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25 MarTech Tools Used By Demand Marketing Game Changers


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We Asked the Top 40 Demand Marketing Game Changers "What are three essential marketing tools in your toolbox?" Here are 25 powerful tech tools they’re using to take their organizations to the next level.

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25 MarTech Tools Used By Demand Marketing Game Changers

  1. 1. 25 MarTech Tools Used By Demand Marketing’s Game Changers
  2. 2. We Asked the Top 40 Demand Marketing Game Changers… © 2016 Integrate, Inc. 2 What are three essential marketing tools in your toolbox?
  3. 3. Here are 25 powerful tools they’re using to take their organizations to the next level. © 2016 Integrate, Inc. 3
  4. 4. Marketing automation is the heart of B2B marketing organizations. Regardless of company size or maturity, it is a must-have building block in your demand marketing foundation.
  5. 5. © 2016 Integrate, Inc. 5 What It Offers: • Marketing Automation • Account-Based Marketing • Email, Social, Mobile • Digital Ads • Website Personalization • Marketing Analytics • Predictive Content Why It Matters: The most innovative Engagement Marketing Platform for marketers to master the art and science of digital marketing. | @Marketo “Marketo is absolutely critical for all of our demand generation activities.” ~Alex Shipillo, Influitive
  6. 6. What It Offers: • Targeting • Lead Management • Marketing Measurement • Web Marketing • Sales Enablement © 2016 Integrate, Inc. 6 Why It Matters: Helps ensure every component of marketing works harder and more efficiently to drive revenue. @OracleMktgCloud “It’s the most robust marketing automation system, allowing me to execute complex campaign ideas with the simplest of ease.” ~John Dering, Demandbase
  7. 7. Marketers invest heavily in top-of-funnel marketing tactics to discover new prospects, but it’s often manual and disconnected from their core marketing systems. Top-funnel marketing is the next area of in desperate need of automation.
  8. 8. What It Offers: • Customizable Data Source Ecosystem • Lead Data Marketplace • Campaign & Lead Management • Data Validation • Data Appending • Integrations • Closed-Loop Reporting © 2016 Integrate, Inc. 8 Why It Matters: Arms demand marketers with the tools, data and integrations required to automate all top-funnel marketing activities. | @Integrate “Because spreadsheets are for accountants; a killer data validation tool.” ~ Beki Scarbrough, Independent Demand Gen Expert
  9. 9. Ready for More Demand Marketing Advice? © 2016 Integrate, Inc. 9 Grab this eBook featuring the Top 40 Demand Marketing Game Changers to learn:  155 demand marketing tips & tactics from the pros  How to adopt a game-changing mindset  Which marketing influencers you need to follow
  10. 10. Analyzing marketing performance is vital when it comes to improving your outcomes. From granular data about what’s working on your website to full- funnel attribution models, there are a few game-changing solutions to consider.
  11. 11. What It Offers: • Response Management • Campaign Influence & Attribution • Opportunity Gatekeeper © 2016 Integrate, Inc. 11 Why It Matters: Gives marketers full response lifecycle management solutions and ensures every deal is attributed to the right campaign so they can get accurate ROI. | @fc_insights “It makes Salesforce work for marketers. I’ve never had a clearer view of the funnel, campaign performance or attribution.” ~Jenna Keegan, Attend
  12. 12. What It Offers: • Attribution • Performance Management • Analytics © 2016 Integrate, Inc. 12 Why It Matters: Allows companies to accurately track offline revenue back to the exact online marketing source so they can easily measure and optimize marketing by return-on-investment. | @bizible “Full-funnel attribution is still hard to do, but Bizible makes it a lot easier.” ~ Peter Isaacson, Demandbase
  13. 13. What It Offers: • Multi-Touch Attribution • Campaign Performance • Revenue Attribution • Data and Prediction • ABM Command Center © 2016 Integrate, Inc. 13 Why It Matters: BrightFunnel is the pioneer in revenue attribution and forecasting for B2B marketers, enabling them to understand the revenue impact of every decision, and align marketing plans with business priorities. | @brightfunnel “Marketing isn’t worth doing today without the right data. These guys are innovating in major ways to pave the way for data-driven marketing.” ~Tommy Jenkins, Red Hat
  14. 14. What It Offers: • Website Analytics • Tag Manager • Website Optimization • Attribution Reporting © 2016 Integrate, Inc. 14 Why It Matters: Get stronger results across all your sites, apps and offline channels. Helps marketers turn customer insights into real gains. | @googleanalytics “Gives us the deep-dive data into the behavior of our website visitors, customers and prospects so we can identify what they really want to hear.” ~ Kenan Frager, ON24
  15. 15. What It Offers: • Data Dashboards • Data Visualization • Data Analysis • Data Integrations © 2016 Integrate, Inc. 15 Why It Matters: Offering a revolutionary new approach to business intelligence, Tableau allows you to quickly connect, visualize, and share data with a seamless experience. | @tableau “Tableau aggregates data from multiple sources, creating dashboard charts to easily convey key reporting metrics so we can tie our efforts to pipeline and revenue.” ~Jessica Weimer, ServiceNow
  16. 16. Content is an essential ingredient for B2B marketers to engage prospects and customers. There are a wide-range of tools that can increase the effectiveness of your marketing content – from infographics and eBooks to videos and webinars.
