involved in a Toronto event this Wednesday, according to Salesforce officials.

Marketo and Eloqua are no longer listed on the SFDC AppExchange, although HubSpot remains on the exchange.