Tips & Insights To Help You Overcome Demand Marketing Challenges

Triniti Burton

Triniti Burton

Triniti has been with Integrate since its founding in April 2010. Once upon a time a sales rep, she now handles all things marketing and focuses tirelessly on infusing the often gray world of B2B tech with as much color as her colleagues can handle.

November 8, 2018

Building the Best B2B Marketing Technology Stack

Does the perfect B2B marketing technology stack exist? According to the State of Marketing Technology 2018 report, 69% of respondents believe "the perfect marketing stack does not exist yet." And if you're waiting for it to happen, don't hold your breath. The "perfect stack" will never exist. There is no one-size-fits-all when it comes to B2B marketing technology. Each organization must build a solution that fits the specific needs its business. It's not a matter of the biggest stack with all the bells and whistles; it's a matter of building the best architecture to align with your strategy and meet your marketing goals.

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November 2, 2018

3 Major Challenges on the Road to Revenue Marketing

According to the 2018 Demand Generation Benchmark Survey Report, 28% of marketing orgs have revenue-based quotas, and nearly half of them are expected to source more than 25% of closed-won revenue. But for some marketers, the idea of being accountable feels like an insurmountable mountain they're not prepared to climb. The 2018 Revenue Marketing Game Changers recently shared strategies that helped them create revenue-accountable organizations, along with some of the challenges they faced as they set out to drive transformation. We've compiled their advice into a 100-page eBook so you can be better prepared to get revenue-focused.

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October 26, 2018

Master Content Marketing to Engage the Right Audiences & Drive Demand

The quantity-to-quality shift permeates today's B2B marketing landscape. Demand generation organizations are no longer measured by the volume of leads generated. According to the marketing leaders interviewed for the DemandGen Report's 2018 Benchmark Survey, 63% of marketing teams are evaluated based on lower-funnel metrics like MQLs, SALs and pipeline influenced. Consequently, 73% of marketing organizations state that focus on lead quality over quantity is their number one goal in the year ahead.

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October 2, 2018

LinkedIn B2B Marketing: How These 8 Influencers are Crushing It

80% of all B2B leads generated via social media come from LinkedIn, according to this Oktopost infographic. Being recognizes as a thought leader or influencer through mastery of LinkedIn B2B marketing can deepen engagement with high-value audiences and provide significant visibility for your company and brand. Of the network’s 500 million members, 61 million hold senior leadership positions and 40 million are B2B decision-makers.

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August 24, 2018

43 Game-Changing B2B Marketers You Need to Follow

You’ve heard it before. Everyone’s talking about it. Marketing is getting revenue-focused. Nearly 30% of B2B marketing orgs report that they now have a revenue quota. Making this shift is no easy task and many are struggling to keep up. Through the 2018 B2B Game Changers Spotlight, and with the help of six industry experts, we found 43 revenue-focused marketers who are changing the game and adding significant value to their businesses. These marketing leaders and practitioners are going beyond a singular focus of multi-channel experiences, data analysis or tech implementation. They’re orchestrating people, processes, data and technology to make meaningful contributions to revenue.

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August 2, 2018

Integrated Marketing Works: And Here's Proof

Integrated marketing campaigns are not a new concept; nor is the idea of delivering a consistent customer experience across channels, tactics and funnel touchpoints. Integrated marketing organizations not only enjoy a connected ecosystem of tools and tactics, but the consistent brand experience of an integrated marketing program builds trust with prospects as well. While the volume and variety of channels used in B2B marketing campaigns have evolved significantly in recent years, the value of customer trust and authentic relationships has only increased.

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June 5, 2018

Will the Revenue Marketers Please Stand Up?

Lots of B2B marketers are talking about it – getting revenue focused. In fact, according to the 2018 Demand Generation Benchmark Survey Report, 28% of marketing orgs report having specific revenue-based quotas, with nearly half stating that their marketing teams are expected to source more than 25% of closed-won revenue. But for many marketers, this idea of generating revenue feels like a lofty goal in the far distant future. Fortunately, some are making phenomenal strides in this area, growing their organizations’ capabilities by leaps and bounds. They’re defining what it means to be a ‘revenue marketer’ and leaving a trail for others to follow. And we’re on a mission to recognize their work.

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May 31, 2018

3 of the Best Demand Generation Tactics to Scale Pipeline Fast

If your marketing charter is anything like ours, you've got some massive goals ahead of you. Your team is likely tasked with engaging the right decision-makers at target accounts, generating a specific number of opportunities and impacting a defined revenue goal. But what do you do when you face challenges hitting your mile marker targets for marketing-qualified and sales-qualified leads (MQLs and SQLs)? When expectations are steep and time is short, it's important to leverage the best performing demand generation tactics that can reach qualified audiences at scale and gain traction quickly. Because let's face it... influencer marketing is the long-game and creating premium webinars takes a lot of resources. So even though they may be some of your highest-converting demand generation strategies, they can't be your go-to tools when you’ve only got a quarter to generate full-funnel demand.  You need digital campaigns that you can get to market quickly and scale based on budget.

