Integrate launches new Performance Center

Integrate, the B2B demand gen and management platform, today announced the launch of a new Performance Center. The center is intended to accelerate and optimize marketing decision-making.

The driver behind the innovation is the finding that 50% of U.S. and U.K. B2B marketers identify budget constraints as their main challenge. Brands are adapting to fewer resources by consolidating teams and job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The data comes from a new report by Integrate’s media arm, Pipeline360.

Two key capabilities. The Performance Center offers two capabilities that use AI to help B2B marketers derive accelerated insights. The first is the identification of gaps in account buyer groups. Marketers will be able to see which buyer groups have the most extensive coverage and where they need to update groups for more comprehensive targeting.

The second uses AI to assign trust and reliability scores to media partners. It does this by running an algorithm across millions of data points that represent media partner campaign performance. This allows data-based decision-making for campaign optimization and fulfilment.

Dig deeper: Integrate launches new media solution

Why we care. It’s the refrain we’ll be hearing throughout the year. If you no longer have enough human eyes to track all the data streams and channels that are important to your marketing, AI will do it for you. Of course, what we’ll gradually learn is which AI solutions can really pull off delivering these insights accurately and at scale.