  17. 17. © 2016 Integrate, Inc. 17 Why It Matters: Lets B2B marketers tell complex stories to busy audiences simply & effectively to increase engagement with content and generate actionable data so they can produce higher quality Sales Accepted Leads faster. | @lookbookhq What It Offers: • Content Experience Platform • Engagement Metrics • Marketing Automation Integrations “LookBookHQ is our secret sauce to deliver more on-point content to people ready to binge.” ~Alex Papillaud, Intel
  18. 18. © 2016 Integrate, Inc. 18 Why It Matters: Aggregates all of your content (blog articles, eBooks, videos, whitepapers and more) so you can create, manage and optimize tailored content experiences for every stage of the buyer journey. | @Uberflip What It Offers: • Interactive Flipbooks • Link and Form Calls-to-Action • Metrics Dashboard “Since implementing Uberflip, we’ve been able to organize our message and streamline how each of our various stakeholders consumes content.” ~Adam New-Waterson, LeanData
  19. 19. © 2016 Integrate, Inc. 19 Why It Matters: Video marketing and analytics platform that helps companies manage and leverage video content to drive more leads and convert more customers. | @vidyard What It Offers: • Video Hosting & Analytics Platform • Video Prospecting Tools • Studio & Editor • Personalized Video • Live Streaming “Vidyard has totally changed the way we disseminate video and increased our video engagement to an unprecedented rate.” ~Emily Wingrove, Social123
  20. 20. Why It Matters: Interactive and immersive user interface and industry-leading webinar analytics for events, campaigns and benchmarking that drives demand generation and customer engagement. | @ON24 What It Offers: • On-Demand Webinar Platform • Video Solution • Analytics & Intelligence • Virtual Environment Platform © 2016 Integrate, Inc. 20 “They make building and executing webinars dead simple. They also do a really great job of balancing ease-of-use with power. I wish all marketing technology was this easy and powerful to use.” ~Charles Eichenbaum, Microsoft
  21. 21. What It Offers: • BrightTALK Demand • BrightTALK Pro Webinar • BrightTALK Studios Why It Matters: Acquire and inspire your ideal buyers and influencers using BrightTALK’s content marketing platform. | @BrightTALK © 2016 Integrate, Inc. 21 “Extremely user friendly. I love that as soon as I create a webcast and push the registration live it immediately goes out to my subscriber base.” ~Stephanie McArthur, CA Technologies
  22. 22. Today’s marketers need to be able to rapidly capitalize on insights in order to deliver smarter and more personal customer experiences through their websites, landing pages and forms. There are a few tools you may want to add to your demand marketing toolbox that can support this effort.
  23. 23. © 2016 Integrate, Inc. 23 Why It Matters: Unbounce is the landing page builder designed for marketers. Build and test mobile-responsive landing pages for your campaigns—no coding required. | @unbounce What It Offers: • Landing Page Builder • Landing Page Templates • Conversion & Lead Gen Tools • Agency & Client Tools • Integrations “I work on a small team – no graphic designers or HTML pros. Unbounce makes it easy to design and optimize really great landing pages that actually convert.” ~Jenna Keegan, Attend
  24. 24. © 2016 Integrate, Inc. 24 Why It Matters: Empowering the world’s leading brands to easily optimize their websites and mobile apps, deliver amazing customer experiences and drive business value. | @Optimizely What It Offers: • Web Experimentation • Personalization • Website Recommendations • Full Stack A/B Testing • Mobile & tvOS Experimentation “An A/B testing tool like Optimizely is a must-have for demand marketers.” ~Nima Asrar Haghighi, MuleSoft
  25. 25. © 2016 Integrate, Inc. 25 Why It Matters: Build beautiful & conversational forms, surveys and quizzes to increase conversion rates up to 4x over regular forms. | @typeform What It Offers: • Form Builder • Themekit • Smart Behavior Options • Performance Analytics • Team Workspaces “Beautiful form experience that improves user experience and increases the likelihood of conversion.” ~Nikki Nixon, #FlipMyFunnel
  26. 26. Customer advocacy can be one of the most powerful tactics to amplify reach and impact. There are numerous choices for advocate marketing software, but only one is the preferred solution for the Game Changers.
