Why B2B Integrated Marketing Campaigns Deliver 300% Higher Conversion Uplift

Highlights

  • B2B integrated marketing campaigns apply a series of consistent or progressive messaging across multiple channels to drive a singular marketing goal.
  • With integrated marketing, the whole is greater than the sum of its parts. Research from Johnny Grow and Gartner shows that B2B integrated marketing campaigns deliver significantly more leads to the sales force.
  • Marketers considering integrated campaigns should balance the effort with the payback. They are more complex to create, manage and measure, but when correctly executed they deliver the highest volume and quality sales leads.
Johnny Grow Revenue Growth Consulting

B2B Integrated Campaigns Acquire the Most Leads

Marketing campaign research findings published in the Marketing Transformation Report shared that the highest performing campaign type was not a single type at all. It was instead a combination of campaigns executed together, or what is commonly referred to as an integrated marketing campaign.

An influx of media and over-exposure of ads have desensitized buyers. So, unless a promotion can stand out it will simply drown in the noise.

B2B integrated marketing campaigns increase their likelihood of standing out by delivering a series of consistent or progressive messages to a target audience through multiple channels over a defined period. Each message increases recall and reinforces the company's brand.

Sometimes called Integrated Marketing Communications (IMC), when implemented as a marketing campaign, marketers send target audiences consistent offers or messages over diverse channels. The channels may include email, social media, the website, online display advertising or any other medium.

The sequenced messages work together to amplify the offer and raise brand awareness. The repetition creates familiarity and increases memorability. More touchpoints create more recognition and opportunities to convert.

It's a more holistic approach than a one-and-done offer sent over a single channel.

And the results are compelling. The previously referenced research found that each additional campaign type or channel increased both sales lead acquisition volume and quality.

Integrated Marketing Campaign

See the research findings that show B2B integrated marketing campaigns outperform all other types.

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But the upside is not without its challenges. These B2B integrated marketing campaigns require more planning and scheduling, channel-specific content, and analysis to improve or optimize performance. Due to challenges with campaign attribution, they are also more difficult to accurately measure. Fortunately, as I'll share later in this post, these challenges are surmountable.

The Differences Between Omnichannel and Integrated Campaigns

Sometimes there is confusion between omnichannel and integrated marketing types, so I'll try to bring clarity to both.

B2B integrated marketing campaigns unify messaging over multiple distributions to support a single goal over a mix of media and channels.

The verbiage for each distribution may be different but the messaging is consistent and bound with a look, feel and tone that reinforces your brand.

Omnichannel marketing, sometimes called multichannel marketing, more commonly uses different messaging to pursue multiple goals on different mediums with different target audiences.

Omnichannel marketing is often more focused on customer engagement or experience goals while integrated marketing is more fixated on a singular message or target goal.

It's worth noting that while these two methods operate differently, they can also work well together.

The Benefits & Payback

When you reinforce well-defined offers or calls to action over multiple channels or over the customers buying journey it increases conversions. Showing up at the right times with consistent headlines, messaging and offers creates brand awareness. Repetition builds recognition. These campaigns acquire leads who would otherwise just not respond to a one-off effort.

We have also found that these leads start slightly deeper in the sales funnel. They also accelerate through the funnel faster than leads acquired from a single channel campaign. This suggests that integrated promotions are effective at balancing both short-term sales uplift and longer-term brand-building.

B2B integrated marketing campaigns are initially more work. But over the long haul they create efficiencies that save money and lower cost per lead. By focusing on a single goal with consistent messaging marketers achieve economies of scale and avoid wasting their budgets with inconsistent and often indiscriminate promotions.

Some additional integrated campaign research performed by analyst firm Gartner and published in Forbes shows that when these programs cross four or more channels they outperform single or dual-channel campaigns by 300%. That's a really big improvement that should not go unnoticed.

How to Launch B2B Integrated Marketing Campaigns

These programs have more moving pieces so require more planning.

It's also important to recognize that they are not just variations of an offer repositioned on multiple platforms. Instead, they pursue singular goals supported with a common theme of sequenced messaging that contributes toward a defined action.

B2B Integrated Marketing Campaign

As with all marketing promotions, you need to have a well-defined target audience with measurable goals. You then need supporting content and creative artifacts, key performance indicators and budget.

But unlike other marketing programs there are some special considerations.

Start with customer intelligence. Integrated messaging tends to be built on big ideas. But unless your unified messaging is speaking directly to your customers biggest problems, you're probably wasting their time. Messaging must be built on customer pain points, buying motivations, competitive challenges and marketplace forces.

Also, remember a key goal is to support the company brand. In turn, the brand recognition created in earlier flights will increase conversions in later distributions.

To support the brand, you should leverage brand messaging, your unique value proposition and other refined content that may be part of your Strategic Messaging Architecture. It's important to achieve brand consistency using design, tone and themes. Many experienced marketers create messages that build upon each other and reach a crescendo effect.

Integrated Marketing Communications

Recognize that integrated campaigns need to come from integrated marketing organizations. That means you may need to align separate marketing functions into cross functional teams that collaborate and coordinate a combined execution.

Segregated resources, isolated efforts and periodic hand-offs between the social media team, the email marketing team, the website team, the SEO team and any other team tend to result in piecemeal or disjointed content that just doesn't flow or seamlessly tell a convincing story.

Figure out the right mix of channels. This will likely be a combination of owned, earned and paid channels based on your target audiences or customer personas. Also be aware that different channels earn different conversions and impact different parts of the funnel.

For example, online ads, retargeting and email distributions work well to put leads in the top of the funnel. But paid search and outbound methods will put more leads further down toward the middle of the funnel.

Finally, marketing technology automation is even more critical for integrated campaigns. It's needed for scheduling, multi-channel distributions, conversion optimization and performance measurement. It's nearly impossible to perform integrated campaigns without marketing automation software.