Marketing Leadership

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 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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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 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 8, 2018

B2B Marketers: Look to Musicians for Advice on a MarTech “Stack” that Performs

A version of this article was originally published on MarTech Today. I was in Nashville a few months ago, proudly watching my niece — a singer/songwriter — perform. For this three-day adventure, I saw my share of bands and listened to multiple sets of music. During each gig, I noticed the background presence of Marshall stacks powering the sound and experience. The martech world picked up the “stack” analogy as a generation of modern B2B marketers started to acquire technology and cobble together tools to power their demand and revenue marketing machines. Somehow in this journey, we’ve lost our connection to the original intention and promise. We’ve gotten enamored with the size of our martech “stacks,” not the productivity or ROI. Sticking with the music analogy, who cares how much equipment you have or how cool it is if the band sucks?

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July 12, 2018

Navigating the Changing B2B Marketing Landscape (Interview with Anand Thaker)

Anand Thaker is the CEO of IntelliPhi, an R&D and advisory firm working to evolve go-to-market decision making for growth leaders. He’s also a long-time MarTech industry and digital engagement expert, who’s accelerated firms in variety of operational, leadership and advisory roles among enterprises, growth startups and investors. 

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June 28, 2018

How is B2B Marketing and the Role of CMO Changing?

Patrice Greene is President and Co-Founder at Inverta, a B2B marketing consulting firm. I’ve interviewed her before (along with Kathy Macchi), which made for a fun discussion about common account-based marketing (ABM) challenges. (Check out that video interview here)

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June 19, 2018

How Marketing Attribution Can Create Unintended Consequences

A version of this article was originally published on MarTech Today. B2B marketers must measure to understand what’s working and what’s not, where and how to improve, and, most importantly, how to run marketing like a business. Without this capability woven into the fabric of the team, B2B marketing organizations will languish. But, somehow, we’re being sidetracked from strong measurement and analytics to chase full-blown attribution – the ability to attribute every action and activity to an outcome. The “attribution obsession” that’s creeping into some B2B marketing teams is creating unintended consequences.

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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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April 5, 2018

High-Quality Data and Multi-Channel Marketing Is Moving Marketing’s Mindset from MQL to Revenue

New benchmark survey research from DemandGen Report shows that B2B marketers, while making progress in some areas, are woefully behind in key capabilities

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March 8, 2018

The EU GDPR Compliance Checklist for B2B Marketing

Are you prepared to demonstrate compliance with the General Data Protection Regulation (GDPR) by May 25, 2018? If your organization stores or processes data about European Union (EU) citizens, you’ll need to prove compliance or face steep fines up to €20 million. That’s about $24.81 million in USD. Not prepared? Well, you’re definitely not alone. A recent survey by PricewaterhouseCooper revealed

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October 18, 2017

How to Invest Your Program Budget in 100% Account-Based Revenue World

I’m in the planning cycle for my fifth year of a 100% account-based marketing program at Plex.  Since 2014, we’ve realized tremendous value by focusing our collective efforts on a discrete list of prospect accounts that we all agree are most likely to become Plex customers. Our company's account-based revenue (ABR) approach has been wildly successful, and as a team we’ve created awareness, engagement, pipeline and a ton of new customers through our collaborative efforts. We’ve also made a few missteps along the way, as happens when you’re moving at the pace of business. Through it all, we’ve kept moving forward and adjusting, measuring and discussing. We consider both our account list and our team’s account-based marketing (ABM) strategy to be living things, which get better as we learn about our market and how our solution drives value for our customers. That said, every year, we go through a budgeting and planning exercise to set ourselves up for success in the year to come. We’re knee-deep in that planning process today, and I thought I’d spend a minute discussing how I look at my budget for the year and determine where to place investments for maximum impact.

