B2B brands interested in growing as organizations should look to best practices in integrated marketing communication (IMC) for their revenue strategies. Success in integrated marketing campaigns rests on how well you use best practices to reach your target audiences across platforms. Here are seven IMC strategies we’ve seen work very effectively and measurably.
Seven necessary practices for integrated marketing success in 2021.
- Create Common Strategies
Prospects expect the same message about how you help them across platforms, regardless whether they interact with a chatbot or speak with a sales director. Where integrated marketing is most successful, organizations have a consistent, common strategy.
Focus on these areas to develop a common integrated marketing strategy:
- Learn as much as you can about your target audiences for a given campaign. How? From your own data team and from an intent data partner, for starters.
- Identify the channels prospects are most active on. How? A marketing cloud might be the solution you need.
- Use similar visuals, language and design in your messages to unify elements of the campaign or nurture stream.
- Collaborate Internally and Intensely
To reap maximum benefit from integrated campaigns, break down the silos between different teams. Internal collaboration leads to campaigns that resonate with each other. Use lift from one channel to benefit others.
For instance, the different teams within your marketing department can form common goals and work towards mutually beneficial results.
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Also, when silos come down, participants are better able to unleash insights to improve future campaigns.
According to this LinkedIn post, businesses with strong team alignment are:
- 67 percent more effective at closing deals
- 58 percent more effective at retaining customers
(BTW The True Influence Summit on January 21 features sessions around Sales, Marketing and Data alignment. See the agenda.)
- Recognize the Transition
Integrated marketing can bring a website substantial traffic from multiple sources. It’s crucial to know as much as possible about how a visitor experiences your marketing channels and how they’re directed to your channel from other platforms – the transitions.
Don’t forget that your best prospects are constantly moving along a journey for a limited time, during which something may bring them to your website. Recognize and prepare for that possibility. Always think ahead to the next step – the transition or conversion — to a new channel or experience. Intent data reveals a great deal about where buyers are in their journeys and what behavior they display.
Also recognize that your team may be in transition — from integrated marketing novices to skilled IMC professionals. Embrace the idea of learning from mistakes and improving as you go. Marketing technology has never been better able to help you with that.
- Fuel Up with Intent Signals
Intent data illuminates a path to successful integrated marketing outcomes. It reveals what’s going on in a buyer’s head, what may be motivating their behavior. When based on these intent signals, B2B integrated channels become a unified force in targeting the right contact with relevance.
Intent monitoring also gives you the means to prioritize contacts for the most appropriate engagement based on their position and behavior in the funnel. These insights about buyer interests and journey stages help align your messaging and communications strategies across channels, while remaining centered on the customer’s interests.
- Integrate through a Marketing Cloud
Sometimes when companies attempt an integrated approach, they still find themselves with asymmetric communications, as they treat each channel individually. However, to engage prospective B2B buyers, you want to see the full demand gen picture, and that’s where an integrated marketing cloud comes to play.
An integrated marketing cloud fulfills the marketer’s dream of everything under a single roof. It lets channels relate to each other across buyers and messaging. By bringing martech and adtech closer, marketing processes are more streamlined and effective.
- Cross-Promote B2B Campaigns
The primary motive behind intent-based integrated marketing is to engage with prospects based on where they’re active across different channels. Here are a couple of basic pointers to successfully cross-promote your campaign:
- Include your website URL on every social media platform
- Embed major social media share buttons on the website
- Add social media handles in promotional emails and newsletter
- Showcase social media posts on the website (in testimonials or blogs page)
As your team becomes more skilled at using social media, adtech and martech, you will also get better at orchestrating all the efforts.
- Measure Your Successes
It’s useful to track each aspect of your integrated marketing campaign collectively, as well as individually. Be it content download rates, email opens, website engagement or video views, measure the performance of every platform you use in your campaign.
This examination helps B2B sales and marketing teams determine how well their efforts drive conversions and revenue. Choosing the right metrics will always provide valuable insight into your brand presence and guide you moving forward.
2021 Will Be “The Year Of Integration”
In this connected, noisy digital world, where days begin and end with technology, integrated marketing will be more important than ever to grab attention. You can also take inspiration from our other blogs to build integrated marketing campaigns or finetune the one you have now.If “The Year of Integration” sounds attractive, the True Influence Summit on January 21 will interest you. We’re bringing together an assortment of experts to look at all angles of marketing, sales and data alignment. See the latest agenda.