Integrate is a company that offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. To learn more about the company, Pulse 2.0 interviewed Integrate CEO Jeremy Bloom.
Jeremy Bloom’s Background
What is Bloom’s background? Bloom said:
“I am the co-founder and CEO of martech company, Integrate. I am also the founder of Wish of a Lifetime, a charity that grants lifelong wishes to senior citizens.”
“Prior to Integrate and Wish of a Lifetime, I was an Olympic skier and NFL player. I am the only athlete in history to ski in the Olympics and get drafted into the NFL. I am a three-time World Champion, two-time Olympian, eleven-time World Cup gold medalist and the youngest member ever inducted into The United States Skiing Hall of Fame.”
“I was also an All-American football player at the University of Colorado and played professional football as a wide receiver and return specialist in the National Football League for the Philadelphia Eagles and the Pittsburgh Steelers. While playing with the NFL in Philadelphia for the Eagles, I completed a business entrepreneurship program at Wharton Business School, where I studied real estate and finance.”
“l also serve on the board of the US Ski & Snowboard as the Vice President of the Steering Committee, the LA 2024/2028 Olympic Exploratory Committee, and have also served as a board member for the Rose Community Foundation in Denver. “
Formation Of Integrate
How did the idea for Integrate come together? Bloom shared:
“I knew that my sports career would not be a long-term job, so I made sure to spend time on projects outside of sports. In 2006, I took classes at UPenn’s Wharton Business School through an NFL program. In 2008, I founded non-profit, Wish of a Lifetime. My business career in marketing is where I experienced first-hand what was missing in marketing tech, leading to the founding of Integrate in 2010, a company based on the idea of ‘integrating,’ connecting, and streamlining the marketing technology ecosystem. ”
Core Products
What are the company’s core products and features? Bloom explained:
“Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate ingests marketing leads (regardless of the source) through powerful integrations, governs those leads to make sure they are both legally compliant and meet the marketer’s specifications, and provides AI-powered insights to enhance and expedite smart decision-making.”
“Integrate also has a newly launched integrated media arm called Pipeline360 that combines three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliance and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance.”
Favorite Memory
What has been your favorite memory working for the company so far? Bloom reflected:
“My favorite moment was selling to Audax and distributing the proceeds to many well deserving investors and colleagues.”
Challenges Faced
What challenges have Bloom and the team faced in building the company?
“All enterprise marketing teams are under pressure to increase the quality and quantity of leads in their marketing funnel. At the same time data privacy regulations have proliferated around the world (and in 14 US states) that prohibit a company from having or using an individual’s information in their database without proper consent to use their information. If a company has a bad lead, without consent, the penalties are steep. In Europe the fine can be 4% of global revenue, to say nothing of the reputational damage. As a result, we regularly hear from marketers that global consent management for leads is a priority. “
“At the same time, buying committees for enterprise companies are increasing. It is no longer sufficient to get your content and brand in front of the budget holder because they are working with an 8-person buying committee. The entire buying committee is researching your product online and consuming content across multiple channels, like social media, digital ads, content syndication, and in-person and virtual events. Adding to all of this are marketing budget cuts in an uncertain economic climate, and B2B marketers are facing the perfect storm of complexity, declining resources and increased demands to demonstrate ROI.”
Evolution Of Integrate’s Technology
How has the company’s technology evolved since launching? Bloom noted:
“Integrate’s journey began in 2010,amidst the burgeoning martech landscape. With a vision to seamlessly ‘integrate’ the multitude of emerging data points, we started as a Media enterprise. We then pivoted to software development in 2014, which led to the Integrate SaaS platform. Today, we operate two distinct business units that support both Media (Pipeline360) and SaaS (Integrate) offerings.”
Significant Milestones
What have been some of the company’s most significant milestones? Bloom cited:
“Some key milestones include:
- Founded in 2010
- 2015 tripled in revenue
- 2019 acquired ListenLoop and Akroo to expand B2B marketing offerings
- $45m+ raised from leading MarTech investors; acquired by Audax Private Equity in December 2021
- 2022 named to Inc 5000, B2B Marketing’s Martech Vendor of the Year, and Breakthrough’s Best Overall Martech Solution
- 2023 launched Data Guardian to support compliance with data privacy laws
- 2024 launched Pipeline360
- 2024 launched Performance Center, using AI to optimize program performance”
Customer Success Stories
After asking Bloom about customer success stories, he highlighted:
“Instana, an IBM company, leverages Integrate and Pipeline360 to enhance and scale their demand generation efforts. The demand team at Instana utilizes Integrate for automating lead data governance, while Pipeline360 is used for targeted digital display ads and content syndication in North America and EMEA. With the support ofPipeline360’s professional services, Instana aligns display ads with various buying stages and segmented programs by persona, resulting in increased click-through rates and the development of progressive ad campaigns for nurturing engaged accounts.”
“Through our collaboration with Instana, their digital display ads and content syndication in North America and EMEA markets have exceeded industry benchmarks, achieving a click-through rate that is double the average. Their personalized display ad approach, consisting of three steps, successfully guided 271 accounts from awareness to action, ensuring a consistent pipeline. Additionally, their content syndication initiatives, powered by Pipeline360 and Integrate, generated 2,000 leads across four targeted account lists, seamlessly aligning with demand and ABM strategies. Instana has realized $1.2 million in closed-won opportunities influenced and has a $6 million open opportunity pipeline influenced with the assistance of Integrate and Pipeline360.”
Funding
After asking Bloom about the company’s funding, he revealed:
“$45+ million raised from leading MarTech investors; acquired by Audax Private Equity in December 2021.”
Differentiation From The Competition
What differentiates Integrate from its competition? Bloom affirmed:
“We set the benchmark for operational excellence and ethical marketing practices in the digital age. The pressure for enterprise marketers to obtain quality leads and comply with data privacy laws is virtually impossible without automation. At the core of our offerings is a data governance engine that standardizes and validates lead data, regardless of channel, to ensure 100% marketable and compliant leads. We’re committed to the integrity, transparency, and quality of data in B2B marketing. “
“We’ve dedicated significant resources—over $60 million—to develop advanced technology solutions that address these critical issues. We have also invested in a full-time team of legal and data security professionals to monitor, audit and manage data privacy and compliance. We’ve also taken the step of having our processes audited to pass ISO and SOC certifications.”
Future Company Goals
What are some of Integrate’s future company goals? Bloom concluded:
“Today’s B2B buyers are consuming content from multiple channels like social media, events, display ads, and content syndication. An enterprise marketer must be able to track their buyers across the buying journey and orchestrate relevant content to reach the entire buying committee.”
“Integrate is investing in AI solutions, such as our Performance Center, to provide insights that enable marketers to optimize program performance, refine account-based tactics, and track ROI efficiently with features such as:
- Buying group composition, engagement, and gaps.
- Demand channel results and closed-loop impact to pipeline.
- Media partner performance and reliability.”
“Our customers also need these insights and governance for the disparate lists that marketing teams gather from events, channels and vendors. Accordingly, Integrate is currently working on a feature that enables increased insights and governance on all leads.”
