B2B Marketing

January 23, 2019

Integrate + ListenLoop: ABM Just Got A Whole Lot Easier And More Effective

Last week everyone here at Integrate was incredibly excited to formally welcome the ListenLoop team to the Integrate family. If you’re unfamiliar with ListenLoop, the company has been driving innovation in account-based advertising with its programmatic display platform. Jeremy Bloom, Integrate’s CEO, posted a detailed article on LinkedIn last Wednesday, explaining both the reasoning and product testing that eventually led to the acquisition. (It's a good read, so check it out.) Here, I hope to add a few additional points on why this acquisition is – pardon the cliché – a game-changer.  

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January 3, 2019

The Best B2B Email Subject Lines: 44 Ideas by Personality Type

Email is still among the most effective B2B marketing channels, but that doesn’t mean game-changing marketers are using the same email tactics that worked in 2014.

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December 20, 2018

Stop Measuring Your B2B Marketing Campaigns with B2C KPIs. Here's How

B2B marketers: Stop evaluating B2B marketing campaigns through a B2C key performance indicator (KPI) lens. We all know there are fundamental differences between consumer-focused marketing and an integrated marketing campaign targeted at business decision-makers. It's time to ditch B2C metrics and formulate measurement tools that make sense for your department and your ideal customer's path to purchase. 

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December 13, 2018

End the Marketing Database Horror Story: Put an Axe to Unqualified Leads (Here’s How)

B2B marketers, repeat after me: Not all leads are created equal. In fact, unqualified leads are creating a bottleneck in your overall marketing and sales efforts, and thus, killing your bottom line. You’re not alone in the woods in this hypothetical marketing horror story; it’s a nightmare that fatigues countless B2B marketing departments. According to a recent report, a measly 6.6 percent of B2B marketers “believe their data is complete and up-to-date. Slightly more than 4 in 10 marketers aren’t confident in the quality of their MA and CRM data.”

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December 11, 2018

Why Inbound Marketing Is Failing & What You Can Do About It

A version of this was article was previously published on CMSWire. Inbound marketing efforts play an important role in B2B marketing success. But inbound alone won’t achieve the goals being placed on most B2B marketing organizations today — for three reasons.

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December 6, 2018

Make Your List and Check it Twice: 15 B2B Marketing Conferences You Need to Attend in 2019

Event marketers, does the holiday season have you exclaiming, “Bah humbug?” Before you start acting grinchy, remember that once the holiday decorations have been taken down and all the cookies and egg nog have been consumed, event season will be here – and it truly is the most wonderful time of the year! Forget crowded malls, and dreary winter weather because now is the time to get your 2019 event marketing plan in order.

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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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November 27, 2018

Box Revs Its Revenue Marketing Engine to Increase Efficiency and Drive 3.9x ROI

We’re always happy when our customers report strong results after using our Demand Orchestration Solution. But when our customers’ ROI figures nearly quadruple, it’s safe to say we’re ecstatic – and that’s how we feel today as we release Box’s case study.

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November 20, 2018

B2B Influencer Marketing: How to Be Effective Without Being Annoying

Influencers can smell a leech a mile away. If you launch into influencer marketing with the wrong tactics, you won't get a second chance. Many B2B marketers use a templated style of outreach through email or LinkedIn message which sounds something like this. "Hi, I love your article on ___. Would you be interested in ____?" In your industry, the leading influencers are familiar with this approach. They may even receive over a dozen of these impersonal “influencer marketing tactic” emails each day. Don't rush relationships to get a quick return.

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November 7, 2018

Get Clean, Stay Clean: Key Steps to a Healthier B2B Marketing Database

All B2B marketers understand the importance of keeping their marketing database full of accurate, complete and up-to-date data. Unfortunately, we often rely on infrequent, one-off sprints to purge our databases, with long gaps between cleanings and bad habits allowing dirty data to sneak in.

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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 30, 2018

What Game-Changing Marketing Execs are Talking about Heading into 2019

With only two months left in 2018, many marketers are looking back at what worked this year, what didn’t, and are planning ahead for 2019. 

