Integrate, the B2B demand gen and management platform, today announced the launch of a new Performance Center. The center is intended to accelerate and optimize marketing decision-making.
The driver behind the innovation is the finding that 50% of U.S. and U.K. B2B marketers identify budget constraints as their main challenge. Brands are adapting to fewer resources by consolidating teams and job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The data comes from a new report by Integrate’s media arm, Pipeline360.
Two key capabilities. The Performance Center offers two capabilities that use AI to help B2B marketers derive accelerated insights. The first is the identification of gaps in account buyer groups. Marketers will be able to see which buyer groups have the most extensive coverage and where they need to update groups for more comprehensive targeting.
The second uses AI to assign trust and reliability scores to media partners. It does this by running an algorithm across millions of data points that represent media partner campaign performance. This allows data-based decision-making for campaign optimization and fulfilment.
Dig deeper: Integrate launches new media solution
Why we care. It’s the refrain we’ll be hearing throughout the year. If you no longer have enough human eyes to track all the data streams and channels that are important to your marketing, AI will do it for you. Of course, what we’ll gradually learn is which AI solutions can really pull off delivering these insights accurately and at scale.
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About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
