5 Steps to Integrated B-to-B Marketing Success

February 22, 2016

By Vin Hoey, ANA Faculty

How can I reach new customers? How can I create a consistent campaign across diverse channels? How can my department better communicate with sales and creative?

These are questions every business marketer must ask. To achieve any of these goals, an organized and engaging integrated campaign is an imperative. And while having an integrated marketing communications approach is an ongoing endeavor, there are a few best practices B-to-B marketers can implement today to make their campaigns more effective. Let’s take a look: 

  1. Use One Creative Brief. Successful B-to-B campaigns have one, integrated creative brief that is used by all players—marketing, sales, creative, corporate, and outside agencies. An integrated creative brief assures consistency in messaging and visual identity, congruence between sales and marketing, and coherence between corporate communications and marketing communications.
  2. Connect with New Customers. Data shows that 94 percent of buyers conduct online research before purchasing, and 55 percent of millennial buyers research items for their companies from their mobile devices. Effective B-to-B marketers have a strong presence where their customers—on the web. Your website must be easy to navigate (and find), responsive, and able to answer new customers’ questions before they have to ask.
  3. Content Is King. Savvy B-to-B marketers know that it isn’t just their products or services that beckon new leads to their sites. Companies like Lycra, Corning, and Deloitte drive traffic and sales by publishing innovative, informative, and shareable content on various mediums—podcasts, infographics, and videos. 
  4. Drive Integration. A benefit of having one, integrated creative brief (see above) is that it drives integration across an entire campaign. Successful B-to-B campaigns are synced and consistent in their messaging and tone across multiple channels. Cross-functional teams share common objectives, know how they are positioning the product and the company, and create appeals to a defined target audience.
  5. Align Creative Agencies. One of the challenges in driving integration is that marketers, salespeople, and creatives too often become siloed. Research shows that marketers and creative agencies aren’t always on the same page and are often not satisfied with one another’s work. Successful integrated B-to-B campaigns encourage all players to anticipate problems, ask questions, communicate openly, and create consistent content. 


As managing director at Strategic4sight, Vin specializes in brand strategy and marketing audits that increase revenue. He's also a member of ANA Faculty.


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