B2B Integrated Marketing Playbook
A preview of tips from our latest resource, The Ultimate Guide to Generating ROI With Integrated B2B Marketing, on how to successfully integrate brand, demand and event channels to boost ROI.
Achieving Marketing Success with an Integrated Approach
A strong integrated marketing strategy is key to building programs that efficiently move customers through the buyer journey and effectively generate ROI. From boosting brand credibility to generating highly-qualified leads that fill your sales pipeline, integrated marketing is one of the best approaches you can take to create a seamless personalized experience for your customers. This interactive landing page previews tips from our latest resource, The Ultimate Guide to Generating ROI With Integrated B2B Marketing. Select a channel below for tips on how to integrate it with your other programs, or fill out the form at the bottom of the page to download the full resource on how to build a robust integrated marketing strategy.
Show me tips on integrating:
PR + Social
- Use social media to keep track of breaking news and newsjacking opportunities where you can insert your angle on a timely story.
- Create Twitter Lists to keep your journalist, media outlet and industry contacts organized so you can stay on top of trends for each.
PR + Awards
- Use earned coverage of your company thought leaders as a proofpoint of your industry expertise and standing for award submissions.
- Write a press release to announce major award wins.
PR + Paid Marketing
- Extend the shelf life of valuable placements that are important to your target audience by boosting with paid social.
- Share a hyper-targeted press release in your paid programs to ensure the news directly reaches your target audience.
PR + SEO/Webiste
- Always include a link to your website in your press releases.
- Track which media outlets are driving the most traffic to your website with Google Analytics, and then focus your pitching efforts on those publications.
PR + Email
- Work to secure a byline that showcases your industry expertise and thought leadership, then use it as a resource in an upcoming targeted email campaign.
- Send recent top-tier placements to your prospects to provide third-party validation.
PR + Events
- Leverage your media relationships to partner on a webinar that is pushed out to the publication’s subscribers for considered attendance.
- Write an SEO-optimized press release for big company events (both in-person and virtual) and pitch to trade outlets that cover similar topics for increased exposure.
Social + PR
- Make sure your press releases have easy social share options.
- Share placements on appropriate social platforms to establish your company as a thought leader through third-party validation.
Social + Awards
- Share award wins via your organic social media channels and coordinate timing with other materials, such as a press release or blog post.
- Encourage company employees to share news of an award win via their personal social accounts with a designed graphic and pre-written suggested copy.
Social + Paid Marketing
- Gain audience insights from your organic social channels to use in your paid strategy.
- Use your organic social content calendar as inspiration for your paid outreach.
Social + SEO/Website
- Promote SEO optimized content, including blog posts, landing pages, contributed articles and more, on your organic social platforms.
- Include clear CTAs in your organic social promotions that lead your audience back to your website.
Social + Email
- Add a newsletter sign-up form to your Facebook profile.
- Share newsletter sign-up forms on your social platforms or consider a social media campaign to increase newsletter subscribers.
Social + Events
- Promote your event on your organic social media channels along with a custom graphic and language encouraging RSVPs.
- Create Facebook and LinkedIn event pages, if appropriate, for your audiences.
Awards + PR
- Apply for prestigious awards that will highlight your product offerings, company and people to accelerate your positive positioning in the market and increase third-party validation.
- Write a press release to announce major award wins.
Awards + Social
- Share award wins via your organic social media channels and coordinate timing with other materials, such as a press release or blog post.
- Get creative with the announcement. Create a designed graphic, video or GIF to increase social shares.
Awards + Paid Marketing
- Promote award wins through your paid channels and coordinate timing with other announcement efforts (e.g., press release, blog post).
- Customize promotional award messaging for both prospects and current customers.
Awards + SEO/Website
- Announce the award win on your website with a blog post optimized for search.
- Temporarily update your homepage or create a banner on your website announcing the award win.
Awards + Email
- Announce major award wins in email newsletters, ideally with a link back to a blog post on your website optimized for search.
- Send an email blast to current customers announcing the award win and thanking them for their support.
Awards + Events
- Be strategic about the people you send to award ceremonies. They are a great place to connect with industry leaders and network with prospective customers.
- Include major awards and industry accolades in event email promotions to increase third-party credibility.
Paid Marketing + PR
- Extend the shelf life of valuable placements that are important to your target audience by boosting with paid social.
- Share a hyper-targeted press release in your paid programs to ensure the news directly reaches your target audience.
Paid Marketing + Social
- Align the messaging and visuals of organic and paid social media strategies.
- Replicate paid content on your organic channels to create a seamless brand experience for your prospects.
