Integrated Marketing Communication for construction business companies: how to increase the efficiency of sales in short and long perspectives?

1. Integrated
Marketing Communication
How to increase the efficiency of sales in short and long perspectives?
Andrius Vaicekauskas
Engineer of sales & marketing processes
M: 8 616 83199
E: info@cmgbaltic.com

2. Marketing Strategy
Problem
A push strategy focuses to create demand
through direct selling to customers.
● Phone calls;
● Emails;
● Events;
● Personal sales.
A pull strategy uses marketing and PR to
build up demand for a product or service.
● Content Marketing;
● Email Marketing;
● Video Marketing;
● Social Media Marketing;
● Search Engine Marketing etc.
Push vs Pull

3. Traditional Marketing Strategies Usualy Fails
Problem
PUSH STRATEGY DISADVANTAGES
● low efficiency of advertising;
● customers negativeness to cold calls;
● low efficiency of sales process;
● long sales cycle.
PULL STRATEGY DISADVANTAGES
● low level of cooperation of sales & marketing;
● technologies can not close deals;
● long sales cycle.

4. Changes in the Market
Problem
The typical B2B sales process is changing from sales dominated act, merely based on personal
relationships to a marketing driven process.
Customers favour genuine engagement over a hard sell.
The best customer engagement will come from a result of sales and marketing joining forces.
Thinking of sales engagement!
Decision makers are leveraging social media and online research as opposed to working directly
with sales person to influence their decision.

5. Integrated Marketing Strategy
INTEGRATED MARKETING COMMUNICATION
However! Human interaction is still important!
People buy from people.
We still need to develop trust.
70% of B2B sales still involves human interaction.
We need combined strategy of push & pull activities !

6. Integrated Marketing Communication
Technology
As defined by the American Association of
Advertising Agencies, integrated marketing
communications " ... recognizes the value
of a comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines advertising, public relations,
personal selling, and sales promotion and
combines them to provide clarity,
consistency, and maximum communication
impact."

7. Integration of Sales & Marketing
Technology
MARKETING APPROACHSALES APPROACH

8. Marketing Technolgies
Technology
● Content Marketing;
● Lydership;
● Public Relations;
● Search Engine Marketing;
● Social Media Marketing;
● E-mail Marketing;
● Mobile Marketing;
● Video Marketing;
● Marketing Automation;
● Event Marketing;
● Publishing;
● Lead Conversion;
● Personal Selling etc.

9. WEBSITE – the place where technologies crosses
Infrastructure of Integrated Marketing