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September 21, 2017

Things to Try When Your Revenue Goals Go Up, with Heidi & Scott

This just in – B2B Marketing is hard and getting more complex. Our revenue targets are climbing, account-activity expectations are escalating and “Where’s the damn pipeline?” is being shouted from every corner office. Most of us have been working at warp speed trying to do more, do better and keep pace. After much banter, Heidi Bullock (CMO of Engagio and revenue marketer extradionnaire) and I decided to contribute some ideas with a dose of therapy to help all of us move the needle. We’re coming together to share our revenue-generating experiences on a B2B webcast October 12 at 11 am pacific/2 pm eastern.

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September 19, 2017

How CMOs Are Juggling Long-Term Marketing Strategies & Daily Needs

A theme I continually run into whenever speaking with Integrate customers and other B2B marketing and sales professionals is how goals and challenges differ between departments and job levels – and the ways these differing viewpoints affect priorities. After all, B2B marketers can’t contribute to sales pipeline or revenue if sales reps aren’t confident in the lead generation, content strategies and nurturing/scoring practices employed by the marketing team. Marketing executives can’t achieve their goals if they don’t understand the day-to-day roadblocks facing their marketers. And demand gen and marketing operations practitioners certainly can’t live up to CMO expectations if they don’t know what they are.   To get the marketing executive’s perspective on common CMO challenges, fundamental sales enablement practices and the balance of marketing technology, I sat down with Brad Gillespie, current VP of Marketing at Cvent and former CMO at Octiv.

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September 7, 2017

6 Most Common Account-Based Marketing Pitfalls to Avoid

While interviewing the Inverta team a few months back, I asked Kathy Macchi and Patrice Greene what I thought was a fairly straightforward question: In what ways do B2B marketers consistently miss the mark on their account-based strategies? I was expecting a brief answer. Maybe they’d pick one or two errors they commonly see and give a quick explanation. But, no. This question struck a chord; Patrice and Kathy unleashed a litany of ABM mistakes they apparently see all the time.

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August 24, 2017

What To Do Before, During & After Events to Increase B2B Marketing ROI

According to Forrester, on average B2B marketing organizations spend 18% of their budget on in-person events (conferences, trade shows, summits, field events, etc.). And Certain’s Event Marketing Benchmark Report put this percentage even higher at 25%. Even if we go with Forrester’s more conservative estimate of 18%, this still indicates B2B marketing teams spend more on events than on any other demand generation or marketing technology investment. Yet, as we all know, prepping for, managing and following up on events remains one of the most manual, task intensive elements of demand generation marketing.

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August 16, 2017

Marketers: Are You Making Any of These ABM Mistakes? (Interview with Inverta)

I always enjoy talking shop with Kathy Maachi and Patrice Greene of Inverta. They provide a much needed (yet usually avoided) nuanced perspective on B2B marketing trends and practices.

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July 27, 2017

ABM Isn’t A B2B Marketing Cure-All, It’s Just One Strategy [Interview]

I had a great conversation with Jennifer Pockell Dimas , Plex’s VP of Integrated Marketing & Operations, at Sirius Decisions Summit this last May. The conversation was supposed to be a quick 4- or 5-minute interview. As it turns out, we both had a lot to talk about – I think there were about 20 minutes of total footage, all of it containing great insights, perspectives and opinions from Jen.   I had a great conversation with Jennifer Pockell Dimas, Plex’s VP of Integrated Marketing & Operations, at Sirius Decisions Summit this last May. It was supposed to be a quick 4- or 5-minute interview. As it turns out, we both had a lot to talk about – I think there were 20 minutes of total footage, all of it containing insightful perspectives and opinions from Jen.

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July 19, 2017

Why 4 MarTech CEOs Bet on Integrate’s Success

Today, Integrate announced its fourth round of venture funding. I know what you’re thinking: “So what? …Marketing tech companies get new rounds of funding all the time.” That’s very true. And for that reason, I’m not going to wax poetic about “our incredible journey” as if it’s over. However, there is something different and more exciting than usual about this round – it includes funding from four distinguished MarTech founders and CEOs:

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June 27, 2017

Attributes of Valuable B2B Marketing Partnerships

Marketing departments today rarely have the resources, time or expertise to deliver on every marketing strategy. To advance their effort and get stuff done, they turn to partners to execute initiatives, fill team gaps and deliver new capabilities. It’s no different for software companies like Integrate. We rely on numerous partnerships to provide a holistic solution for B2B marketing organizations. Further, knowledgeable partners are critical to helping us deliver on our demand orchestration promise to our customers. In that spirit, we’re excited to share that Just Media, a B2B marketing services agency, has become the first agency to be Certified as a Demand Orchestration Partner.

