Tips & Insights To Help You Overcome Demand Marketing Challenges

Hannah Swanson

Hannah Swanson

Hannah joined Integrate in March of 2017. Having past experience in only the B2C marketing vertical, the B2B world opened exciting new opportunities that continue to feed her inner tech nerd. Dedicated to bridging the gap between sales and marketing, Hannah is always searching for new techniques to bring the two worlds together and keep the Integrate team efficient.

November 28, 2018

The Future of Demand Generation & What It Means for B2B Marketers

The B2B marketing landscape is about to go through a much-needed transformation. “Change” is the new normal for B2B marketers. The best marketers are learning to be agile, continuously adapting to the ever-changing expectations of their customers and the c-suite. Those who embrace change are most likely to elevate both their marketing team results and personal career – by becoming true revenue marketers. This was a key takeaway from the Content Marketing Institute’s (CMI) “Future of Demand Generation” virtual roundtable led by CMI’s Chief Strategy Advisor, Robert Rose. Integrate’s CMO, Scott Vaughan, joined Mathew Sweezey, Head of Thought Leadership at Salesforce, and Sangram Vajre, Co-Founder of Terminus, for 45 minutes of B2B marketing real-talk.

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October 23, 2018

MQLs Are Dead, Marketers Have Quotas & the Demand Waterfall Drowned

Being in a room with 150 of the industry’s top marketers at the B2B Game Changers conference last week was nothing short of amazing. Hearing the stories of wild victories and real failures from our marketing role models give us a taste of our industry’s reality. If you want to make a difference in your organization, you need to embrace change, think fast and stay humble. Every year, Integrate recognizes a handful of noteworthy role-based marketers as B2B Game Changers. This year we directed our focus towards revenue marketers. As the landscape evolves and marketing teams are becoming increasingly responsible for a sales-like quota, the shift is inevitable. Revenue marketing is not just demand generation or ABM, nor just marketing operations or field marketing. Rather, it’s marrying these disciplines together to create measurable value for the organization. We see and know firsthand how challenging this can be. So, we pulled together a group of bad-ass Game Changers to share their stories with their peers. The results? Marketing magic. Here’s what we learned:

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October 18, 2018

Five Account-Based Marketing Quotes to Live By

According to DemandGen Report’s The 2018 State of Account-Based Marketing (ABM) survey, 93% of ABM practitioners report the strategy is "extremely or very important" to organizational success. 91% have experienced higher deal sizes for ABM accounts versus non-ABM accounts. While you may believe ABM is right for your company, perhaps your boss is less sold on the idea. A shift to account-based demand generation can be a significant change initiative for B2B organizations. Instead of focusing on campaigns first and accounts second, organizations identify target accounts and then create campaigns. Optimizing for success will require new ABM software and stronger sales-marketing integration.

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August 14, 2018

6 Powerful B2B Marketing Tools for Integrated Campaign Management

As B2B marketers increasingly deploy and integrate more channels into the marketing mix, there’s a need for tools dedicated to integrated campaign management. Creating a unified customer experience across inbound, outbound, owned, earned, experiential and digital touchpoints are essential to seamless omnichannel customer experiences. But, it’s nowhere near simple to coordinate.

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July 25, 2018

How to Be a Rockstar Demand Generation Strategist and Have the Results to Prove It

There’s a growing demand for talented B2B marketers. However, for every job opening posted, there are many applicants from which you must stand out. For the real rockstars of results-driven marketing, there could be enormous potential for growth in the months and years ahead. According to DemandGen Report’s 2018 Benchmark Survey Report, 70% of B2B marketing executives say their budget will increase this year, which naturally includes more funds for new hires.

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June 21, 2018

Pro Tips for the Top 8 Digital Demand Generation Channels

The growing importance of digital demand generation channels in the B2B marketing mix was reflected by the results of DemandGen's 2018 Benchmark Survey Report. Out of the ten channels most effective in driving “early-stage engagement” and “driving conversions later in the funnel,” eight were digital.

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June 13, 2018

18 Demand Generation Training Resources for Driven B2B Marketers

If you’re not growing, you’re dying. There is a demand right now for skilled B2B marketers who can orchestrate complex campaigns involving both traditional and digital channels. According to McKinley’s 2018 Marketing Hiring Trends Report, 69% of marketing leaders anticipate growing their teams and hiring new marketers this year – a 25% increase over 2017. As Gary Vaynerchuk says, marketers ruin everything. Once an effective marketing tactic or method gets traction, it soon becomes oversaturated.

