Integrate Inc.
Integrate Inc.
Blog Post
  • Every B2B marketer knows that bad leads waste budget, time and resources. We even know that they hurt our relationship with our sales counterparts. But during a discussion a few months back, it occurred to Integrate’s CMO and me that we really didn’t have a clear grasp over the extent to which bad leads are undermining our demand generation efforts, let alone how much they’re costing t...

Integrate Inc.
Integrate Inc.
Blog Post
  • A recent survey from the Altera Group found that 97% of B2B marketers report that account-based marketing (ABM) drives higher ROI than other marketing activities. Marketers across the industry are asking what they need to successfully execute an account-based marketing (ABM) strategy. There are numerous components of a successful ABM strategy and the right tech stack can help drive ke...

Integrate Inc.
Integrate Inc.
Blog Post
  • The Integrate marketing team is neck deep in 2018 planning. We’re building a demand marketing strategy that will contribute to the company’s revenue goals for the year ahead. If you’re a B2B marketer, you likely understand the magnitude of this work. It’s an extensive process that requires you to step back and look at the big picture – document your lead, demand, pipeline and revenue g...

Integrate Inc.
Integrate Inc.
Blog Post
  • As a sales operations professional, I work very closely with Integrate’s marketing, sales and executive teams. Further, on numerous occasions, the executive team and sales leadership have used the terms demand gen and lead gen interchangeably. This common and seemingly minor mistake is one that should be avoided, as there are significant differences between demand generation and lead g...

Integrate Inc.
Integrate Inc.
Blog Post
  • It’s event planning season here at Integrate.  As event marketing extraordinaire, I’ve been up to my eyeballs researching B2B marketing and demand generation conferences for our 2018 event marketing initiatives. At the same time, I’m trying to map out which demand generation conferences I want (and need) to attend. I get it – conference planning seems like a daunting task, and sometim...

Integrate Inc.
Integrate Inc.
Blog Post
  • So, you think your marketing is working great? What does that mean, exactly? From the perspective of your boss’s boss, it means that your organization is meeting or exceeding your key performance indicators (KPIs), such as marketing qualified leads generated, sales pipeline created and possibly new accounts closed. However, marketers in charge of demand generation are tasked with the ...

Integrate Inc.
Integrate Inc.
Blog Post
  • As enterprise adoption of demand generation marketing soars, marketing teams are starting to realize that choosing the right marketing technology (MarTech) is imperative to reach qualified audiences and implement a data-driven marketing strategy. Technology can enable marketers to more efficiently identify qualified leads and fill the sales pipeline with the right opportunities. 74 pe...

Integrate Inc.
Integrate Inc.
Blog Post
  • B2B marketing database quality has been a major concern among businesses for years. Yet, the problem only seems to be getting worse as marketing teams identify new types and sources of prospect data, and the martech vendors that serve them find new ways of generating it. In fact, a 2017 Ascend2 and Informatica report states: “A clear majority of marketing decision-makers (62 percent)...

Integrate Inc.
Integrate Inc.
Blog Post
  • I’m in the planning cycle for my fifth year of a 100% account-based marketing program at Plex.  Since 2014, we’ve realized tremendous value by focusing our collective efforts on a discrete list of prospect accounts that we all agree are most likely to become Plex customers. Our company's account-based revenue (ABR) approach has been wildly successful, and as a team we’ve created aware...

Integrate Inc.
Integrate Inc.
Blog Post
  • 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 companie...

Integrate Inc.
Integrate Inc.
Blog Post
  • Every marketer gets at least one email a week from a company offering X number of contacts from various job titles. This practice has accelerated due to the rise of account-based marketing (ABM), with vendors slinging lists of contacts from specific businesses promising an ABM panacea. The idea is that, once you fill your prospect database with contacts from target accounts donning sp...

Integrate Inc.
Integrate Inc.
Blog Post
  • Any seasoned B2B marketer knows that marketing technology won’t fix a bad marketing strategy or ineffectual process – but the right martech certainly magnifies the results of good strategies and processes, clean data and focused marketing teams. Marketers who understand marketing technology and the martech landscape put their companies and marketing careers in a much stronger position...

Integrate Inc.
Integrate Inc.
Blog Post
  • More and more B2B organizations are deploying account-based strategies. In the high-tech executive suites and grungy boiler rooms across the globe, enthusiastic teams filled with hope are concocting lists, readying programs and shifting resources – people, time and budget – to account-based revenue (ABR) efforts. Normally, I’m a big fan of diving in, experimenting and then building ou...

