The Dos and Don'ts of B2B Integrated Marketing
Mark Schmukler, MBA, IE, CPIM
CEO and Co-founder of Sagefrog Marketing Group, an award-winning, full-service, B2B marketing firm in Philadelphia, Princeton, Boston & DC. Branding Made Simple? author and speaker. 25,000+ followers.
Marketers face new challenges as new digital revolutions emerge and evolve almost weekly, with new platforms, formats, and channels to reach new audiences. The sheer volume of content on social media platforms like Facebook, TikTok, and even B2B's favorite, LinkedIn, has made it increasingly challenging for marketers to cut through the noise and capture their increasingly segmented target audience's attention. AI art and text generators like ChatGPT or DALL-E have also begun producing a massive influx of content that will once again change the marketing landscape forever.
The current deluge of digital ads, sponsored posts, and branded content fatigues audiences faster than ever, decreasing the effectiveness of many traditional tactics. This is an issue for B2B companies as much as B2C, since 94% of B2B buyers research products and services online, and 88% of B2B marketers use content marketing to help them make buying decisions.
What B2B Integrated Marketing Is & Why It's Important
Integrated marketing is a strategic approach to creating a unified customer experience across different marketing channels and touchpoints. It involves coordinating and integrating various marketing tactics and messaging to ensure consistency and coherence in the brand's communication with its target audience. B2B integrated marketing aims to build solid, long-term relationships with your ideal customers by delivering a cohesive and personalized brand experience that meets and exceeds their needs and expectations. It requires a deep understanding of the customer journey and the ability to leverage data and insights to create targeted and effective campaigns across social media, email, search, and traditional media. Ultimately, B2B integrated marketing can help businesses maximize their ROI by streamlining efforts and resources, enhancing customer engagement, and driving business growth.
Increasingly, integrated marketing is a go-to solution for businesses to increase leads and sales, but it is often misunderstood and misapplied, leading to mixed results. However, when properly strategized, a B2B integrated marketing campaign can combine traditional and digital channels to create a sum greater than its parts. Integrated marketing isn’t just opening a Twitter account to supplement printed ads; it’s a holistic process that guides marketers through the buyer’s journey and beyond, ensuring your brand stays in focus and serves your marketing and sales goals.
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B2B Marketing - Driving demand and awareness through creative campaigns, events, sales enablement, thought leadership and PR.
7 个月Always look forward to your newslerter. Agree that a framework is needed to ensure all tactics are covered in a comprehensive and cohesive plan.
Visual Brand & Web Designer
7 个月Your insights on the importance of B2B integrated marketing and creating a unified customer experience are spot on. It's not just about being present on multiple platforms; it's about delivering a cohesive and personalized brand experience that resonates with our target audience throughout their journey!