Scott Vaughan
Scott Vaughan
As CMO of Integrate, Scott Vaughan leads the company's go-to-market strategy and focuses on developing customer and market relationships. He is passionate about unlocking the potential of marketing, media and technology to drive business and customer value. Among his strongest values is his ability to lead with what he knows.
How to Combat the High Cost of Prospect Acquisition: A Seasoned Marketer’s POV
The importance of top-funnel marketing efforts continues to rise, driven by the need to more precisely target, identify and engage prospects. As demand generation strategies…
How Marketing Attribution Can Create Unintended Consequences
A version of this article was originally published on MarTech Today. B2B marketers must measure to understand what’s working and what’s not, where and how…
High-Quality Data and Multi-Channel Marketing Is Moving Marketing’s Mindset from MQL to Revenue
New benchmark survey research from DemandGen Report shows that B2B marketers, while making progress in some areas, are woefully behind in key capabilities
Is GDPR the Y2K for B2B Marketing? And How to Use It to Your Advantage
This article was orginally published on MarTech Today. Buckle in. Marketing — and your entire organization — is about to be overwhelmed with stiffer data…
ABM Shouldn’t Be A Wish-List – 5 Steps For Account-Based Revenue Gen
More and more B2B organizations are deploying account-based strategies. In the high-tech executive suites and grungy boiler rooms across the globe, enthusiastic teams filled...
5 Indispensable B2B Marketing Hacks You Can Learn from Publishers
Over dinner a couple months ago in Austin, a few of my B2B marketing peers pointed out how much influence my days as a...
5 Indispensable B2B Marketing Hacks You Can Learn from Publishers
Over dinner a couple months ago in Austin, a few of my B2B marketing peers pointed out how much influence my days as a...
$161B on Top-Funnel Marketing vs $9B on Lower-Funnel: A Problem
B2B CMOs are shifting their demand marketers’ focus. Simply generating marketing-qualified leads (MQLs) is no longer enough. Marketing execs are now emphasizing down-funnel...
Marketing Operations Pros Are Putting on Their Big Kids Pants
John Donlon is Research Director for Marketing Operations Strategies at Sirius Decisions. He works with Marketing Ops pros and teams every day. He is...
The Past, Present and Future of Customer Lifecycle Automation
When it comes to marketing and the technology we use to automate it, it seems as if we’re still in those awkward, early teen...
Full Funnel Means Marketing as a Profit Center
Perspective and Tips from Matt Heinz with Release of New Book Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our...
Marketing Ops: Why TOFU Matters to You Now More Than Ever
The rise of the marketing operations (MOPs) profession has driven efficiency, new capabilities and a much more analytical and process-driven approach to marketing. MOPs’...
Demand Orchestration: The New B2B Marketing Aspiration
With dedicated demand marketing teams and increasing amounts of data flowing through digital, CRM and marketing automation (MA) tools, marketing’s ability to contribute to...
Integrated Marketing: Great for Sales Pipeline – And Your Career
Many marketers view inbound marketing as the end-all, be-all of demand generation, while others position outbound tactics as the most important for acquiring new leads...
Building a Demand Generation Machine
An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive. Quotable Takeaways: “You need brand to create demand, period. The trick...
Beyond Alignment: 4 Steps to Sales-Marketing Integration
The team at Integrate is in the midst of ramping up 2016 demand generation efforts like many organizations. While we've always been pretty well...
Point of View Marketing: A New Way to Fuel Demand Generation Strategy
As marketers, we strive to differentiate our brands and products, to increase our relevancy and, ultimately, to make our customers’ “must have” list. No...
New Isn’t Always Better: A Case for Evaluating Existing MarTech First
Prep Tools for 2016 Planning It’s 2016 marketing planning season. Time to strategically rethink your marketing initiatives and tech investments to meet next year’s...
4 Steps to Tackle Data Quality and Velocity Issues
Let’s face facts—marketers have become complacent with poor-quality prospect and customer data. According to a SiriusDecisions study, 25% of the average B2B marketer’s database...
Marketing-Sales Alignment: Real-World Lessons
How Emerging Tech Provider Tintri is Transforming Marketing from Demand Gen to Revenue Gen Marketing and Sales Alignment. Stick a needle in my eye, right?...