Integrate Inc.
Integrate Inc.
Blog Post
  • Today is the day; May 25 and GDPR goes into effect. Now what? The EU’s General Data Protection Regulation (GDPR) goes into effect today. And the smart marketing teams have been preparing for a while – not simply to avoid fines of this particular regulation, but to prepare their organizations for the inevitable industry-wide transformation from old batch-and-blast practices to complete trust-ba...

Integrate Inc.
Integrate Inc.
Blog Post
  • Increasingly, demand generation program success is determined by sales-pipeline or revenue contribution. In fact, according to DemandGen Report’s 2018 Benchmark Survey Report, 28% of B2B marketing organizations have specific revenue-based quotas, a 5% year-over-year increase. Dialing up success was much easier just five years ago when B2B marketing programs were largely measured against lead v...

Integrate Inc.
Integrate Inc.
Blog Post
  • 70% of demand generation marketers say their budgets will grow this year, according to DemandGen Report’s 2018 Benchmark Survey Report. Simultaneously, 63% of respondents to the same survey said their company’s revenue would grow by more than 20% in 2018. The idea of the “right” B2B marketing strategies has evolved significantly over the past decade. 68% of B2B marketers rank in-person events ...

Integrate Inc.
Integrate Inc.
Blog Post
  • Let's be honest, the B2B marketing industry (and we marketers in general) are pretty bad at defining our terms and sticking to that terminology. Rather than being driven by clarity, our messaging, content and general communications is far more often a haphazard mix of trending buzzwords. This helps neither our marketing teams nor our prospects and customers. This post is far too small in scope...

Integrate Inc.
Integrate Inc.
Blog Post
  • B2B marketers face increasing pressure to scale sales pipeline and grow marketing-influenced revenue. According to DemandGen Report's 2018 Benchmark Survey Report, the largest percentage of respondents (28%) say 26-to-50% of their organizations' revenue will be attributed to marketing-sourced leads. And, 63% of marketers predict their B2B organizations' revenue will grow by 20% or more in 2018.

Integrate Inc.
Integrate Inc.
Blog Post
  • The number of channels you use is not as important as a cohesive message. Your customers don’t care if you're using twelve different channels for generating B2B demand last year. According to Harvard Business Review, B2B buyers are surrounded by information. In fact, the Review reports that buyers are:  “increasingly overwhelmed and often more paralyzed than empowered.” To stand out among ...

Integrate Inc.
Integrate Inc.
Blog Post
  • Publishing B2B thought leadership content can have a significant impact on your demand generation strategy. It's a powerful tool for generating awareness, credibility, brand value and quality traffic. Over 80% of business decision-makers say thought leadership increased their trust in a vendor organization, according to an Edelman & LinkedIn survey. In contrast, the same survey revealed more t...

Integrate Inc.
Integrate Inc.
Blog Post
  • A lot of marketing terms are important concepts for demand generation marketers to understand and adopt. Others are just jargon– trending language that only matters to a select few. While not every marketing term has lasting value, it’s important to understand the terms with relevance. Understanding the language of thought-leaders and forward-thinking marketing pros can be beneficial to adopti...

Integrate Inc.
Integrate Inc.
Blog Post
  • Content marketing is getting harder. A massive amount of branded content is being published to the web every day. Every piece makes it more difficult to capture and keep the attention of your target audience. Joe Pulizzi, Content Marketing Institute Founder, attributes this to the increasing difficulty of “content tilt.” Tilt, according to Pulizzi, is the differentiating factor that makes you...

Integrate Inc.
Integrate Inc.
Blog Post
Integrate Inc.
Integrate Inc.
Blog Post
  • B2B marketing isn’t easy. It’s also rarely glamorous. Few would argue that it’s simpler than B2C marketing. Generating full-funnel demand requires understanding complex B2B buyer personas, navigating lengthy sales funnels and often creating compelling content around products and industries that are, by many accounts, “boring.” Despite these challenges, there are game-changing B2B marketers ...

Integrate Inc.
Integrate Inc.
Blog Post
  • Plex, a cloud-based ERP provider that powers modern manufacturing businesses, has a very specific ideal customer profile (ICP) and operates with a limited salesforce. This means Plex was ideally suited to develop and execute an account-based revenue (ABR) strategy. Plex began its ABR journey over four years ago in January 2014. Lead by Jennifer Dimas, former VP of Integrated Marketing and Oper...

Integrate Inc.
Integrate Inc.
Blog Post
  • If there are areas of your demand generation programs draining your resources, it’s wise to consider the best ways to take the weight off your team. Many manual, time-consuming marketing problems can be solved with technology; the right marketing tech will simplify complex tasks and improve results, such as by helping you meet new data-privacy compliance requirements or automating time-consumi...

