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Collaboration Tools Every Marketing Team Should Have (and Use)

By Triniti Burton

March 1, 2016

We have a pretty small marketing team at Integrate. Despite (and partly because of) lean resources, we’ve spent the last year laying a solid demand marketing foundation: a strong content plan; a kick-ass website; a defined lead funnel; a fluid data strategy; and (mostly) seamless integrations between marketing technologies. And now that our marketing organization is poised to drive and measure contributions to sales pipeline, we’re faced with some really big goals.

Oh boy. I thought the hard part was over.

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An 8-Step Account-Based Marketing Plan to Share with Your Boss

By Triniti Burton

If you’re a B2B marketer, you’re likely hearing the term Account-Based Marketing everywhere you turn. A quick search of your inbox might reveal a couple hundred emails in the last 90 days touting the latest and greatest in ABM content. And for good reason… In an era where marketing is on the hook to create customers and drive revenue, it makes sense to aim marketing efforts at companies that match your ideal customer profiles.

But knowing that it’s the right thing to do and getting the executive buy-in to do it are two completely different things. Marketers need more than just theoretical explanations as to how account-based marketing can help you reach the right customers. They need strategic and tactical plans that they can follow. They need to be able to go to their upper management and say “we need to implement an ABM program and this is how we’re going to do it.”

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5 Non-Marketing Infographics to Inspire Your Content Marketing

By David Crane

January 15, 2016

While not quite an Ivory Tower, Marketing (especially in the tech space) tends to be a rather small community in which the same thoughts, reasoning, ideas, terms and more often get regurgitated back and forth until we’re all basically one big army of marketing storm troopers.

While this is great for mutual morale, it can deflate creativity, which even in the proverbial “data-driven” landscape is still important.

To inspire some marketing originality, I find it’s often helpful to step outside the industry’s bubble. Taking a few minutes to close the door on the “ROIs,” “Rock Stars,” “Mavens,” “Unicorns,” “Data-Savviness,” “Clouds,” “Funnels,” “Stacks” and other terms that habitually take hostage of our collective thinking provides new perspectives with which we can tackle mounting content marketing challenges.

Here are a 5 infographics that have helped me (and others) do just that:

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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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15 Account-Based Marketing Stats To Convince The ABM Skeptics

By David Crane

Everyone likes stats. This is especially true for marketers as our chosen (or accidental) profession becomes more science and a little less art. So, for all you account-based-marketing skeptics who need a bit more convincing, here’s what the surveys are telling us.

92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts. (SiriusDecisions)

Moreover...

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3 Simple Ways to Blend Outbound & Inbound Marketing Tactics

By Triniti Burton

As popular as inbound marketing has become, outbound is still a vital component to a strong marketing strategy and organizational growth. 74% of all B2B companies (and 71% of B2C) report increasing the number of contacts and leads as a top priority, according the 2015 State of Inbound Report.

But marketers know that inbound alone isn’t enough to reach rising customer acquisition and revenue goals. They have to turn to outbound channels to reach new audiences and fill their databases with more prospects.

Despite the fact that so many companies rely on outbound marketing tactics to meet mandates, inbound marketing techniques often deliver stronger ROI. This could mean that outbound simply isn’t as successful as its more organic counterpart. It’s more likely a natural consequence of the reality that most marketing teams still execute paid marketing campaigns within silos.

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Demand Generation Issues You Should Fix Before Your Boss Finds Out

By Bodhi Short

Demand marketing gets more complicated by the day. In order to get everything done and still ensure great customer experiences in this always-on environment, we often find ourselves cutting corners.

But one shortcut can quickly grow into many, until our entire demand gen engine is compromised. Here’s a list of issues that may start off small, but can end up resulting in big problems down the road:

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3 Side Effects of Persona-Based Content Marketing

By David Crane

Don’t get me wrong – developing buyer personas and creating content based on these role-based identities is crucial in marketing.

Creating personas by definition, however, pigeon-holes large groups of people. And whenever we do this, we can suffer from unintended results – unless we’re aware of such effects and ways to counteract them.

The following three persona-based content side effects often hamper our content marketing performance:

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3 Practical Ways Buyer Personas Can Increase Customer Engagement

By Triniti Burton

A couple months ago we kicked off our website redesign by taking a deep dive into our customer personas. We started this work last year and had some fairly defined personas in place, but a good marketing strategy is ever-evolving. There were a year’s worth of insights and customer feedback that needed to be infused into our customer profiles.

And then we needed to figure out how to make those personas actionable.

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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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