Do you understand integrated B2B marketing?
We are all familiar with the chaos of the modern consumer journey and rising consumer expectations for personalisation and convenience. There’s more content than ever and there are more touchpoints than ever. According to BuzzSumo’s 2018 Content Trends Report, only 50% of all content gained 4 shares or more across all main social networks - half of what it was in 2015.
And we often blame this shifting and fragmented media landscape for:
- Our inability to reach personas who don’t want to see ads
- Improve poor engagement rates
- Resuscitate diminishing brand growth.
But the reality is that we must look inwards to understand how those of us in small business B2B marketing, may be contributing to marketing’s ineffectiveness.
Here are three reasons to make building integrated marketing a priority in 2019.
Your B2B marketing looks inefficient and misaligned
Do the points above sound familiar? A lot of these common B2B marketing challenges stem from lack of alignment and governance. And 65% of the content that marketing teams produce is wasted. SiriusDecisions has found that 60-70% of content goes unused in B2B companies, representing a large amount of waste
Customers don’t care about your silos
Remove marketing silos once and for all, especially the segregation of “content marketing” from the rest of your marketing. Content touches every department: from PR to social to TV to digital. It has become a company’s business asset, IP and product all in one; despite this, we’re still pursuing separate agendas, metrics and technical operations.
The siloed nature of some B2B SMEs makes it difficult to create a cohesive experience for customers.
Digital marketing fragmented not only the agency landscape but also the marketing function. Now, it’s time to reclaim unified oversight with content operations. According to the SiriusDecisions State of B2B Content Study, only 14% of companies rate themselves as advanced in operations. Effective operations mean increased collaboration across departments and functions, integrated planning, transparency across teams, and a shared vision for what success looks like. Technology can help build a robust operations function when there are the right champions and strategies in place behind it.
We’re contributing to the internet version of noise pollution
Content is overwhelming us all, and it’s being churned out by brands and polluting our working environment.
So, stop creating content without a clear why. According to the ANA, only “25% of CMOs’ digital media investment reaches target audiences,” representing “more than $20 billion of marketing waste.”
Content waste is defined as an investment in content that has no strategic purpose or business impact, offers little value to the customer, was poorly executed, or was duplicative.
What’s causing this lack of strategy and waste? The most obvious answer is a lack of visibility resulting in content duplication, an inability to combine campaign efforts, and challenges maintaining brand governance.
Alternatively, your teams may be working well independently but be missing a major opportunity to collaborate more broadly across the company.
Working towards a holistic programme that aligns disparate production efforts and integrates various work streams across multiple calendars will give savvy brands the upper hand and help break through the noise.
Start 2019 Off with an Integrated Plan
The benefits of building a more integrated marketing organisation are clear. Investing in integrated marketing will:
- Improve operational effectiveness and efficiency across the marketing organization.
- Break down silos and encourage collaboration and efficiency.
- Champion omni-channel marketing in the client organisation.
- Position content as an asset that should be managed like all business IP.
- Support the creation of a seamless and consistent customer experience.
- Start looking within your company and reflecting on where you can improve operations and planning.
Start by asking one simple question: what is a shared goal your teams can start to collaborate on? Start small but keep your focus on delivering an integrated, measurable, and relevant content experience across all customer touchpoints.
This is not a new idea but to see how you can get your online marketing integrated a start point, why not download my eBook from this link>>>