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June 6, 2017

Content Syndication Isn’t Lead Generation, It’s An Introduction [Interview]

A few weeks back, Dawn Colossi, Senior Director of WW Digital Marketing at Commvault, wrote a guest post for the Integrate blog. To date, the post holds the Integrate blog record for most views, engagement, shares and general complements within a single week. …Dawn is clearly better at this B2B marketing stuff than us. After my initial feelings of jealously subsided, I swallowed my pride, accepted my inferiority as a content marketer and writer, and decided that the best thing to do would be to interview Dawn for more marketing insights. The video below is the result.

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May 31, 2017

Getting Real About Account-Based Revenue

Trish Bertuzzi, Patrice Greene, and Kathy Macchi weigh in with a live panel discussion on June 8. Here’s a joke for you: “How do you know two marketers are talking about ABM?” If you muttered “their lips are moving,” followed by a groan, then you understand why three women with a combined 30 years of experience executing successful account-based revenue strategies are starting to get fed up!

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May 11, 2017

Marketers: It’s Time to Abolish “Campaigns” and Stop Promising “Leads”

Dawn Colossi is Senior Director of WW Digital Marketing at Commvault and SiriusDecisions ROI Award Winner for Digital Content Marketing Strategy.  A few years ago, I was your typical B2B marketer: I had a “lead goal” (144K to be precise); was churning out “campaigns” (read: three emails and a landing page); and I was completely frustrated that all of my “BANT-qualified” MQLs weren’t turning into revenue. The way I saw it, I had a few choices: Start drinking Keep on doing what I was doing and hope things would just get better Or figure out a new way to create demand I chose number three – well, with a bit of number one on the side, if I’m being honest.

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May 2, 2017

$161B on Top-Funnel Marketing vs $9B on Lower-Funnel: A Problem

B2B CMOs are shifting their demand marketers’ focus. Simply generating marketing-qualified leads (MQLs) is no longer enough. Marketing execs are now emphasizing down-funnel efforts that convert prospects to new customers and cross- or up-sell solutions to current customers. And, to be clear, I’m not just echoing the “marketing-driven revenue” slogans we’ve heard from all the MarTech vendors the last several years. This mandate is coming directly from the C-suite.

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March 15, 2017

[Video] Demand Orchestration Insights: 3 Questions with Leslie Alore 

We're starting a new video interview series!  The plan is to hound top B2B marketing professionals (aka demand orchestrators) into sharing some of their words of wisdom whenever we cross paths. This may occur at Marketo Marketing Nation or SiriusDecisions Summit or at numerous other events. If you were recently recognized as one of the 33 Marketing Ops Game Changers, I'd especially be on the lookout – before you know it, I or one of my colleagues may be pinning unattractive microphones to your lapel and annoying you with B2B demand marketing questions for 5 minutes.

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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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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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October 27, 2016

Modifying Content Marketing Strategy to Increase ABM Results

It’s quite possible that I’ve missed the discussion (I certainly don’t read every B2B marketing blog post or article), but amid all the account-based marketing (ABM) discussions on selecting target accounts, engaging account decision-makers and tracking program results, it seems as if there’s been little industry talk about how all this affects your content strategy. The Integrate ABM program development workbook released last year touched on the subject a bit; however, even that wasn’t a comprehensive dive into the topic.  The good news is that implementing an ABM program doesn’t require you to completely overhaul your current content marketing strategy. It’s more recalibration than revolution.

