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MarTech Health Checkup: Think Evolution, Not Revolution

By Scott Vaughan

July 12, 2016

Shiny Object Syndrome…an increasingly common ailment in the tech-dependent marketing world. It often happens when we get distracted by the influx of new technologies and trending strategies that promise us the world.

Given a total of $10 billion in MarTech funding since the start of last year alone, along with the fact that, according to Gartner’s 2015-2016 CMO Spend Survey, 71 percent of marketing orgs have discrete funding for innovation (averaging about 10 percent of the marketing budget), it’s an easy trap to fall into.

It’s precisely for this reason that we should regularly check up on how well our tech investments are supporting our marketing initiatives. And now that we’re halfway through 2016, it’s probably a good time for that bi-annual review.

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The New Face of Outbound Marketing Balances Inbound

By Amy Chick

Content creation has become a main B2B marketing focus over the last few years. Until fairly recently, however, many marketers have leveraged their content for inbound marketing strategies alone, while neglecting all the possible impact content could have via outbound marketing strategies. But that’s all changing, and for good reason.

Imagine your business is a brick-and-mortar cheese shop, and your marketing strategy is limited to the free samples you offer pedestrians as they pass by your door. Think about all the customers who shop at the grocery store around the corner, but never appear on your doorstep because they don’t know you exist. Think about the foot traffic you’d miss, and the potential new customers that would never even show up on your radar.

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Painkillers or Vitamins? What to Take for Improved Demand Marketing Health

By Scott Vaughan

July 6, 2016

Mastering B2B marketing is getting more challenging. Customers’ expectations are rising, markets are more dynamic than ever, business seems to be continually in transformation mode, and the corner office and sales honchos are screaming for “leads” (translated = “opportunities”).

With so many moving, changing parts to think through, we B2B marketers often find ourselves in a constant dilemma, masking short-term pains rather than addressing mid- and long-term needs to scale our capabilities and make greater contributions to the business.  

At Integrate, we find ourselves in this situation from time to time and we see it every day with the hundreds of B2B marketing teams we work with to automate and orchestrate their demand marketing efforts.

Until recently, the much more common approach had been fixing demand gen issues with a painkiller; that is to say, generating larger and larger volumes of leads.

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10 Demand Marketing Strategies That May Up Your Game

By Triniti Burton

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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Why Demand Marketers Are Developing Customizable Data Ecosystems

By David Crane

Last September we published an article that discussed why, over the last few years, marketers and the MarTech industry have gradually come to favor customizable marketing technology stacks.

The article explains how marketers are no longer seeking all-inclusive, out-of-box marketing systems to simplify their jobs; instead, they’re looking for innovative ways to leverage multiple systems to their advantage.

Unsurprisingly, this emerging mindset of customization is also having great impact on the ways in which marketers identify, coordinate and use the data that fuels these finely tuned tech stacks.

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The Content Marketing Wheel: A Smart Approach to Content Strategy

By Amy Chick

June 23, 2016

If you’ve been playing in digital content for any period of time, you’re probably familiar with this scenario: you publish a new blog post, get a spike in traffic and engagement, then watch your analytics level out. It’s a common pattern in B2B marketing — only 10% of blog posts continue to increase visits over time, after the initial traffic spike. 

This linear process creates an imbalance between the input — the time and resources devoted to content development — and the ROI of your content marketing. If you really want to make an impact with your strategy, it’s time to try a new approach. 

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Schizophrenia in B2B Demand Marketing: Why Making Progress Can Be So Hard

By David Crane

Demand marketing is a succinct term. Properly defined, it gets a lot of information across quickly and easily (saving us content marketers from character limits…not to mention the occasional onset of Carpal Tunnel Syndrome).

But such simplicity can be problematic. It allows us to neglect the nuances of a very complex relationship of processes, technologies and data. And with how busy demand marketers are these days, we often don’t even notice the unintended consequences.

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40 Demand Marketers Who Are Changing the Game

By Triniti Burton

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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Marketing Ops: Why TOFU Matters to You Now More Than Ever

By Scott Vaughan

June 14, 2016

The rise of the marketing operations (MOPs) profession has driven efficiency, new capabilities and a much more analytical and process-driven approach to marketing. MOPs’ biggest area of impact has been the enablement of demand generation and customer acquisition.

To date, MOPs has primarily focused on what happens inside the organization. This includes the deployment and optimization of core marketing platforms such as the organization’s web site, marketing automation (MA) and CRM systems, as well as any analytics tools. MOPs is responsible for ensuring all these internal systems are applied and integrated to provide maximal efficiency, data insights and overall value to the business. Such requirements are pretty well understood by this point (there’s always room for improvement, of course).

But what about all the interactions, data and effort happening outside the organization, where discovering and engaging new prospects is essential to creating new customers?  

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Optimizing $68 Billion in Media: MarTech for Media and Data Providers

By David Crane

More than $68 billion will be invested in digital media this year. That’s more than three times what’s being spent on the marketing technology used to processes the data generated by such media investment.

As we’re all aware, much of this media spend goes to waste. In fact, a recent survey from Wakefield Research highlighted how 96% of B2B marketers believe that B2B advertising reaches a large volume of people outside target audiences. And 71% believe that B2B media frequently fails to meet expectations. Moreover, Integrate’s own research as identified that on average 40% of media-generated leads falls short of B2B database requirements.

Marketers obviously need to find ways to better coordinate media buys and optimize how the resulting data. In fact, this is a core focus of demand orchestration. And it’s one that will be addressed largely through the adoption of new marketing technologies.

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