Marketing research

Integrate and Heinz Marketing Research Finds 60% of B2B Marketers Believe Their Current Marketing Strategy Is Missing Target

60% of respondents are not fully convinced that their marketing strategy, technology and team structure effectively support their marketing goals.

To survive and thrive in our ever-changing environment, B2B marketing organizations must move beyond marketing automation, ABM and ABX to the new, highest level of marketing maturity, Precision Demand, ”said Jeremy Bloom, CEO from Integrate.

To integrate, the B2B leader Precision Demand Marketing (PDM), today announced the results of a new study conducted in collaboration with Heinz Marketing on the strategic, structural and technological changes that B2B marketing teams are experiencing today. The “Integrating Marketing Maturity: The Future of MarketingThe report found that nearly 60% of those surveyed are not fully convinced that their marketing strategy, technology and team structure effectively support their marketing goals. Another breakdown of that data reveals that the number drops to 87% for ABM teams and 73% for revenue marketing teams.

“It’s clear that B2B marketers today languish under their current organizational structures, their tangled stacks of technology, and their mistaken focus on prospects,” said Jeremy Bloom, co-founder and CEO of Integrate. “To survive and thrive in our ever-changing environment, B2B marketing organizations must move beyond marketing automation, ABM and ABX to the new highest level of marketing maturity, Precision Demand, to address functional misalignment. and the fatigue that plagues B2B marketing teams today. ”

Research also indicated that a majority of respondents (52%) still use core lead generation – lead, MQL, and engagement – as their primary measure of marketing success, instead of measuring performance based on revenue generated. What’s more, the Integrate-Heinz study found that a whopping 60% of marketing teams don’t align their department’s goals with those of the company.

“The most successful B2B marketing teams are constantly evolving and adapting their team structures, technologies and strategies,” said Matt Heinz, president and founder of Heinz Marketing. “This research highlights that what worked yesterday may not work today, so it’s important to re-evaluate your marketing ecosystem and move forward with precision and agility to enable your teams to engage them more effectively. buyers and ultimately meet the company’s revenue targets. ”

Precision Demand Marketing Optimizes connected strategies, organizational structures and integrated technology by aligning with five essential principles of effective omnichannel B2B marketing: target, activate, connect, measure and govern. This approach enables marketers to maintain strong and lasting teams, build richer relationships with advanced B2B buyers, and accelerate lead-to-revenue conversions.

To support B2B marketers in today’s new world, Integrate offers the Demand acceleration platform, including Precision requirement, Precision Syndication, Precision digital and Precision events. The company also added new capabilities to better support an omnichannel, connected and flexible approach to Precision Demand Marketing, including new types of campaign sources, an event information dashboard, webinar integrations with BrightTALK. and ON24, account web analytics, context reports for digital ads, a list of capping domains and business listings. For more information on these new features, please visit our Blog.

The Integrate State of Marketing Maturity: The Future of Marketing report surveyed 223 B2B marketing leaders in Marketing Operations, Customer Marketing, ABM, Digital Marketing, Demand Generation and Revenue Generation at second quarter 2021. The full research report is available here. For more information, please subscribe to the “Maturity of Marketing in the Buyer’s Era: The CMO’s Perspective ” webinar taking place on Thursday, October 28, 2021 at 1 p.m. EST / 10 a.m. PST.

About Integrate

Integrate is the leader in Precision On-Demand Marketing, an emerging category to help B2B marketers develop and execute an omnichannel demand strategy, convert customer and lead data records into revenue, and generate a return on marketing investment. Integrate works with high growth companies like Salesforce, Microsoft, Akamai, and Pluralsight to fuel their Precision Demand Marketing strategies. Over the past decade, Integrate has moved from solving the complex challenges of each demand generation channel to delivering omnichannel, account-based, buyer-centric experiences. Today, Integrate’s demand acceleration platform helps marketers orchestrate connected shopping experiences that generate qualified conversations at scale, simplify ABM management, and accelerate revenue generation . For more information, please visit http://www.integrate.com or follow us on LinkedIn, Facebook and Twitter.

About Heinz Marketing

Heinz Marketing is a B2B sales accelerator and marketing company that generates measurable revenue. Each strategy, tactic and action has a specific, measured goal. Instead of focusing on the business, we focus on the results. What really matters is the sales pipeline, closing deals, and accelerating revenue. For more information visithttp://www.heinzmarketing.com.

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