- Prioritisation and alignment in this climate is the gift your team needs
- Integrated Marketing is all about getting more bang for your buck and forcing the org to get on the same page
- Learn about the power of the alignment and prioritisation matrix
- Campaigns integrating 4 or more digital channels will outperform single channel campaigns by 300%
- There's a trend of specialisation in marketing but this also leads to silo's
2. &
In This Together Series
“Integrated Marketing - The Alignment Super
Power”
Ashley Stepien - VP Marketing @ Webflow
Christina Koch - Director, Integrated Marketing @ Pendo
hello@salesimpactacademy.co.uk
Marketing Teams
Webinar will be live at
4pm UK Time
presents
3. &
hello@salesimpactacademy.co.uk
Ping questions into the chat for a Q&A at the end
We love your faces but please keep them hidden for now!
Feedback is the breakfast of champions! Let us know how we’re
doing when the poll pops up
You can catch up on demand at any time...well, from tomorrow!
Housekeeping:
4.
5. Meet your Speakers…
Ashley Stepien
Vice President of
Marketing, Webflow
Christina Koch
Director of Integrated
Marketing, Pendo
6. A G E N D A
What is Integrated Marketing
Why do you need it?
How?
When?
1
2
3
4
8. Orchestra conductor
“Integrated marketing exists to eradicate the silos of
traditional marketing and bring together a cohesive
campaign experience.”
- Hubspot
"Integrated marketing is a way of looking at the whole
marketing process from the viewpoint of the customer."
-Philip Kotler
16. PILLAR 1 : Alignment + Prioritization
IMPACT
What would the impact of this program be on the business? How does it align with business objectives
& goals?
EFFORT
How resource
intensive is the
effort to
execute?
(team, $, IP)
LOW-HANGING FRUIT
BIG BETSWASTING YOUR TIME
ANKLE-BITERS
HIGH
HIGHLOW
25. It is a challenge to achieve... campaign bliss with the
typical disarray of the tactic treadmill. However, it’s a
challenge that marketing leaders must undertake,
not just for the sanity of their teams, but to deliver
better outcomes for the business.
- Sirius Decisions
28. DIGITAL PRODUCT SOCIAL/PR
SALES CONTENT CUSTOMER
Planning Campaign Kick-Off
Established core cross-functional team
defined goals
planning timeline
Audience research/messaging
channels identified
Development Campaign & Creative Build
- Promotional creative
- Content
- Enablement
- Channel copy and plans
Launch Campaign Launch
-Product announcement onsite
-Press Release
-Solutions page
-In-app promotions
-email promotion
-Ebook
-blog post
-organic social
Execution -Advertising
-Partner programs
-Sales incentives
-Customer Webinars
-Community Engagement
Know what to build next
Product Campaign
29. SMB COVID Resources Campaign
OBJECTIVE: AWARENESS
We are supporting SMBs impacted by the downturn of COVID-19 by providing
● Free 3-month subscription to a Standard Ecommerce plan
● 3 free website templates
● Free or discounted access to experts in our community
● GOAL: 300 new businesses live by 5/30
3/23/20 Project Kick-Off with
Stakeholders (Marketing, Product,
Customer Support)
-defined objectives, timelines,
channels
4/3/20 Soft Launch (Part 1)
-company wide enablement
-microsite live
-Social campaign live
4/8/20 Full Launch (Part 2)
-community push
-supporting education content
-customer stories live
-email stream launched
-press release
4/20/20 Partner Launch (Part 3)
-Partner co-marketing efforts
-Expert stories showcase
-SMB to expert matching begins
4/22/20 Customer Showcase (Part 4)
-launch customer showcase on
microsite
-social push part 2
Quick stats (as of 5/5)
★ 34,356 unique pageviews
★ Over 4385 social engagements/shares
★ 264 applications
★ 186 businesses live
DIGITAL PRODUCT SOCIAL/PR
CUSTOMER
SUPPORT
CONTENT COMMUNITY
Major
Learning