15 Account-Based Marketing Stats To Convince The ABM Skeptics

By David Crane

Everyone likes stats. This is especially true for marketers as our chosen (or accidental) profession becomes more science and a little less art. So, for all you account-based-marketing skeptics who need a bit more convincing, here’s what the surveys are telling us.

92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts. (SiriusDecisions)


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3 Simple Ways to Blend Outbound & Inbound Marketing Tactics

By Triniti Burton

As popular as inbound marketing has become, outbound is still a vital component to a strong marketing strategy and organizational growth. 74% of all B2B companies (and 71% of B2C) report increasing the number of contacts and leads as a top priority, according the 2015 State of Inbound Report.

But marketers know that inbound alone isn’t enough to reach rising customer acquisition and revenue goals. They have to turn to outbound channels to reach new audiences and fill their databases with more prospects.

Despite the fact that so many companies rely on outbound marketing tactics to meet mandates, inbound marketing techniques often deliver stronger ROI. This could mean that outbound simply isn’t as successful as its more organic counterpart. It’s more likely a natural consequence of the reality that most marketing teams still execute paid marketing campaigns within silos.

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3 Surprising MarTech Stats and How They Affect You

By David Crane

I came across a great report yesterday – the Walker Sands “State of Marketing Technology 2016: Understanding The New Martech Buyer Journey.”

The report comprises survey results from more than 300 marketers involved with marketing technology purchasing decisions. While most of the findings were expected – e.g., 51% of respondents think their companies need to invest in more tech – a few stats got me thinking…

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Demand Generation Issues You Should Fix Before Your Boss Finds Out

By Bodhi Short

Demand marketing gets more complicated by the day. In order to get everything done and still ensure great customer experiences in this always-on environment, we often find ourselves cutting corners.

But one shortcut can quickly grow into many, until our entire demand gen engine is compromised. Here’s a list of issues that may start off small, but can end up resulting in big problems down the road:

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New Isn’t Always Better: A Case for Evaluating Existing MarTech First

By Scott Vaughan

Prep Tools for 2016 Planning

It’s 2016 marketing planning season. Time to strategically rethink your marketing initiatives and tech investments to meet next year’s business goals. This is a golden opportunity to look at your marketing technology roadmap and add new solutions to make you and your team better, faster.

While new can be awesome, many times what you have on hand may be good enough and even better if you focus on optimizing its application. 

This is not an anti-new, kick-ass technology – quite the contrary. Rather, what I see working is prioritizing your choices. If you can be creative with using the tools you have today AND make sure your new tools work with what you’ve got, you can invest in the right new, game-changing tech and processes.

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Developing an Account-Based Marketing Program: A Workbook

By David Crane

In a blog posted earlier this month, I mentioned that we’d be releasing an account-based marketing workbook to guide marketers through the process of developing a full-fledged ABM program. Well, my procrastination has ended and that day has come…with three days to spare actually.

And the primary reason I was able to keep my October promise was because I didn’t complete this work alone. The workbook, titled “Developing an Account-Based Marketing Program: A Workbook for Success,” was a joint effort between Integrate and Matt Heinz of Heinz Marketing.

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5 Questions with a Marketing Ops Geek

By David Crane

October 22, 2015

First of all, I don’t think Tom Kahana, Director of Marketing Operations at Imprivata, is a geek in any way. In fact, while very experienced, well-informed and enthusiastic about all things MarOps, he’s actually quite affable.

It wouldn’t be a stretch to say that I’m far more of a geek than he...but he calls himself a marketing ops geek at the end of this interview, and I needed a catchy title. So there it is.

Tom has over 15 years of marketing experience in the technology space. And for the past six years, he’s been in the thick of marketing operations’ rapid evolution. Which is why I reached out to him, on numerous occasions, for expert insights – and that inevitably led to this interview and hopefully much more content to come.

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9 Reasons Outbound Demand Gen Should Be In Your 2016 Marketing Budget

By David Crane

October 20, 2015

Marketers are challenged with ever-increasing goals to identify and engage new prospects. It would be great if we could achieve company revenue and customer-acquisition goals simply via inbound tactics, converting personas that arrive at our website.

But this simply isn’t reality. Today, demand gen requires the right mix of inbound and outbound marketing.

Here are the top nine reasons why outbound demand gen is a must for any marketer’s 2016 budget:

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6 Steps To Get Started On Outbound Demand Generation

By David Crane

October 15, 2015

Getting started with an outbound demand generation program to supplement your inbound marketing efforts can be challenging at first.

There’s many moving parts to deal with across numerous channels and partners. A few include:

  • Calculating pipeline requirements (those number of contacts/leads beyond what your inbound efforts can achieve)

  • Identifying, selecting and onboarding media partners with the necessary audiences to scale your reach

  • Communicating with each partner individually regarding the requirements of a given campaign, typically via email or phone

  • Delivering, managing and updating campaign creative/content

  • Acquiring lead files and “normalizing” them for correct formatting

  • Analyzing campaign performance by each variable – demographic/firmographic targeting, content type, messaging, the media partner, etc.

  • Adjusting campaigns across each partner based on performance of numerous variables

It’s enough to make many marketing orgs shy away from outbound demand gen altogether. But one way or another, you need to scale your pipeline and get the leads that sales needs to thrive – and inbound alone is unlikely to get it done.

Fortunately, after years of facilitating outbound demand gen programs, we’ve found six steps that help things run smoothly.

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Connecting Front- & Back-End Marketing – What’s In It For You?

By Scott Vaughan

It sounds so obvious – if you connect marketing’s people, processes and systems, good things happen. And in fact, I’m inspired everyday by new examples of integration transforming marketing’s impact.

But while we all realize the importance of connecting systems and processes, there remains a very common rift between what’s known as “front-end” and “back-end” marketing.

Before we jump into the benefits of front- and back-end integration by specific role, let’s first define the concepts and identify the barriers so we can knock them down. 

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