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33 Marketing Ops Pros Who Are Driving the Industry Forward

By Triniti Burton

February 15, 2017

Marketing operations is arguably the most challenging discipline within B2B marketing today. It’s a constant back and forth between big picture strategy and in-the-weeds execution. Ops leaders must balance people, processes, data and technology in order to make micro- and macro-improvements that will prove instrumental in reaching business goals.

Integrate and Heinz Marketing recently set out to uncover the marketing ops professionals who aren't only rising to this challenge, but leaving indelible impact on their organizations. We conducted a similar program last year to recognize demand marketers. That process worked well and resulted in some helpful content being used by many demand marketing leaders to shape and evolve their strategies. So we followed a similar process to acknowledge ops leaders who are driving their organizations, and the industry at large, forward.

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8 Questions About Account-Based Marketing Content Answered

By Kate Athmer

Account-based marketing (ABM) has become a must-have strategy for B2B organizations looking to engage the accounts with the best potential, but for ABM’s promise of efficiency and effectiveness to payoff, marketers must be able to engage the decision-makers at the target accounts.

We know content is critical to reaching target-account decision-makers, but the content you use in your broad thought leadership and demand marketing efforts typically won’t fully deliver on your ABM agenda. To help B2B marketers align content with ABM strategy, last week we hosted a webinar with practitioners from Engagio, Uberflip and Influitive called “How to Evolve Content Marketing Strategy for an ABM World.” 

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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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Targeting the Account’s Buying Committee: Tips from the Leaders in ABM MarTech

By David Crane

At this point, all B2B demand marketers understand the account-based marketing (ABM) basics:

  1. Figure out the common characteristics of your most profitable accounts
  2. Create a list of similar companies
  3. Do your best to engage the accounts, and hopefully, the decision-makers within them

While basics are important, the above steps leave a lot of ABM specifics unaddressed. Just a few questions left unanswered include:

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Full Funnel Means Marketing as a Profit Center

By Scott Vaughan

July 26, 2016

Perspective and Tips from Matt Heinz with Release of New Book

Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our B2B marketing community, just released a new book. I thought it was insightful, timely and covered a healthy bit of strategies and tactics required to become a kick-ass revenue marketer.

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10 Demand Marketing Strategies That May Up Your Game

By Triniti Burton

We’ve been on a mission for the last year to help demand marketers up-level their game. Recently, we facilitated a recognition program to shine a spotlight on the Top 40 Demand Marketing Game Changers. And now we’re working to unearth their demand marketing secrets so we can not only learn from them but share them with you.

If you missed the recent Game Changers in Action webinar, then this article is for you. Demand Marketing Game Changer Scott Fingerhut, WW VP of Demand Generation at Elastic, shared some sage marketing advice that can help us all be better demand marketers.

I’ve distilled Scott’s 20 minutes from the webinar into 10 demand marketing tips that will hopefully give you some new ideas on how you can approach your role and your relationship with current and prospective customers. 

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40 Demand Marketers Who Are Changing the Game

By Triniti Burton

We talk about it all the time. Marketing is changing. Marketers own more of the customer lifecycle than ever before. And they’re being charged with creating exceptional experiences to engage those customers while driving ever-increasing contributions to pipeline and revenue. They’re building demand centers.

The demand marketers powering those centers face new challenges every day. It’s a tough job and many have a hard time keeping up with the pace, let alone innovating. But there are definitely some standout pros rising to new heights and changing the game of what it means to be a demand marketer.

Recently, Integrate and Heinz Marketing set out to recognize 40 demand marketers who are accomplishing big things within their organizations.

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Top 40 Demand Marketing Game Changers: Final Call for Nominees

By David Crane

With 300-plus nominations, I feel pretty comfortable saying that the Top 40 Demand Marketing Game Changers program is already a success. Yet, like a fine blue-flavored Jell-O, there’s always room for more.

The more nominations we receive, the more valuable insights we gain on the innovative strategies and practices progressing B2B marketing from demand generation to demand orchestration. And of course, we’ll be compiling all such insights in a forthcoming eBook and webinar with Heinz Marketing.

So if you know anyone who’s setting the bar for B2B demand marketers, nominate them here by May 31st.

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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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How Predictive Analytics & ABM Go Together - Mintigo CPO Breaks It Down

By David Crane

It seems as if you can’t walking into a marketing meeting these days without someone talking about predictive analytics and account-based marketing (ABM). But understanding how these two methodologies should work together is still somewhat vague to most B2B marketers.

We interviewed Atul Kumar, Chief Product Officer at Mintigo, to get some clarification on the state of ABM, the role predictive analytics should have, and some tips for those B2B marketing practitioners beginning their ABM journey.

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