Tips & Insights To Help You Overcome Demand Marketing Challenges

Kate Athmer

Kate Athmer

Kate Athmer leads Integrate’s own Demand Orchestration efforts: leveraging data and technology to build integrated, scalable demand marketing programs. Obsessed with efficiency and unwilling to be a “marketing janitor,” Kate applies automation throughout the funnel to keep the team focused on driving revenue.

November 29, 2018

The First 3 Steps to a Cleaner B2B Marketing Database

According to a recent Ascend2 survey, “Improving the quality of leads generated is a top priority for 58 percent marketing influencers, ahead of all other lead generation goals.” That’s right – ahead of increasing the number of leads, improving analytics, measuring ROI and even increasing conversions.   The good news: Today’s marketing leaders are focusing on quality over quantity. The bad news: Not knowing how to address quality concerns, many marketing leaders revert back to overspending on quantity to make up for low-quality leads. The goal of this post is to outline three steps marketers can take today, without spending more money, to start improving the quality of their lead data.

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October 11, 2018

B2B Marketing Objectives: Winning the Battles That Matter Most

According to Gartner's 2017-2018 CMO Spend Survey, marketing budgets have seen a 6% year-over-year reduction. Analysts say B2B marketers must embrace a new focus on smarter performance optimization. Chris Pemberton, Partner and Digital Content Lead at Echo Group, writes on the Gartner blog: “It’s time to assume accountability for business performance and show that marketing can grow the business while making hard choices.” Increasingly, executives assess B2B marketing team performance on

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September 19, 2018

The 5 Essential Toolsets for Effective B2B Marketing Lead Generation

When 160 multi-industry marketing executives were surveyed on how they intended to invest marketing resources, many cited new marketing technology (MarTech) purchases. The most common technologies demand generation marketers will test and deploy this year include account-based marketing technology (58%), multichannel lead-nurturing (41%) and content planning/syndication tools (37%).  However, before expanding your technology stack with newer solutions such as these, it’s important to make sure your current tech ecosystem comprises the foundational systems needed to ensure such investments will work.  

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September 11, 2018

Account-Based Marketing Metrics: What to Track and Why

Account-based marketing (ABM) is a strategic approach to driving engagement with target accounts. Jon Miller, CEO and Co-Founder at Engagio, defines ABM as,

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August 9, 2018

10 Most-Common Content Syndication Mistakes Made By B2B Marketing Teams

As B2B marketing and sales organizations prioritize account-based revenue strategies, traditional inbound tactics alone can’t provide the quantity or quality of decision-makers to convert target accounts. You simply can’t wait for prospects to find your website through inbound marketing tactics – it won’t scale quickly enough to hit goals. That’s where 3rd-party demand generation and content syndication come in. As Dawn Colossi, CMO at FocusVision, once said, successful revenue marketing requires “Paying attention to other sites and treating them like our own – thoughtful of the content we put on them, what they were doing and how they are performing – is key to our strategy’s success.” Unfortunately, 3rd-party programs can be incredibly time-consuming and frustrating to manage without the right tools, making it very tempting to take shortcuts or “guess” instead of dedicating the time required to properly plan, launch, measure, and evolve content syndication programs. Does the phrase “We have to move quickly” sound familiar? Here’s a list of the 10 most-common content syndication mistakes we see our customers make, as well as some guidance on how to get it right.

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July 17, 2018

Digital B2B Demand Generation Campaigns: How to Generate Qualified Leads

The top priority of B2B marketing executives in 2018 is to improve lead quality over quantity. According to DemandGen Report’s 2018 Benchmark Survey Report, improving the percentage of leads considered ‘qualified’ ranked as the top organizational focus, followed by improving conversion rates and campaign results, then generating increased lead volume.

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June 14, 2018

Lead Nurturing Tips to Drive More Sales Pipeline Opportunities

Lead nurturing should be one of the most effective aspects of your demand generation strategies. In fact, 81% of B2B marketing executives ranked email as the most effective tactic for engagement with later-stage prospects, according to the 2018 Benchmark Survey Report.  This is likely because email heavily supports lead nurturing – a critical component of the demand generation engine. Without lead nurturing to convert more contacts into sales opportunities, your pipeline can't scale.

