Pipeline360 will offer content syndication and digital advertising capabilities for B2B marketers.
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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MarTechAbout 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.
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