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May 1, 2018

Demand Generation vs. Demand Fulfillment: What's the Difference?

A lot of marketing terms are important concepts for demand generation marketers to understand and adopt. Others are just jargon– trending language that only matters to a select few. While not every marketing term has lasting value, it’s important to understand the terms with relevance. Understanding the language of thought-leaders and forward-thinking marketing pros can be beneficial to adopting the right demand generation techniques.

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April 24, 2018

3 Top Performing Integrated Marketing Campaigns We've Seen Recently

B2B marketing isn’t easy. It’s also rarely glamorous. Few would argue that it’s simpler than B2C marketing. Generating full-funnel demand requires understanding complex B2B buyer personas, navigating lengthy sales funnels and often creating compelling content around products and industries that are, by many accounts, “boring.” Despite these challenges, there are game-changing B2B marketers and brands doing outstanding work in the field. We’ve curated a few recent examples of exceptional B2B integrated marketing campaigns to inspire ideas and strategies at your own organization.

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April 10, 2018

11 Demand Generation Books Every Marketer Should Read This Year

63% of B2B marketers have been asked to contribute to 20% or greater increases in company revenue this year, according to recent findings from Demand Gen Report’s 2018 Demand Generation Benchmark Survey Report. That’s some serious pressure to deliver. To inform your professional improvement strategy, we’ve curated a list of books most helpful to demand generation marketers. Many are recent, some are seminal, but all have significant value to today’s demand generation pros.

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March 21, 2018

How to Foolproof Your Demand Generation Plan: Dodge These 5 Common Pitfalls

Crafting a successful demand generation plan is never simple. If it were easy, every B2B marketer would be driving remarkable full-funnel results. The top game changers in B2B marketing are orchestrating complex demand generation strategies that span many different lead sources, marketing channels and targets. Not only are marketing programs challenged to scale their efforts, but they need to achieve balance as well. If one aspect of your demand generation plan is off, you won’t see the results you want, even if the rest is pretty darn good. Could you drive enough marketing-attributed deals without great content? Can you hit your metrics if you’re using the wrong lead sources?

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February 20, 2018

6 Go-To Demand Generation Techniques Marketing Pros Swear By

Are you tired of vague tips for demand marketing techniques, like “measure everything” or “fail fast?” These philosophies have their value, but they’re not anything you can swipe and use to generate results. Fortunately, there are a few noteworthy B2B marketers who, while they may not share their entire demand generation playbook, are more than happy to share insights of what’s working best in their space. Smart demand marketers don’t waste time reinventing the wheel, at least not all of the time. These are six actionable demand generation techniques you can swipe and apply to your strategies right away.

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February 13, 2018

The 4 Critical Roles of Social Media in Demand Generation Marketing

Social media still matters as a discovery tool for B2B decision-makers, so it should certainly matter to demand marketers.  Research by CMI and SmartBrief found that social is a huge part of both how B2B buyers engage with brands, and how marketing organizations start conversations. In fact, the study showed that social media content is the most widely used B2B content marketing tactic, used by 83% of organizations. Perhaps this is because 8 out of 10 B2B buyers trust recommendations from peers and influencers more than original brand research (74%), eBooks (33%) and blogs (21%) – and social media supports such peer review. B2B buyers want credible, tailored and research-driven content. Demand generation marketers who understand how best to leverage social media to distribute such content will benefit from significant pipeline growth.

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February 8, 2018

The 11 Common Symptoms of a Sick Customer Acquisition Strategy

If customer acquisition were always easy, business would be a cakewalk. If acquiring new customers were simple, there would be no books, conferences or the need for B2B marketing organizations to develop a defined strategy. However, managing the costs and methods for customer acquisition and retention is a challenge for everyone. Molly Galetto, VP Marketing Communications at NG Data, defines customer acquisition management as the “set of methodologies and systems for managing customer prospects and inquiries that are generated by a variety of marketing techniques.” In addition to marketing, a full-funnel mindset about customer acquisition will involve alignment with sales and customer success teams.

