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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 walk 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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Advice from MarTech Marketing Execs on Being a Better Demand Marketer

By Triniti Burton

Demand marketers have their work cut out for them. With new initiatives and increasing goals at every turn, it can be challenging to know which areas of focus will have the most impact. The marketing teams making the biggest difference are often those at marketing tech companies – perhaps because these are the organizations driving the leading edge of marketing.

We searched for the best marketing advice from MarTech CMOs and executives and this is what we found.

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Building a Demand Generation Machine

By Scott Vaughan

An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive.

Quotable Takeaways:

“You need brand to create demand, period. The trick is the tactics you emphasize based on your market position, customer need and business cycle.”

“Create experiences to rise above the noise. It's the fastest way to differentiate.”

“Data is critical, but your odds of success increase dramatically when you add creativity and experience.”

Lisa Hatheway is the quintessential demand marketing leader – a data geek full of creative passion with a track record of making business happen. Currently Senior Director Global Marketing at Aerohive, she and her team are on a mission to build a “demand marketing machine.”

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7 Ways To Step Up Your Account-Based Marketing Game in 2016

By Sangram Vajre

On the heels of this month’s #FLIPMYFUNNEL conference (February 25), co-founder and Terminus CMO Sangram Vajre chimes in on what it takes to deliver a winning account-based marketing (ABM) strategy.

If you’re thinking about launching an ABM program or in the midst of planning one, the #FLIPMYFUNNEL conference is a great place to learn from some of the best practitioners deploying ABM – the good, the bad and the ugly. If you want to join in the discussion, you can register here for 50% off of the full day of sessions using promo code INTEGRATE50.

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7 Must-Have Traits of a Kick-Ass MarTech Stack

By Scott Vaughan

Marketing Technology is empowering brands to discover, engage, acquire and delight customers like never before. But, with so many tech options and customers’ needs continuously changing, nailing the right strategy and developing the MarTech stack to execute it is – in a word – tough.

I wish there were a silver bullet, but we all know one doesn’t exist in MarTech land. However, we can learn a great deal from the successes and scars of the many marketing pros who’ve already lived through these trials.

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Creating Demand Generation Playbooks to Nurture Prospects [Interview]

By David Crane

For a while now, I’ve been wanting to interview Lauren Brubaker, Director or Demand Generation at NetProspex. The fact that she works in a demand gen role for a company that helps demand gen marketers manage marketing data kills several birds with one stone…and I’m all about efficiency.

Quickly into our first discussion, however, I learned that gaining her insights would hold even greater value than I originally thought. Lauren is incredibly passionate about her work, which you’ll easily see in her responses.

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MarTech Insights from SiriusDecisions and #SDTechX

By Tom Kahana

Words can’t describe how excited I was when I heard that SiriusDecisions was having a tradeshow dedicated solely to marketing technology. As someone who lives and breathes this space and is huge fan of the work that Sirius does, it was like the perfect match of MarTech geeks converging in one location to talk technologies, process, data and analytics.

So I embarked on my cross-country journey to lovely San Francisco to attend #SDTechX with two real priorities in mind.

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New Isn’t Always Better: A Case for Evaluating Existing MarTech First

By Scott Vaughan

Prep Tools for 2016 Planning

It’s 2016 marketing planning season. Time to strategically rethink your marketing initiatives and tech investments to meet next year’s business goals. This is a golden opportunity to look at your marketing technology roadmap and add new solutions to make you and your team better, faster.

While new can be awesome, many times what you have on hand may be good enough and even better if you focus on optimizing its application. 

This is not an anti-new, kick-ass technology – quite the contrary. Rather, what I see working is prioritizing your choices. If you can be creative with using the tools you have today AND make sure your new tools work with what you’ve got, you can invest in the right new, game-changing tech and processes.

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Connecting Front- & Back-End Marketing – What’s In It For You?

By Scott Vaughan

It sounds so obvious – if you connect marketing’s people, processes and systems, good things happen. And in fact, I’m inspired everyday by new examples of integration transforming marketing’s impact.

But while we all realize the importance of connecting systems and processes, there remains a very common rift between what’s known as “front-end” and “back-end” marketing.

Before we jump into the benefits of front- and back-end integration by specific role, let’s first define the concepts and identify the barriers so we can knock them down. 

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