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September 8, 2016

Targeting the Account’s Buying Committee: Tips from the Leaders in ABM MarTech

At this point, most B2B demand marketers understand the account-based marketing (ABM) basics: Figure out the common characteristics of your most profitable accounts Create a list of similar companies Do your best to engage the accounts, and hopefully, the decision-makers within them While basics are important, the above steps leave a lot of ABM specifics unaddressed. Just a few questions left unanswered include:

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July 26, 2016

Full Funnel Means Marketing as a Profit Center

Perspective and Tips from Matt Heinz with Release of New Book Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our B2B marketing community, just released a new book. I thought it was insightful, timely and covered a healthy bit of strategies and tactics required to become a kick-ass revenue marketer.

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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 24, 2016

Top 40 Demand Marketing Game Changers: Final Call for Nominees

With 300-plus nominations, I feel pretty comfortable saying that the Top 40 Demand Marketing Game Changers program is already a success. Yet, like a fine blue-flavored Jell-O, there’s always room for more. The more nominations we receive, the more valuable insights we gain on the innovative strategies and practices progressing B2B marketing from demand generation to demand orchestration. And of course, we’ll be compiling all such insights in a forthcoming eBook and webinar with Heinz Marketing. So if you know anyone who’s setting the bar for B2B demand marketers, nominate them here by May 31st.

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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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April 5, 2016

How Predictive Analytics & ABM Go Together - Mintigo CPO Breaks It Down

It seems as if you can’t walk into a marketing meeting these days without someone talking about predictive analytics and account-based marketing (ABM). But understanding how these two methodologies should work together is still somewhat vague to most B2B marketers. We interviewed Atul Kumar, Chief Product Officer at Mintigo, to get some clarification on the state of ABM, the role predictive analytics should have, and some tips for those B2B marketing practitioners beginning their ABM journey.

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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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February 4, 2016

Building a Demand Generation Machine

An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive. Quotable Takeaways: “You need brand to create demand, period. The trick is the tactics you emphasize based on your market position, customer need and business cycle.” “Create experiences to rise above the noise. It's the fastest way to differentiate.” “Data is critical, but your odds of success increase dramatically when you add creativity and experience.” Lisa Hatheway is the quintessential demand marketing leader – a data geek full of creative passion with a track record of making business happen. Currently Senior Director Global Marketing at Aerohive, she and her team are on a mission to build a “demand marketing machine.”

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February 3, 2016

7 Ways To Step Up Your Account-Based Marketing Game in 2016

On the heels of this month’s #FLIPMYFUNNEL conference (February 25), co-founder and Terminus CMO Sangram Vajre chimes in on what it takes to deliver a winning account-based marketing (ABM) strategy. If you’re thinking about launching an ABM program or in the midst of planning one, the #FLIPMYFUNNEL conference is a great place to learn from some of the best practitioners deploying ABM – the good, the bad and the ugly. If you want to join in the discussion, you can register here for 50% off of the full day of sessions using promo code INTEGRATE50.

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January 26, 2016

7 Must-Have Traits of a Kick-Ass MarTech Stack

Marketing Technology is empowering brands to discover, engage, acquire and delight customers like never before. But, with so many tech options and customers’ needs continuously changing, nailing the right strategy and developing the MarTech stack to execute it is – in a word – tough. I wish there were a silver bullet, but we all know one doesn’t exist in MarTech land. However, we can learn a great deal from the successes and scars of the many marketing pros who’ve already lived through these trials.

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December 10, 2015

Creating Demand Generation Playbooks to Nurture Prospects [Interview]

For a while now, I’ve been wanting to interview Lauren Brubaker, Director or Demand Generation at NetProspex. The fact that she works in a demand gen role for a company that helps demand gen marketers manage marketing data kills several birds with one stone…and I’m all about efficiency. Quickly into our first discussion, however, I learned that gaining her insights would hold even greater value than I originally thought. Lauren is incredibly passionate about her work, which you’ll easily see in her responses.

