Nearly every B2B team practices “integrated marketing” to some degree, but there’s no uniform standard. Most marketers don’t even agree on what the phrase means, judging by some of the results from the Demand Gen Report: “The State of Integrated Marketing in B2B.” True Influence sponsored the study to bring valuable research to the market.
How B2B marketers describe integrated marketing:
Here’s what the report shows about the wide range of definitions for the core marketing practice:
- Most respondents (35%) defined integrated marketing as a “combination of all aspects of marketing communication (advertising, sales, direct marketing, social media, etc.).”
- 27% defined it as “Maintaining alignment across the organization to deliver a unified, data-driven experience across all aspects of marketing/sales communications and channels.”
- 26% defined it as “Having all channels work in tandem to promote my brand/products/services.”
- (8%) see integrated marketing as “leveraging intent insights to better segment active prospects, enhance sales prospecting and optimize go-to-market initiatives.”
- 23% said integrated marketing provides simplified processes and sets of tools
- 33% said it offers scalability.
- By enabling better segmentation, integrated marketing facilitates more accurate identification of target accounts, according to 37% of marketers.
- Respondents also see integrated marketing as supporting greater alignment across the organization (52%) and providing a common set of metrics company-wide (28%).
The “State of Integrated Marketing in B2B” study reveals that a sizable majority of B2B companies currently use integrated marketing, and those who don’t plan to within the next 12 months. However, a much smaller number of marketers are confident in their understanding and execution of integrated marketing initiatives.
The Foundational Role of Intent Data in B2B Integrated Marketing
Both sales and marketing professionals flocked to the promise of actual buying signals from in-market prospects. Moving beyond the “shiny new toy” phase, brands now view intent data as an essential layer of buyer intelligence in revenue funnels. Trusting the analytics, they’ve made intent a critical component of their overall go-to-market strategies. Now B2B integrated marketing takes on new depth when enriched with intent.
The Demand Gen Report study found that while the majority of brands see the benefits of integrated marketing and embrace the strategy, some challenges remain. Most B2B marketers would agree these are some of the obstacles they face:
- Finding suitable data
- Organizational data and functional silos
- General digital noise
These obstacles can be overcome with intent intelligence. Then you can define B2B integrated marketing success however you wish.
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