In today's increasingly buyer-driven digital age, Integrate, the pioneer in Precision Demand Marketing (PDM) for B2B, announced the launch of its Demand Accelerations Platform (DAP). Integrate's DRP delivers a flexible approach for growth and corporate organizations, which supports omnichannel demand policies, orchestrates smart customer and account journeys, converts more leads and accounts into revenues, and demonstrates investment marketing returns.
The past year was a defining moment for B2B marketing, as customers changed where they work, how they consume content, how they choose to interact with vendors, and how they study, compare, and make buying decisions. According to Forrester, the B2B customers today are digital-first, expect unified purchasing experiences in all areas, and want to be viewed as partners rather than as targets.
“The history of business is littered with once-successful companies that ultimately failed because they did not adapt quickly enough to their buyers' changing behaviors,” wrote Lori Wizdo, VP, Principal Analyst, and Steven Casey, Principal Analyst at Forrester in the May 2020 What B2B Buyers Crave report. “With ready access to much of the information they need to make a purchase, customers now control more of their buying journeys — and they know it. [Marketing’s] job is no longer to convince them to buy. It's to help them buy.”
Precision Demand Marketing, an evolving category, enables the flexibility and adaptability to instantly respond to customer demands, invest when required, and orchestrate connected buying experiences with less budget waste. With accurate, omnichannel, buyer-driven tactics, PDM enables marketers to meet customers where they are in today's rapidly changing world, providing them with the information they need at the times they need it.
“In today’s buyer-driven world, it’s no longer enough to implement only traditional demand generation or single-channel Account-Based Marketing (ABM) strategies. Today’s new world calls for the next chapter of B2B marketing: Precision Demand Marketing, a more precise, more connected, and more agile marketing strategy that meets buyers where they are and when they want,” said Deb Wolf, CMO, Integrate. “Integrate’s Demand Acceleration Platform enables marketers to put buyers and their process at the center of everything they do and execute on a PDM approach that creates buyer trust, confidence, and engagement to accelerate predictable pipeline with precision.”
B2B marketers can implement personalized buyer experiences with cross-channel performance visibility through Integrate's Demand Acceleration Platform, ensuring they are targeting the right customers with the right messages at the right times. To centralize and connect their demand engine, the platform offers an account-based, customizable, precision demand approach across all channels.
Target: Using intent data and data intelligence to inform marketing programs, precisely identify and target the best customers, accounts, and buying committees.
Activate: Conveniently configure and activate cross-channel demand campaigns to scale demand marketing programs and orchestrate personalized buyer and account experiences.
Connect: Connect to an interconnected network of acceleration partners and APIs in real-time to amplify reach, accelerate pipeline generation, and maximize conversion opportunities with unmatched access to thousands of ready buyers.
Gain real-time visibility across all demand channels to understand and maximize program performance, fine-tune account-based strategies, control budget, track ROI, and defend marketing spend.
Govern: Standardize and verify incoming and outgoing data to improve lead conversion while refusing unqualified leads and complying with global regulations to ensure that data is properly vetted and approval is obtained, resulting in less budget waste.
“We are entering an exceptionally exciting time for marketing that is challenging us in new ways and pushing us to be better,” said Leslie Alore, Global Vice President of Growth Marketing, Ivanti. “Solutions like Integrate allow us to reach key personas and accounts around the world in a highly scalable way without having to sacrifice precision.”
Integrate's DAP features an integrated Martech ecosystem, giving B2B marketers access to streamlined, best-in-class technology and efficiency solutions. To make it easy to implement and scale Precision Demand Marketing strategies, the DAP ecosystem brings together hundreds of technology companies, data partners, service providers, and marketing agencies, as well as thousands of events and trade shows and a marketplace of 150+ publishers. The Demand Acceleration Platform ecosystem of Integrate comprises an increasing range of partners, including Bombora, Digital Pi, JustGlobal, LinkedIn, ON24, and Invert.
“B2B marketing has shifted dramatically in the past years and we are on the cusp of achieving the long-imagined vision of data, software, and digital media being cohesively intertwined and dynamic,” said Charles Crnoevich, VP Partnerships, and Business Development at Bombora. “It’s never been more important to implement powerful, buyer-driven, account-based marketing initiatives and we’re excited to continue to partner with Integrate to drive precision in marketing programs.”
Integrate is the industry leader in Precision Demand Marketing, a new field that assists B2B marketers in developing and delivering an omnichannel demand strategy, converting leads to sales, and increasing marketing ROI. Integrate powers Precision Demand Marketing solutions for high-growth and large companies such as Salesforce, Microsoft, Akamai, and Pluralsight. Integrate has progressed over the last decade from addressing nuanced problems across each demand generation channel to powering account-based, buyer-driven omnichannel experiences. Integrate's Demand Acceleration Platform also assists marketers in orchestrating connected buying experiences that drive qualified conversations at scale, simplify ABM management, and accelerate revenue generation.