Stop forcing your B2B marketing org structure on your buyer’s journey
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive...
Scott Vaughan
Scott Vaughan is Chief Growth Officer of Integrate, an enterprise marketing software and solutions provider. With previous roles as CMO and B2B revenue marketing leader, Scott leads Integrate’s go-to-market, customer, and growth strategies. Scott’s experience and passion are fueled by working with customers and partners to create new levels of business and customer value.
Fixing the B2B sales-marketing divide to hit pipeline and revenue targets
It’s time to integrate (not align) sales-marketing efforts to educate, inspire and generate relationships and revenue in a unified...
Build a smarter path to revenue and customer generation in 2020
The emerging focus is on orchestration, a next-level approach that builds off basic automation and adds new levels of intelligence in the...
ABM goes mainstream: What have we learned and what’s next?
Account-based strategies and know-how have moved from nice-to-have to critical skills for B2B professionals....
Déjà vu! CMOs are bringing back always-on marketing
When done correctly, an always-on approach can bring brand relevancy at every stage of the customer lifecycle, sustained communications and...
Unstoppable trends every B2B marketer must embrace to drive growth
The ability to measure areas of investment will help us be smarter...
#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)
Contributor Scott Vaughan explores some lessons taught by the influential cosmologist and explains how these ideas can be applied to your work in...
Why attribution can be overrated & create unintended consequences
Sure, attribution can be helpful, but contributor Scott Vaughan warns you must keep your eyes on your ultimate goal to avoid getting...
The changing role of “sales” kickoffs & why marketing should drive
Contributor Scott Vaughan shares tips on how to make your annual revenue kick-off event as successful as possible....
So, what’s it like to be a CMO of a marketing-focused business?
What happens when your role is the same as your target customer's? Columnist Scott Vaughan shares insights into how to use this situation to your...
How to increase database integrity to crush your 2018 targets
As you start planning your budgets and targets for the coming year, data will be front and center. Columnist Scott Vaughan shares four strategies to...
Is GDPR the Y2K for B2B marketing? And how to use it to your advantage
The EU’s General Data Protection Regulation and Y2K share some surprising similarities. Columnist Scott Vaughan breaks them down and outlines four...
Are you ready to evolve beyond marketing automation in the next era of B2B marketing?
Columnist Scott Vaughan says marketing automation's "teenage years" are resulting in some soul-searching for B2B marketers and the leading marketing...
Time: Marketers’ most precious resource & ways to maximize it
As marketers' jobs become increasingly fast-paced and 24/7, columnist Scott Vaughan shares four ways to help you overcome the time challenge and meet...
Look internally to achieve external marketing impact and better results
Don't focus all your marketing efforts on external customers and stakeholders. Columnist Scott Vaughan explains how stepping up your internal...
What makes for a valued martech provider?
In the rapidly growing martech space, how do you determine which providers are worthy of your investment? Contributor Scott Vaughan taps some...
Martech vendor investment forecast: Sunny with just a few ‘clouds’
Columnist Scott Vaughan recaps a panel from the recent MarTech Conference in San Francisco that focused on investing in the future of marketing...
How to unlock marketing’s creative side for martech success
Marketing technology is essential to achieving business outcomes, but many marketers feel intimidated or put off by it. Columnist Scott Vaughan...
The marketing automation generation: Fulfilling the mandate for customer life cycle marketing
B2B marketing automation specialists have become skilled at generating qualified leads from inquiries, but columnist Scott Vaughn believes that to be...
The business case to merge sales & marketing ops
Columnist Scott Vaughan makes the case for why an 'ops' merger is a beautiful marriage that will delight both your customers and your executive...