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Author: Triniti Burton

Triniti has been with Integrate since its founding in April 2010. Once upon a time a sales rep, she now handles all things marketing and focuses tirelessly on infusing the often gray world of B2B tech with as much color as her colleagues can handle.

Secrets & Strategies from Top Marketing Ops Game Changers

By Triniti Burton

March 21, 2017

From my view, it’s safe to say that Marketing Operations is the most challenging discipline within marketing today. Not only are the pros in these roles expected to leverage tech, processes and data to create efficiencies and drive results – but they’re being increasingly relied upon to develop a strategy that will help reach the company vision AND be masters of change management to ensure all hands are on deck to execute that strategy. That’s a tall order. But there’s are a number of marketing ops leaders rising to the occasion.

We recently announced the Top 33 Marketing Ops Game Changers, a group of best-in-class marketing operations innovators leaving an indelible impact on their organizations and shaping the future of marketing ops. Over the last several weeks, we’ve had the privilege of working closely with these pros to uncover tips & tactics to help you:

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Webinar: Winning Marketing Ops Strategies for Your Playbook

By Triniti Burton

Integrate and Heinz Marketing recently recognized 33 Marketing Ops Game Changers. The purpose was to identify the folks who are driving their organizations forward and to surface insights that will help other ops practitioners while advancing the industry. Over the last several weeks, we’ve been working closely with this group of pros to understand the challenges they’re facing, the solutions they’re implementing to overcome those challenges and the outcomes received as a result of their prescriptive approaches.

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33 Marketing Ops Pros Who Are Driving the Industry Forward

By Triniti Burton

February 15, 2017

Marketing operations is arguably the most challenging discipline within B2B marketing today. It’s a constant back and forth between big picture strategy and in-the-weeds execution. Ops leaders must balance people, processes, data and technology in order to make micro- and macro-improvements that will prove instrumental in reaching business goals.

Integrate and Heinz Marketing recently set out to uncover the marketing ops professionals who aren't only rising to this challenge, but leaving indelible impact on their organizations. We conducted a similar program last year to recognize demand marketers. That process worked well and resulted in some helpful content being used by many demand marketing leaders to shape and evolve their strategies. So we followed a similar process to acknowledge ops leaders who are driving their organizations, and the industry at large, forward.

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Marketing Ops Focus: A Little Less Tech & A Little More Data

By Triniti Burton

January 17, 2017

David Raab is Founder of CDP (Customer Data Platform) Institute and Principal of Raab Associates. With nearly 30 years of experience analyzing marketing trends, tech and data, Raab is one of the most trusted resources for practical advice that helps advance today’s marketing organizations. This year, he joins an esteemed panel of judges to help identify  33 Marketing Ops Game Changers who are driving their oranizations forward.  

Raab recently took some time to share his views on the Marketing Operations role. It seems perhaps many ops pros are so inundated with implementing marketing technology and building complex workflows that they’re not able to full exercise their data-driven and analytical talents.

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Call for Nominations: Who Are The Best Marketing Ops Game Changers?

By Triniti Burton

November 3, 2016

Earlier this year, we had the privilege of working with Heinz Marketing to highlight 40 demand marketers who are taking their organizations to the next level. Through collaborative work with these Demand Marketing Game Changers, we unearthed leading-edge B2B marketing strategies and tactics that are setting the pace for demand generation and marketing ops pros. 

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6 Skills Marketing Ops Leaders Can Master to Change the Game

By Triniti Burton

November 1, 2016

Marketing operations has become the epicenter of marketing activity. Businesses look to their ops team to align people, processes and technology in ways that create maximum business value. These leaders wear many hats, move at the speed of light, and constantly strive for both macro- and micro- improvements that will impact the organization.  

While there are some valuable resources to help marketing ops professionals refine their strategies, great ops work goes beyond copying someone else’s playbook. If you really want to advance your ops career, you first want to understand the traits that make ops leaders invaluable and then integrate those traits into your marketing DNA.

After working closely with some of the best ops pros in the industry, we’ve boiled game-changing marketing ops work down into six core traits.  These are the skills up and coming operations professionals want to master.

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8 Types of MarTech Tools Every Demand Marketer Needs

By Triniti Burton

September 29, 2016

Marketing technology now accounts for 33% of marketing budgets, according to Gartner’s CMO Spend Survey 2015-2016. B2B marketers specifically are investing heavily in tech to automate processes, engage new audiences, gain insights into marketing’s effectiveness and deliver increasingly innovative customer experiences. But there are literally thousands of marketing tools to choose from, and when the MarTech landscape looks like it does today, it’s hard to know where to begin.

At Integrate we have the advantage of working with (and learning from) hundreds of demand marketing pros – customers, partners and friends. Earlier this year, in conjunction with Matt Heinz at Heinz Marketing, we set out to recognize 40 top demand marketing pros, and in doing so obtain a more thorough understanding of what makes a demand marketing rock star.

We asked the Game Changers to list their three most essential marketing tools. Interestingly, there was a lot of overlap. And where there weren’t exact matches, we definitely found consistencies as to the types of tools demand marketers need to have in their toolbox in order to keep up in today’s marketing landscape.

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11 Tips to Make Content Syndication Work for Demand Generation

By Triniti Burton

September 2, 2016

B2B marketers are starting to get glimpses of their 2017 pipeline goals and wrapping their heads around what percentage their teams will need to contribute next year. Quick analysis of conversion rates, database size, etc. are indicating for some that the only way to reach next year’s goals is to get way more prospects in their databases.

But what if you’re milking your organic social and search channels for everything they’re worth? And what if you’re at the tipping point on your paid search efforts where the only way to increase volume is to start settling for lower quality? How on earth can you keep scaling demand across your top-of-funnel marketing efforts so you can continue to fill your pipeline with qualified opportunities?

In our experience, one of the best ways to keep a steady stream of new prospects flowing in at the top of the funnel is to work with third-party media partners that can syndicate your high performing content to their engaged audiences. This approach to lead generation, when done right, can be a powerful key to ensuring a growing and engaged pipeline. When done wrong, it can leave you with not only a dirty database, but a massive headache as well.

Here are a few tips about what you need to know to effectively leverage lead data providers in your content marketing efforts.

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10 Demand Marketing Strategies That May Up Your Game

By Triniti Burton

We’ve been on a mission for the last year to help demand marketers up-level their game. Recently, we facilitated a recognition program to shine a spotlight on the Top 40 Demand Marketing Game Changers. And now we’re working to unearth their demand marketing secrets so we can not only learn from them but share them with you.

If you missed the recent Game Changers in Action webinar, then this article is for you. Demand Marketing Game Changer Scott Fingerhut, WW VP of Demand Generation at Elastic, shared some sage marketing advice that can help us all be better demand marketers.

I’ve distilled Scott’s 20 minutes from the webinar into 10 demand marketing tips that will hopefully give you some new ideas on how you can approach your role and your relationship with current and prospective customers. 

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40 Demand Marketers Who Are Changing the Game

By Triniti Burton

We talk about it all the time. Marketing is changing. Marketers own more of the customer lifecycle than ever before. And they’re being charged with creating exceptional experiences to engage those customers while driving ever-increasing contributions to pipeline and revenue. They’re building demand centers.

The demand marketers powering those centers face new challenges every day. It’s a tough job and many have a hard time keeping up with the pace, let alone innovating. But there are definitely some standout pros rising to new heights and changing the game of what it means to be a demand marketer.

Recently, Integrate and Heinz Marketing set out to recognize 40 demand marketers who are accomplishing big things within their organizations.

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