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May 18, 2018

The Digital Anatomy of the Best B2B Demand Generation Strategies

70% of demand generation marketers say their budgets will grow this year, according to DemandGen Report’s 2018 Benchmark Survey Report. Simultaneously, 63% of respondents to the same survey said their company’s revenue would grow by more than 20% in 2018. The idea of the “right” B2B marketing strategies has evolved significantly over the past decade. 68% of B2B marketers rank in-person events as a key engagement tactic, according to the survey, while 67% point to email marketing. In 2018, demand marketers must be proficient at most, if not all, of the digital marketing disciplines at play in a modern B2B demand marketing strategy.

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March 29, 2018

How to Manage an Integrated Marketing Campaign Like a Boss

From the customer’s perspective, a great integrated marketing campaign shouldn’t feel complicated. The Data & Marketing Association (DMA) defines integrated marketing as, “an approach to creating a unified and seamless experience for [people] to interact with the brand…[across] tactics, methods, channels, media and activities.” For a B2B demand generation organization, an integrated marketing campaign can span many digital and traditional marketing channels, personas and full-funnel touchpoints. With so many moving pieces, achieving a customer experience that feels “seamless” is far from simple.

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March 6, 2018

Conquering Digital Demand Generation: 8 Disciplines You Must Master

We've said it time and time again. B2B marketing is rapidly evolving at a pace that can be challenging to keep up with. The skills a marketer needed to generate leads and demand successfully in 2005 aren’t the same strategies and tactics that drive results in 2018. While some core skills haven’t changed that much (marketers still need creativity and empathy)  and some offline B2B marketing channels, such as in-person events and direct mail, still have an important place in many demand generation strategies... it’s impossible to deny the fact that digital channels are advancing at a breakneck speed.

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March 1, 2018

13 Useful Demand Generation Ideas for B2B Marketers

Demand generation marketers spend a lot of time creating content, distributing assets, and fine-tuning campaign performance. Generating full-funnel demand may be the ultimate measure of success, but knowing what will attract qualified leads, nurture opportunities, and delight customers isn’t always simple. B2B marketing organizations today are drowning in options for demand generation channels, technologies, and strategies. It’s easy to get caught up doing a lot of busy work only to end up having nothing to show for it. Successful demand generation is less “doing things,” and much more “doing the right things.” So, what are the right things to do?

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February 1, 2018

The 10 Best B2B Demand Generation Secrets Revealed

The success of a demand generation marketer is no longer measured in just the quantity of news leads generated. Rachel Rosin, Group Manager, Marketing Operations at Glassdoor says  “A successful [demand generation] program is measured by the quality of those leads, what you’re able to convert to revenue, and the ability to prove your contribution to your company’s bottom line.” B2B marketers are facing increased pressure to successfully orchestrate demand generation across multiple channels, generate new qualified leads that convert to opportunities, and attribute new revenue to marketing actions. While effective demand generation requires marketers to maintain a full-funnel mindset, knowing the specific actions and tactics to use isn’t always simple.

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January 17, 2018

The Best Marketing Tools to Empower Demand Generation Teams

Feel like you’re drowning in marketing technology? You’re not the only one. In 2011, only 150 companies identified as martech vendors. By mid-2017, MarTech Today reported the number had jumped to 4,891. Almost five thousand vendors now offer software and tools for marketing automation, CRM, lead generation, and many other processes and tactics. Fast forward to 2018, and the tools needed to support a complex, full-funnel demand generation program can include several different integrated and specialized apps.

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January 11, 2018

4 Signs Your Company Needs a Demand Generation Consultant (And When You Don't)

So, you didn’t meet your key performance indicators (KPIs) for Demand Generation success last quarter. Or maybe you did, but your revenue targets for next quarter are much steeper. It’s no secret that demand marketers at B2B organizations are facing significant challenges in 2018. A B2B International survey of North American and European marketing professionals revealed communicating the value of products or services to target customers was the top challenge for 48% of marketing organizations. 45% of B2B marketing teams anticipate no increase in their marketing budget for the year to come, according to the same survey.

