JEREMY BLOOM

CEO — INTEGRATE

JEREMY BLOOM IS THE FOUNDER AND CEO OF B2B ENTERPRISE SAAS COMPANY INTEGRATE. SINCE FOUNDING IT IN 2010, MR. BLOOM AND HIS TEAM HAVE RAISED MORE THAN $50 MILLION IN FUNDING AND TODAY, INTEGRATE HAS OVER 500 CUSTOMERS WORLDWIDE. HE IS ALSO THE FOUNDER OF WISH OF A LIFETIME, A 501(C)3 NONPROFIT THAT GRANTS WISHES TO THE ELDERLY AND A BOARD OF DIRECTOR AT THE US SKI AND SNOWBOARDING ASSOCIATION.

He completed a business entrepreneurship at Wharton, was included in the Forbes 30 under 30 list for tech innovation, and in 2013 he was a finalist for the Ernst & Young Entrepreneur of the Year.In addition to his professional life, Mr. Bloom is a talented multi-sport athlete. He is a three-time World Champion, two-time Olympian, eleven-time World Cup gold medalist and a member of the United States Skiing Hall of Fame.In 2006, Mr. Bloom became the only athlete in history to ski in the Olympics and also be drafted into the National Football League.He was also an All-American football player at the University of Colorado and played professional football as a wide receiver and return specialist for the Philadelphia Eagles and the Pittsburgh Steelers.

LET'S TALK CONVENTIONAL WISDOM

FROM JEREMY'S POINT OF VIEW

B2B's changing buying process
is what's driving marketing strategy.
For the past half decade, ABM has been the buzzword amongst marketers. It's time to think differently. ABM is not enough in today's digital-first world.ABM upended how we thought about demand marketing by shifting from an individual level to an account level. It gave us a more focused and bigger-picture view for how to target, engage and convert the accounts that are most likely to become customers.But 2020 marked a turning point for B2B marketing. The global pandemic forced a digital awakening as buyers shifted where they work, how they consume content, how they want to engage, and how they research, evaluate and make purchase decisions.While ABM is in many ways “just good, focused B2B marketing”, B2B teams are realising that ABM alone simply isn’t enough for marketing to push past the top of the funnel and contribute to pipeline and revenue.Most importantly, we have learned that ABM as a single strategy ignores the prospects and accounts that are ideal customer profiles (ICPs), but not part of your ABM effort.

UNCOVERING CHALLENGER VISION

FROM JEREMY'S POINT OF VIEW

B2B marketers are learning to adapt to the new ways in which buyers and accounts are researching, identifying solutions and making decisions. With rapid change and global uncertainty forcing more digital and distributed decision-making across geographies, the buying process today is more complex than ever. And the accounts on your wish list may not be in market. In fact:

The number of touches in a buyers’ journey increases to from 17-20 to 22-25.¹

More buyers are involved in the decision, growing from 6-10 to 12-18, on average.¹

Only 15% maximum of companies are in market at any one time.²

These changes call for a more efficient, precise approach to market, ensuring your budget and resources are both effective and efficient at identifying opportunities; generating pipeline; and contributing to new and expanded revenue.

We must go beyond traditional demand gen and beyond ABM. To be sure, ABM is a smart approach that's part of your demand and revenue marketing effort. But ABM alone falls short. Because today, while many marketers deploy single-channel ABM strategies, not all markets require an account-based approach.

IS YOUR ORG. READY TO MOVE BEYOND ABM?

We're still exploring and have a long way to go.
We make use of ABM and I don't know what's "beyond" yet, but I want to find out!
ABM works like a charm for us; I'm going to need convincing.
100%. We're either already there or getting to it!

We need to meet buyers where they are and when they want; in the right channels, with the right message, at the right time. We need more flexibility to adapt strategies and tactics that better align with buyers from accounts that are both in market and right for your solutions.The bottom line is: Marketing’s effort needs to be more precise, more connected, and more agile to deliver against not only today’s shifting buyer needs, but also the dynamic needs of your own organisation.To deliver on this mandate now, B2B marketers need to be able to:

identify both known and unknown buyers;

ensure quality and compliant prospect and customer data;

activate campaigns across the channels that buyers rely on; and

measure ROI per channel and cross channel.

And it's this convergence of ABM and demand generation that we call Precision Demand Marketing.¹Sirius Decisions, 2020
²Bombora Surge Data, 2020

THE OPPORTUNITIES AHEAD

FROM JEREMY'S POINT OF VIEW

At Integrate, we are building this next chapter of Precision Demand Marketing. Our mission is to connect everything –data, channels, tech, team members– to create more intelligent buyer and account journeys.
We help marketers drive omni-channel demand strategy; convert leads
to revenue; and demonstrate marketing return on investment.Ultimately, Integrate provides marketers an account-based approach across all marketing channels.We help you reach and convert buyers from those accounts you’ve already identified, and on top of that we connect you to a unique inventory of new buyers from accounts you have yet to identify.Every lead we generate is validated, compliant, and governed for the highest quality. With cross-channel analytics, marketers can have the visibility they need to make informed data-driven decisions, ensuring they are in market with the right message at the right time for the right buyer.