Paid Marketing + Awards
- Promote award wins through your paid channels and coordinate timing with other announcement efforts (e.g., press release, blog post).
- Create motion graphic paid ads to showcase the story of the award announcement (submission, results, etc.) and drive attention to why you won.
Paid Marketing + SEO/Website
- Reinforce SEO keywords throughout paid social promotions.
- Make sure messaging on your website/landing page matches your paid media.
Paid Marketing + Email
- Retarget ads to email recipients or those who opened your emails/clicked on a link.
- Test the effectiveness of email subject lines, calls to action and copy with your PPC ads before you launch your email campaigns.
Paid Marketing + Events
- Plan paid and retargeting ads to targeted lists before you start promoting your event so you can build out the campaign pre-launch date.
- Develop a paid program to promote your event using different audience segments and ad language to test effectiveness.
SEO/Website + PR
- Pepper your press releases, bylined articles and email commentary with SEO keywords to make sure they show up in relevant searches.
- Include an image in your press releases and caption it with your keywords for additional SEO value. If it gets picked up in trades/newsletters, your photo will be included.
SEO/Website + Social
- Use keyword research tools to create social content that speaks to the topics your audience is searching for.
- Include social share icons on your blog or any other web content that you want to be easily shareable by your audience.
SEO/Website + Awards
- Temporarily update your homepage or create a banner on your website announcing the award win.
- Create a page on your website dedicated to awards where you can highlight recent accolades.
SEO/Website + Paid Marketing
- Direct your paid programs to optimized landing pages with forms on your website.
- Consider removing other navigation menu options to keep your highly qualified leads on the page.
SEO/Website + Email
- Repurpose email newsletters into blog posts for your website. Include relevant links and promote the post on your social networks.
- Create a newsletter archive on your website so Google can crawl and index the content.
SEO/Website + Events
- When determining the topic and content of your event, make sure the event title, landing page and any promotional materials are optimized for search.
- Consider marking up your pages with an event schema to increase your chances of appearing on Google’s event pack and carousel for relevant searches.
Email + PR
- Include great media coverage for your business or product in your email newsletter.
- Share relevant industry news with your prospects via email to show you understand their business.
Email + Social
- Include dynamic social streams in your newsletters if your social content will provide added value to your subscribers.
- Upload a list of your newsletter subscribers to your social platforms so you can follow them and increase touchpoints with your audience.
Email + Awards
- Send an email blast to current customers announcing the award win and thanking them for their support.
- Arm your sales team with the award win to use in email communications with prospects.
Email + Paid Marketing
- Retarget ads to email recipients or those who opened your emails/clicked on a link.
- Test the effectiveness of email subject lines, calls to action and copy with your PPC ads before you launch your email campaigns.
Email + SEO/Website
- Include links to optimized website content in your email campaigns or newsletters to encourage engagement, sharing and backlinks.
- Use keywords in your email marketing that resonate with prospects, while also considering the keywords that rank in search.
Email + Events
- Create custom-branded email templates to promote major events.
- Promote teasers, early-bird booking opportunities or other incentives to your target audience via email.
Events + PR
- Leverage relationships with industry influencers to increase the reach of your event promotions.
- Submit speaking opportunity proposals for relevant industry conferences and events to boost thought leadership.
Events + Social
- Create easily accessible event hashtags for in-person or online attendees to share their experiences and key takeaways.
- Share post-event takeaways on your organic social media.
Events + Awards
- Be strategic about the people you send to award ceremonies. They are a great place to connect with industry leaders and network with prospective customers.
- Include major awards and industry accolades in event email promotions to increase third-party credibility.
Events + Paid Marketing
- Retarget event landing page visitors to continue promoting the event until registration deadline.
- Suppress event registrants from paid programs to keep cost low and ROI high.
Events + SEO/Website
- Consider marking up your pages with an event schema to increase your chances of appearing on Google’s event pack and carousel for relevant searches.
- Localize your in-person event SEO efforts with specific time and location information.
Events + Email
- Promote teasers, early-bird booking opportunities or other incentives to your target audience via email.
- Get personal by sending a text email from the event organizer or a high-profile speaker encouraging registration.
The Ultimate Guide to Generating ROI With Integrated Marketing
Successfully integrated brand, demand and event channels to generate immediate ROI for your business.
More resources related to navigating communications:
October 2, 2020
September 24, 2020
See immediate results from your integrated marketing strategy
Building a robust integrated B2B marketing strategy takes time, but the impact on ROI is well worth it. Fill out the form below to download The Ultimate Guide to Generating ROI With Integrated B2B Marketing e-book.