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December 21, 2017

Should You Outsource Demand Generation in 2018? Pros vs. Cons

68% of companies report a struggle to generate leads, according to a Lattice Engine/CSO Insight study. It's hard to shift your thinking from quantity to quality when there's simply not enough volume in your pipeline. If demand generation were easy, every B2B marketing organization would be hitting home runs on demand. While it's much easier to scale multi-channel demand thanks to innovative marketing technologies, it's still hard work. As a result, some brands choose to outsource some or all of their demand generation activities. Is outsourcing demand generation the right move for your organization?

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December 19, 2017

5 Demand Generation Webinars You Definitely Don’t Want to Miss

If you’ve ever felt you walked away from a webinar with more insights than you gleaned from an eBook, you may be right. Recent data from the Savo Group reveals that adult learners who view video retain 83% more information in short-term memory over reading the same information in text. On-demand video delivery through webinars is both popular and effective; Content Marketing Institute’s 2017 Benchmarks Report reveals 58% of B2B organizations are using webinars as a content marketing tactic.

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December 12, 2017

7 Demand Generation Methods that are Working Best Right Now

Marketing has evolved significantly over the last decade. Technology has changed the way customers discover, research and communicate with brands. Organizations are navigating a rapidly shifting landscape of consumer behavior, research channels and marketing best practices. The ideal marketing mix in 1998 was a lot simpler than demand generation strategies in 2018. Today’s demand marketers are navigating the responsibility of creating an exceptional customer experience across many different channels. Martech is expanding at a meteoric rate, which has created new opportunities, as well as challenges, surrounding automation, data quality management and optimization. It's a lot to sort through. And B2B marketers are tasked with trying to identify which of these new opportunities will drive the best results.

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December 5, 2017

9 Building Blocks of a Killer Demand Generation Marketing Plan

79% of marketing leads never convert into customers, according to HubSpot. The most commonly reported reason? A lack of lead nurturing. Even the highest-quality content won't lead to sales revenue if there's no plan to move qualified new leads through the sales funnel. B2B marketers are increasingly called upon to switch their thinking and success metrics away from generating a high volume of leads to creating customized experiences that convert leads to opportunities. Quality over quantity is now a focus for many B2B organizations, and rightly so. A holistic, full-funnel approach to demand generation is quickly overtaking other approaches to marketing success. What are the building blocks that make up an effective, full-funnel demand generation strategy?

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November 30, 2017

13 Demand Generation Statistics That Will Blow Your Mind

Demand generation is a discipline that is constantly evolving. Buyer behavior, technological advances, and the emergence of new platforms and avenues for meaningful customer connections keep the demand marketer in an everlasting state of strategical flux. One of the best ways to get a view of the current state of demand generation is to pay close attention to data regarding trends and insights from the industry at large. Smart demand marketers rely on data to guide their strategies and focus their efforts.Here are 13 demand generation statistics every demand marketer should know.

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November 14, 2017

How to Evaluate the Best Account-Based Marketing Platforms and Tools

A recent survey from the Altera Group found that 97% of B2B marketers report that account-based marketing (ABM) drives higher ROI than other marketing activities. Marketers across the industry are asking what they need to successfully execute an account-based marketing (ABM) strategy. There are numerous components of a successful ABM strategy and the right tech stack can help drive key aspects of your ABM initiative – from goal-tracking to centralizing target-account lead data to monitoring the progress of opportunities through the sales funnel. But no account-based marketing platforms or tools can do it all. And none of them are the same. So how can you know which ABM technology your company needs?  It’s important to arm yourself with evaluation questions you can ask ABM tech vendors to help identify whether their solutions are right for your organization.

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November 9, 2017

12 Repeatable Demand Generation Activities that Drive Results

The Integrate marketing team is neck deep in 2018 planning. We’re building a demand marketing strategy that will contribute to the company’s revenue goals for the year ahead. If you’re a B2B marketer, you likely understand the magnitude of this work. It’s an extensive process that requires you to step back and look at the big picture – document your lead, demand, pipeline and revenue goals; and identify the demand generation activities and programs that will get you there.

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October 24, 2017

Reviewing 7 of the Top Demand Generation Tools of 2017

As enterprise adoption of demand generation marketing soars, marketing teams are starting to realize that choosing the right marketing technology (MarTech) is imperative to reach qualified audiences and implement a data-driven marketing strategy. Technology can enable marketers to more efficiently identify qualified leads and fill the sales pipeline with the right opportunities. 74 percent of companies that don’t exceed revenue goals are unable to measure how many visitors, leads, marketing-qualified leads (MQLs) or sales opportunities were generated. To meet the demands of modern B2B marketing organizations, 2017 marketers need tools for data capture, analysis and visualization, as well as automation platforms for operational efficiency. The vast majority of programs also need tech to track oportunities, manage projects, execute account-based marketing (ABM), and orchestrate demand generation efforts.