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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 9, 2018

B2B Marketing Trends: Why You Should Be Skeptical

You should pay attention to the hottest B2B marketing trends of 2018, but not for the reasons you might expect. You should be wary of them. We B2B marketers ruin everything. We jump on the bandwagon of new channels, tactics and tools, following the herd under the auspice of "marketing best practices." Then, everyone is using the hottest new marketing "hack," and it stops working due to over-saturation.

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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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September 25, 2018

B2B Marketing Technologists: This is How You Execute a Data Management Strategy

As the end of 2018 nears, we’re already in the midst of intensive planning for next year. All of us marketers are planning for 2019 with an objective to create innovative marketing strategies and power them with world class technologies, like artificial intelligence, predictive, real-time marketing, personalization, cross-channel orchestration and more. Rightly so. That should be our goal. But before we mire ourselves in big plans, let’s first step back and evaluate the readiness of the most important, foundational piece of our current and future successes. It’s the 4-letter word that we use every day: “DATA”.

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September 13, 2018

15 Tactics for Successful B2B Social Media Marketing

For 20% of B2B marketers, social media is one of the top three sources for qualified leads, according to the Chief Marketer B2B Lead Gen Outlook report. The role of social media in demand generation has evolved to encompass targeted lead generation, influencer outreach, lead nurturing, social listening and research. B2B marketers who want to successfully build an engaged following on social media must master new skills as well as embrace the uniqueness of social media marketing.

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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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September 5, 2018

Top-Funnel Demand Gen Inefficiencies: How Much Do They Cost Your Sales Pipeline?

A version of this post was originally published on CMSWire. B2B marketing teams are increasingly being evaluated on their contributions to the sales pipeline or even revenue. Understandably, demand-generation marketers have as a result focused more on optimizing down-funnel efforts rather than first fixing more problematic top-funnel inefficiencies. Shifting focus to down-funnel efforts is based on false logic. The failure to scale marketing-influenced pipeline is rarely just a consequence of bottom-funnel roadblocks. In fact, assessment of numerous marketing teams has shown top-funnel inefficiencies are more likely the cause of pipeline scale challenges, which trigger significant impacts all the way down the marketing funnel. In this article, we’ll look at several ways top-funnel inefficiencies may be leaving a lot of money on the table by:

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August 28, 2018

A 7-Part Framework for Doing 3rd-Party Demand Generation Right

Integrate and Inverta just released a new, co-branded guide on the topic of 3rd-party demand gen…very creatively titled “Getting Started with 3rd-Party Demand Generation.” This resource provides a 7-part framework of step-by-step guidance for effective 3rd-party demand gen programs. Further, it comes on the heels of a webinar Kathy Macchi of Inverta and Kate Athmer of Integrate recently hosted on the subject, which you can watch on demand here. The webinar and guide go well together. We created the guide after numerous conversations with B2B marketing teams pointed to the need for a resource that would help demand gen marketers better leverage 3rd-party sources to drive pipeline and revenue. These are the trends we’re seeing:

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August 21, 2018

4 B2B Marketing Experts Discuss Content Syndication’s Resurgence

Inbound marketing is important. But, as so many B2B marketing teams have discovered over recent years, an inbound marketing strategy alone isn’t enough to drive pipeline and achieve increasingly daunting revenue goals. Account-based revenue strategies have only compounded the problem; as B2B sales and marketing organizations prioritize ABM programs, traditional inbound tactics aren’t providing the quantity or quality of decision-makers needed to convert target accounts into pipeline opportunities.

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August 16, 2018

How to Combat the High Cost of Prospect Acquisition: A Seasoned Marketer’s POV

The importance of top-funnel marketing efforts continues to rise, driven by the need to more precisely target, identify and engage prospects. As demand generation strategies focus more on quality versus quantity and B2B marketing teams face greater pressure to show direct revenue impact, the cost to acquire a qualified lead or contact is going up rapidly. It simply takes more effort to get the right information on the right decision-makers. Precision is now key – the need for greater intelligence in our initial outreach attempts and each subsequent follow-up to generate positive engagement among target audiences. While techniques and tools like predictive modelling, intent data and account-based targeting hold promise, there are alternative strategies and tactics.

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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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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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