What is an integrated campaign?

An integrated campaign aligns a company’s departments, teams, and people around a shared message in order to achieve a shared objective—namely, increasing revenue. Common examples include expanding into a new market, winning market share from a competitor, or rolling out a new feature to an existing customer segment. 

Unlike multi-channel campaigns, which typically focus on pushing a common message across multiple marketing channels, integrated campaigns have a broader scope and integrate the talents of a wider spectrum of people. Sales, sales development, product, IT, leadership, and, of course, marketing all play an important role.

Here are a few best practices for planning and running an integrated B2B campaign. 

Benefits of integrated campaigns

Before we get into the “how” of running integrated campaigns, let’s examine the “why.” After all, your people are already busy enough. The last thing they want is another project without understanding the potential rewards. 

Here are three major reasons why integrated campaigns—when done the right way—can help your company and your people become more successful.

1. Maximize your reach 

As a marketer, I’m a big proponent of inbound marketing. Creating compelling content helps potential clients solve their immediate challenges and, simultaneously, become familiar with your brand. That being said, content cannot be your only source of new business—especially if you sell to mid-market and enterprise customers.

There are much bigger decisions being made out there that are not influenced by online search, which is why smart companies develop processes for identifying and intercepting those deals through integrated campaigns.

Takeaway: You’re missing out on deals if you’re relying too heavily on inbound. Integrated campaigns help you reach more high-value leads and, ultimately, close more deals.

2. Foster cross-functional alignment

Creating cross-functional alignment has never been more challenging than in today’s prolonged virtual work environment, especially for teams that used to work exclusively in a physical office environment.

Integrated campaigns, by their very nature, foster elevated levels of alignment. For example, let’s assume your goal is to increase customer upgrade revenue by 25% within the next six months. To achieve this goal, marketing must work with customer success (CS) to build segmented lists of customers who are likely to engage. CS and sales must align around a process for flagging and following up with customers who express interest. Sales needs to provide continuous feedback so marketing can track campaign effectiveness and respond to ongoing collateral needs. 

Takeaway: If you’re seeking a better way to encourage cross-departmental alignment, look no further than an integrated campaign.

3. Elevate the quality of output

Aligning teams and campaigns around a data-driven view of success leads to meaningful conversations that yield ever-improving results. Sales begins to rely even more on marketing to produce higher impact landing pages, case studies, remarketing ads, emails, and collateral. Marketing becomes accustomed to receiving first-hand feedback as to why customers engage (or fail to engage) with messaging. CS gains new insights to improve the quality of support documentation and agent interactions.

Rather than operating in silos and taking educated guesses, campaign data serves as the foundation for enhanced decision-making across multiple teams—and, in some cases, sparks ideas for new integrated campaigns.

Takeaway: Alignment around a shared campaign can unleash the creative genius of your teams. 

Ask these questions to form an effective strategy for your integrated

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