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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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How to Drive Demand Marketing Change without Sinking the Ship

By David Crane

June 2, 2016

As both Scott Vaughan and I have discussed at length in recent posts, there’s a growing need for the automation of top-funnel B2B marketing activities. This is a key requirement if we’re to climb the B2B marketing maturity curve and fully orchestrate demand.

Unfortunately, attaining key elements of demand orchestration (fully automated funnel, dynamic personal messaging and real-time analysis and optimization) is far from easy. It requires a significant amount of change – in mindset, processes and technology. And as we all know, managing change is often the toughest part of any new initiative.

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The Mobile Imperative For Marketing Ops

By William Anthony

If there’s any remaining doubt about how mobile phones have permeated our lives, pay close attention the next time you’re in a public restroom – airport, shopping mall, sports arena – and note the individuals using their phones to text, email or talk.

Don’t worry: this conversation isn’t headed for the toilet and it won’t be a rant against non-stop mobile phone usage. Instead, I’m going to suggest ways marketers should capitalize on the remarkable extent of mobile usage.

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Top 40 Demand Marketing Game Changers: Final Call for Nominees

By David Crane

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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The Demand Marketer’s Guide for #SDSummit 2016

By David Crane

May 20, 2016


SiriusDecisions Summit has become a must-attend event for numerous roles throughout marketing, sales and product.

In fact, the #SDSummit website provides tracks for 22 roles, from ABM Leader to Chief Sales Officer to Financial Services Leader. The options are comprehensive.

This is great – we all love options. At the same time, it makes picking and organizing which sessions to attend difficult. The #SDSummit website provides a list of suggested track sessions for demand marketers here.

But if you’re looking to narrow the list and get some advice on which demand marketing case studies, keynotes and track sessions to attend (and parties), here’s a quick infographic we threw together.

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25 Demand Orchestration Terms All B2B Marketers Should Know

By David Crane

B2B marketing is evolving quickly from simply generating demand to orchestrating it. Key to this transformation, yet often overlooked by all of us demand practitioners, are the terms that guide and enable measurement of our progress.

Definitions are important. They enable colleagues across departments and organizations to create common expectations. They allow uniform measurement. And they help demand marketers use their tech investments more effectively.

Consistent language improves demand marketing’s credibility with sales, customer success and the C-suite. Simply put, standardization is needed throughout the industry, and that applies to core terms as well.

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