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January 23, 2018

How to Evaluate and Find the Best Demand Generation Agencies

Are you considering outsourcing demand generation in 2018? If so, you’re not alone.  Few B2B marketing organizations rely solely on in-house resources to plan and execute their demand generation strategies. Most use a combination of internal staff and external partner resources. This makes complete sense when you consider the breadth of demand gen activities required to meet growth goals, including: integrated program planning, content creation, design, content syndication and more. At Integrate, we work with hundreds of mid-sized and enterprise B2B marketing teams to understand their demand generation strategies and challenges. In addition to things like data quality issues and lack of performance insights, one of the biggest limitations to scaling demand marketing contributions is often a lack of internal resources. 

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January 3, 2018

The Top 7 Demand Generation Blogs You Must Follow

The most effective demand generation marketers have one thing in common: they're seriously committed to self-improvement. Subscribing to blogs from the best thought-leaders in the industry can help you up your game by providing direct access to some of the latest insights, research and best practices. These seven blogs come highly recommended by us at Integrate as well as by the many B2B marketing pros we work with daily. While the topics aren't limited to demand generation exclusively, they do provide deep insight into key aspects of demand generation, like marketing automation, content marketing, lead generation and much more.

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December 20, 2017

How Demand Generation and Content Marketing Synergy Creates Marketing Magic

According to HubSpot research, businesses whose sales and marketing teams are aligned achieve 208% higher marketing revenue when compared to misaligned teams. Synergy always seems to drive better results than disparate teams working in silos.  When marketing, sales and customer support all work towards shared success metrics, the resulting synergy of efforts can yield big returns. And the benefits are not limited only to teams, marketing specialties can also work in tandem to drive greater holistic results. Perhaps the best example of where such teams must work together to generate demand is in the development and distribution of content.

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December 7, 2017

6 Effective Account-Based Marketing Examples You Can Copy Today

By this stage in the B2B marketing game, you’ve likely at least thought about adopting an account-based marketing (ABM) pilot program to complement your overall demand generation strategy. 2017 was the year of ABM, and we saw all versions of account-based marketing examples come through our inboxes – some good, some not so good. There are so many different approaches one can take to tackle ABM, but it won’t work without cross-departmental support and collaboration. So, you finally caved into the peer pressure and committed to testing the ABM waters. Sales and marketing have agreed upon an ABM strategy framework: goals have been set; accounts have been selected, individual roles and accountability are in place; content has been developed; and you’re ready to get your messaging and offers in front of your target accounts. The only thing you’ve yet to figure out – before you go into ABM execution mode – are the tactics you’ll use to engage the buying committee at your target accounts. Lucky for you, I’ve done my research and gathered some of the best, tried-and-true ABM examples and tactics in the B2B marketing world and compiled them here.

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November 1, 2017

10 Demand Generation Conferences You Must Attend in 2018

It’s event planning season here at Integrate.  As event marketing extraordinaire, I’ve been up to my eyeballs researching B2B marketing and demand generation conferences for our 2018 event marketing initiatives. At the same time, I’m trying to map out which demand generation conferences I want (and need) to attend. I get it – conference planning seems like a daunting task, and sometimes it’s easier just to keep our suitcases in the closet and stay home. As B2B marketers, it’s imperative for us to get in the field for in-person marketing events for a couple of reasons. 3 Reasons to Get to at Least One Demand Generation Conference Each Year

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October 26, 2017

How to Measure Demand Generation: 13 Expert Tips

So, you think your marketing is working great? What does that mean, exactly? From the perspective of your boss’s boss, it means that your organization is meeting or exceeding your key performance indicators (KPIs), such as marketing qualified leads generated, sales pipeline created and possibly new accounts closed. However, marketers in charge of demand generation are tasked with the challenge of understanding marketing and sales performance at a far more granular level. Measuring the right prospect and demand gen program insights, allowing you to optimize programs to generate higher quality leads that converts to new customer and revenue is among the most challenging aspects of demand gen marketing today. The solution isn’t to spend more time poring over spreadsheets and creating ad hoc analyses that reveal what probably drove last quarter’s performance. It’s to adopt a systemic, automated approach to understanding the demand generation metrics that matter – including lead conversion rates, cost per lead, average deal size and campaign ROI performance. While the core performance metrics can vary between organizations, read on to learn the expert’s perspective on the top ways to measure demand generation.

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