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October 12, 2017

An 8-Step Account-Based Marketing Plan to Share with Your Boss

If you’re a B2B marketer, you’re likely hearing the term Account-Based Marketing everywhere you turn. A quick search of your inbox might reveal a couple hundred emails in the last 90 days touting the latest and greatest in ABM content. And for good reason… In an era where marketing is on the hook to create customers and drive revenue, it makes sense to aim marketing efforts at companies that match your ideal customer profiles. But knowing that it’s the right thing to do and getting the executive buy-in to do it are two completely different things. Marketers need more than just theoretical explanations as to how account-based marketing can help you reach the right customers. They need strategic and tactical plans that they can follow. They need to be able to go to their upper management and say “we need to implement an ABM program and this is how we’re going to do it.”

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June 22, 2017

Make it Matter: Strategically Tackling Marketing Ops

Most marketers work in a world with too little time and too much to do – moving from task to task, rushing to accomplish as much as possible. For instance, right now I’m updating our go-to-market communications, making numerous additions to our website, developing a new preview of Integrate’s demand orchestration software, supporting a half-dozen field events, increasing our website traffic and boosting conversions, managing a couple of top-funnel marketing programs, writing this blog post… plus at least ten other things that I won’t get to this week. It seems like my to-do list is a mile long. And I’d venture to say that our resident Demand Marketing/Marketing Ops expert, Kate Athmer, has twice as much on hers. Why do you think that is?

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April 27, 2017

A Useful Template to Develop (or Improve) Your B2B Buyer Personas

B2B marketing is abuzz with the importance of customer-centricity and the “engagement economy,” yet according to SiriusDecisions more than half of B2B marketing organizations admit that they don’t truly understand their customers. This isn’t surprising when you consider that a notable percentage of companies have yet to execute the fundamental task of identifying their buyer personas. And many of those who do have personas aren't adequately leveraging them. We get it – demand marketers have their hands full. And sometimes it’s hard to make room for a project that may seem tedious with unknown payoff. The fact is that persona-based marketing is yielding big returns: increasing engagement rates, shortening sales cycles and driving more revenue.

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March 21, 2017

Secrets & Strategies from Top Marketing Ops Game Changers

From my view, it’s safe to say that Marketing Operations is the most challenging discipline within marketing today. Not only are the pros in these roles expected to leverage tech, processes and data to create efficiencies and drive results – but they’re being increasingly relied upon to develop a strategy that will help reach the company vision AND be masters of change management to ensure all hands are on deck to execute that strategy. That’s a tall order. But there’s are a number of marketing ops leaders rising to the occasion. We recently announced the Top 33 Marketing Ops Game Changers, a group of best-in-class marketing operations innovators leaving an indelible impact on their organizations and shaping the future of marketing ops. Over the last several weeks, we’ve had the privilege of working closely with these pros to uncover tips & tactics to help you:

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March 10, 2017

Webinar: Winning Marketing Ops Strategies for Your Playbook

Integrate and Heinz Marketing recently recognized 33 Marketing Ops Game Changers. The purpose was to identify the folks who are driving their organizations forward and to surface insights that will help other ops practitioners while advancing the industry. Over the last several weeks, we’ve been working closely with this group of pros to understand the challenges they’re facing, the solutions they’re implementing to overcome those challenges and the outcomes received as a result of their prescriptive approaches.

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February 15, 2017

33 Marketing Ops Pros Who Are Driving the Industry Forward

Marketing operations is arguably the most challenging discipline within B2B marketing today. It’s a constant back and forth between big picture strategy and in-the-weeds execution. Ops leaders must balance people, processes, data and technology in order to make micro- and macro-improvements that will prove instrumental in reaching business goals. Integrate and Heinz Marketing recently set out to uncover the marketing ops professionals who aren't only rising to this challenge, but leaving indelible impact on their organizations. We conducted a similar program last year to recognize demand marketers. That process worked well and resulted in some helpful content being used by many demand marketing leaders to shape and evolve their strategies. So we followed a similar process to acknowledge ops leaders who are driving their organizations, and the industry at large, forward.

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January 17, 2017

Marketing Ops Focus: A Little Less Tech & A Little More Data

David Raab is Founder of CDP (Customer Data Platform) Institute and Principal of Raab Associates. With nearly 30 years of experience analyzing marketing trends, tech and data, Raab is one of the most trusted resources for practical advice that helps advance today’s marketing organizations. This year, he joins an esteemed panel of judges to help identify  33 Marketing Ops Game Changers who are driving their oranizations forward.   Raab recently took some time to share his views on the Marketing Operations role. It seems perhaps many ops pros are so inundated with implementing marketing technology and building complex workflows that they’re not able to full exercise their data-driven and analytical talents.

