Critical Marketing Initiatives Are At Risk A 2020 analysis by McKinsey showed marketers who delivered outstanding digital experiences were twice as likely as their competitors to close deals. 2 To generate revenue, the research showed, it’s critical to stand out in crowded digital spaces and connect with buyers. That’s why, in 2021, strategies must focus on an omnichannel digital approach that’s responsive to buyer needs and that measures their level of readiness. Our survey respondents identified five key initiatives critical to executing such strategies, yet nearly half are concerned, worried, or only somewhat confident about their ability to accomplish them. P — 8 Integrate.com Where Business Starts % of respondents worried to only somewhat confident Critical Marketing Initiatives at Risk in 2021 Generate enough quality leads and demand to achieve revenue goals without event and in‑person marketing. 54 % 53 % Deploy ABM, intelligence, and intent data across all demand channels to identify and target prospects and accounts that are actively in‑market and accelerate demand. 44 % Optimize marketing budget allocation to the right channels based on down‑funnel metrics instead of CPL. 43 % Assess existing MarTech stack, remove redundancies, and add the right technology to orchestrate omnichannel digital touchpoints. 41 % Ensure 100% of leads that enter MA, SA, and CRM from demand channels and third parties are compliant and marketable. PRECISION DEMAND MARKETING STRATEGY