Management
5 strategies to become a more impactful, buyer-driven marketing org
In B2B, the buyer is in charge. It's time to adopt buyer-driven marketing strategies.
Scott Vaughan is Chief Growth Officer of Integrate, an enterprise marketing software and solutions provider. With previous roles as CMO and B2B revenue marketing leader, Scott leads Integrate’s go-to-market, customer, and growth strategies. Scott’s experience and passion are fueled by working with customers and partners to create new levels of business and customer value.
Operations
ABM is not a replacement for your demand strategy
ABM is a critical tool, but it's not necessarily the whole tool-kit
Operations
7 Essential Lessons Toward Marketing as a Business Driver
One CMO's views, rants and aspirations from a decade of doing the work.
Data
Data-first marketing: A strategy to stop wasting 30% of your budget
Focus on the fundamentals ensures the contact and account data generated from our marketing efforts is compliant, marketable, informed, connected and actionable. This commitment makes our people, programs, and results better.
Management
Stop forcing your B2B marketing org structure on your buyer’s journey
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive opportunities.
Operations
Uncertainty and chaos: An ideal time for online events to get a makeover
There is room for innovation from both the hosts and the tech platform to improve the user interface and experience of virtual events.
Operations
Fixing the B2B sales-marketing divide to hit pipeline and revenue targets
It’s time to integrate (not align) sales-marketing efforts to educate, inspire and generate relationships and revenue in a unified effort.
Operations
Build a smarter path to revenue and customer generation in 2020
The emerging focus is on orchestration, a next-level approach that builds off basic automation and adds new levels of intelligence in the process.
Performance
ABM goes mainstream: What have we learned and what’s next?
Account-based strategies and know-how have moved from nice-to-have to critical skills for B2B professionals.
Performance
Déjà vu! CMOs are bringing back always-on marketing
When done correctly, an always-on approach can bring brand relevancy at every stage of the customer lifecycle, sustained communications and high-value story building.
Management
Unstoppable trends every B2B marketer must embrace to drive growth
The ability to measure areas of investment will help us be smarter marketers.
Operations
5 essential strategies B2B marketers must master in 2019
With a solid foundation, the innovative strategies, tactics, programs and tech we deploy will be more impactful.
Operations
It’s time to change up your martech stack graphic
Marketing technologists: Let's leave slick logo-studded slides behind and show we're serious about business.
Operations
5 ways B2B marketing leaders can overcome the talent shortage
Building a competitive, top-notch marketing organization requires having a consistent and talented staff in place. Here's how and why you need to be continually scouting for the best and brightest marketing talent.
Performance
Modern tools & techniques to bolster top-funnel, 3rd-party demand gen
Inbound marketing has dominated many brands' strategies recently, but contributor Scott Vaughan explains how technological advances are enabling better outbound efforts.
Management
How focusing on brand value creates revenue growth
Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains how to bring these two objectives together.
Management
B2B marketers: Are you a marketing technology ‘investor’ or a ‘buyer?’
Your approach to adopting and integrating martech is a key factor in determining its likelihood of success. Contributor Scott Vaughan explains.
Management
#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)
Contributor Scott Vaughan explores some lessons taught by the influential cosmologist and explains how these ideas can be applied to your work in marketing.
Management
CMOs: Look to musicians for advice on a martech stack that performs
Contributor Scott Vaughan returns from Nashville reflecting on what marketers can learn from the original 'stack' users.
Data
Why attribution can be overrated & create unintended consequences
Sure, attribution can be helpful, but contributor Scott Vaughan warns you must keep your eyes on your ultimate goal to avoid getting distracted.