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November 3, 2016

Call for Nominations: Who Are The Best Marketing Ops Game Changers?

Earlier this year, we had the privilege of working with Heinz Marketing to highlight 40 demand marketers who are taking their organizations to the next level. Through collaborative work with these Demand Marketing Game Changers, we unearthed leading-edge B2B marketing strategies and tactics that are setting the pace for demand generation and marketing ops pros. 

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November 1, 2016

6 Skills Marketing Ops Leaders Can Master to Change the Game

Marketing operations has become the epicenter of marketing activity. Businesses look to their ops team to align people, processes and technology in ways that create maximum business value. These leaders wear many hats, move at the speed of light, and constantly strive for both macro- and micro- improvements that will impact the organization.   While there are some valuable resources to help marketing ops professionals refine their strategies, great ops work goes beyond copying someone else’s playbook. If you really want to advance your ops career, you first want to understand the traits that make ops leaders invaluable and then integrate those traits into your marketing DNA. After working closely with some of the best ops pros in the industry, we’ve boiled game-changing marketing ops work down into six core traits.  These are the skills up and coming operations professionals want to master.

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September 29, 2016

8 Types of MarTech Tools Every Demand Marketer Needs

Marketing technology now accounts for 33% of marketing budgets, according to Gartner’s CMO Spend Survey 2015-2016. B2B marketers specifically are investing heavily in tech to automate processes, engage new audiences, gain insights into marketing’s effectiveness and deliver increasingly innovative customer experiences. But there are literally thousands of marketing tools to choose from, and when the MarTech landscape looks like it does today, it’s hard to know where to begin. At Integrate we have the advantage of working with (and learning from) hundreds of demand marketing pros – customers, partners and friends. Earlier this year, in conjunction with Matt Heinz at Heinz Marketing, we set out to recognize 40 top demand marketing pros, and in doing so obtain a more thorough understanding of what makes a demand marketing rock star. We asked the Game Changers to list their three most essential marketing tools. Interestingly, there was a lot of overlap. And where there weren’t exact matches, we definitely found consistencies as to the types of tools demand marketers need to have in their toolbox in order to keep up in today’s marketing landscape.

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September 2, 2016

11 Tips to Make Content Syndication Work for Demand Generation

B2B marketers are starting to get glimpses of their 2017 pipeline goals and wrapping their heads around what percentage their teams will need to contribute next year. Quick analysis of conversion rates, database size, etc. are indicating for some that the only way to reach next year’s goals is to get way more prospects in their databases. But what if you’re milking your organic social and search channels for everything they’re worth? And what if you’re at the tipping point on your paid search efforts where the only way to increase volume is to start settling for lower quality? How on earth can you keep scaling demand across your top-of-funnel marketing efforts so you can continue to fill your pipeline with qualified opportunities? In our experience, one of the best ways to keep a steady stream of new prospects flowing in at the top of the funnel is to work with third-party media partners that can syndicate your high performing content to their engaged audiences. This approach to lead generation, when done right, can be a powerful key to ensuring a growing and engaged pipeline. When done wrong, it can leave you with not only a dirty database, but a massive headache as well. Here are a few tips about what you need to know to effectively leverage lead data providers in your content marketing efforts.

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June 30, 2016

9 Demand Marketing Strategies That May Up Your Game

We’ve been on a mission for the last year to help demand marketers up-level their game. Recently, we facilitated a recognition program to shine a spotlight on the Top 40 Demand Marketing Game Changers. And now we’re working to unearth their demand marketing secrets so we can not only learn from them but share them with you. If you missed the recent Game Changers in Action webinar, then this article is for you. Demand Marketing Game Changer Scott Fingerhut, WW VP of Demand Generation at Elastic, shared some sage marketing advice that can help us all be better demand marketers. I’ve distilled Scott’s 20 minutes from the webinar into 10 demand marketing tips that will hopefully give you some new ideas on how you can approach your role and your relationship with current and prospective customers. 

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June 15, 2016

40 Demand Marketers Who Are Changing the Game

We talk about it all the time. Marketing is changing. Marketers own more of the customer lifecycle than ever before. And they’re being charged with creating exceptional experiences to engage those customers while driving ever-increasing contributions to pipeline and revenue. They’re building demand centers. The demand marketers powering those centers face new challenges every day. It’s a tough job and many have a hard time keeping up with the pace, let alone innovating. But there are definitely some standout pros rising to new heights and changing the game of what it means to be a demand marketer. Recently, Integrate and Heinz Marketing set out to recognize 40 demand marketers who are accomplishing big things within their organizations.

