Marketo used to be a marketing automation system but it now calls itself an “engagement platform”. Whatever that is, it just got still broader with the company’s purchase of ToutApp, which helps salespeople send multi-step email campaigns. The extension from marketing to sales supports Marketo’s position in Account Based Marketing, which straddles both worlds.

More on ad measurement: comScore has expanded its “validated Campaign Essentials” to measure audience demographics, reach, frequency, and GRPs as well as viewability for Facebook display ads. The product already provided similar metrics for Facebook Audiences, Twitter, and Instagram. This is part of advertisers’ increasing resistance to unverified audience claims by the big social networks and to the networks’ power in general.

Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.