Integrate, the enterprise demand management platform, today announced the launch of a new media arm, Pipeline360, which offers multichannel campaign management, analytics, lead validation and standardization, and segmentation. It incorporates the capabilities previously found in the Integrate Lead Generation Marketplace.
“More than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they’re losing out on pipeline and revenue,” said Tony Uphoff, president of Pipeline360, in a release.
Demand gen capabilities. In a new survey of some 400 B2B marketers in North America and the U.K., Pipeline360 found that around one third of marketers, facing pipeline challenges, are not using all the channels at their disposal. In particular, more than one-third had not considered content syndication or did not know how it works, and fully 38% admitted not knowing what content syndication is.
Content syndication distributes original content across a range of channels (for example, LinkedIn and Medium). Pipeline360 offers content syndication tools as well as digital advertising management and account intelligence in one solution. Early adopters include Salesforce, Cisco and Dell.
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Why we care. It may not be a new trend, but it’s a growing one — moving from multiple platforms, tools and channels to a single solution (as far as possible, anyway). Bringing content syndication management, campaign management including display advertising, lead validation and standardization under one roof with links to CRM and marketing automation data, is a proffer that will make sense to many enterprise B2B marketers.
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