subscribe-integrate-blog

RES Automates Top-Funnel Digital Marketing to Scale Demand Generation

By David Crane

Like many B2B organizations, the marketing team at RES – a global provider of technology that creates, automates and secures the digital workspace – has been tasked with creating a scalable, global demand generation machine.

“Global demand generation machine” sounds nice, doesn’t it? It implies sophistication with impact (in a marketer-speak kind of way). Most importantly, however, it highlights a growing requirement among B2B marketing orgs to participate directly in revenue creation.

Keep Reading

33 Marketing Ops Pros Who Are Driving the Industry Forward

By Triniti Burton

February 15, 2017

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.

Keep Reading

Quick 2016 Recap and a Look Ahead for Integrate & Its Customers

By Scott Vaughan

January 31, 2017

2016 was an exciting and momentous year for our team at Integrate. Like many of you, we're already knee deep in executing our 2017 plan, including the next evolution of our demand orchestration platform. (We’re just a bit pumped up about that!)

We want to use this post first and foremost to thank our customers, partners and team (affectionately known as “Integrators”) for continuing to work collaboratively on solutions to help B2B marketers scale sales pipeline and revenue. We thought a short post was a simple way to update our community, both on our progress and what’s ahead.

The headline as we closed 2016 was all about growth. Integrate quadrupled its software revenue growth year over year in 2016 (see full details here in the release). We’re proud not just of hitting this milestone, but for making significant gains in marketing performance.

Here are a few 2016 highlights worth calling out.

Keep Reading

13 Rules To Learn On First Day As Demand Generation Marketer

By David Crane

January 26, 2017

As with every profession, you learn a lot on the job that you weren’t ever told during school, the interview process or training. This is especially true regarding B2B marketing, where the pace of change is far too rapid for any undergraduate marketing curriculum to keep up.

While randomly musing with friends over what I’ve learned about the career I accidentally fell into, I began thinking about how knowing these things off that bat would’ve saved me from many arguments with colleagues, wasted efforts, headaches, drinking binges, etc.

To help future demand marketers, here’s a letter I intend to provide on the first day of their new career.

Dear newbie,

Keep Reading

Marketing Ops Focus: A Little Less Tech & A Little More Data

By Triniti Burton

January 17, 2017

David Raab is Founder of CDP (Customer Data Platform) Institute and Principal of Raab Associates. With nearly 30 years of experience analyzing marketing trends, tech and data, Raab is one of the most trusted resources for practical advice that helps advance today’s marketing organizations. This year, he joins an esteemed panel of judges to help identify  33 Marketing Ops Game Changers who are driving their oranizations forward.  

Raab recently took some time to share his views on the Marketing Operations role. It seems perhaps many ops pros are so inundated with implementing marketing technology and building complex workflows that they’re not able to full exercise their data-driven and analytical talents.

Keep Reading

MarTech Overwhelm Syndrome: A Growing Concern Among B2B Marketing Executives

By Karen Hittelman

January 12, 2017

Do you suffer from Martech Overwhelm Syndrome? If so, you’re not alone.

Okay, I just coined that term. But I think it works well to describe a common ailment among marketing professionals. Namely, a severe form of stress brought on by the colossal number of marketing technologies available – and an inability to make smart decisions about which ones to use.

Scott Brinker talks about this problem in his blog, “Martec’s Law: the greatest management challenge of the 21st century.”  Martec’s Law is an idea Brinker came up with a few years back, which states that “technology changes exponentially, but organizations change logarithmically.” According to Brinker, figuring out how to handle the massive influx of marketing technologies is a very difficult problem.

In other words, faced with thousands of new and emerging technologies, how in the hell are marketers supposed to keep up?

Keep Reading

Assessing Your Demand Marketing Maturity: How Do You Stack Up?

By David Crane

January 10, 2017

B2B marketing has changed a lot in the last five years. New technologies, strategies and channels have served as both challenges and opportunities.

Every marketing organization has tackled these opportunities differently. Some have put great effort into expanding the number of customer engagement channels to scale top-of-funnel lead volume, while others have focused more on implementing insight-producing analytics solutions to increase conversion rates down the funnel.

There’s no right or wrong. As demand marketers, however, our enthusiasm for one path – whether it be developing cross-channel programs, integrating efficiency-producing tech or devising sophisticated content strategies – often results in unintended neglect of the others.

Occasionally, we need to take a step back and reflect on our demand marketing efforts holistically to identify areas of needed improvement. 

Keep Reading

Marketing Operations Pros Are Putting on Their Big Kids Pants

By Scott Vaughan

January 5, 2017

John Donlon is Research Director for Marketing Operations Strategies at Sirius Decisions. He works with Marketing Ops pros and teams every day. He is one of the six judges for the Marketing Ops Game Changers program which is recognizing the top 33 Marketing Ops leaders in B2B for breakthrough work.

We caught up with John to get his scoop on the past, present and future of Marketing Ops – a profession that has progressed from the “island of misfit toys” and an informal function to today being a trusted counselor to the CMO.

Keep Reading

B2B Marketing Words & Phrases That Shaped 2016

By Scott Vaughan

December 15, 2016

As marketers, we know WORDS matter. They’re used to communicate, differentiate and deliver a clear understanding of your brand, company, products and ideas.  

We tried something a little different as we assessed 2016. We wanted to get handle on our current state and to understand what we were communicating. Our blog is often the starting point for shaping, sharing and honing our points of view. So, we created a “word cloud” around the Integrate blog to identify the words and topics and we spent the most energy on over the past year.

While our 2017 planning is chalked with forward thinking, it was a useful tool to first assess what we thought was important for B2B marketing in 2016.

Keep Reading

Are There Silent Killers Lurking in Your Demand Marketing Process?

By Kate Athmer

With all the progress that's been made around demand orchestration – from technology to enable ABM and predictive, to top-of-funnel automation, to advanced Pipeline analytics – marketers have more power to influence revenue than ever before.

But interestingly, this technology doesn’t always show us the way, at least not at first. Instead, it often uncovers a murky mess of bad data, or a tangle of workaround processes. Much has been written about the consequences of dirty data or time wasted manually processing spreadsheets, but those are just two of the most blatant, deadly problems marketers face.

The reality is, we still have a lot silent killers lurking out there, threatening to drag down our marketing results. So how do you identify and weed them out before they do real damage?

Keep Reading
preview-integrate-demand-generation-software