25 MarTech Tools Used By Demand Marketing Game Changers

25 MarTech Tools Used By

Demand Marketing’s

Game Changers

We Asked the Top 40

Demand Marketing Game Changers…

© 2016 Integrate, Inc. 2

What are three

essential

marketing tools

in your toolbox?

Here are

25 powerful tools

they’re using to take

their organizations to

the next level.


Marketing automation is the heart of B2B marketing

organizations. Regardless of company size or maturity, it is a

must-have building block in your demand marketing

foundation.


What It Offers:

• Marketing Automation

• Account-Based Marketing

• Email, Social, Mobile

• Digital Ads

• Website Personalization

• Marketing Analytics

• Predictive Content

Why It Matters:

The most innovative Engagement

Marketing Platform for marketers to master

the art and science of digital marketing.

www.marketo.com | @Marketo

“Marketo is absolutely critical for all of our demand

generation activities.” ~Alex Shipillo, Influitive

What It Offers:

• Targeting

• Lead Management

• Marketing Measurement

• Web Marketing

• Sales Enablement


Why It Matters:Helps ensure every component of marketing

works harder and more efficiently to drive

revenue.

@OracleMktgCloud

“It’s the most robust marketing automation system,

allowing me to execute complex campaign ideas with

the simplest of ease.” ~John Dering, Demandbase

Marketers invest heavily in top-of-funnel marketing tactics to discover new

prospects, but it’s often manual and disconnected from their core marketing

systems. Top-funnel marketing is the next area of in desperate need of

automation.

What It Offers:

• Customizable Data Source Ecosystem

• Lead Data Marketplace

• Campaign & Lead Management

• Data Validation

• Data Appending

• Integrations

• Closed-Loop Reporting


Why It Matters:

Arms demand marketers with the tools, data and

integrations required to automate all top-funnel

marketing activities.

www.integrate.com | @Integrate

“Because spreadsheets are for accountants; a killer data

validation tool.” ~ Beki Scarbrough, Independent Demand Gen Expert

Ready for More Demand

Marketing Advice?


Grab this eBook featuring the Top 40

Demand Marketing Game Changers to learn:

155 demand marketing tips & tactics

from the pros

How to adopt a game-changing

mindset

Which marketing influencers you need

to follow

http://discover.integrate.com/game-changing-demand-marketing-tactics


Analyzing marketing performance is vital when it comes to improving your

outcomes. From granular data about what’s working on your website to full-

funnel attribution models, there are a few game-changing solutions to consider.

What It Offers:

• Response Management

• Campaign Influence & Attribution

• Opportunity Gatekeeper


Why It Matters:

Gives marketers full response lifecycle

management solutions and ensures every deal is

attributed to the right campaign so they can get

accurate ROI.

www.fullcircleinsights.com | @fc_insights

“It makes Salesforce work for marketers. I’ve never

had a clearer view of the funnel, campaign

performance or attribution.” ~Jenna Keegan, Attend

What It Offers:

• Attribution

• Performance Management

• Analytics


Why It Matters:

Allows companies to accurately track offline

revenue back to the exact online marketing

source so they can easily measure and optimize

marketing by return-on-investment.

www.bizible.com | @bizible

“Full-funnel attribution is still hard to do, but Bizible

makes it a lot easier.” ~ Peter Isaacson, Demandbase

What It Offers:

• Multi-Touch Attribution

• Campaign Performance

• Revenue Attribution

• Data and Prediction

• ABM Command Center


Why It Matters:

BrightFunnel is the pioneer in revenue attribution

and forecasting for B2B marketers, enabling

them to understand the revenue impact of every

decision, and align marketing plans with

business priorities.

www.brightfunnel.com | @brightfunnel

“Marketing isn’t worth doing today without the right data.

These guys are innovating in major ways to pave the way

for data-driven marketing.” ~Tommy Jenkins, Red Hat

What It Offers:

• Website Analytics

• Tag Manager

• Website Optimization

• Attribution Reporting


Why It Matters:

Get stronger results across all your sites, apps

and offline channels. Helps marketers turn

customer insights into real gains.

www.google.com/analytics | @googleanalytics

“Gives us the deep-dive data into the behavior of our website

visitors, customers and prospects so we can identify what

they really want to hear.” ~ Kenan Frager, ON24

What It Offers:

• Data Dashboards

• Data Visualization

• Data Analysis

• Data Integrations


Why It Matters:

Offering a revolutionary new approach to

business intelligence, Tableau allows you to

quickly connect, visualize, and share data

with a seamless experience.

www.tableau.com | @tableau

“Tableau aggregates data from multiple sources, creating dashboard charts to

easily convey key reporting metrics so we can tie our efforts to pipeline and

revenue.” ~Jessica Weimer, ServiceNow

Content is an essential ingredient for B2B marketers to engage prospects and

customers. There are a wide-range of tools that can increase the effectiveness

of your marketing content – from infographics and eBooks to videos and

webinars.


