Integrated Marketing Cloud: Operationalize Data. Accelerate Pipeline.

The marketing cloud has created a steady buzz in the business press, and the integrated marketing cloud takes that concept one step further to operationalize data and accelerate pipeline. Today, companies incorporate this useful strategy in every aspect of B2B demand generation.

An integrated marketing cloud’s primary objective is to help both marketing and sales work smarter with data by: 

  • Feeding the pipeline
  • Closing deals faster
  • Making insightful decisions

To be more precise, this advanced tactic lets marketers leverage buyer behavioral data and unify their marketing platform performance. 

Benefits of Marketing Cloud for B2B Sellers

There are various benefits associated with the integrated marketing cloud.

Benefit 1: Empower Your Team To Deliver Excellent Customer Service

In the present scenario, integrated marketing is all about working with customers at every possible touchpoint, regardless of where they find you or where your employees find them. 

Consider a typical high-funnel lead flow, as marketers dump promotional messages on multiple channels, seldom attaining their goal. However, the shift to an integrated marketing cloud driven by intent data resolves this issue.

It unites and empowers sales and marketing under a single platform and around the same intent data. An intent-driven cloud perspective lets marketers understand what prospects and customers are doing, so you can assist them on their buying journeys. 

Moreover, leveraging centralized data lets B2B sellers offer relevant services, offers, and seamless customer engagement across channels. By providing precisely what a buyer needs, you build trust and preference faster. There’s no better customer experience.

Benefit 2: Use Actionable Data to Identify Buying Group Members

B2B buying groups involve multiple individuals from different departments with various responsibilities and concerns, but all focused on the same purchase. The challenge for sales and marketing is to engage each member as appropriate across the pipeline. So, while there’s certainly a lot more to think about with a buying group, the intent-based, integrated marketing cloud is a cohesive way forward. 

An intent-driven market cloud:

  • Gathers and analyzes data from multiple channels
  • Determines members of a buying group based on intent data
  • Shows how and when users engage
  • Uses natural language processing, analytics and artificial intelligence to prioritize the best accounts
  • Simplifies orchestrating engagement across channels
  • Provides relevant data for individual campaigns

An intent-driven marketing cloud helps you move beyond a single, lead-focused approach toward a broader, holistic account-based strategy.

Benefit 3: Integrated Marketing Cloud Bridges the Integration Gap

Brands are constantly told to offer a seamless transition across every stage of the B2B demand gen funnel. From attracting leads, engaging them online, interacting face-to-face, and ultimately selling the product, sales and marketers must stay aware of customer needs and pain points. It’s an ambitious job, and one that most sellers struggle with integrating into a single point of control.

An integrated marketing cloud driven by intent data helps you productively engage and nurture prospects as they move through the B2B funnel. At the same time, it brings your adtech and martech practices together in one place for holistic view and control. 

The benefits of the integrated marketing cloud are no longer restricted to just a single person handling a specific funnel stage. You and your entire team can now investigate more opportunities without waiting on others to fit you in. 

Benefit 4: Follow prospect (and customer) behavior across channels

With customers and prospects interacting on different platforms and various devices, you may find it challenging to quickly and effectively measure their engagement.  However, the marketing cloud helps by offering insights into the decision-making process and buyer concerns as they advance toward a decision. These centralized intent-based insights enhance marketing and sales team alignment and accelerate pipelines.

Visionary teams also focus on customer retention and growth, not just increasing win rate. But how can stretched sales teams stay aware of what’s happening with current accounts, too? If your current customer engages with a competitor’s white paper or webinar, how would you know? This need opens a further need for an integrated marketing cloud. An action by a targeted account or existing customer introduces useful data into the cloud for further action and alerts. 

Build a B2B Future Around an Integrated Marketing Cloud

No doubt, the integrated marketing cloud is here to stay, because it brings so much value to tough B2B sales and marketing challenges. So, to reap all its benefits, start thinking about integrating your B2B revenue strategies with the marketing cloud and avail your team of a higher level of visibility.

Want to learn more? Check this announcement about the True Influence ABM Marketing Cloud for Integrated Account-Based Digital Marketing.

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