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MarTech Health Checkup: Think Evolution, Not Revolution

By Scott Vaughan

July 12, 2016

Shiny Object Syndrome…an increasingly common ailment in the tech-dependent marketing world. It often happens when we get distracted by the influx of new technologies and trending strategies that promise us the world.

Given a total of $10 billion in MarTech funding since the start of last year alone, along with the fact that, according to Gartner’s 2015-2016 CMO Spend Survey, 71 percent of marketing orgs have discrete funding for innovation (averaging about 10 percent of the marketing budget), it’s an easy trap to fall into.

It’s precisely for this reason that we should regularly check up on how well our tech investments are supporting our marketing initiatives. And now that we’re halfway through 2016, it’s probably a good time for that bi-annual review.

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Why Demand Marketers Are Developing Customizable Data Ecosystems

By David Crane

Last September we published an article that discussed why, over the last few years, marketers and the MarTech industry have gradually come to favor customizable marketing technology stacks.

The article explains how marketers are no longer seeking all-inclusive, out-of-box marketing systems to simplify their jobs; instead, they’re looking for innovative ways to leverage multiple systems to their advantage.

Unsurprisingly, this emerging mindset of customization is also having great impact on the ways in which marketers identify, coordinate and use the data that fuels these finely tuned tech stacks.

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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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How to Operationalize ABM with Predictive Analytics & Demand Generation

By David Crane


Account-based marketing (ABM), predictive analytics and demand generation are all well-established elements of B2B marketing. And, when done right, they increase each other’s value.

Applying predictive data to demand generation efforts significantly amplifies ABM success. Without predictive analytics, it’s incredibly difficult to properly identify the accounts you should be targeting. And without an efficient demand gen operation, it’s a struggle to efficiently engage the decision-making committees at those accounts. But how do you connect and operationalize demand gen to act on predictive data and ensure ABM success?

On Thursday, April 14, Scott Vaughan (CMO, Integrate) and Atul Kumar (Chief Product Officer, Mintigo) will be discussing specific and tangible steps to execute an effective ABM program using predictive analytics and demand marketing technology.

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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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Can You Define “Predictive”? A Crash Course in Key Marketing Terms

By Chris Messina

First off, I want to provide perspective on my point of view around all things Predictive Marketing.

At Integrate, I head up data and technology partnerships, which means I’m out there all the time working directly with customers and prospects to understand ways Integrate can partner with other marketing technologies to provide a better solution. And in today’s B2B marketing landscape, to say that predictive comes up often would be a drastic understatement.

And while I can’t go five minutes without hearing “predictive,” it seems as if there’s no common definition of the term. This is a big concern among customers. And a common – or at least understood  definition is very much needed to assure internal stakeholders and external partners are on the same page.

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Top-of-Funnel Marketing: The Next Big MarTech Category?

By David Crane

March 29, 2016

“As more marketers adopt ABM strategies, they’re finding that top-funnel marketing is the weak link in the chain, and that it too must be optimized with tech to generate full ROI from their ABM investments.”   

In a TechCrunch article published last month, Ajay Agarwal provided a great overview of the state of marketing technology (MarTech). Comparing MarTech’s more tumultuous rise against the rather smooth ascent of sales technology (specifically Salesforce’s domination), he wrote:

“B2B will continue to be a strong market for martech startups with plenty of demand from CMOs; we expect to see several new $1 billion-plus companies emerge in categories like top-of-funnel marketing, account-based marketing and predictive analytics.” (Italics are my own)

With regard to predictive analytics and ABM, this isn’t too surprising; ABM is now a widely accepted B2B strategy for its efficiency and effectiveness. And predictive analytics – for those organizations with the means and database requirements – is probably the best way to inform ABM programs. Top-of-funnel (TOFU) marketing tech, however, hasn’t received nearly the same degree of attention.

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[Infographic] Teaming Up To Tackle ABM: Demandbase + Integrate Partnership

By David Crane

Last week we posted a blog discussing the reasons why so many B2B marketers struggle with their account-based marketing (ABM) strategies. While marketers face several important obstacles to ABM success, it’s clear that the most daunting challenge is executing on the data – i.e., identifying, engaging and obtaining info from decision-makers at specified accounts.

In fact, Integrate and Demandbase recently cosponsored a survey of more than 500 B2B marketers to gain specific insights on the state of ABM adoption and its challenges. And guess what it found…

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4 Reasons Demand Generation Orchestration Requires Great Analytics

By David Crane

Orchestrating the diverse platforms, engagement sources and data types that drive demand generation campaigns is one of the most important – and most difficult – jobs in demand marketing.

Those same eclectic systems must be marshaled to collect the analytical insights necessary for optimizing two critical – and often disconnected – elements of demand generation: paid acquisition marketing processes and customer insights that drive revenue.

As a marketing ops or demand gen practitioner, you’re no longer managing a three-piece band but conducting a demand gen orchestra that can easily turn discordant amid its complexity. You’ve got a great opportunity to fine-tune the inefficiencies of paid acquisition, which is crucial but too often overlooked in favor of inbound marketing. The tuning process starts with analytics.  

In paid acquisition marketing processes, robust measurement provides several big benefits:

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