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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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Developing an Account-Based Marketing Program: A Workbook

By David Crane

In a blog posted earlier this month, I mentioned that we’d be releasing an account-based marketing workbook to guide marketers through the process of developing a full-fledged ABM program. Well, my procrastination has ended and that day has come…with three days to spare actually.

And the primary reason I was able to keep my October promise was because I didn’t complete this work alone. The workbook, titled “Developing an Account-Based Marketing Program: A Workbook for Success,” was a joint effort between Integrate and Matt Heinz of Heinz Marketing.

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Building an Interactive MarTech Landscape from the Buyer’s Perspective

By Scott Vaughan

An Interview with Jascha Kaykas-Wolff, co-founder of Growthverse

Marketing Technology has become an important weapon in the quest to discover, engage and delight customers. While marketers try to sort through their needs and identify what and with whom to invest in, it seems like every week there’s a new landscape or “MarTech stack” produced by a vendor or industry pundit.  

I rather recently discovered something very refreshing, a new perspective on the landscape created by CMO Jascha Kaykas-Wolff and Kobie Fuller, Partner at Accel.  It’s called Growthverse, an interactive, living, breathing tool marketers can use to discover and sort through marketing technologies and the solutions providers that may be right for their organization. 

I had a chance to chat with Jascha last week about Growthverse and the current state and future of marketing technology. Here’s the scoop.

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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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4 Reasons Why Marketers Resist New MarTech Adoption

By Bodhi Short

I often witness my colleagues’ hesitance about having to adopt a new platform. Whether it’s for sales, HR, marketing or accounting, there’s always some push back.

I understand that, especially with the rapid proliferation of marketing tech, adding another platform, system, tool, etc. is just one more thing we have to log into and learn how to use. But we should keep our irritation in perspective.

There’s a very good reason we’re continuously adding new tools: the benefits of a properly selected tech solution far outweigh our irritations.

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The Future of MarTech: Opinions from 14 Practitioners

By Scott Vaughan

I participated in a MarTech “Tweet Jam” last week.  Basically, it was 14 Marketing Tech pros (full list/handles at bottom of this blog) bantering, debating and discussing the “convergence of MarTech” on Twitter in a real-time, online Q&A.

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3 Must-Read Account-Based Marketing eBooks Reviewed

By David Crane

As Scott Vaughan stated in his blog post last week, “Account-Based Marketing (ABM) is all the rage as organizations increasingly deploy strategies to focus on individual companies that are the best fit for their solutions and services.”

With this and next week’s #FlipMyFunnel Conference is mind, I thought it would be helpful to briefly review three eBooks published by technology vendors leading the account-based marketing space.

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3 Imperatives for Fixing Lead Data Quality: From the Experts

By Scott Vaughan

Poor data quality is an issue that comes up daily in both our internal marketing team conversations and with the hundreds of demand marketing and marketing ops teams we closely work with.

We all know it’s a big challenge, yet many of us still struggle to fix it. Why? Because it’s a never-ending quest to get it right and maintain high levels of data accuracy and integrity. 

The good news is there are automation solutions and very clear practices you can deploy to address dirty data challenges that negatively impact customer experience, undermine sales partners’ trust and hamstring your ability to deliver optimal results from your marketing programs.  

This past week I reviewed a few key articles from data experts for a kick in the butt to get out in front of the dirty data issues. It’s a call to arms to proactively implement measures to prevent bad data where possible and manage the health of our prospect and customer data on an ongoing basis.

Here are three solid reads – from Forrester Research, Sirius Decisions and our own Integrate Data Quality Index – that I hope will spark some ideas and provide inspiration to tackle the poor data quality issue in your organization.

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6 Ways to Improve Customer Communications Today

By Scott Vaughan

Marketers are determined to get closer to and more knowledgeable about their customers. To keep up with our customers’ needs and aspirations, the marketing team at Integrate is going through a major review and update of our customer communications – rethinking both what and how we communicate.

I’ve been part of many of these initiatives before, but something seems different this time.  Upon reflection and therapy-like exchanges with other marketing executives, there are two big factors I see contributing to the increased pressure and simultaneous excitement that we face today: 

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Customer Experience: The New CMO Revenue Driver

By Scott Vaughan

In recent discussions with fellow CMOs, I’ve noticed a common theme about Marketing’s conflicting “Big Goal” priorities: Should we focus on customer revenue or customer experience? My opinion: We’re asking the wrong question.

Marketing obviously needs to deliver both.  The right question (that’ll lead to the big wins): How do we infuse customer experience into our revenue-driving efforts?

CEOs expect Marketing to directly contribute to sales pipeline, new customers and revenue. These same executives – and your customers (the real bosses) – expect a personalized experience that makes it easy to interact and transact with your company, products and people.  

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