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November 25, 2015

MarTech Insights from SiriusDecisions and #SDTechX

Words can’t describe how excited I was when I heard that SiriusDecisions was having a tradeshow dedicated solely to marketing technology. As someone who lives and breathes this space and is huge fan of the work that Sirius does, it was like the perfect match of MarTech geeks converging in one location to talk technologies, process, data and analytics. So I embarked on my cross-country journey to lovely San Francisco to attend #SDTechX with two real priorities in mind.

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November 3, 2015

New Isn’t Always Better: A Case for Evaluating Existing MarTech First

Prep Tools for 2016 Planning It’s 2016 marketing planning season. Time to strategically rethink your marketing initiatives and tech investments to meet next year’s business goals. This is a golden opportunity to look at your marketing technology roadmap and add new solutions to make you and your team better, faster. While new can be awesome, many times what you have on hand may be good enough and even better if you focus on optimizing its application.  This is not an anti-new, kick-ass technology – quite the contrary. Rather, what I see working is prioritizing your choices. If you can be creative with using the tools you have today AND make sure your new tools work with what you’ve got, you can invest in the right new, game-changing tech and processes.

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October 13, 2015

Connecting Front- & Back-End Marketing – What’s In It For You?

It sounds so obvious – if you connect marketing’s people, processes and systems, good things happen. And in fact, I’m inspired everyday by new examples of integration transforming marketing’s impact. But while we all realize the importance of connecting systems and processes, there remains a very common rift between what’s known as “front-end” and “back-end” marketing. Before we jump into the benefits of front- and back-end integration by specific role, let’s first define the concepts and identify the barriers so we can knock them down. 

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August 18, 2015

Keeping Up With Marketing Tech: Interview With LeanData CMO

I recently had a chance to speak with Adam New-Waterson, CMO at LeanData, a marketing tech company creating some really innovative account-based marketing (and sales) solutions. One of several notable panelist at last week’s Flip My Funnel conference (read a good recap here), Adam’s insightful comments specific to ABM led me to open a dialogue with him about wider marketing-industry challenges. …and, of course, I always like to talk marketing with others who had very unusual paths to careers in marketing. David: Can you tell us a little about your background and journey to CMO of LeanData? Adam New-Waterson: I probably have an unconventional background for someone who is the chief marketing officer at a technology company. I have a bachelor’s degree in fine art photography from Georgia State University. I never even took a marketing class in college. But I fell into a graphic designer position at a public relations firm in my hometown of Atlanta. And while I didn’t think of it this way at the time, that was my first marketing experience because the job included making restaurant coupons, advertisements and sending out blast emails to attract attention for our clients.

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July 21, 2015

3 Imperative Resources to Fix Demand Generation Lead & Data Quality

Poor data quality is an issue that comes up daily, in both our internal marketing team conversations and with the hundreds of demand marketing and marketing ops teams we closely work with. We all know that lead data quality a big challenge, yet many of us still struggle to fix it. Why? Because it takes constant vigilance to get lead data quality right and maintain high levels of data accuracy and integrity.  The good news is there are marketing technology and automation solutions, along with very clear practices, that you can deploy to address dirty data challenges that negatively impact customer experience, undermine sales partners’ trust and hamstring your ability to deliver optimal results from your marketing programs.  

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July 16, 2015

Liz Du on Balancing Outbound & Inbound Marketing [An Interview]

I had a chance to sit down with Liz Du, Senior Manager of Digital Marketing at Seagate Global Online, and discuss her take on current marketing trends, as well as the big things going on at Seagate. David: Tell us about your professional background and how you got into marketing? Liz: I was an art major in school so I always had an appreciation for the creative side of marketing. Then early in my career, I got into project management and ultimately had the opportunity to marry the creative and strategic worlds with marketing programs. I’ve spent the last ten-plus years exploring different marketing disciplines in both B2B and B2C environments. Since coming to Seagate four years ago, I’ve been able to apply all that as we span across multiple audiences.

