Integrate, a demand management platform, debuted Pipeline360, its new media arm that seeks to offer an all-in-one integrated media solution for content syndication, enhanced account intelligence and digital advertising.
Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization and enhanced segmentation.
As part of the media division’s release, Pipeline360 and Demand Metric conducted “The 2024 State Of B2B Pipeline Growth” survey, which found that:
- 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers are unable to meet their pipeline goals; and
- 93% of B2B marketers say that data compliance and accuracy is a priority at their company.
“This gap in marketers’ ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today — budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy,” said Jeremy Bloom, Co-founder and CEO of Integrate, in a statement. “We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform’s capability to connect, govern and measure performance across multiple demand channels.”
The introduction of Pipeline360 closely follows Integrate’s release of Data Guardian, a data protection offering designed to help ensure marketing leads are high quality and compliant in the highly regulated data landscape.