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Bringing it All Together: Integrating Your Marketing Efforts


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  • The shifts to make as social media permeates today's marketing landscape The need for agile marketing has evolved out of the growing use and adoption of mobile and social, the new speed of business, the multiplication of communication channels available, and the transparency and accessibility social fosters. Agile is about being at the right place at the right time….and taking advantage of the conversations and trending topics being discussed, making the brand more relevant in the marketplace by associating it with current events.
  • 5 signs to look for to gauge whether your business is ready to embrace agile marketing: 1.      You find that working to an annual marketing plan doesn’t suit the speed at which you do business. Changing the game plan by responding to and accounting for adjustment is preferred over following a static plan.2.      You experiment, add variety, incorporate resources, and make revisions to your marketing activities. Instead of one big-bang campaign you prefer an integrated approach that touches multiple channels with the same consistent message. 3.      You use big data and analytics gleaned from your experiments to trial, test and refine marketing campaigns, instead of using employee opinion and company conventions. 4.      Your department understands the power of social media and the changing buyers’ journey, and that individuals and interactions are more important than target markets these days because your marketing target is always moving. 5.      Your department fosters collaboration and team unity over silos and hierarchy, and understands the benefit of having multiple minds sharing and collaborating, over an individual working alone to accomplish the same goal.
  • Social and content go hand in hand. You need to have content to have a successful social strategy; otherwise, where are you driving your followers to, what is your call to action, and how are you measuring effectiveness of our social media? It is important that your social editorial calendar complements and supports your content marketing strategy.  At Act-On, we look at social as a support function. The social team works cross functionally across the organization to amplify the initiatives and campaigns of the various departments. From product, to demand generation, to customer/partner mktg, to HR, to educational services, PR and others.  Our content marketing team and PR team work closely to ensure that all companywide initiatives are tracked in the pipeline so that we can build out a creative content marketing calendar that directly coincides with the company’s launches, events and campaigns.Master Campaign Calendar –Take the master campaigns and build out a creative content calendar ofassociated blog topics, ebooks, surveys, videos, infographics, etc.that convey or discuss relevant topics associated w/ master campaigns]Content Marketing Calendar – [Use master and content calendar to build social strategy that supports each initiative. Identify hashtags that are related to campaign messaging and SEO keywords.]Social Ed Calendar –[Use the campaign themes, messages, C2Actions, and topics to createactionable and thought provoking posts that are optimized foreach of the social platforms; ie. Twitter, FB, LinkedIn and Google+)Share
  • Create Once – Use ManyRepurpose/reformat existing piecesBreak up longer content assets
  • Build multi-stage assets—10 Steps/5 Keys/7 SecretsTie related offers together in a logical progression to educate and accelerate prospects through the buying cycle
  • 1.      Total # of leads generated per social media channel – use unique tracking codes for each campaign and platform 2.      Share of Voice3.      Engagement- RT/Shared/Favorited 4.      # of times brand/campaign hashtag was used
  • Transcript

    • 1. | @ActOnSoftware | #ActOnSWBringing it All Together:Integrating Your Marketing EffortsJoin the @ActOnSoftware conversation on Twitterand discover what others are saying:#ActOnSW
    • 2. | @ActOnSoftware | #ActOnSWFollow this webinar on Twitter#ActOnSW
    • 3. | @ActOnSoftware | #ActOnSWPanelistsJanelle Johnson@janelle_johnsonDirector, Demand GenAct-On SoftwarePaige Musto@PR_MavenSr. Manager, PublicRelations & Social MediaAct-On Software
    • 4. | @ActOnSoftware | #ActOnSWBringing it All Together:Integrating Your Marketing Efforts
    • 5. | @ActOnSoftware | #ActOnSWAgenda• Creating a social media and content marketingstrategy• Nurturing these leads• Measuring contribution of social media tomarketing performance• Q&A
    • 6. | @ActOnSoftware | #ActOnSWCreating the Strategy
    • 7. | @ActOnSoftware | #ActOnSWEmbracing the New Speed of Business• Growing use and adoption of mobile & social• Multiplication of communication channels• Increased transparency; always-on• Greater accessibility to customers & prospectsKEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience
    • 8. | @ActOnSoftware | #ActOnSWIs Agile Marketing Right for Me?• Outgrown a static annual plan• Experiment + variety• Big data, analytics, & KPIs• Individuals & interactionssupersede target markets• Collaborate and unify teamsKEY: Unified front at all touch points – continuously adjust to changing conditions
    • 9. | @ActOnSoftware | #ActOnSWBuilding a Calendar WorkflowKEY: Interrelated content that complements and supports your strategyContent Marketing CalendarMaster Campaign CalendarSocial Ed CalendarShare
    • 10. | @ActOnSoftware | #ActOnSWof advanced B2B marketerssaid content-based offers were theirmost successful campaigns.- Demand Gen Report Research56%
    • 11. | @ActOnSoftware | #ActOnSWRepurpose Content
    • 12. | @ActOnSoftware | #ActOnSW10-page Whitepaper 4 Blog Posts … with more to comeBreak Content into Smaller Pieces
    • 13. | @ActOnSoftware | #ActOnSWNurturing these Leads
    • 14. | @ActOnSoftware | #ActOnSWWhitepaperDownloadConfirmationEmail withlink to assetRecordedwebinar onsame topiceBook onsimilar topicCorrespondingInfographicNurture Campaigns
    • 15. | @ActOnSoftware | #ActOnSWNurture Campaigns
    • 16. | @ActOnSoftware | #ActOnSWMeasuring Contribution
    • 17. | @ActOnSoftware | #ActOnSWMetrics for Social Media’s Contribution• Total # of leads• Volume and share of voice• Engagement• Frequency of hashtag usedKEY: Many pieces of the puzzle fit together to build the bigger picture
    • 18. | @ActOnSoftware | #ActOnSWMeasure the Impact of YourContent Campaigns
    • 19. | @ActOnSoftware | #ActOnSWMeasuring Social Media
    • 20. | @ActOnSoftware | #ActOnSWReady to Learn More?• Sign up for a• Need it soonerCall us: 1 (877)530-1555Email us:• Download the Act-On AttachmentsLook for the “Attachments” button
    • 21. | @ActOnSoftware | #ActOnSWQ&AJanelle Johnson@janelle_johnsonDirector, Demand GenAct-On SoftwarePaige Musto@PR_MavenSr. Manager, PublicRelations & Social MediaAct-On Software