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How to plan an integrated marketing campaign

A modern B2B marketing campaign is contingent on content performance. B2B marketers create a variety of materials and publish them on multiple channels. Some companies, however, produce content independently without a unified plan.

An integrated marketing approach is a solution for companies looking to get the best results from their resources. B2B content that supports a single brand image and promotes a consistent inbound marketing journey can be created using best practices.

Audit current content marketing performance
The first step in creating a new campaign is to analyze the performance of the old one. A recent CMO Council industry scorecard indicated 80 percent of B2B marketers are unhappy with current conversion rates (1).

If a B2B marketing team is not content with performance, Search Engine Land said there are numerous questions the company has to ask (2). Companies have to examine how the content works together. Are blog posts written with search engine optimization in mind? Does email marketing content lead to landing pages? What popular channels are currently ignored? Is there a hole in the lead nurturing process that can be filled with new content or a new platform?

If companies are unable to answer the questions themselves, they may turn to a digital marketing agency to learn how an integrated marketing approach can ensure leads have access to consistent materials on their preferred channel.

Plan unique B2B marketing strategies for every channel
Consistent doesn't mean identical. Each platform utilized in an integrated marketing strategy needs unique content. If a company is just distributing the same materials over different channels, there is no need for potential clients to look at more than one platform.

Each channel has its own audience looking for particular materials. Forbes detailed how each content platform offers B2B marketing professionals unique opportunities for lead nurturing (3). Offline materials like business cards and billboards are important for physical interactions. Digital marketing offers cost-efficient ways to quickly distribute materials to convenient places. Social media can enforce branding and encourage communications from audiences. Mobile marketing needs advertisements accessible on smaller screens.

B2B marketers have to perform a balancing act; content has to be unique to each channel but communicate a single brand identity. A friendly or witty Facebook post must come from the same company distributing formal white papers to industry websites. Companies need to have a complete overview of how all these materials work together during the B2B lead nurturing process.

Make integrated marketing visual
Companies have to use technology that makes B2B marketing performance visible. A B2B marketing agency can offer businesses technology that integrates marketing with sales and other company departments. Seeing how each marketing channel affects conversion rates is an important tool for campaign implementation.

When B2B marketers devise a new strategy, ClickZ recommended using a tech chart (4). This is a program that visually displays all the marketing technologies in use or planned for future campaigns. The tech chart displays each channel so employees can see how they interact with each other. The display is made from audience performance metrics tracked using software solutions and projected performance goals.

Marketers should see if email marketing increases the number of companies reaching out for more information or if social media brand messages conflict with other digital advertisements. Campaigns for multiple platforms should be planned in tandem to improve inbound marketing performance.

After teams refine materials to work together, the ability to see all marketing strategies in a single document, allows companies to compare performance of the integrated marketing approach to previous efforts. If there's not an uptick in inbound marketing performance or sales conversions, the process should be reevaluated based on information coming in from audience interactions with new materials.

1. Customer Sales Intelligence Scorecard
2. 25 Questions To Ask When Executing B2B Content Marketing Campaigns
3. Understanding The Channels: An Overview Of Social, Mobile, Digital And Traditional Marketing For B2B
4. Marketer's: What's On Your Tech Chart

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.