Integrate Inc.
Integrate Inc.
Blog Post
  • This just in – B2B Marketing is hard and getting more complex. Our revenue targets are climbing, account-activity expectations are escalating and “Where’s the damn pipeline?” is being shouted from every corner office. Most of us have been working at warp speed trying to do more, do better and keep pace. After much banter, Heidi Bullock (CMO of Engagio and revenue marketer extradionna...

Integrate Inc.
Integrate Inc.
Blog Post
  • In a recent Reachforce interview, Kate Athmer answered a question about common demand generation marketing challenges: Traditional demand gen campaigns and channels are managed individually, and are almost never integrated with marketing automation or CRM systems. So marketers spend all their time managing media partners, testing lead sources, formatting and scrubbing spreadsheets,...

Integrate Inc.
Integrate Inc.
Blog Post
  • On August 23rd I was fortunate enough to host a webinar with two event marketing game changers: Emily Wingrove from Synthio and Frances McCutchon from PFL. While the concept for the webinar initially seemed straightforward, once we started planning the content, I realized we had stumbled on a pretty meaty, and sometimes controversial, topic. Between the three of us, we had so many exa...

Integrate Inc.
Integrate Inc.
Blog Post
  • While interviewing the Inverta team a few months back, I asked Kathy Macchi and Patrice Greene what I thought was a fairly straightforward question: In what ways do B2B marketers consistently miss the mark on their account-based strategies? I was expecting a brief answer. Maybe they’d pick one or two errors they commonly see and give a quick explanation. But, no. This question ...

Integrate Inc.
Integrate Inc.
Blog Post
  • As B2B marketers, we often buy technology to do one thing, and end up needing it to do something else. Or more realistically: we constantly uncover new tasks and challenges to solve with marketing technology. But while more technology or newer technology can sometimes be the answer, just as often we can find a workaround or other path to get the result we need. Which is good, because ...

Integrate Inc.
Integrate Inc.
Blog Post
  • According to Forrester, on average B2B marketing organizations spend 18% of their budget on in-person events (conferences, trade shows, summits, field events, etc.). And Certain’s Event Marketing Benchmark Report put this percentage even higher at 25%. Even if we go with Forrester’s more conservative estimate of 18%, this still indicates B2B marketing teams spend more on events than o...

Integrate Inc.
Integrate Inc.
Blog Post
  • I don’t think it’d be a stretch to say that by now most B2B marketing teams have at least discussed implementing an account-based market strategy. ABM’s benefits of efficacy and efficiency have been touted by B2B marketing analysts, influencers and practitioners for several years.   However, as with everything in marketing, just because a specific marketing technology, strategy or “be...

Integrate Inc.
Integrate Inc.
Blog Post
  • Nearly two years ago, Matt Heinz of Heinz Marketing and the marketing team at Integrate collaborated on workbook to help B2B marketers get started with account-based marketing, titled, “Developing An Account-Based Marketing Program.” Since then, ABM strategy adoption has grown rapidly, new tactics and “best practices” have surfaced and various ABM MarTech solutions have emerged. Base...

Integrate Inc.
Integrate Inc.
Blog Post
  • According to Certain’s Event Marketing Benchmark Report, over half of B2B marketers spend 25% or more of their budget on in-person events. Whether a large conference, regional seminar, or intimate dinner, events take a lot of resources from both the marketing and sales teams to pull off. With that much invested, it’s critical that event leads convert to measurable sales pipeline. Howe...

Integrate Inc.
Integrate Inc.
Blog Post
  • The larger and more established an organization becomes, the more complex the demand creation function. This is true for many things, but for B2B marketers, the effect is especially compounded. As businesses grow, sales pipeline requirements do as well – and more rapidly than the total available market. This means that we marketers must continuously develop and refine new engagement s...

Integrate Inc.
Integrate Inc.
Blog Post
Integrate Inc.
Integrate Inc.
Blog Post
  • Today, Integrate announced its fourth round of venture funding. I know what you’re thinking: “So what? …Marketing tech companies get new rounds of funding all the time.” That’s very true. And for that reason, I’m not going to wax poetic about “our incredible journey” as if it’s over. However, there is something different and more exciting than usual about this round – it includes fu...

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