Triniti Burton

6 Inspiring Marketing Operations Process Innovators

Marketing operations is among the most challenging disciplines in the modern B2B marketing organization. A task list from one of today’s most highly effective marketing operations pros may include process innovation, data management, MarTech stack optimization and collaboration with the marketing, sales and customer success…

Building the Best B2B Marketing Technology Stack

Does the perfect B2B marketing technology stack exist? According to the State of Marketing Technology 2018 report, 69% of respondents believe "the perfect marketing stack does not exist yet." And if you're waiting for it to happen, don't hold your breath. The "perfect stack" will…

3 Major Challenges on the Road to Revenue Marketing

According to the 2018 Demand Generation Benchmark Survey Report, 28% of marketing orgs have revenue-based quotas, and nearly half of them are expected to source more than 25% of closed-won revenue. But for some marketers, the idea of being accountable feels like an insurmountable mountain they're…

Master Content Marketing to Drive Demand Generation and Engage The Right Audiences

The quantity-to-quality shift permeates today's B2B marketing landscape. Demand generation organizations are no longer measured by the volume of leads generated. According to the marketing leaders interviewed for the DemandGen Report's 2018 Benchmark Survey, 63% of marketing teams are evaluated based on lower-funnel metrics like MQLs, SALs and…

Integrated Marketing Works: And Here’s Proof

Integrated marketing campaigns are not a new concept; nor is the idea of delivering a consistent customer experience across channels, tactics and funnel touchpoints. Integrated marketing organizations not only enjoy a connected ecosystem of tools and tactics, but the consistent brand experience of an integrated…

3 of the Best Demand Generation Tactics to Scale Pipeline Fast

If your marketing charter is anything like ours, you've got some massive goals ahead of you. Your team is likely tasked with engaging the right decision-makers at target accounts, generating a specific number of opportunities and impacting a defined revenue goal. But what do you…

The Digital Anatomy of the Best B2B Demand Generation Strategies

70% of demand generation marketers say their budgets will grow this year, according to DemandGen Report’s 2018 Benchmark Survey Report. Simultaneously, 63% of respondents to the same survey said their company’s revenue would grow by more than 20% in 2018. The idea of the “right” B2B…

How to Manage an Integrated Marketing Campaign Like a Boss

From the customer’s perspective, a great integrated marketing campaign shouldn’t feel complicated. The Data & Marketing Association (DMA) defines integrated marketing as, “an approach to creating a unified and seamless experience for [people] to interact with the brand…[across] tactics, methods, channels, media and activities.” For a…

The 10 Best B2B Demand Generation Secrets Revealed

The success of a demand generation marketer is no longer measured in just the quantity of news leads generated. Rachel Rosin, Group Manager, Marketing Operations at Glassdoor says  “A successful [demand generation] program is measured by the quality of those leads, what you’re able to convert to revenue,…

Reviewing the 9 Best Account-Based Marketing Softwares for 2018

73% of B2B marketers interviewed by Forrester stated the term, “Account-Based Marketing,” (ABM) is used “inconsistently.” When the majority of B2B marketers are confused by the state of ABM, it’s not easy to understand which softwares to include for consideration in your technology roadmap for the year…

The Best Marketing Tools to Empower Demand Generation Teams in 2018

Feel like you’re drowning in marketing technology? You’re not the only one. In 2011, only 150 companies identified as martech vendors. By mid-2017, MarTech Today reported the number had jumped to 4,891. Almost five thousand vendors now offer software and tools for marketing automation, CRM, lead generation, and…

Should You Outsource Demand Generation in 2018? Pros vs. Cons

A whopping 68% of companies struggle to generate leads, according to a Lattice Engine/CSO Insight study. It's hard to shift your thinking from quantity to quality when there's simply not enough volume in your revenue pipeline. If demand generation were easy, every B2B marketing organization out there would...

7 Demand Generation Methods that are Working Best Right Now

Marketing has evolved significantly over the last decade. Technology has changed the way customers discover, research and communicate with brands. Organizations are navigating a rapidly shifting landscape of consumer behavior, research channels and marketing best practices. The ideal marketing mix in 1998 was a...

9 Building Blocks of a Killer Demand Generation Marketing Plan

79% of marketing leads never convert into customers, according to HubSpot. The most commonly-reported reason? A lack of lead nurturing. Even the highest-quality content won't lead to sales revenue if there's no plan to move qualified new leads through the sales funnel. B2B marketers are...

12 Repeatable Demand Generation Activities that Drive Results

The Integrate marketing team is neck deep in 2018 planning. We’re building a demand marketing strategy that will contribute to the company’s revenue goals for the year ahead. If you’re a B2B marketer, you likely understand the magnitude of this work. It’s an extensive...

Reviewing 7 of the Top Demand Generation Tools of 2017

As enterprise adoption of demand generation marketing soars, marketing teams are starting to realize that choosing the right marketing technology (MarTech) is imperative to reach qualified audiences and implement a data-driven marketing strategy. Technology can enable marketers to more efficiently identify qualified leads and...

An 8-Step Account-Based Marketing Plan to Share with Your Boss

If you’re a B2B marketer, you’re likely hearing the term Account-Based Marketing everywhere you turn. A quick search of your inbox might reveal a couple hundred emails in the last 90 days touting the latest and greatest in ABM content. And for good reason…...

Make it Matter: Strategically Tackling Marketing Ops

Most marketers work in a world with too little time and too much to do – moving from task to task, rushing to accomplish as much as possible. For instance, right now I’m updating our go-to-market communications, making numerous additions to our website, developing...

A Useful Template to Develop (or Improve) Your B2B Buyer Personas

B2B marketing is abuzz with the importance of customer-centricity and the “engagement economy,” yet according to SiriusDecisions more than half of B2B marketing organizations admit that they don’t truly understand their customers. This isn’t surprising when you consider that a notable percentage of companies...

Marketing Ops Focus: Too Much MarTech, Not Enough Data

David Raab is Founder of CDP (Customer Data Platform) Institute and Principal of Raab Associates. With nearly 30 years of experience analyzing marketing trends, tech and data, Raab is one of the most trusted resources for practical advice that helps advance today’s marketing organizations....

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