When considering a martech investment, by definition of the topic, you’re including two divisions within that decision-making process: Marketing and IT. These are two very different groups who speak different languages and are judged on a job well done in very different ways–with a collective charter to get real and get it right.
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, […]
Today’s marketing leader faces stepped-up pressure to acquire customers through multiple channels, measure interactions with prospects and customers, and demonstrate the revenue impact of their campaigns. That’s a tall order, driving increases in marketing technology spend. But are these marketing tech stacks overlooking a vital component?
Marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing methods as they focus on their mandate to discover prospects and create new customers. With all of this progress on our the quest to modernize our marketing approach, there is still a critical missing link.
The name of the marketing game in 2014 is speed: speed to acquire top-of-funnel leads, speed to engage those leads after initial capture, speed to push them to sales when the time is right, speed to close deals. Bret Smith, Founder and Managing Principal of HiP (High-Impact-Prospecting, LLC) shares some practices HiP uses to increase speed for clients and internal operations.
One of the most widely discussed business trends over the past several years is that of brands becoming publishers to develop their own content in support of branding and performance marketing strategies. In fact, 73% of B2B marketers say they are producing more content than they did one year ago. This shift to develop engaging […]
Lately there has been an enormous amount of discussion among marketers (advertisers) about the value of technology. Interestingly, relatively little of that discourse has crossed the table to the media partner/publisher side of the advertising business. The needs of media partners differ greatly from those of marketers. But this doesn’t mean that marketing tech holds no value for publishers. Here are a few pain points that publishers currently deal with and that tech could potentially ameliorate.