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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.

How Demand Marketers Can Conquer the Chaos at #MKTGNATION

By Triniti Burton


I have a confession to make. I’m an introvert. My favorite sound is silence. I have an aversion towards large crowds. And I am not a fan of Vegas.

Yet a couple times a year, as part of my professional obligation, I shuffle off to these mad houses known as “marketing conferences.” They typically pack somewhere around five to ten thousand attendees into a massive conference center. The expo halls are an odd hybrid between an airport shopping mall and well-lit nightclub. The breaks are reminiscent of college days when everyone is simultaneously making a mad dash to get from one session to another. And by the end of it all, you feel like you need an extra week just to recover and download all the information you absorbed.

Six thousand or so marketers will likely share at least some of this sentiment come next Friday, when they return from Marketo’s Marketing Nation Summit.

But there is hope. I’ve found that the more prepared I am for an event, the less likely I am to get overwhelmed. So, partially for my own sanity, I thought I’d share some tips to help demand marketers conquer the chaos of #MKTGNATION.

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5 Traits of a Demand Marketing #B2BGameChanger?

By Triniti Burton

We’re nearly 45 days into the Top 40 Demand Marketing Game Changers program that Integrate is producing in conjunction with Heinz Marketing. Hundreds of nominations have rolled in. As a marketer who works for a demand marketing software company that serves demand marketers, this program is of prime interest to me. I review nearly every nomination that’s submitted in order to discover exactly what my peers are doing to make an impact in their organizations.

When we launched the program, we identified five characteristics that we believe serve as the core traits of game changing demand marketers:

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Advice from MarTech Marketing Execs on Being a Better Demand Marketer

By Triniti Burton

Demand marketers have their work cut out for them. With new initiatives and increasing goals at every turn, it can be challenging to know which areas of focus will have the most impact. The marketing teams making the biggest difference are often those at marketing tech companies – perhaps because these are the organizations driving the leading edge of marketing.

We searched for the best marketing advice from MarTech CMOs and executives and this is what we found.

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Collaboration Tools Every Marketing Team Should Have (and Use)

By Triniti Burton

March 1, 2016

We have a pretty small marketing team at Integrate. Despite (and partly because of) lean resources, we’ve spent the last year laying a solid demand marketing foundation: a strong content plan; a kick-ass website; a defined lead funnel; a fluid data strategy; and (mostly) seamless integrations between marketing technologies. And now that our marketing organization is poised to drive and measure contributions to sales pipeline, we’re faced with some really big goals.

Oh boy. I thought the hard part was over.

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An 8-Step Account-Based Marketing Plan to Share with Your Boss

By Triniti Burton

If you’re a B2B marketer, you’re likely hearing the term Account-Based Marketing everywhere you turn. A quick search of your inbox might reveal a couple hundred emails in the last 90 days touting the latest and greatest in ABM content. And for good reason… In an era where marketing is on the hook to create customers and drive revenue, it makes sense to aim marketing efforts at companies that match your ideal customer profiles.

But knowing that it’s the right thing to do and getting the executive buy-in to do it are two completely different things. Marketers need more than just theoretical explanations as to how account-based marketing can help you reach the right customers. They need strategic and tactical plans that they can follow. They need to be able to go to their upper management and say “we need to implement an ABM program and this is how we’re going to do it.”

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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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What the Hell Is “Inbound-y” Paid Marketing?

By Triniti Burton

So I just got back from INBOUND 2015. Inspirational speakers. 14,000 happy marketers. So much great content that choosing which sessions to attend was as difficult as ordering dessert at the Cheesecake Factory. And, of course, the HubSpot product announcements.

This year, the marketing software provider rolled out:

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3 Practical Ways Buyer Personas Can Increase Customer Engagement

By Triniti Burton

A couple months ago we kicked off our website redesign by taking a deep dive into our customer personas. We started this work last year and had some fairly defined personas in place, but a good marketing strategy is ever-evolving. There were a year’s worth of insights and customer feedback that needed to be infused into our customer profiles.

And then we needed to figure out how to make those personas actionable.

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14 Reasons Manual Demand Generation Marketing Sucks [Infographic]

By Triniti Burton

Being a demand marketer today is pretty exciting. Marketers have more tools and technologies available than ever before to engage people in unique ways and create dazzling customer experiences.

If you’re a seasoned marketing pro, chances are your day looks completely different now than it did 10 or 15 years ago… unless you’re responsible for executing outbound demand generation programs. If that’s the case, your job looks a little something like this…

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6 Useful Marketing Automation Infographics

By Triniti Burton


Marketers are striving to master the art of visual storytelling in an effort to attract prospects and engage audiences. Infographics often become the preferred medium to communicate significant amounts of data or a plethora of information that would otherwise run the risk of falling flat if delivered as text on a page.

Given the thousands of marketing infographics available today, I set out to compile a list of those specific to marketing automation that provide useful information for marketing automation users, teams considering implementing a marketing automation platform and marketers (like myself) striving to understand and engage these same people.

Here is a list of my findings. I hope you find them to be helpful.
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