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May 3, 2016

How Demand Marketers Can Conquer the Chaos at #MKTGNATION

I have a confession to make. I’m an introvert. My favorite sound is silence. I have an aversion towards large crowds. And I am not a fan of Vegas. Yet a couple times a year, as part of my professional obligation, I shuffle off to these mad houses known as “marketing conferences.” They typically pack somewhere around five to ten thousand attendees into a massive conference center. The expo halls are an odd hybrid between an airport shopping mall and well-lit nightclub. The breaks are reminiscent of college days when everyone is simultaneously making a mad dash to get from one session to another. And by the end of it all, you feel like you need an extra week just to recover and download all the information you absorbed. Six thousand or so marketers will likely share at least some of this sentiment come next Friday, when they return from Marketo’s Marketing Nation Summit. But there is hope. I’ve found that the more prepared I am for an event, the less likely I am to get overwhelmed. So, partially for my own sanity, I thought I’d share some tips to help demand marketers conquer the chaos of #MKTGNATION.

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April 12, 2016

5 Traits of a Demand Marketing #B2BGameChanger?

We’re nearly 45 days into the Top 40 Demand Marketing Game Changers program that Integrate is producing in conjunction with Heinz Marketing. Hundreds of nominations have rolled in. As a marketer who works for a demand marketing software company that serves demand marketers, this program is of prime interest to me. I review nearly every nomination that’s submitted in order to discover exactly what my peers are doing to make an impact in their organizations. When we launched the program, we identified five characteristics that we believe serve as the core traits of game changing demand marketers:

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March 8, 2016

Advice from MarTech Marketing Execs on Being a Better Demand Marketer

Demand marketers have their work cut out for them. With new initiatives and increasing goals at every turn, it can be challenging to know which areas of focus will have the most impact. The marketing teams making the biggest difference are often those at marketing tech companies – perhaps because these are the organizations driving the leading edge of marketing. We searched for the best marketing advice from MarTech CMOs and executives and this is what we found.

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March 1, 2016

Collaboration Tools Every Marketing Team Should Have (and Use)

We have a pretty small marketing team at Integrate. Despite (and partly because of) lean resources, we’ve spent the last year laying a solid demand marketing foundation: a strong content plan; a kick-ass website; a defined lead funnel; a fluid data strategy; and (mostly) seamless integrations between marketing technologies. And now that our marketing organization is poised to drive and measure contributions to sales pipeline, we’re faced with some really big goals. Oh boy. I thought the hard part was over.

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November 17, 2015

3 Simple Ways to Blend Outbound & Inbound Marketing Tactics

As popular as inbound marketing has become, outbound is still a vital component to a strong marketing strategy and organizational growth. 74% of all B2B companies (and 71% of B2C) report increasing the number of contacts and leads as a top priority, according the 2015 State of Inbound Report. But marketers know that inbound alone isn’t enough to reach rising customer acquisition and revenue goals. They have to turn to outbound channels to reach new audiences and fill their databases with more prospects. Despite the fact that so many companies rely on outbound marketing tactics to meet mandates, inbound marketing techniques often deliver stronger ROI. This could mean that outbound simply isn’t as successful as its more organic counterpart. It’s more likely a natural consequence of the reality that most marketing teams still execute paid marketing campaigns within silos.

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September 15, 2015

What the Hell Is “Inbound-y” Paid Marketing?

So I just got back from INBOUND 2015. Inspirational speakers. 14,000 happy marketers. So much great content that choosing which sessions to attend was as difficult as ordering dessert at the Cheesecake Factory. And, of course, the HubSpot product announcements. This year, the marketing software provider rolled out:

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August 13, 2015

3 Practical Ways Buyer Personas Can Increase Customer Engagement

A couple months ago we kicked off our website redesign by taking a deep dive into our customer personas. We started this work last year and had some fairly defined personas in place, but a good marketing strategy is ever-evolving. There were a year’s worth of insights and customer feedback that needed to be infused into our customer profiles. And then we needed to figure out how to make those personas actionable.

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July 10, 2015

14 Reasons Manual Demand Generation Marketing Sucks [Infographic]

Being a demand marketer today is pretty exciting. Marketers have more tools and technologies available than ever before to engage people in unique ways and create dazzling customer experiences. If you’re a seasoned marketing pro, chances are your day looks completely different now than it did 10 or 15 years ago… unless you’re responsible for executing outbound demand generation programs. If that’s the case, your job looks a little something like this…

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May 7, 2015

6 Useful Marketing Automation Infographics

Marketers are striving to master the art of visual storytelling in an effort to attract prospects and engage audiences. Infographics often become the preferred medium to communicate significant amounts of data or a plethora of information that would otherwise run the risk of falling flat if delivered as text on a page. Given the thousands of marketing infographics available today, I set out to compile a list of those specific to marketing automation that provide useful information for marketing automation users, teams considering implementing a marketing automation platform and marketers (like myself) striving to understand and engage these same people. Here is a list of my findings. I hope you find them to be helpful.

