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Author: David Crane

David Crane joined Integrate in September of 2011. David is an ardent student of marketing technology that borders on nerdy obsession. Fortunately, he uses this psychological abnormality to support the development and communication of solutions to customer-specific marketing-process inefficiencies.

SiriusDecisions and Lookout Discuss Demand Orchestration [Webinar]

By David Crane

B2B marketers face a common challenge... 

C-level execs expect marketing teams to have full-funnel command, from building brand awareness to driving pipeline opportunities and revenue – not just inquiries and MQLs.

Yet, the labyrinths of disparate data, systems and processes that comprise today’s marketing infrastructures stand in the way of achieving these goals.

Marketing organizations must learn to orchestrate all these moving parts with precision and efficiency if they’re to find success in today’s revenue-focused environment.

Webinar: “The Move to Demand Orchestration”

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[Video] Demand Orchestration Insights: 3 Questions with Leslie Alore 

By David Crane

We're starting a new video interview series! 

The plan is to hound top B2B marketing professionals (aka demand orchestrators) into sharing some of their words of wisdom whenever we cross paths. This may occur at Marketo Marketing Nation or SiriusDecisions Summit or at numerous other events.

If you were recently recognized as one of the 33 Marketing Ops Game Changers, I'd especially be on the lookout – before you know it, I or one of my colleagues may be pinning unattractive microphones to your lapel and annoying you with B2B demand marketing questions for 5 minutes.

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The Modern Marketer’s Workshop – ABM: From Strategy to Action and Results

By David Crane

The value of well-executed account-based marketing (ABM) is clear:

Greater efficiency and revenue impact – Companies generate 208% more revenue for their marketing efforts when using ABM strategies (MarketingProfs).

Increased customer lifetime value – 84% of marketers believe that ABM provides significant benefits for retaining and expanding current client relationships (SiriusDecisions).

That’s why 92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts (SiriusDecisions). And why 41% of marketers plan to increase spending on ABM (eMarketer).

However, ABM is only a smart strategy when executed well. Its promises of efficiency and effectiveness can’t payoff unless marketers have the know-how and ability to put these account-based approaches into action.

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Template for Developing a B2B Content Marketing Strategy

By David Crane

March 7, 2017

Content marketing can be tough, especially if you’re as organizationally incompetent as I am. (Seriously, it’s bad). If you’re like me, this gives you two options for achieving your content goals:

  1. Rely on tools to help organize and support your efforts

  2. Rely on highly organized teammates to keep you on track…to the point that they daydream about hiring a contract killer to end you.

I prefer a healthy mix of the two.

But since my esteemed colleagues would be better suited to write about the second option, this post will focus on the first – tools to facilitate your disorderly, yet well-intentioned content marketing strategy efforts.

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A Short Video About Demand Orchestration

By David Crane

March 1, 2017

Integrate recently released a new resource: The Demand Marketing Assessment Guide and Orchestration Workbook.  …yes, that title is a mouthful, and in hindsight, we probably should’ve come up with a better one. So, for the rest of this post, I’ll just refer to it as the Demand Orchestration Workbook.

Part of the reason for the workbook’s longwinded title is the fact that it comprises a lot of various, useful info and tools for B2B marketers: an assessment guide, prescriptive advice, influencer opinions, excel worksheets and more.

To highlight why we created the Demand Orchestration Workbook and how best to use it, we also developed the short video below.

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What Iron Mountain’s Achievements Tell Us About Scaling Marketing Pipeline & Revenue

By David Crane

Earlier this week at the B2B Marketing Exchange (#B2BMX), Iron Mountain’s Director of Global Marketing Operations and Automation, Leslie Alore, began her presentation with a very salient slide (see below).

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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.

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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,

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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. 

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Lead Integrity Checklist: Demand Gen Tool to Improve B2B Data Quality

By David Crane

If you’re reading this, chances are you’re a B2B marketer working in demand generation or marketing operations. The odds further suggest that you or someone you work with has spent grueling time pouring over spreadsheets to get leads ready for your marketing automation and/or CRM system.

It’s a taxing, time-consuming process that eats away at resources (not to mention team morale…no one goes to college to scrub and format leads). But it’s necessary.

And in the throes of such tedium, it’s easy to overlook an erroneous email here and an untargeted job title there, allowing bad data to get into the all-important customer database. This “dirty data” skews performance measurement and hinders your ability to optimize programs effectively.

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