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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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Modifying Your Content Marketing to Increase Your ABM Strategy Results

By David Crane

It’s quite possible that I’ve missed the discussion (I certainly don’t read every B2B marketing blog post or article), but amid all the account-base marketing (ABM) discussions on selecting target accounts, engaging account decision-makers and tracking program results, it seems as if there’s been little industry talk about how all this affects your content strategy.

The Integrate ABM program development workbook released last year touched on the subject a bit; however, even that wasn’t a comprehensive dive into the topic. (Note: we’re currently revising and expanding the ABM workbook for a 2nd edition.)

The good news is that implementing an ABM program doesn’t require you to completely overhaul your current content marketing strategy. It’s more recalibration than revolution.

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Are You Guilty of These B2B Marketing Hashtag Mistakes?

By Taylor DeKorte

October 26, 2016

As Integrate’s social media manager, I have my stack of go-to hashtags readily available before the day’s blog title is even announced. Admit it – you have a list too. Hashtags are great. They allow you to easily find content, identify which market categories are getting the most traction and even expand your content’s reach. Plus, the more you use them, the more your inner teen comes out.

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What to Ask Your Paid Lead Generation Partners

By Peg Miller

October 20, 2016

Modern demand marketers know there are many steps to building an effective outbound demand marketing program. Let’s focus on the start of the process, when you’re evaluating third-party lead generation partners to help augment your inbound demand generation programs.

Using third-party partners is a great way to increase overall lead flow and improve the predictability of lead volume coming into your marketing funnel and sales pipeline. By “third-party partner,” I mean an external partner who you pay to provide leads, or contact-level information, on prospective buyers, beyond the inbound leads you’re creating through your own website and landing pages.

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