- 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

1. Integrated Marketing
What is it and why do you need it?

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. &
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Housekeeping:

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

7. What is Integrated Marketing?

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

9. Demand
Sales Brand
Product
Integrated
Marketing

10. Why?

11. MORE BANG FOR YOUR BUCK!
INTERNALLY & EXTERNALLY

12. Focus and organize your teams around the
right priorities.
INTERNALLY

13. Campaigns integrating 4 or more digital
channels will outperform single- or dual-
channel campaigns by 300%.
-Gartner Research
EXTERNALLY

14. How?

15. Marketing Program Effectiveness
Alignment &
Prioritization
Campaign
Framework &
Instrumentation
Marketing Program
Effectiveness
PILLAR 1 PILLAR 2

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

17. PILLAR 2:
Campaign
Framework &
Instrumentation
Identify Core Team
Build the Foundation
Initiate Cross-functional Plan
Launch
Measure & Optimize

18. Identify Campaign Core Team
Demand
Sales Brand
Product
Integrated
Marketing

19. Build the Foundation

20. Cross-functional Planning

21. Map Execution Timeline
AdvertisingPR Email Promotion Virtual Event

22. Launch.

23. Measure & Optimize

24. When?

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

26. PHASE 1
Mindset
PHASE 2
Infrastructure

27. Real Examples

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

30. hello@salesimpactacademy.co.uk
Q & A