B2B Marketing Zone

7 Key Marketing Tactics to Integrate

7 Key Marketing Tactics to Integrate

7 Key Marketing Tactics to Integrate

“Integration is the glue that gives the marketing team access to intelligence about what’s going on in the market, and the ability to communicate efficiently across a variety of channels.” So says Andrew Gaffney of Demand Gen Report in the introduction to the recent webinar, “Marketing’s Missing Links:Calculating the Cost and Benefits of Integrating Channels, Campaigns & Reporting.” Andrew and Janelle Johnson of Act-On covered the status quo, what marketers should be doing, and the seven key tactics to integrate.

Marketing’s Missing Links: Calculating the Cost and Benefits of Integrating Channels, Campaigns & Reporting
The seven key tactics:

  1. Email. Marketers continue to struggle with reaching the right audience and creating compelling content.  But marketers who integrate social links with their email marketing messages see click-through soar: 370% higher when shared via LinkedIn; 190% higher with Twitter.
  2. Social media. Most of us consider social media a peripheral player…only 7% think it is mature; 89% think it is not a major lead source. Play to social’s strengths, using it tomonitor conversations and nurture relationships. Make it easy for people to “Share” and “Like” your content, and add hashtags (#) to live events.
  3. Online events can be a lot of work, but are very rewarding. They position you as a thought leader, provide useful content for campaigns and blogging, provide fodder for social media, complement your white papers, and generate leads through registration forms. After the live events, recordings should be on your site, available 24/7.
  4. Blogs can seem disconnected from the rest of your content, but they’re a great SEO tool. Make them relevant: Update blog posts regularly; reference integrated campaign content; include a call to action.
  5. Landing pages are very effective when used correctly. Just say No to generic, boring pages. Provide a specific, focused offer; a single call to action;and tie your campaign elements (look, feel, images, language, offers, et al.) together. Then test and tune, to boost conversion.
  6. Website intelligence. Most of your website visitors are anonymous. Find the ones who are potential prospects doing their buyer’s research, by using website visitor tracking to identify visiting companies and correlate traffic to marketing campaigns.
  7. Integrated analytics. You need aggregate data that shows how campaigns, offers, channels, lead nurturing programs, lists, segments, etc. are performing. You also need to be able to see prospect behavior across channels, so you have a more complete picture of behavior and interests, and so you can implement meaningful lead scoring. Tip: Know what you want to measure in your campaigns before choosing a solution to do that measurement.

In sum, integrating your marketing efforts gives your prospects a seamless, consistent experience with your organization. And it gives you a range of tools and tactics that work together to amplify your results. 

There’s much more in this presentation, including scenarios, strategies, and tips for success with each tactic. Watch the on-demand webinar, and let us know what you think.


Sherry is the editor of Act-On's Marketing Action blog. She also writes and edits eBooks, white papers, case studies, and miscellanea. She is an award-winning creative writer.

  • Great article! i can’t stress enough how crucial integrated analytics are and we get a lot of help with that from our online marketing platform(Act-On). Following data from multiple sources is key to our success.

  • Tim

    Nice article. If blogs seem disconnected to the rest of your content, than I think you don’t have a very good content strategy in place. I think that blogs are a vastly critical component and is really the center of most content marketing strategies. They offer more than just SEO value, they provide the home for the great majority of a company’s content. They give you something to email and push out to social media. They provide a great place for CTAs to landing pages. They give you a place to promote your webinars. And ultimately through SEO, blogs are a driver to your website.

  • Excellent post Sherry, I agree, a seamless, consistent experience with your organization builds credibility, engagement, trust, and ultimately ROI. This is an awesome resource for a tactical overview.

  • Bobbi Ebbing

    Integration is essential to marketing. There are so many different media avenues available that if you aren’t tracking how many times a customer is “touched,” you may pester them to the point of no longer being a customer!

  • Jeremy Greenberg

    I agreed a lot with the article. Combining resources through integration is an extremely helpful method of increasing output. Also with more data tracked, it can make marketing much easier.

  • Sarah

    My main take away from this article is “integration”! It’s key to the success of any brand. Pairing a solid branded look with the right content, provided to the right viewer and you’ve got a winning combination. The hardest part for me is targeting my email campaigns successfully. I’m working on utilizing Act-On’s tools to help narrow down my audience for different emails and better cater to my clientele.

  • Living in a world where everything is connected makes for a happy marketeer. Being able to provide your sales team with intel on each prospect helps them with selling your product. Putting that knowledge in their hands is a huge prescreening before they even pick up the phone or visit them face-to-face. I’ve come other organization where everything was singular and reporting was nearly impossible along with extremely time consuming.

  • Nik Dahlberg

    Thanks for the post. It amazes me how often companies overlook #5 Landing Pages. With all of the work that goes into getting a click through to a landing page it seems like many companies don’t put in their due diligence with developing a quality landing page that drives actions. Like you pointed out, one of the key issues is a single call to action, don’t try to do too much! If you have more than one call to action then run separate campaigns and create separate landing pages. Keep it simple and on’t be lazy!