  27. 27. © 2016 Integrate, Inc. 27 Why It Matters: Helps B2B companies capture customer enthusiasm and use it to turbocharge marketing and sales efforts for more rapid and profitable revenue growth. | @influitive What It Offers: • Advocate Hub • Referral Management • Community Discussions • Integration Library “Influitive has allowed us to scale our reference program and motivate customers to endorse us in a variety of ways (case studies, online reviews and social being the top three).” ~Tracy Eilier, InsideView
  28. 28. While not all marketers have reached this level of sophistication, account-based marketing and predictive intelligence are the advanced tactics on the horizon for many B2B marketing organizations.
  29. 29. © 2016 Integrate, Inc. 29 Why It Matters: End-to-end ABM platform that helps B2B businesses identify companies to target, market to them across the web and on their website, and close business faster. | @Demandbase What It Offers: • Account-Based Advertising • Account-Based Retargeting • Account-Based Leads • Personalization • Sales Accelerator • Performance Manager • Web Analytics “Demandbase allows us to do ABM at scale, effective and efficient ad spend to target the customers we care about most.” ~Jenifer Metz, Oracle
  30. 30. © 2016 Integrate, Inc. 30 Why It Matters: Orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts. | @engagio What It Offers: • Engagio PlayMaker • Personalization • Account Insights • Lead-to-Account Matching • ABM Analytics “Enagio not only allows us to manage an awesome account-based marketing strategy but creates alignment with sales development.” ~Maria Pergolino, Apttus
  31. 31. What It Offers: • Lead Routing • Lead-to-Account Management • Attribution Reporting Why It Matters: Helps sales and marketing teams find more revenue in target accounts, accelerate new opportunities, and identify the best producing marketing campaigns. | @LeanData “LeanData solves the critical problem of matching leads and contacts to the appropriate accounts in Salesforce. It allows us to be more thorough, accurate and effective with our account-based campaigns.” ~Julia Stead, Invoca © 2016 Integrate, Inc. 31
  32. 32. © 2016 Integrate, Inc. 32 Why It Matters: Drives B2B growth with predictive analytics applications for demand generation and account-based marketing. | @Leadspace What It Offers: • Predictive Targeting • Predictive Lead Scoring • Data Enrichment “They’re really pushing the envelope regarding advanced predictive scoring and real time enrichment of leads.” ~Charles Eichenbaum, Microsoft
  33. 33. © 2016 Integrate, Inc. 33 What It Offers: • Predictive Analytics • Lead Scoring • Predictive Targeting • Account-Based Marketing • Personalization Why It Matters: Build pipeline and increase conversion rates with the only account-based, full-funnel predictive analytics solution for sales and marketing. | @everstring “Allows for the best possible program efficiency by helping identify those who are most likely to purchase. Enables marketing to surface more for sales. Critical part of a marketer’s toolbox.” ~Maria Pergolino, Apttus
  34. 34. Marketing can’t thrive on an island. It’s important to think beyond typical marketing tools and identify ways to better support sales success and collaborate both within your own team and with others.
  35. 35. © 2016 Integrate, Inc. 35 Why It Matters: The Customer Success Platform that helps companies connect with customers, partners and employees in entirely new ways. | @salesforce What It Offers: • Customer Relationship Management • Email Intelligence • Opportunity-to-Sales Automation • Data Validation • Data Enrichment “Salesforce has been the center of our revenue stack since day one. Its flexibility has enabled us to build scalable processes and integrate all the tools we need to move and grow fast.” ~ Joe Gelata, Vidyard
  36. 36. © 2016 Integrate, Inc. 36 Why It Matters: Uniquely delivers visibility and insights that help sales teams engage customers more effectively with content, driving increased revenue and customer satisfaction. | @highspot What It Offers: • Content Management Platform • Content Recommendation Engine • Content Engagement Analytics “Highspot has transformed our sales effectiveness. And marketing finally has analytics about how content is performing [in the sales cycle].” ~Tracy Eiler, InsideView
  37. 37. © 2016 Integrate, Inc. 37 Why It Matters: The visual collaboration tool that creates a shared perspective on any project. | @trello What It Offers: • Project Management • Project Collaboration • Teams • Checklists • Discussion Board “By shifting to more of an agile marketing methodology, Trello has helped us manage our projects in a logical fashion with little to no overhead.” ~Travis Taylor, Veritas
  38. 38. © 2016 Integrate, Inc. 38 Why It Matters: Collaboration software that helps teams run highly productive meetings. | @worklife What It Offers: • Meeting Templates • Calendar Integrations • Note Taking “This app lets us stay focused and take minutes in [all of our team and 1:1] meetings. It’s always a good idea to have a record of what was said and action items to move forward.” ~Jim Williams, Influitive
  39. 39. Ready for More Demand Marketing Advice? © 2016 Integrate, Inc. 39 Grab this eBook featuring the Top 40 Demand Marketing Game Changers to learn:  155 demand marketing tips & tactics from the pros  How to adopt a game-changing mindset  Which marketing influencers you need to follow
  40. 40. Thank You! If this content was helpful for you, share it with your networks. © 2016 Integrate, Inc. 40