Marketing automation vendor Marketo and business application provider Infor today announced a partnership to integrate and cross-sell their customer experience systems. The match-up makes perfect sense: both companies offer cloud-based systems sold primarily to the mid-sized companies, and Marketo fills a gap in the Infor product line, which has CRM but not B2B marketing automation. Marketo has been repositioning itself as an option for B2C marketing, but Infor already has solutions in that area.

ClearStory Data announced new capabilities for “automated smart data discovery”, which makes it easier to find patterns in business data. ClearStory’s focus is data analysis, but it also automates data preparation and unification. So we’re back on CDP turf. Spark is once again listed as a key technology.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.