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May 5, 2015

Know Thy Source – How to Identify Qualified Fulfillment Partners

Given marketers’ hyper-focus on capturing ever-increasing volumes of quality leads and acquiring customers that will yield the highest lifetime value, it’s not uncommon to leverage third parties (media partners, publishers, affiliate networks, etc.) in order to scale programs. The biggest challenge in this world of paid demand gen is identifying qualified fulfillment sources. The risk involved often causes organizations to stick with a small handful of tested and true publishers. While this seems like a safe strategy, it drastically hampers the ability to reach large volumes of new prospects.

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April 28, 2015

How Eloqua Users Can Drive Revenue & Improve Customer Experience

Earlier this month, I joined a few thousand other marketers at Oracle Modern Marketing Experience. Kevin Akeroyd's keynote aptly captured the challenge that lays before today’s marketers: the dichotomy of Wall St. vs. Main St. While marketers are getting revenue focused and becomingly responsible for contributing more to sales pipeline with each passing quarter, they are simultaneously charged with delivering ever better customer experiences – in part to accomplish this end result. Oracle Marketing Cloud customers have built best-in-class marketing tech stacks aimed at nurturing prospects and creating customers. When you combine the power of the Oracle Eloqua marketing automation platform with innovative advancements such as the recently released Oracle ID Graph that connects user data from various channels and devices into a single identity – great experiences are possible. But there is still a vast disconnect in the marketing lifecycle. These systems used to engage prospects at nearly every stage of the customer journey are completely separate from the processes marketers must rely on to identify new prospects in the first place. This lack of a seamless experience at the source of origination is a sure-fire recipe to negatively impact customer experience.

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April 7, 2015

Automated Demand Generation: What It Is and How to Get Started [eBook]

If you’ve been paying attention to our content, you’ve likely noticed a lot of talk about automating demand gen. We recognize that this concept may be somewhat confusing as many marketers believe that their marketing automation systems (MAS) are already addressing the full spectrum of demand generation. But marketing automation really is only the starting point in our quest to leverage marketing technology to discover, engage and nurture prospects.

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March 19, 2015

Marketing Tech Reality Check

In less than two weeks, thousands of fellow marketers and I will head off to San Francisco and Vegas for MarTech Conference and Oracle Modern Marketing Experience, followed by Marketo Marketing Nation Summit just two weeks later. We’ll submerse ourselves in the experience of the most innovative and advanced aspects of marketing today. Keynote speakers will inspire and session presenters aim to impress. Marketers will share stories of grand accomplishments using innovative technologies. It might be easy to walk away with the feeling that all of marketing is connected, automated…a smooth running machine. That our decisions are always predictive and our data always accurate. But don’t be fooled. This movement towards automation is very much a journey… one on which many of us have made some progress and a few have taken great strides.

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January 20, 2015

Costly Mistakes Marketers And Media Pros Make

A little-known fact. Prior to Integrate, I spent three years in performance-based media sales. It was the most challenging role of my sixteen year sales career. Challenging enough that I was over-the-moon happy to leave sales and transition into its much more predictable counterpart—marketing. Those three years though did instill in me a level of empathy for both the media company that I worked for and the marketing clients I served. Experiencing the “before” version of an industry barely touched by the marketing tech revolution allows me to more fully appreciate the available technologies today that support smarter marketing. Not to say that mistakes don’t still happen or that we aren’t still in a learning curve. However, eight years ago there were a lot more “not so smart” media and marketing mistakes. For example…

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November 20, 2014

Harness the Power of Third-Party Data [SlideShare]

Recently, we had the privilege of leading a webcast as part of Oracle Marketing Cloud’s “Spotlight on Success Series.” We were joined by marketing and demand gen leader, Meagen Eisenberg, who is VP of Customer Marketing at Docusign and a valued Integrate customer.   This 45-minute webcast highlighted one of the core challenges that plagues the majority of today’s demand gen practitioners and marketing automation users – manual data processes. \ If you are currently using Oracle Eloqua (or another marketing automation system), this post and session can help you understand:

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October 30, 2014

Integrate Third Party Data Or Get Left Behind [Webcast]

Marketers have more data at our fingertips than ever before. It’s coming at us from all angles. With our demand and lead generation efforts, we typically have dozens (or more) of third-party media partners and fulfillment sources generating leads or syndicating our content, sending us streams of prospect data. We even capture data from our webinars, events that we sponsor, or lists that we buy.

