B2B martech vendor Integrate has added social media marketing to its existing stable of digital, event, and content syndication tools. Social marketing features include loading target lists to LinkedIn, full-service LinkedIn ad campaign creation, integration with LinkedIn lead generation forms, and enhancement of leads with external data.   The company also expanded its cross-channel analytics capabilities.

We knew that product-led marketing, such as freemium and free trials, is increasingly popular.  But we hadn’t realized that two-thirds of businesses already offer some sort of free trial – including nearly as many B2B (64%) as B2C (69%).  That’s according to Recurly, whose study also provides lots of other information on conversions, subscription plans, churn rates, payment methods, and more.

I can’t bring myself to lead with yet another generative AI story, so we’ll start instead with this Forrester report for Airtable, which found that organizations have lots of software applications.  The average is 367 in use at large organizations, with teams using an average of 45 daily and individuals using an average of 52 weekly.  No surprise here but a good reminder of why data integration is so important.