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Building a Demand Generation Machine

By Scott Vaughan

An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive.

Quotable Takeaways:

“You need brand to create demand, period. The trick is the tactics you emphasize based on your market position, customer need and business cycle.”

“Create experiences to rise above the noise. It's the fastest way to differentiate.”

“Data is critical, but your odds of success increase dramatically when you add creativity and experience.”

Lisa Hatheway is the quintessential demand marketing leader – a data geek full of creative passion with a track record of making business happen. Currently Senior Director Global Marketing at Aerohive, she and her team are on a mission to build a “demand marketing machine.”

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7 Ways To Step Up Your Account-Based Marketing Game in 2016

By Sangram Vajre

On the heels of this month’s #FLIPMYFUNNEL conference (February 25), co-founder and Terminus CMO Sangram Vajre chimes in on what it takes to deliver a winning account-based marketing (ABM) strategy.

If you’re thinking about launching an ABM program or in the midst of planning one, the #FLIPMYFUNNEL conference is a great place to learn from some of the best practitioners deploying ABM – the good, the bad and the ugly. If you want to join in the discussion, you can register here for 50% off of the full day of sessions using promo code INTEGRATE50.

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Beyond Alignment: 4 Steps to Sales-Marketing Integration

By Scott Vaughan

January 28, 2016

The team at Integrate is in the midst of ramping up 2016 demand generation efforts like many organizations. While we've always been pretty well aligned with sales, this year we’re committing to moving from alignment (we have a defined set of processes, SLAs, definitions, regular pow-wows and such) to “integration.”

We have a few loosely defined ideas of what “sales-marketing integration” means, and we’re not sure if it’ll make a meaningful difference. However, it felt like we were ready to work smarter and closer to get better results for Integrate and for our demand marketing customers. 

This commitment prompted some homework and discussion with other marketing and sales leaders at respected organizations.

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7 Must-Have Traits of a Kick-Ass MarTech Stack

By Scott Vaughan

Marketing Technology is empowering brands to discover, engage, acquire and delight customers like never before. But, with so many tech options and customers’ needs continuously changing, nailing the right strategy and developing the MarTech stack to execute it is – in a word – tough.

I wish there were a silver bullet, but we all know one doesn’t exist in MarTech land. However, we can learn a great deal from the successes and scars of the many marketing pros who’ve already lived through these trials.

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4 Reasons Why Demand Marketing Orchestration Will Be Huge in 2016

By David Crane

January 19, 2016

When I was a kid and all my friends were hell-bent on becoming professional football or baseball players, I diverted from the pack. My friends were all sheep, focused on relatively easy sports that mostly depended on one’s ability to throw and catch a ball.

Not me – I gravitated toward a much more arduous, masculine sport; one that requires great strength, endurance, flexibility, grace, artistry, precise timing and…the ability to hold one’s breath. Yes, I’m talking about synchronized swimming.

Okay, there’s not an ounce of truth to any of that, but it segued nicely into the following simile: much like synchronized swimming, marketing is continuously growing more dependent on an organization’s ability to orchestrate precisely arranged moves.

Here are four reasons why such demand marketing orchestration will be more important in 2016 than ever before:

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5 Non-Marketing Infographics to Inspire Your Content Marketing

By David Crane

January 15, 2016

While not quite an Ivory Tower, Marketing (especially in the tech space) tends to be a rather small community in which the same thoughts, reasoning, ideas, terms and more often get regurgitated back and forth until we’re all basically one big army of marketing storm troopers.

While this is great for mutual morale, it can deflate creativity, which even in the proverbial “data-driven” landscape is still important.

To inspire some marketing originality, I find it’s often helpful to step outside the industry’s bubble. Taking a few minutes to close the door on the “ROIs,” “Rock Stars,” “Mavens,” “Unicorns,” “Data-Savviness,” “Clouds,” “Funnels,” “Stacks” and other terms that habitually take hostage of our collective thinking provides new perspectives with which we can tackle mounting content marketing challenges.

Here are a 5 infographics that have helped me (and others) do just that:

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Should All B2B Demand Marketing Be Account-Based Marketing?

By David Crane

January 13, 2016

I recently participated in a B2B marketing tweet chat. Inevitably, one of the questions focused on 2016 B2B marketing predictions. And almost as inevitably as the question itself, many participants responded with something like “ABM will explode this year.”

One tweet actually went so far as to state that ABM will become synonymous with B2B marketing in 2016. Further, just last week, a Bizable blog post titled “Is Account-Based Marketing the Death of Inbound?” exhorted a similar stance: “The ultimate goal for B2B marketing should be 100% account based.”

I’m skeptical of this. I’m not saying I disagree – I just don’t know yet.

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[Webinar] Anatomy of an ABM Program

By David Crane

The benefits of account-based marketing (ABM) are well-established: greater sales-marketing alignment, increased resource efficiency, more profitable accounts, higher ROI and so on.

However, when it comes to executing an ABM program, most marketers only know the basics: figure out the common characteristics of your most profitable customers, create a list of similar accounts, and then do your best to engage the companies on the list.

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How Much Will Poor Data Integrity Cost You in 2016?

By David Crane

January 5, 2016

While everyone knows marketing data integrity is incredibly important, our industry-wide efforts to address the issue aren’t keeping pace with the proliferation of bad data.

In fact, a recent Ascend2 Research survey (November 2015) found that “Improving data quality” was overwhelmingly the No. 1 “Most Challenging Obstacle to data-driven marketing success.”

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Creating Demand Generation Playbooks to Nurture Prospects [Interview]

By David Crane

For a while now, I’ve been wanting to interview Lauren Brubaker, Director or Demand Generation at NetProspex. The fact that she works in a demand gen role for a company that helps demand gen marketers manage marketing data kills several birds with one stone…and I’m all about efficiency.

Quickly into our first discussion, however, I learned that gaining her insights would hold even greater value than I originally thought. Lauren is incredibly passionate about her work, which you’ll easily see in her responses.

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