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June 24, 2015

5 Actions To Drive Sales-Marketing Alignment & Business Performance

This post was originally published on the blog on June 13, 2015. We all know sales & marketing alignment is extremely important. This Kapost article references an Aberdeen Group stat that “Companies with strong sales and marketing alignment achieve 20% annual growth rate, and companies with poor sales and marketing alignment have a 4% revenue decline.” (Now if I could just find that pesky Aberdeen stat... although this stat is referenced everywhere, I’m citing the Kapost article because I couldn’t find  a public version of the original stat from Aberdeen). Knowing it’s important isn’t enough though, as actually attaining true sales & marketing alignment is challenging. To that end, these are five specific actions that I’ve found sales and marketing can do together to drive alignment, and achieve the resulting business performance. I choose the word “sales and marketing” and “together” very precisely, as the key to this is that equal responsibility and commitment is taken from both groups within the company’s revenue team.

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June 18, 2015

How to Get More Marketing Done with Less Time

The good news is that marketing now has the spotlight. The bad news is that with the spotlight comes a vast audience – the entire business world – which is gathered around, waiting to see and judge the result of our efforts. They’re expecting a lot, and they’re expecting it done right. How do we live up to these expectations? We’re all slammed. In fact, if you have a lot of free time, you probably aren’t doing it right – or you’re a savant…in which case, I hate you. We need to increase efficiency. Easier said than done. So, in an effort to help everyone find a little more time to do more, I gathered some helpful advice from three notable marketers who seem to produce five times the results of any average marketer such as myself.

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June 2, 2015

Customer Experience: The New CMO Revenue Driver

In recent discussions with fellow CMOs, I’ve noticed a common theme about Marketing’s conflicting “Big Goal” priorities: Should we focus on customer revenue or customer experience? My opinion: We’re asking the wrong question. Marketing obviously needs to deliver both.  The right question (that’ll lead to the big wins): How do we infuse customer experience into our revenue-driving efforts? CEOs expect Marketing to directly contribute to sales pipeline, new customers and revenue. These same executives – and your customers (the real bosses) – expect a personalized experience that makes it easy to interact and transact with your company, products and people.  

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April 30, 2015

What's Holding You Back From Marketing Automation Success? [Interview]

As we work to understand the opportunities and challenges facing marketing automation users today, it’s important to pick the brains of experts who have honed their core competency in implementing marketing automation strategies. It's for this reason I sat down to interview John Muehling. John is Sr. Director, Client Services at Digital Pi and formerly the VP of Marketing for VIRGO Publishing (now Informa Exhibitions). He has worked with recognizable name brands, such as Beechcraft, Cessna, Swift Transportation and Blue Shield of California to help them implement and make more effective use of Marketo, Pardot and Salesforce.

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November 11, 2014

Inside The Mind Of A GE Marketing Ops Executive

When it comes to enterprises with a complex range of marketing needs and seemingly overwhelming goals, few stack up to GE. That’s why we were very excited to have the opportunity to interview Ramiro Ramon, General Manager of Marketing Strategy & Operations for GE Healthcare. Over the last two decades, Ramiro has focused on generating innovative strategies and customer-centric business models that have maximized revenue, market share and profits for both GE and Johnson & Johnson. Moreover, he serves on the Editorial Advisory Board and is a writing contributor for PM360 – the premier magazine for marketing decision makers in the pharmaceutical, biotech, and medical device industries. We spoke with Ramiro about his take on the ways marketing technology is both influencing and being influenced by the marketing’s transformation. We also delved into the mindset, strategies and characteristics needed to be a great marketing ops leader in this evolving tech-focused landscape.  

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October 28, 2014

What Can LinkedIn, SAP & Netflix Leaders Teach Us About Marketing Ops?

Last week, I participated in the inaugral Marketing Ops and Technology Summit chaired by Gary Katz, Chairman and VP Strategy for Marketing Operations Partners. 60+ practicing executives bantered for two days on the present and future of marketing and tech operations (MOPs). While there were “speakers”, this interactive conference tapped into a seasoned group of practicing marketing and tech leaders. Collectively, this very experienced cadre included executives from powerhouse companies such as LinkedIn, SAP, Clorox, At Home, GoGo, and NetFlix. Since this was invite-only session, here are insights I pulled direct from these accomplished leaders.

