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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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2017 Survival Guide for Demand Marketers

By William Anthony

The demand marketing environment is changing so quickly that the rules we play by at the start of a year may no longer apply by the end of that same year. The rapid ascent of account-based marketing’s popularity over the past year or two comes to mind.

Or, think of how quickly the mushrooming MarTech stack has affected our efforts – both enabling and challenging our ability to coordinate or demand generation initiatives.

A recent Scott Vaughan blog post provided valuable tips to grow your B2B marketing career by acquiring the most in-demand skills for 2017. I agree with the importance of those skills, but want to share a different perspective: skills that you can use to survive in this dynamic, sometimes volatile, profession. Here are 7 recommendations to compliment Scott’s perspective.

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Conjoined Twins: The Emerging Sales-Marketing Relationship

By David Crane

Sales-marketing alignment has seemingly been written about more than any other B2B marketing topic. (Well, maybe not as much as account-based marketing.)

We’ve certainly written our fair share on the subject. However, as much as previous sales-marketing-kumbaya content has served its purpose in the past, times are changing…and so must the ways in which this much-honored relationship works.

The lead gen era’s slow death: How it affects the marketing-sales relationship

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Gated Content Marketing Strategy: Adding Steps Boosted Results 2X

By Peg Miller

Many companies have a strategy to gate certain types of content in an effort to acquire names for their prospect database. Gated content is simply content that sits behind a registration form.

The concept is that the content is valuable enough, in-depth enough or detailed enough, that a prospect will pay for the content by providing his or her email address. Once a prospect supplies their email name, it’s common to deploy an outbound marketing automation strategy (or nurturing track), designed to convert prospects, i.e. leads, into paying customers.

With the advent of modern marketing tools and practices, most B2B product- or service-oriented companies use an inbound content strategy to drive eyeballs at the top of the funnel (TOFO), converting those eyeballs to emails mid-funnel (MOFU), then converting email names to customers through the mid and bottom of the funnel (BOFU).

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5 Ways Understanding MarTech Can Make Your Career

By David Crane

Technology is now pivotal to the marketer’s trade – and has been for some time. And marketers that understand the software and systems available to them (and how they’re continuously evolving) put their companies and careers in a much better position.

This should be self-evident. After all, we’re surrounded with conversations about the expansion of MarTech. Yet, much of this discussion focuses on the changes in the industry itself, rather than individual technology use cases. Researching the latter is increassingly important. 

Treating marketing technology (and MarTech vendor) research as a regular part of the job will benefit you and your organization in several ways:

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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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Apperian’s Demand Marketing Team Focuses on Strategy, Not List Processing

By David Crane

I could write thousands of words on why manual lead-list processing weighs down demand marketing efforts, slowing lead velocity, delaying prospect follow-up, diminishing customer experiences and stalling revenue growth – and how Integrate’s software helps eliminate these obstacles.

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[Webinar] Anatomy of an ABM Program

By David Crane

The benefits of account-based marketing (ABM) are well-established: greater sales-marketing alignment, increased resource efficiency, more profitable accounts, higher ROI and so on.

However, when it comes to executing an ABM program, most marketers only know the basics: figure out the common characteristics of your most profitable customers, create a list of similar accounts, and then do your best to engage the companies on the list.

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Point of View Marketing: A New Way to Fuel Demand Generation Strategy

By Scott Vaughan

As marketers, we strive to differentiate our brands and products, to increase our relevancy and, ultimately, to make our customers’ “must have” list. No easy task in any market or community you serve.

One of the best techniques I’ve learned from working with many strong communicators and through lots of experimentation over time is what I call Point of View (POV) Marketing. Many pros, colleagues and a great deal of trial and error have helped shape my POV approach to demand generation.

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3 Surprising MarTech Stats and How They Affect You

By David Crane

I came across a great report yesterday – the Walker Sands “State of Marketing Technology 2016: Understanding The New Martech Buyer Journey.”

The report comprises survey results from more than 300 marketers involved with marketing technology purchasing decisions. While most of the findings were expected – e.g., 51% of respondents think their companies need to invest in more tech – a few stats got me thinking…

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