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May 8, 2018

Are You Using These 6 Most Effective Demand Generation Channels?

The number of channels you use is not as important as a cohesive message. Your customers don’t care if you're using twelve different channels for generating B2B demand last year. According to Harvard Business Review, B2B buyers are surrounded by information. In fact, the Review reports that buyers are:  “increasingly overwhelmed and often more paralyzed than empowered.” To stand out among the noise, however, it's critically important that you adeptly leverage a number of channels to get your content in front of your target audiences. Further, all these marketing channels must work together in harmony to create an integrated and consistent audience experience. Otherwise, you’re just adding to the overwhelming noise in your prospects’ and customers' ears.

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April 17, 2018

7 Demand Generation Services B2B Companies Should Consider in 2018

If there are areas of your demand generation programs draining your resources, it’s wise to consider the best ways to take the weight off your team. Many manual, time-consuming marketing problems can be solved with technology; the right marketing tech will simplify complex tasks and improve results, such as by helping you meet new data-privacy compliance requirements or automating time-consuming lead data processing. Unfortunately, MarTech can’t cure a lack of talent, substitute for broken processes or make up for a bad B2B marketing strategy. Depending on your specific circumstances, outsourcing certain demand gen activities to an agency or consultant may be good choice.  Read on to see whether any of the these seven demand generation services may be right for your team's needs.

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April 3, 2018

Demand Generation Analytics: 10 B2B Metrics that Actually Matter

What is measured can be improved. There’s rarely a shortage of data for B2B marketers to compile. Demand marketers, especially, are drowning in data. But, data is only as valuable as the actionable insights you can extract from it. How do you know which metrics matter and how to combine the right insights to improve your program? How do you avoid “vanity metrics” that only serve as a distraction? When it comes to demand generation, focusing on the metrics that matter can provide helpful insights to improve the effectiveness of your marketing campaigns and give a boost to your results. But, what metrics actually matter?

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March 20, 2018

B2B Marketing Tricks for Maximizing Event ROI

According to Certain’s Event Marketing Benchmark Report, over half of B2B marketers spend 25% or more of their budget on in-person events. Whether a large conference, regional seminar, or intimate dinner, events take a lot of resources from both the marketing and sales teams to pull off. With that much invested, it’s critical that event leads convert to measurable sales pipeline. However, unlike digital programs in which leads flow smoothly through measurable nurture stages and into sales’ hands, events create a messy, manual data problem from start to finish. And this problem can’t be solved without a high level of participation from the sales team itself. Below are some tricks we’ve found help keep marketing and sales in lock-step surrounding events, regardless of how much wine is consumed. If you're left wanting more tips at the end of this post, consider checking out this upcoming live chat.

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March 13, 2018

Online Demand Generation Tactics vs. Offline Tactics: Which is Best for Your Organization?

Is your 2018 marketing budget better spent in offline or online demand generation tactics? Both digital and non-digital marketing channels are listed among the top five categories of B2B marketing spend, according to Sagefrog’s 2018 Marketing Mix Report. Tradeshows and events are still the top marketing expenditure for 53% of B2B marketers. However, of the top six sources for sales and marketing leads, four are purely digital. Choosing whether to invest more in online demand generation tactics vs. offline tactics is not that simple of a choice. While every organization is different, your demand generation strategy needs to incorporate both approaches. Offline tactics offer unique benefits that are hard to match, despite the fact that traditional channels are much harder to track and measure.

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September 12, 2017

3 B2B Marketing Experts Answer Questions On Conferences, Tradeshows & Field Events

On August 23rd I was fortunate enough to host a webinar with two event marketing game changers: Emily Wingrove from Synthio and Frances McCutchon from PFL. While the concept for the webinar initially seemed straightforward, once we started planning the content, I realized we had stumbled on a pretty meaty, and sometimes controversial, topic. Between the three of us, we had so many examples of mistakes, big wins and planned testing that we could easily fill more than an hour. In fact, for those of you who've already listened to the webinar, you probably noticed how quickly we had to talk. And as we dug deep into Frances' and Emily's examples, more excellent questions flowed in from the audience – so many that we didn't have time to answer them all live.