Why It Matters:

Lets B2B marketers tell complex stories to busy

audiences simply & effectively to increase

engagement with content and generate

actionable data so they can produce higher

quality Sales Accepted Leads faster.

www.lookbookhq.com | @lookbookhq

What It Offers:

• Content Experience Platform

• Engagement Metrics

• Marketing Automation Integrations

“LookBookHQ is our secret sauce to deliver more on-point

content to people ready to binge.” ~Alex Papillaud, Intel


Why It Matters:

Aggregates all of your content (blog articles,

eBooks, videos, whitepapers and more) so

you can create, manage and optimize tailored

content experiences for every stage of the

buyer journey.

www.uberflip.com | @Uberflip

What It Offers:• Interactive Flipbooks

• Link and Form Calls-to-Action

• Metrics Dashboard

“Since implementing Uberflip, we’ve been able to organize our

message and streamline how each of our various stakeholders

consumes content.” ~Adam New-Waterson, LeanData


Why It Matters:

Video marketing and analytics platform that

helps companies manage and leverage video

content to drive more leads and convert more

customers.

www.vidyard.com | @vidyard

What It Offers:

• Video Hosting & Analytics Platform

• Video Prospecting Tools

• Studio & Editor

• Personalized Video

• Live Streaming

“Vidyard has totally changed the way we disseminate video

and increased our video engagement to an unprecedented

rate.” ~Emily Wingrove, Social123

Why It Matters:

Interactive and immersive user interface and

industry-leading webinar analytics for events,

campaigns and benchmarking that drives

demand generation and customer engagement.

www.on24.com | @ON24

What It Offers:

• On-Demand Webinar Platform

• Video Solution

• Analytics & Intelligence

• Virtual Environment Platform


“They make building and executing webinars dead simple. They also do a

really great job of balancing ease-of-use with power. I wish all marketing

technology was this easy and powerful to use.” ~Charles Eichenbaum, Microsoft

What It Offers:

• BrightTALK Demand

• BrightTALK Pro Webinar

• BrightTALK Studios

Why It Matters:

Acquire and inspire your ideal buyers and

influencers using BrightTALK’s content

marketing platform.

www.brighttalk.com | @BrightTALK


“Extremely user friendly. I love that as soon as I create a

webcast and push the registration live it immediately goes out

to my subscriber base.” ~Stephanie McArthur, CA Technologies

Today’s marketers need to be able to rapidly capitalize on insights in order to

deliver smarter and more personal customer experiences through their

websites, landing pages and forms. There are a few tools you may want to add

to your demand marketing toolbox that can support this effort.


Why It Matters:

Unbounce is the landing page builder designed

for marketers. Build and test mobile-responsive

landing pages for your campaigns—no coding

required.

www.unbounce.com | @unbounce

What It Offers:

• Landing Page Builder

• Landing Page Templates

• Conversion & Lead Gen Tools

• Agency & Client Tools

• Integrations

“I work on a small team – no graphic designers or HTML pros.

Unbounce makes it easy to design and optimize really great

landing pages that actually convert.” ~Jenna Keegan, Attend


Why It Matters:

Empowering the world’s leading brands to easily

optimize their websites and mobile apps, deliver

amazing customer experiences and drive

business value.

www.optimizely.com | @Optimizely

What It Offers:

• Web Experimentation

• Personalization

• Website Recommendations

• Full Stack A/B Testing

• Mobile & tvOS Experimentation

“An A/B testing tool like Optimizely is a must-have for

demand marketers.” ~Nima Asrar Haghighi, MuleSoft


Why It Matters:

Build beautiful & conversational forms, surveys

and quizzes to increase conversion rates up to

4x over regular forms.

www.typeform.com | @typeform

What It Offers:

• Form Builder

• Themekit

• Smart Behavior Options

• Performance Analytics

• Team Workspaces

“Beautiful form experience that improves user

experience and increases the likelihood of

conversion.” ~Nikki Nixon, #FlipMyFunnel

Customer advocacy can be one of the most powerful tactics to amplify

reach and impact. There are numerous choices for advocate marketing

software, but only one is the preferred solution for the Game Changers.


Why It Matters:

Helps B2B companies capture customer

enthusiasm and use it to turbocharge marketing

and sales efforts for more rapid and profitable

revenue growth.

www.influitive.com | @influitive

What It Offers:

• Advocate Hub

• Referral Management

• Community Discussions

• Integration Library

“Influitive has allowed us to scale our reference program and

motivate customers to endorse us in a variety of ways (case studies,

online reviews and social being the top three).” ~Tracy Eilier, InsideView

While not all marketers have reached this level of sophistication,

account-based marketing and predictive intelligence are the advanced

tactics on the horizon for many B2B marketing organizations.


