Today’s new world calls for the next chapter in B2B marketing: Precision Demand Marketing, a more precise, connected, and agile marketing strategy that hits buyers where they are, when they want, ”said Deb Wolf, CMO, Integrate.
March 24, 2021
Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced the launch of its Demand Acceleration Platform (DAP) to centralize and connect the B2B shopping experience in today’s increasingly buyer-centric digital age. Integrate’s Demand Acceleration Platform provides a scalable solution for high growth businesses and businesses to drive omnichannel demand strategies, coordinate intelligent buyer and customer journeys, convert more leads and accounts into revenue, and demonstrate marketing return on investment.
Last year’s events marked a turning point for B2B marketing as shoppers shifted where they work, how they consume content, how they interact with vendors, and how they research, rate, and make purchasing decisions. According to Forrester, today’s B2B buyers are digital-first, expect consistent buying experiences across all touchpoints, and want to be treated as partners rather than goals.
“The company’s history is littered with once successful companies that ultimately failed because they did not adapt quickly enough to the changing behavior of their buyers,” wrote Lori Wizdo, VP, principal analyst, and Steven Casey, principal analyst at Forrester, im May 2020 What B2B Buyers Are Demanding Report. “With instant access to a lot of information they need to make a purchase, customers now have more control over their buying journeys – and they know it. [Marketing’s] The task is no longer to persuade them to buy. It’s supposed to help them buy. “
The emerging category of precision demand marketing enables the flexibility and adaptability to respond quickly to buyer’s needs, invest when needed, and coordinate related shopping experiences with less wasted budget. With PDM, marketers can meet buyers where they are in today’s rapidly evolving world with precise, buyer-centric, omnichannel approaches that deliver the information they need when they need it.
“In today’s buyer-oriented world, it is no longer enough to just implement traditional strategies for generating demand or for single-channel account-based marketing (ABM). Today’s new world calls for the next chapter in B2B marketing: Precision Demand Marketing, a more precise, connected, and agile marketing strategy that hits buyers where they are, when they want, ”said Deb Wolf, CMO, Integrate. “With Integrate’s Demand Acceleration Platform, marketers can put buyers and their processes at the center of their actions, taking a PDM approach that builds the trust, confidence and engagement of buyers to precisely accelerate predictable pipelines.”
With Integrate’s Demand Acceleration Platform, B2B marketers can implement personalized buyer experiences with cross-channel performance visibility and ensure they are targeting the right buyers with the right messages at the right time. The platform offers an account-based, customizable and precise demand approach across all channels to centralize the demand engine and connect it to:
- Objective: Use precision data and data intelligence to identify and target the right buyers, accounts and buying boards to inform marketing programs.
- Activate: Easily configure and activate cross-channel demand campaigns to scale demand marketing programs and coordinate personalized buyer and account experiences.
- Connect: Connect to an integrated ecosystem of accelerators and APIs to increase reach, increase pipeline generation, and improve real-time conversion opportunities, providing unparalleled access to thousands of buyers.
- Action: Get real-time visibility across all demand channels to understand and optimize program performance, refine account-based tactics, monitor budget, track ROI, and defend marketing spend.
- Govern: Standardize and validate data in and out to increase lead conversion, reject unqualified leads, while complying with global regulations to ensure all data is properly reviewed and consent is given, resulting in less wasted budget.
“We are entering an exceptionally exciting time in marketing that challenges us in new ways and urges us to get better,” said Leslie Alore, global vice president, growth marketing, Ivanti. “With solutions like Integrate, we can reach important people and accounts around the world in a highly scalable way without having to sacrifice precision.”
Integrate’s DAP encompasses an integrated martech ecosystem that provides B2B marketers with access to integrated, world-class technology and performance solutions. The DAP ecosystem brings together hundreds of technology companies, data partners, service providers and marketing agencies, thousands of events and trade shows, and a marketplace with more than 150 publishers to simplify the implementation and scaling of precision demand marketing strategies. Integrate’s Demand Acceleration Platform ecosystem includes a growing group of partners including companies like Bombora, Digital Pi, JustGlobal, LinkedIn, ON24, and Inverta.
“B2B marketing has changed dramatically in recent years and we are on the verge of realizing the long-awaited vision of data, software and digital media that are coherently and dynamically intertwined,” said Charles Crnoevich, VP Partnerships and Business Development at Bombora. “Implementing high-performing, buyer-centric, account-based marketing initiatives has never been more important, and we look forward to continuing to work with Integrate to improve the accuracy of marketing programs.”
For more information on Precision Demand Marketing and Integrate’s Demand Acceleration Platform, please visit our blogs: “It’s a Brave New World for B2B Marketers – Here’s How to Navigate” and “Announcing the Integrate Demand Acceleration Platform & Ecosystem”.
Integrate is a leader in Precision Demand Marketing, an emerging category helping B2B marketers develop and execute an omnichannel demand strategy, convert leads into revenue, and increase marketing ROI. Integrate works with high growth and enterprise organizations such as Salesforce, Microsoft, Akamai and Pluralsight to advance their Precision Demand Marketing strategies. Over the past decade, Integrate has evolved from solving the complex challenges in every channel of demand generation to an account-based, shopper-centric omnichannel experience. Today, Integrate’s Demand Acceleration Platform helps marketers coordinate connected shopping experiences that enable high-quality conversations, simplify ABM management, and accelerate revenue generation. For more information, please visit http://www.integrate.com or follow us on LinkedIn, Facebook and Twitter.
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