Integrate Inc.
Integrate Inc.
Blog Post
  • Research clearly shows that a well-executed ABM strategy can generate significant lift for B2B marketing efforts. A study from the Altera Group found that 97% of B2B marketers report that ABM drives higher ROI than other marketing activities. By adopting a mindset of “account awareness,” where you target customer accounts as markets of one, your organization will make better use of resources, l...

Integrate Inc.
Integrate Inc.
Blog Post
  • 63% of B2B marketers have been asked to contribute to 20% or greater increases in company revenue this year, according to recent findings from Demand Gen Report’s 2018 Demand Generation Benchmark Survey Report. That’s some serious pressure to deliver. To inform your professional improvement strategy, we’ve curated a list of books most helpful to demand generation marketers. Many are recent, s...

Integrate Inc.
Integrate Inc.
Blog Post
  • What is measured can be improved. There’s rarely a shortage of data for B2B marketers to compile. Demand marketers, especially, are drowning in data. But, data is only as valuable as the actionable insights you can extract from it. How do you know which metrics matter and how to combine the right insights to improve your program? How do you avoid “vanity metrics” that only serve as a distrac...

Integrate Inc.
Integrate Inc.
Blog Post
  • From the customer’s perspective, a great integrated marketing campaign shouldn’t feel complicated. The Data & Marketing Association (DMA) defines integrated marketing as, “an approach to creating a unified and seamless experience for [people] to interact with the brand…[across] tactics, methods, channels, media and activities.” For a B2B demand generation organization, an integrated mark...

Integrate Inc.
Integrate Inc.
Blog Post
  • The other week, I was asked to lead a discussion with the Houston Marketo User Group on how GDPR will affect B2B marketing. …well, to be honest, two other people were asked first, but they couldn’t make it, so the user group was stuck with me. In any case, I thought a post on the most poignant points of the discussion would be useful to Integrate’s blog audience. So here they are.

Integrate Inc.
Integrate Inc.
Blog Post
  • Crafting a successful demand generation plan is never simple. If it were easy, every B2B marketer would be driving remarkable full-funnel results. The top game changers in B2B marketing are orchestrating complex demand generation strategies that span many different lead sources, marketing channels and targets. Not only are marketing programs challenged to scale their efforts, but they need to...

Integrate Inc.
Integrate Inc.
Blog Post
  • Any organization leveraging an account-based marketing (ABM) and sales strategy has more than likely developed their ideal customer profile (ICP), as well as a list of the top accounts they want to strategically focus their sales and marketing efforts on. Yet, what happens when the feeling isn’t reciprocated by the prospect? How should we know, as marketers and salespeople, that an account just...

Integrate Inc.
Integrate Inc.
Blog Post
  • Is your 2018 marketing budget better spent in offline or online demand generation tactics? Both digital and non-digital marketing channels are listed among the top five categories of B2B marketing spend, according to Sagefrog’s 2018 Marketing Mix Report. Tradeshows and events are still the top marketing expenditure for 53% of B2B marketers. However, of the top six sources for sales and marketi...

Integrate Inc.
Integrate Inc.
Blog Post
  • Are you prepared to demonstrate compliance with the General Data Protection Regulation (GDPR) by May 25, 2018? If your organization stores or processes data about European Union (EU) citizens, you’ll need to prove compliance or face steep fines up to €20 million. That’s about $24.81 million in USD. Not prepared? Well, you’re definitely not alone. A recent survey by PricewaterhouseCooper rev...

Integrate Inc.
Integrate Inc.
Blog Post
  • We've said it time and time again. B2B marketing is rapidly evolving at a pace that can be challenging to keep up with. The skills a marketer needed to generate leads and demand successfully in 2005 aren’t the same strategies and tactics that drive results in 2018. While some core skills haven’t changed that much (marketers still need creativity and empathy)  and some offline B2B marketing ch...

Integrate Inc.
Integrate Inc.
Blog Post
  • Demand generation marketers spend a lot of time creating content, distributing assets, and fine-tuning campaign performance. Generating full-funnel demand may be the ultimate measure of success, but knowing what will attract qualified leads, nurture opportunities, and delight customers isn’t always simple. B2B marketing organizations today are drowning in options for demand generation channels...

Integrate Inc.
Integrate Inc.
Blog Post
  • There are a lot of moving parts in today's comprehensive demand generation strategies. And all signs indicate that as B2B marketing teams garner greater responsibilities within organizations, demand gen requirements will only expand. This complexity has created a need for demand orchestration frameworks and infrastructures that enable top-of-funnel efficiency and lead to bottom-funnel results....

Integrate Inc.
Integrate Inc.
Blog Post
  • An original version of this article was published on CMSWire.com. Lead quality is a big issue. According to a recent Ascend2 survey (pdf), “Improving the quality of leads generated is a top priority for 77 percent marketing influencers, ahead of all other lead generation goals.”  The topic came up during a great conversation with David Lewis, CEO of DemandGen. We discussed lead quality conce...

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