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October 29, 2014

Essential Guide To Integrated Marketing Systems [Whitepaper]

We recently released our newest whitepaper “Integrated Marketing Systems: The Essential Guide”. If you’re already sold on the value of integration and ready to put a plan into action, there’s no need to read the rest of this post. Just click the preceding link and get the whitepaper. It contains a simple three-step integration plan any marketing organization can follow to connect disparate marketing tech systems. If however you’re still unsure whether there's value in connecting your marketing systems, let me share a few things we’ve learned through our efforts to understand the challenges facing marketers today and you can decide if integration is the right step for your marketing organization.

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October 16, 2014

You Can’t Drive Quality Leads With Inaccurate Data [Whitepaper]

I’m a little taken aback when I read statistics like the one from Sirius Decisions that 60% of B2B companies report an overall data health of “unreliable”.  But what surprises me more is how few marketing organizations appear to really understand the importance of their data quality. Ascend2 recently released their Lead Generation Strategy Report which revealed a startling (to me at least) disconnect between how much weight marketing organizations are placing on lead quality and how little on data accuracy.

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October 2, 2014

Pitfalls to Avoid When Migrating A Blog

The marketing team at Integrate has been creating great blog content for a couple of years now, but over the last year we've been more actively developing this content to help modern marketers overcome their marketing challenges. During this time, we’ve outgrown two different platforms. Recently we decided that we needed more flexibility with our blog to provide a better experience for our visitors and to allow us to integrate our blog content with the rest of our marketing efforts. Once we selected our new tool, we developed a migration plan. (NOTE: This is the third time we’ve migrated our blog. The first two times were completely manual due to incompatible systems. We sacrificed some content and links along the way, so this time I was determined to do it right.) 

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October 1, 2014

Generate Leads Effectively + Accelerate Sales Pipeline [Infographic]

Regardless of how much marketing has changed, today’s ultimate business goal remains the same: acquire new customers. The key difference is that marketers are now directly responsible for contributing to that goal. They’re no longer simply influencers creating feel-good messages to promote brand identification (though those types of marketers still serve a purpose). Modern marketers must discover new prospects, fill sales pipeline and drive revenue. And although CMOs and Marketing Ops are investing in marketing technology and systems to use prospect data in creative new ways and nurture potential customers along the buyer’s journey, the marketers who are responsible for acquiring prospect data in the first place are still relying largely on inefficient manual processes to get that data.

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September 3, 2014

Lessons From Our CMO

A year ago, Integrate received a gift that would forever change the face and heart of our company. We were blessed with the addition one of the most passionate martech leaders in modern marketing. Today, we’d like to take a moment’s break from the tech talk to pay tribute to our fearless CMO, Scott Vaughan and acknowledge the many lessons he’s imparted upon us over the last 365 days. Here’s a short list of our biggest takeaways.

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July 23, 2014

Marketing Ops: It’s Time to Clean Your Marketing Data [Whitepaper]

Marketing organizations know that quality marketing data is the key to unlocking marketing’s potential to drive maximum business value and create happy customers. Data-driven marketers are continually finding new ways to dissect and apply data in order to increase marketing performance. Yet, our ability to leverage data effectively in our marketing efforts is directly affected by the quality of the data fueling those efforts.

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July 8, 2014

Modern Marketing Tips from the Wizard of Moz

With MozCon bringing together the digital community next week in Seattle, it’s a good time to get the scoop on the latest trends in digital marketing along with modern marketing tips directly from the Wizard of Moz himself, Rand Fishkin. We had an opportunity to interview Rand leading up to the “not your typical marketing conference” and capture his insights in this always surprising and informative gathering of digital marketers.

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April 22, 2014

Collaboration and Customer Experience: Unlock Your Website's Potential

Integrate celebrated its 4 year birthday on April 15th and in celebration, we launched our new website. I’ve been with the company since its founding and witnessed our evolution from the ground level, celebrated several successes and learned from many mistakes. And here’s what I know. Four years of startup life, five iterations of messaging, twelve versions of sales decks and nearly two hundred pages of website content can give the best of companies a severe identity crisis.

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March 6, 2014

The Challenges Media Companies Face in Today’s Digital World [Video]

The media world is rapidly shifting. Running a media company is more difficult than ever. In his recent post, “Why Brands Will Start Buying Media Companies,” Joe Pulizzi identifies one of the core challenges that media companies face as a need to please two distinct groups: their marketing customers (brands and advertisers) and their audiences. Keeping both groups equally happy often puts media companies in a precarious situation.

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