Why It Matters:

End-to-end ABM platform that helps B2B

businesses identify companies to target, market

to them across the web and on their website,

and close business faster.

www.demandbase.com | @Demandbase

What It Offers:

• Account-Based Advertising

• Account-Based Retargeting

• Account-Based Leads

• Personalization

• Sales Accelerator

• Performance Manager

• Web Analytics

“Demandbase allows us to do ABM at scale, effective

and efficient ad spend to target the customers we care

about most.” ~Jenifer Metz, Oracle


Why It Matters:

Orchestrates personalized marketing, sales, and

success efforts to land and expand at named

accounts.

www.engagio.com | @engagio

What It Offers:

• Engagio PlayMaker

• Personalization

• Account Insights

• Lead-to-Account Matching

• ABM Analytics

“Enagio not only allows us to manage an awesome

account-based marketing strategy but creates alignment

with sales development.” ~Maria Pergolino, Apttus

What It Offers:

• Lead Routing

• Lead-to-Account Management

• Attribution Reporting

Why It Matters:

Helps sales and marketing teams find more

revenue in target accounts, accelerate new

opportunities, and identify the best producing

marketing campaigns.

www.leaddatainc.com | @LeanData

“LeanData solves the critical problem of matching leads and

contacts to the appropriate accounts in Salesforce. It allows us to be

more thorough, accurate and effective with our account-based

campaigns.” ~Julia Stead, Invoca



Why It Matters:

Drives B2B growth with predictive analytics

applications for demand generation and

account-based marketing.

www.leadspace.com | @Leadspace

What It Offers:

• Predictive Targeting

• Predictive Lead Scoring

• Data Enrichment

“They’re really pushing the envelope regarding

advanced predictive scoring and real time enrichment

of leads.” ~Charles Eichenbaum, Microsoft


What It Offers:

• Predictive Analytics

• Lead Scoring

• Predictive Targeting

• Account-Based Marketing

• Personalization

Why It Matters:

Build pipeline and increase conversion rates with

the only account-based, full-funnel predictive

analytics solution for sales and marketing.

www.everstring.com | @everstring

“Allows for the best possible program efficiency by helping identify those

who are most likely to purchase. Enables marketing to surface more for

sales. Critical part of a marketer’s toolbox.” ~Maria Pergolino, Apttus

Marketing can’t thrive on an island. It’s important to think beyond typical

marketing tools and identify ways to better support sales success and

collaborate both within your own team and with others.


Why It Matters:

The Customer Success Platform that helps

companies connect with customers,

partners and employees in entirely new

ways.

www.salesforce.com | @salesforce

What It Offers:

• Customer Relationship Management

• Email Intelligence

• Opportunity-to-Sales Automation

• Data Validation

• Data Enrichment

“Salesforce has been the center of our revenue stack since day one.

Its flexibility has enabled us to build scalable processes and integrate

all the tools we need to move and grow fast.” ~ Joe Gelata, Vidyard


Why It Matters:

Uniquely delivers visibility and insights that

help sales teams engage customers more

effectively with content, driving increased

revenue and customer satisfaction.

www.highspot.com | @highspot

What It Offers:

• Content Management Platform

• Content Recommendation Engine

• Content Engagement Analytics

“Highspot has transformed our sales effectiveness.

And marketing finally has analytics about how

content is performing [in the sales cycle].” ~Tracy

Eiler, InsideView


Why It Matters:

The visual collaboration tool that creates a

shared perspective on any project.

www.trello.com | @trello

What It Offers:• Project Management

• Project Collaboration

• Teams

• Checklists

• Discussion Board

“By shifting to more of an agile marketing methodology,

Trello has helped us manage our projects in a logical

fashion with little to no overhead.” ~Travis Taylor, Veritas


Why It Matters:

Collaboration software that helps teams run

highly productive meetings.

www.worklife.com | @worklife

What It Offers:

• Meeting Templates

• Calendar Integrations

• Note Taking

“This app lets us stay focused and take minutes in [all of our team

and 1:1] meetings. It’s always a good idea to have a record of what

was said and action items to move forward.” ~Jim Williams, Influitive

Ready for More Demand

Marketing Advice?


Grab this eBook featuring the Top 40

Demand Marketing Game Changers to learn:

155 demand marketing tips & tactics

from the pros

How to adopt a game-changing

mindset

Which marketing influencers you need

to follow



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25 MarTech Tools Used By Demand Marketing Game Changers

Marketing

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