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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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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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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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Are There Silent Killers Lurking in Your Demand Marketing Process?

By Kate Athmer

With all the progress that's been made around demand orchestration – from technology to enable ABM and predictive, to top-of-funnel automation, to advanced Pipeline analytics – marketers have more power to influence revenue than ever before.

But interestingly, this technology doesn’t always show us the way, at least not at first. Instead, it often uncovers a murky mess of bad data, or a tangle of workaround processes. Much has been written about the consequences of dirty data or time wasted manually processing spreadsheets, but those are just two of the most blatant, deadly problems marketers face.

The reality is, we still have a lot silent killers lurking out there, threatening to drag down our marketing results. So how do you identify and weed them out before they do real damage?

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How to Know If ABM is Right for Your Company

By Peg Miller

December 6, 2016

ABM, account-based marketing, has been practiced by sales and marketing teams dating back to the 1960s. The difference today is the ability of technology to help run ABM efforts that feel high-touch, with better levels of scale and tracking.

With today’s tools, we’re able to speed up the feedback loop and use data to refine our efforts, with less manual work. Yet, as with any marketing strategy, it’s important to evaluate the people and process before making any technology decisions.

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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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3 Common Causes of Slow Lead Velocity and the Tactics to Solve Them

By David Crane

The importance of lead velocity to B2B marketing is widely understood. However, discussions on the topic, and more importantly, how to increase velocity, often take a back seat to the flashier aspects of demand marketing, such as account-based marketing.  

This isn’t surprising. After all, when we speak of lead velocity, we’re simply referring to how quickly marketing leads convert through the various stages of the customer acquisition funnel.

Yet ignoring slowed velocity and funnel blockages can lead to potentially severe marketing problems:

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Is Your ABM Strategy Creeping Out Your Target Buyers?

By David Crane

November 17, 2016

If most people approached dating the way marketers approached marketing, the world’s population would likely plummet.

Why? Because when it comes to B2B demand marketing, we marketers seldom acknowledge the subtle differences between those tactics that successfully pique target buyer interest and those that simply annoy them (or creep them out entirely).

This is especially true regarding account-based marketing (ABM), in which B2B marketers must raise interest and credibility among an entire buying-committee across a set number of accounts.

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4 “Easy” Areas Where Marketing Technologists Often Fall Short

By Ashley Paris

I was a sophomore in high school, anticipating my first-ever “session.” A session is a term used to describe 20-30 minutes spent playing a musical instrument, by yourself, in front of your music director to be assessed for a chair in the school’s band. (Oh, and former band-geeks – I am looking at you, because you know exactly what I am talking about. Don’t hide).

This harrowing collection of minutes was made even more terrifying by the fact that your “chair” represented how skilled you were at your instrument. First chair = the most skilled. Last chair = the least skilled. In Manchester, NH at the ripe age of 15, the stakes couldn’t be higher.

I’d spent hours practicing my scales as well as all the prepared pieces (to this day, I find the best cure for anxiety is preparation), and I was thinking I had a terrific shot at first chair. On the day of my session, my parents wished me good luck and I skipped off to the bus, hopped on and made it all the way to school. …without my clarinet.

The moral of the story is this: it doesn’t matter how well you execute the hard things if you can’t get the easy things right.

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