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October 22, 2014

From the MarTech Experts: Tips for Successful Change Management

Managing change is the toughest part of any marketing transformation, especially regarding the adoption of new technology. This isn't new news. Yet, the pace of change only seems to be accelerating, and we marketers are prone to neglecting this critical element in our organizations. Below are excerpts from hand-picked interviews that not only illustrate how important change management is to successfully guiding marketing’s transformation, but also provide insight on how to lead this change effectively. Among these approaches, standardizing goals, communicating needs across departments, and hiring the right people in the right roles seem to be agreed upon as vital efforts in any transformative environment. 

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October 13, 2014

Marketing Ops & Tech Summit: Past, Present, Future Of Ops

Marketing technology has garnered a staggering amount of attention in recent years as startups take advantage of today’s low capital requirements to address the myriad challenges marketers face in the digital, customer-centric marketing era. Tech solutions continue to automate processes and measure outcomes in ways that enhance both the performance of marketing and sales as well as customers’ experience. This has led to numerous tech-focused events such as this week’s Dreamforce ‘14 and the MarTech conference held in August. What has received less attention, until recently, is the discipline that has evolved to own the strategic use of marketing technology: Marketing Operations. The inaugural Marketing Operations and Technology Summit will be held October 22-24 and aims to address this void. I sat down with the conference’s chair, Gary Katz, to gain a few insights regarding the discipline’s current state as well as a glimpse of what we can expect from the event.

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October 7, 2014

Stuff that Works: Insights on Creating Customer Pipeline

Greg Ness, VP Marketing at cloud app provider CloudVelox, is a proven practitioner of data-driven marketing and a wizard at creating demand and customer pipeline for products and services.  My first work with Greg was at Redline Networks a few business cycles ago.  I’ve seen his work firsthand through engagements at Juniper Networks, Blue Lane Technologies, InfoBlox, and other players in the B2B tech space. Greg’s relentless focus on marketing outcomes, customer needs and investing in programs that deliver a pipeline of business opportunity was his core mission long before this was marketing’s primary mandate – and before marketers had all the available tools and technology.  I talked with Greg to get his view to contrast “old school” demand generation tactics with today’s modern techniques and see what we could glean from a seasoned pro.

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September 3, 2014

Marketing Ops: Only the Analytical, Adaptable and Hungry Need Apply

The digital era has provided marketers with the ability to measure and analyze the outcomes of their efforts. No longer a company’s “arts and crafts” team, marketing departments are leveraging metrics and systematic management techniques to generate real business value. Marketing Operations spearheads this focus on back-office data analysis, strategic planning, budgeting and the use of marketing technology to perform these duties. It has become marketing’s nerve center, controlling systems and processes to influence, measure, and manage all things marketing.

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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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August 27, 2014

Marketing-Sales Alignment: Real-World Lessons

How Emerging Tech Provider Tintri is Transforming Marketing from Demand Gen to Revenue Gen Marketing and Sales Alignment. Stick a needle in my eye, right? Wrong. Dead wrong. CEOs and Boards of Directors rank driving and measuring revenue contribution as the No. 1 marketing priority, according to the Corporate Executive Board. Without working in unison with sales and having joint metrics, marketing is unlikely to significantly influence revenue, let alone prove any positive impact.

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August 17, 2014

The State of MarTech: An Interview with Scott Brinker

The inaugural MarTech Conference begins Tuesday. And it’s sold out. So, being the altruists that we are, we’ve decided to siphon some insights on the current state of martech from the conference’s program chair, Scott Brinker, out to all of you who were unable to register. You can follow the conversations @MarTechConf and @Integrate.

