We can look to COVID-19 as the accelerant needed to adapt B2B marketing, but it is only that, an accelerant. Buyers were changing their habits long before COVID (how they consume content, research and make decisions, engage with vendors), and they will continue on that path. We are now in a buyer's world, and we need a buyer-driven strategy. But it's a significant change for organizations that typically follow a marketing-driven or sales-driven strategy. Integrate believes they have the technology to help make that change.
I spoke with Integrate CMO Deb Wolfe about the changes marketers face and how the technology, Integrate's in particular, is evolving to support those changing needs.
Adopting a buyer-driven strategy
Wolfe said that buyers don't care where they are in your marketing-defined journey map; they don't know or care about campaigns, accounts, or anything marketing or sales organizes. They want information to help them make purchase decisions, and they want an easy path to purchase regardless of where they are. Organizations need a solution that orchestrates a consistent experience across the entire journey.
Although there are a number of best-of-breed technologies to support marketing and sales, including ABM solutions, marketing automation, sales enablement, and so on, only a few tackle multiple channels and strategies. For example, Demandbase One is a combination of lead generation and ABM. But no tech vendor is investing in all channels. That's where Integrate sees its Demand Acceleration Platform (DAP) fitting in.Continue reading