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.
“Best-of-breed marketing technology and a trend toward skills specialization can create a lot of really great work happening – but often on parallel paths with no plan or vision. Focusing time and energy on orchestrating these demand marketing initiatives can unify the efforts of singular roles and departments, create better performing, multi-channel programs and expose opportunities for cross-training within the marketing function.”
Over the years, the demand marketing team at Integrate has learned a great deal from both our internal demand generation experiences as well as those of our customers.
Along the way we began documenting these learnings, creating various assessment tools, KPI tables, strategy maps, content calendars and procedural checklists to answer questions such as:
- What are our demand generation strengths?
- Where do we need to refocus our efforts and resources?
- How can we best approach each of these areas of need individually?
- How do we coordinate all these demand marketing initiatives so they work harmoniously with one another?
This last question has become key over the past year. In fact, leading B2B marketing teams have been focusing greatly on orchestrating top-of-funnel demand activities to ascend the demand marketing maturity curve. They're now efficiently scaling pipeline, creating more customers and increasing marketing-attributed revenue.
The result of our internal efforts to assess and orchestrate demand efforts – centralizing data sources, streamlining processes, integrating systems, increasing targeting capabilities and improving data quality – is a collection of 12 worksheets we at Integrate refer to as the “Demand Marketing Assessment Guide and Orchestration Workbook.”
We’ve spent the last few months collaborating with customers and partners to revise these internal tools into a dynamic, customizable workbook that we hope benefits other B2B marketers as much as it has us here at Integrate.