Tips & Insights To Help You Overcome Demand Marketing Challenges

William Anthony

William Anthony

William is Integrate's Director of Business & Customer Operations and oversees everything from customer engagement to marketing-sales alignment.

November 28, 2017

8 Essential B2B Demand Generation Best Practices for 2018

Demand generation is a B2B marketing discipline designed to create interest in products and services that results in greater sales pipeline opportunities and revenue. A comprehensive, effective demand generation strategy will also result in happier customers and better sales-marketing alignment. B2B demand generation is experiencing a shift away from lead quantity being considered a key metric. Generating interest in products and services includes building brand authority and increasing brand recognition. Marketers who focus on the entire sales funnel can measure the impact of their efforts more effectively as well as better forecast future success.

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November 7, 2017

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

As a sales operations professional, I work very closely with Integrate’s marketing, sales and executive teams. Further, on numerous occasions, the executive team and sales leadership have used the terms demand gen and lead gen interchangeably. This common and seemingly minor mistake is one that should be avoided, as there are significant differences between demand generation and lead generation – differences that any B2B executive or sales leader should understand.

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October 6, 2016

2017 Survival Guide for Demand Marketers

The demand marketing environment is changing so quickly that the rules we play by at the start of a year may no longer apply by the end of that same year. The rapid ascent of account-based marketing’s popularity over the past year or two comes to mind. Or, think of how quickly the mushrooming MarTech stack has affected our efforts – both enabling and challenging our ability to coordinate or demand generation initiatives. A recent Scott Vaughan blog post provided valuable tips to grow your B2B marketing career by acquiring the most in-demand skills for 2017. I agree with the importance of those skills, but want to share a different perspective: skills that you can use to survive in this dynamic, sometimes volatile, profession. Here are 7 recommendations to compliment Scott’s perspective.

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August 18, 2016

2017 Marketing Budget Planning: People, Partners and Technology

We’re fast approaching a time – budget season – that many marketers dread. Budget negotiations will, indeed, be dreadful if you’re following old models of demand generation and sales support grunt work, where it’s exceptionally hard to prove ROI.  If so, you should anticipate contentious discussions with your CMO, COO or CFO, who will accept no less than quantifiable ROI and a plan to drive revenue. Having gained visibility into leading-edge B2B marketers who orchestrate demand and drive revenue, I’m going to share what I’ve learned from these leaders to help you proactively manage this year’s ritual. I’ll lay out concrete ways to articulate the people, partner and technology investments you seek – and the outcomes you’ll drive.

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May 31, 2016

The Mobile Imperative For Marketing Ops

If there’s any remaining doubt about how mobile phones have permeated our lives, pay close attention the next time you’re in a public restroom – airport, shopping mall, sports arena – and note the individuals using their phones to text, email or talk. Don’t worry: this conversation isn’t headed for the toilet and it won’t be a rant against non-stop mobile phone usage. Instead, I’m going to suggest ways marketers should capitalize on the remarkable extent of mobile usage.

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April 14, 2016

3 Steps to Optimize Customer Experience for ABM and Net-New Lead Generation

On a recent road trip, I had an unexpected need to stop overnight. I went into my email, found a message from my preferred hotel brand, clicked to my loyalty account, reviewed availability and booked a room. Thanks to a desktop-quality mobile experience, the process took less than five minutes. The friendly staff welcomed me upon arrival and emailed a folio afterwards. One could argue that this brand is in the hospitality business so my customer experience (CX) was nothing exceptional. Yet those of us who travel frequently know top-notch customer experience is noteworthy – even more so when it happens consistently – as I’ve found with this brand in personal (B2C) and business (B2B) travel. Spanning email, mobile, inbound, outbound and in-person channels, the lessons above are a nice introduction to my guidelines for creating a great customer experience in both account-based marketing (ABM) and net-new lead generation programs. It’s because of customers like me – who’ll leave a brand without hesitation but stick with those that excel – that CX must sit at the top of every marketer’s priority list all day, every day.  

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