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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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July 8, 2014

Today’s CMO #4: Analytics – It’s Time to Get Back to Basics

“Analytics” means different things to different marketing and business pros. After a deep dive to create our marketing analytics and a whirlwind tour of our customers to scope Integrate’s next version of our analytics suite, it’s clear we (CMOs and marketing pros) need to simplify our approach. Always trying so hard to prove we can account for everything, we often unknowingly, make it more complex to focus on what matters. And, we have so much data we can compile, especially with powerful new tools available to us, that we may be overshooting what we need in order to deliver business impact. So, my new mantra is “Get the basics right and build from there.”

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June 26, 2014

Meet the Chief Markitecht at Symantec

With always-on, empowered customers and the rapid pace of business, understanding and strategically using technology across your marketing and communications efforts is more essential than ever. To make this strategy a reality, marketing and tech teams need to collaborate ( Don’t worry, not another goofy article about the CMO vs. the CIO!). Out of this new world a critical role is emerging to help bridge the gap and bring these disciplines together. Whether you label the role as “marketing technologist” or some such title, it requires a focus on business and marketing process, a passion for data and marketing, a player-coach mindset, and a solid understanding of technology architecture.

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June 12, 2014

Aligning MarTech and Marketing Ops — An Interview With Gary Katz

I recently interviewed Gary Katz, Founder and Chairman of Marketing Operation Partners, for research I’m conducting on the challenges and opportunities regarding the simultaneous growth of marketing tech and the Marketing Ops role. What resulted was a 52-minute conversation of great value. Here, I have provided a short, yet very insightful part of that conversation.

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April 29, 2014

Today’s CMO #3: Embrace Change and Win Bigger

Change is all around us. Change is necessary to succeed and win in business. But damn change is hard. This is especially true in marketing today where huge disruption, high expectations and massive FUD (Fear, Uncertainty, Doubt) have become the norm. We’re expected to use real-time data to precisely target and personalize experiences, elegantly nurture prospects and deliver happy customers through the entire customer lifecycle, while portraying our brands as thought leaders to authentically differentiate our value. Not only is this a mouthful to say, but a big, tall order to deliver.

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March 19, 2014

Today’s CMO #2: Look to IT’s Past to Shape Your MarTech Future

CMOs can learn so much from CIOs. NOT just because they are teaming up to invest in technology to automate, integrate and measure internal (analytics, process management) and external (customer engagement, digital media, social) marketing and customer processes. Rather, because what CMOs are experiencing now is déjà vu for CIOs who were in the same spot just a few short years ago (do you remember CIO equals “Career is Over”?).

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February 12, 2014

Integrating MarTech and AdTech Enables Revenue Marketing [Video]

I recently participated in REVTalks, a first-time event of about 400 revenue-driven marketers. I’ve hosted and participated in hundreds of events and the team at The Pedowitz Group put on something meaningful to shine a bright light on the present and future of marketing. If you haven’t received the memo, marketing today is all about customer acquisition and creating revenue. Marketing as the anti-cost center. The RevTalks format, modelled after TedTalks, consisted of rapid fire 15 minute sessions, forcing all the marketing practitioners and experts to focus and get to the point. There was no time to meander through openings and introductions, nor for attendees to scroll their email as they were moving session to session. A useful format to keep everyone engaged. Most importantly, the six topic areas made up a solid agenda and provided an accurate compass for today’s CMO.

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January 14, 2014

Leveraging Data Effectively: 6 Reasons CMOs Are Closing the Loop

Forrester “expects data to form the basis of nearly all successful marketing campaigns” in 2014. This is largely due to the changing role of marketing and the CMO’s new mandate to deepen customer relationships and provide measurable business value. Data is the foundation of successful marketing.

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September 22, 2013

"Build Your Own Attention" - A CMO's Move to Integrate

CMOs and marketing departments have a clear mandate: create new customers, new revenue and new relationships – cheaper, better, and faster. The expectation is unequivocally to demonstrate business value and show direct contribution. If they can’t, the best case is reduced marketing budgets and irrelevance to the business. The worst case – you’re fired!

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