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...
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.
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...
Why is marketing so dang hard?
As marketing grows ever more complex, columnist Scott Vaughan has some practical tips for marketers on how to simplify your efforts so that you can...
Customer questions every CMO should be ready to answer in 2017
Your clients and prospects are going to have questions about data and technology. Are you prepared to answer them? Columnist Scott Vaughan has some...
The resurgence of brand marketing in a demand generation world
Demand marketing is big in the B2B world right now, but columnist Scott Vaughan believes brand marketing must be core to your marketing effort and...
Machu Picchu and martech: CMO lessons from the Inca Empire
What can marketers learn from Machu Picchu and the Incas? Contributor Scott Vaughan takes a trip to the ancient citadel and comes away with four...
How to solve the event marketing data problem
From trade shows to meetups, it's tricky to manage and process the data from events. Columnist Scott Vaughan explains how to take control of your...
3 ways marketers can use speed to their advantage
Speed now means more than getting your product to market first. Columnist Scott Vaughan discusses our rapidly changing industry and how marketers can...
Predictive data & ABM: How to move from account lists to account contacts
Columnist Scott Vaughan says combining your predictive efforts with an ABM approach can help you identify optimal accounts and drive desired results....
From leads to data: how changes in the media business affect B2B marketers
Columnist Scott Vaughan takes a look at the transformation of media companies and what it means for B2B marketers and their data...
Thinking about ABM? It’s time to put your sales hat on
Columnist Scott Vaughan says if you really want to be successful with account-based marketing, you must adopt a sales mindset first....
Martech: What happens when you’ve been over-served?
Has your organization become bogged down by marketing technology? Are you dealing with overlapping solutions or tech that no longer works with your...
We Marketers Aren’t As Automated As We Think
Despite the promise of automation, marketers still have a ways to go. Columnist Scott Vaughan explains why we need to focus on automating the right...
Marketing Funnels And Buyer Journeys: What Are We Arguing About?
Think the marketing and sales funnel is obsolete? Think again. Columnist Scott Vaughan explains why the funnel as a measuring tool will help ensure...
Coming In 2016: Revenge Of The Demand Marketers
Armed with new tools and data, demand marketers are influencing a marketing shift, and columnist Scott Vaughan believes that in the coming year,...
How Martech Is Like Fantasy Football: Drafting The Right Players In 2016
Do you have the right martech in place to score this season? Columnist Scott Vaughan tells you how choose a winning team of technologies to impact...