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August 31, 2017

How Marketing Ops Pros MacGyver MarTech to Get More Done

As B2B marketers, we often buy technology to do one thing, and end up needing it to do something else. Or more realistically: we constantly uncover new tasks and challenges to solve with marketing technology. But while more technology or newer technology can sometimes be the answer, just as often we can find a workaround or other path to get the result we need. Which is good, because no one likes to be accused of having shiny object syndrome. As Courtney McAra said in her Marketing Ops Game Changers interview (the inspiration for this post): "Game Changers challenge the definition of what it means to be a Marketing Ops person. We’re not just data-dorks who sit in the basement with our staplers, taking orders and building webinar programs. We like using technology to do cool and innovative things. Maybe to do things that they weren’t intended to do. We’re MacGyvering the shit out of it to make it work to bring more revenue to the business."

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May 25, 2017

A Template for Measuring Demand Marketing Orchestration

At what point in your demand generation process do you start with attribution reporting? Are you able to pinpoint marketing’s influence through the duration of the funnel? For most of us, we get started at the point of inquiry, because that’s where our marketing automation platform starts providing us with detailed metrics. But the customer lifecycle doesn’t start with an inquiry. It starts with identifying new targets – something we must be doing constantly, every day. In fact, when I was working through some of this reporting at Integrate, I noticed that our circular customer lifecycle stage map was missing this key stage too. Even we had overlooked that aspect, despite living and breathing it every day!

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April 6, 2017

Demand Marketing Template: Getting Started with Funnel Measurement

The ultimate goal of funnel measurement within a demand marketing team is predictability: How can I take what I see and translate that into future expectations? And then, how can I take those expectations, pull a few levers, make some adjustments and beat those expectations? For example, if you know you’ll need 3000 leads next month to hit your pipeline goals next quarter, and currently you’re only on track to deliver 2000, then you know you’ve got to add another program. Or maybe you’re brimming with MQLs, but sales-acceptance rate is low. How do you decide whether to plan a webinar, invest in a content syndication program or redesign a process to eliminate the bottleneck happening at the marketing-to-sales hand-off?

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December 13, 2016

Are There Silent Killers Lurking in Your Demand Marketing Process?

With all the progress that's been made around demand orchestration – from technology to enable ABM and predictive, to top-of-funnel automation, to advanced Pipeline analytics – marketers have more power to influence revenue than ever before. But interestingly, this technology doesn’t always show us the way, at least not at first. Instead, it often uncovers a murky mess of bad data, or a tangle of workaround processes. Much has been written about the consequences of dirty data or time wasted manually processing spreadsheets, but those are just two of the most blatant, deadly problems marketers face. The reality is, we still have a lot silent killers lurking out there, threatening to drag down our marketing results. So how do you identify and weed them out before they do real damage?

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November 10, 2016

8 Questions About Account-Based Marketing Content Answered

Account-based marketing (ABM) has become a must-have strategy for B2B organizations looking to engage the accounts with the best potential, but for ABM’s promise of efficiency and effectiveness to payoff, marketers must be able to engage the decision-makers at the target accounts. We know content is critical to reaching target-account decision-makers, but the content you use in your broad thought leadership and demand marketing efforts typically won’t fully deliver on your ABM agenda. To help B2B marketers align content with ABM strategy, last week we hosted a webinar with practitioners from Engagio, Uberflip and Influitive called “How to Evolve Content Marketing Strategy for an ABM World.” 

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April 28, 2016

Advice for Demand Marketers: How to Avoid the Black Hole of MQLs

Sales wants qualified leads. Now. With velocity, ready to buy, and at their target accounts. You already invested in marketing automation (which someone else probably stuffed full of crappy data) and dabbled in some paid efforts. Now you’re exploring Predictive and Account-based Marketing… but HOLD ON. Whatever happened to all those leads you already generated and qualified? As a demand marketer, it’s tempting to wash your hands of the lead once it reaches Marketing Qualified Lead (MQL). But too often Sales reaches out a few times, then moves on when a lead is unresponsive. They aren’t going to nicely hand that lead back to marketing – they will just move on. And the lead will disappear into “the black hole of MQLs”.

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