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How to Know If ABM is Right for Your Company

By Peg Miller

December 6, 2016

ABM, account-based marketing, has been practiced by sales and marketing teams dating back to the 1960s. The difference today is the ability of technology to help run ABM efforts that feel high-touch, with better levels of scale and tracking.

With today’s tools, we’re able to speed up the feedback loop and use data to refine our efforts, with less manual work. Yet, as with any marketing strategy, it’s important to evaluate the people and process before making any technology decisions.

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Lead Integrity Checklist: Demand Gen Tool to Improve B2B Data Quality

By David Crane

If you’re reading this, chances are you’re a B2B marketer working in demand generation or marketing operations. The odds further suggest that you or someone you work with has spent grueling time pouring over spreadsheets to get leads ready for your marketing automation and/or CRM system.

It’s a taxing, time-consuming process that eats away at resources (not to mention team morale…no one goes to college to scrub and format leads). But it’s necessary.

And in the throes of such tedium, it’s easy to overlook an erroneous email here and an untargeted job title there, allowing bad data to get into the all-important customer database. This “dirty data” skews performance measurement and hinders your ability to optimize programs effectively.

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3 Common Causes of Slow Lead Velocity and the Tactics to Solve Them

By David Crane

The importance of lead velocity to B2B marketing is widely understood. However, discussions on the topic, and more importantly, how to increase velocity, often take a back seat to the flashier aspects of demand marketing, such as account-based marketing.  

This isn’t surprising. After all, when we speak of lead velocity, we’re simply referring to how quickly marketing leads convert through the various stages of the customer acquisition funnel.

Yet ignoring slowed velocity and funnel blockages can lead to potentially severe marketing problems:

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Is Your ABM Strategy Creeping Out Your Target Buyers?

By David Crane

November 17, 2016

If most people approached dating the way marketers approached marketing, the world’s population would likely plummet.

Why? Because when it comes to B2B demand marketing, we marketers seldom acknowledge the subtle differences between those tactics that successfully pique target buyer interest and those that simply annoy them (or creep them out entirely).

This is especially true regarding account-based marketing (ABM), in which B2B marketers must raise interest and credibility among an entire buying-committee across a set number of accounts.

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8 Questions About Account-Based Marketing Content Answered

By Kate Athmer

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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4 “Easy” Areas Where Marketing Technologists Often Fall Short

By Ashley Paris

I was a sophomore in high school, anticipating my first-ever “session.” A session is a term used to describe 20-30 minutes spent playing a musical instrument, by yourself, in front of your music director to be assessed for a chair in the school’s band. (Oh, and former band-geeks – I am looking at you, because you know exactly what I am talking about. Don’t hide).

This harrowing collection of minutes was made even more terrifying by the fact that your “chair” represented how skilled you were at your instrument. First chair = the most skilled. Last chair = the least skilled. In Manchester, NH at the ripe age of 15, the stakes couldn’t be higher.

I’d spent hours practicing my scales as well as all the prepared pieces (to this day, I find the best cure for anxiety is preparation), and I was thinking I had a terrific shot at first chair. On the day of my session, my parents wished me good luck and I skipped off to the bus, hopped on and made it all the way to school. …without my clarinet.

The moral of the story is this: it doesn’t matter how well you execute the hard things if you can’t get the easy things right.

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

By Triniti Burton

November 3, 2016

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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6 Skills Marketing Ops Leaders Can Master to Change the Game

By Triniti Burton

November 1, 2016

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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Modifying Your Content Marketing to Increase Your ABM Strategy Results

By David Crane

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-base 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. (Note: we’re currently revising and expanding the ABM workbook for a 2nd edition.)

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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Are You Guilty of These B2B Marketing Hashtag Mistakes?

By Taylor DeKorte

October 26, 2016

As Integrate’s social media manager, I have my stack of go-to hashtags readily available before the day’s blog title is even announced. Admit it – you have a list too. Hashtags are great. They allow you to easily find content, identify which market categories are getting the most traction and even expand your content’s reach. Plus, the more you use them, the more your inner teen comes out.

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