  • Bobby Holt

    Great post, and spot on. Adding a social media aspect to your marketing approach is a fantastic way of getting more leads and more business. As the numbers say, 65% of the best B2B businesses implement social media into their marketing ideology. If you want to help your company succeed, follow these guidelines.

  • Social media is still in its infancy in terms of a marketing standpoint and perspective. With that said, it is much easier for a b2c business to take advantage of social media than a b2b business.

  • Brad

    Great, informative post. Website intel continues to come under fire as Google Analytics and Chrome make key information hidden. I am a big fan of what you have to say regarding an integrated marketing approach, and it will be interesting to watch this evolve over the next year or two.

  • Guedo

    I think the biggest key here is tracking your non-anonymous website visitors. These can be huge for prospecting. If several people from the same company are on your site at once, or one person has viewed 200 pages on your site, those are very good reasons to reach out and see what their motives are. Great article~

  • David Bonan

    These are all key – our company does all of these and it really helps our visibility!

  • So many folks miss the opportunity to pair social with email – social is a great way to integrate a sign up and build your list.

  • bri44any

    I feel as though blogs are often ignored, put at the bottom of the “update” list. We can all understand why–clients typically use our websites, email, or phones to learn more about our services. But a good, relevant blog can really make a good impression on your target markets. If it’s relevant enough, they’ll keep coming back, and each time they do, your reputation will increase and their good impression will be made stronger.

  • M Kornicki

    This is huge: 370% higher when shared via LinkedIn… some people still see LinkedIn as an online C.V. and job search tool but clearly it’s become much more a marketing tool. Act-On’s social media integration is very helpful in making this easier.

  • Chris Kiersch

    I feel the biggest item that complements social media, is knowing how to level Local Search with 300-400 directories, that are also integrated with your social media efforts. The impact is amazing!

  • Not only is integration important but also CONSISTENCY. With so many platforms and channels, brands need to be consistent in message and delivery.

  • Ryan Pratt

    Completely agree with all 7 keys. But I have a question about “number 8” — why do you include the “incoming search terms” at the bottom of the blog post? Is it just another place to put keywords for SEO purposes? Are you just showing off? Or is there something I am missing?

    • Sherry Lamoreaux

      Ryan, that’s the output of a WordPress plugin that came with something else we installed on this blog. We too think it’s not helpful, and very shortly it shall be gone.Thanks for your comment!

  • Steve Thielke

    I agree that Social Media is not looked at as something that is useful for B2B markets. How do you get that engagement that B2C gets when you are dealing directly with people all the time? We have been able to pick-up spikes in engagement when the content is relevant to a business, and allowing users to share the content we distribute on social media and blogs has been a great asset in showing another side of what our company can offer. I agree with Todd below that CONSISTENCY plays a huge role in integration and message delivery

  • Ron

    Website intelligence is valuable if used correctly. Internally, we’re faced with an overzealous sales team that takes website visitors and pounces. Point being – it’s crucial to put processes in place to handle this new information.

    • We experienced a similar reaction from our sales team which is a good news bad news scenario- it died down on its own after a few weeks. I stress to our users that there is a “creep out” factor, which when crossed is difficult to undo…setting an alert is and letting the hit mature is a good policy-

  • Social media is a hard sell because it is hard to track – I do believe that it is imperative to have a presence because it is the trend of tomorrow.

  • Zachary Winnie

    I agree that all of these tactics are important. It also means hiring the right designers, developers, writer, and marketers to put all of this together. I think one of the biggest challenges is using analytics to create some sort of meaningful summary to show how important all of these things are—not everybody is going to know what you’re talking about and you need to visualize your data well to convince them to follow through on these tactics.

  • Yes these are all great tactics… one of my favorites is integrating a website intelligence tool. There is so many great information you can glean from a web visitor … what’s better is when you can actually identify who they are or where they are coming from.

  • SherryLamoreaux

    Liz, are you using Act-On’s website visitor tool?

  • Social media integration is key to a successful marketing strategy. Integrate it with all types of marketing efforts, catered to your target audience. It just takes time to build the community and loyalty to achieve positive results.

  • We’ve found great success integrating yet another key component for our business – live events and conferences. We’ve seen higher click rates and conversion rates by integrating social media, email, web forms, etc. into big events that we’re a part of.

  • Sam Sims

    I love the grouping of tactics! All of these parts are moving and quickly. Integration is a must.

    Our successes come when our message is consistent across all mediums and driving back to impact a deeply rooted business objective. Without integrated message consistency, our clients tell us when they interact with other companies, they feel as though there’s too much to take in and they don’t have the time to fully understand. We attempt at every angle to make comprehension quick, relevant and memorable.

  • Kristen DeLucia

    Our team has had great success with all of these tactics. One that we are finding extremely important is sharing with LinkedIn Groups. It’s a great way to get our content in front of new prospects that share interests. It’s especially important because there isn’t much going on on Facebook or Twitter in our industry.

  • bri44any

    We’ve used website intelligence and seen great and immediate benefits with the usability of that data.