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Author: Scott Vaughan

Scott Vaughan is CMO of Integrate, a marketing technology software provider automating top-of-funnel marketing for B2B marketers to enable demand marketing orchestration. Scott leads the company's go-to-market and growth marketing strategy. He’s passionately focused on unlocking the potential of marketing, media, data and technology to drive business and customer value.

Quick 2016 Recap and a Look Ahead for Integrate & Its Customers

By Scott Vaughan

January 31, 2017

2016 was an exciting and momentous year for our team at Integrate. Like many of you, we're already knee deep in executing our 2017 plan, including the next evolution of our demand orchestration platform. (We’re just a bit pumped up about that!)

We want to use this post first and foremost to thank our customers, partners and team (affectionately known as “Integrators”) for continuing to work collaboratively on solutions to help B2B marketers scale sales pipeline and revenue. We thought a short post was a simple way to update our community, both on our progress and what’s ahead.

The headline as we closed 2016 was all about growth. Integrate quadrupled its software revenue growth year over year in 2016 (see full details here in the release). We’re proud not just of hitting this milestone, but for making significant gains in marketing performance.

Here are a few 2016 highlights worth calling out.

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Marketing Operations Pros Are Putting on Their Big Kids Pants

By Scott Vaughan

January 5, 2017

John Donlon is Research Director for Marketing Operations Strategies at Sirius Decisions. He works with Marketing Ops pros and teams every day. He is one of the six judges for the Marketing Ops Game Changers program which is recognizing the top 33 Marketing Ops leaders in B2B for breakthrough work.

We caught up with John to get his scoop on the past, present and future of Marketing Ops – a profession that has progressed from the “island of misfit toys” and an informal function to today being a trusted counselor to the CMO.

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B2B Marketing Words & Phrases That Shaped 2016

By Scott Vaughan

December 15, 2016

As marketers, we know WORDS matter. They’re used to communicate, differentiate and deliver a clear understanding of your brand, company, products and ideas.  

We tried something a little different as we assessed 2016. We wanted to get handle on our current state and to understand what we were communicating. Our blog is often the starting point for shaping, sharing and honing our points of view. So, we created a “word cloud” around the Integrate blog to identify the words and topics and we spent the most energy on over the past year.

While our 2017 planning is chalked with forward thinking, it was a useful tool to first assess what we thought was important for B2B marketing in 2016.

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The Past, Present and Future of Customer Lifecycle Automation

By Scott Vaughan

When it comes to marketing and the technology we use to automate it, it seems as if we’re still in those awkward, early teen years. Not all parts are in sync during this huge growth spurt. And, in fact, it’s often overwhelming. Adopting new MarTech systems, connecting them effectively and implementing new processes that fully capitalize on these new tools are just some of the challenges we face on a daily basis.

With Dreamforce happening this week in San Francisco, it’s a perfect time to reflect on both recent progress and future challenges around using sales and marketing automation. One thing we know for sure: 100,000+ pros wouldn’t be putting up with the jammed packed chaos of Dreamforce for a week if this automation thing wasn’t driving real business value.

History doesn’t only tell us about the past, it can also be a powerful compass for the future. It’s a good time to ask: Where are we on delivering a fully automated, integrated funnel to generate prospects, acquire new customers and effectively manage these relationships?

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Do You Have These 4 Most In-Demand B2B Marketing Skills?

By Scott Vaughan

August 23, 2016

You hear the term “accidental marketer” frequently, especially in the B2B tech world. Many marketers did not start their career with a grand plan to join the Marketing ranks. They ended up in Marketing because they were good communicators or writers. They had an aptitude towards more complex products and technology. Or they found a good gig out of college as a new recruit doing social media, manipulating spreadsheets or assisting with events, and stayed.

Today, marketing leaders cannot afford happenstance with talent. The stakes are too high with marketing on the hook for revenue and delighting empowered customers. A renewed focus must be put on finding and developing difference-making marketing skills.

Over the last few months, I spent time with a variety of marketing leaders and CMO recruiters who are marketing game changers and have proven they can build teams that deliver results. I also added in my own perspective as a CMO who gets to work with hundreds of B2B marketing organizations.

Please note: this is NOT a scientific survey. Deep conversations – sometimes involving adult beverages – were exchanged to unearth the essential skills.

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Full Funnel Means Marketing as a Profit Center

By Scott Vaughan

July 26, 2016

Perspective and Tips from Matt Heinz with Release of New Book

Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our B2B marketing community, just released a new book. I thought it was insightful, timely and covered a healthy bit of strategies and tactics required to become a kick-ass revenue marketer.

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MarTech Health Checkup: Think Evolution, Not Revolution

By Scott Vaughan

July 12, 2016

Shiny Object Syndrome…an increasingly common ailment in the tech-dependent marketing world. It often happens when we get distracted by the influx of new technologies and trending strategies that promise us the world.

Given a total of $10 billion in MarTech funding since the start of last year alone, along with the fact that, according to Gartner’s 2015-2016 CMO Spend Survey, 71 percent of marketing orgs have discrete funding for innovation (averaging about 10 percent of the marketing budget), it’s an easy trap to fall into.

It’s precisely for this reason that we should regularly check up on how well our tech investments are supporting our marketing initiatives. And now that we’re halfway through 2016, it’s probably a good time for that bi-annual review.

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Painkillers or Vitamins? What to Take for Improved Demand Marketing Health

By Scott Vaughan

July 6, 2016

Mastering B2B marketing is getting more challenging. Customers’ expectations are rising, markets are more dynamic than ever, business seems to be continually in transformation mode, and the corner office and sales honchos are screaming for “leads” (translated = “opportunities”).

With so many moving, changing parts to think through, we B2B marketers often find ourselves in a constant dilemma, masking short-term pains rather than addressing mid- and long-term needs to scale our capabilities and make greater contributions to the business.  

At Integrate, we find ourselves in this situation from time to time and we see it every day with the hundreds of B2B marketing teams we work with to automate and orchestrate their demand marketing efforts.

Until recently, the much more common approach had been fixing demand gen issues with a painkiller; that is to say, generating larger and larger volumes of leads.

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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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Demand Orchestration: The New B2B Marketing Aspiration

By Scott Vaughan

With dedicated demand marketing teams and increasing amounts of data flowing through digital, CRM and marketing automation (MA) tools, marketing’s ability to contribute to customer acquisition and revenue has never been greater.

Nor has the bar and expectations ever been higher. In fact, the #1 skill CEOs want from CMOs and B2B marketers is the ability to drive demand that translates to growth. 

Deploying CRM and marketing automation, and connecting them to your website, are standard fare today. The next challenge in front of us is connecting the data sources and processes generating traffic and leads that fuel these systems.

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