B2B Integrated Marketing: 5 Step Foolproof Guide

B2B Integrated Marketing

By Chance Shay Director of B2B and Infrastructure Development

Twitter: @ChanceShay 


Marketing communications in silos doesn’t work. If your PR efforts aren’t aligned with your content marketing and your digital marketing is on a different frequency, you’re setting yourself up for a not-so-fun conversation with your CMO. In a time when the average attention span is eight seconds and where humans are producing the same amount of data in two days as was generated in all of human existence leading up to 2003, it’s easy to see why each individual marcomm channel is less effective in isolation.

But with a challenge comes an opportunity. By syncing up all of their efforts, marketers are able to make the overall impact of marcomm efforts far greater than their individual sums. This is integrated marketing.

Integrated marketing communications (IMC) is the only marketing strategy that is effective in 2017. It optimizes the communication of a consistent message from a brand to stakeholders by integrating communication channels and harnessing the benefits of each channel, which amplifies their impact beyond what they could achieve individually.

The entertainment industry has done this for years. At Comic Con, you’ll see the same message about a new movie being promoted on advertisements (paid), conveyed during interviews and editorial stories (earned), used on social media (shared) and said during the panel discussion with the movie’s stars (owned).

B2B brands have to take this same approach, but with a few key changes. To help, we’ve put together a foolproof, five-step guide to help any B2B brand nail its integrated marketing plan.

1) Define the business objective

An obvious first step, but it’s essential that the integrated marketing flow from the brand’s overall business objective. Whether stealing market share or creating a new category, the brand’s big picture goal will drive everything from strategy to KPIs and execution.

2) Know thy audience

More than just understanding the type of business that’s a good fit for your service or product (i.e. a SMB in cleantech with $10-25 million in revenue), a brand must have a rich, granular picture of who is most likely to purchase their product and why. The “why” is important for establishing and framing the unique selling proposition for any good or service, but the “who” is the most important for structuring your IMC plan. Is your customer likely to be innovative or more risk adverse? What’s important to your customer in how they operate their business and the culture they create internally? Is a top tier trade outlet or a general news daily with huge name cachet more influential to them? For example, if the decision makers for your prospective customers are millennials, you’ll want to know they are 247% more likely to be influenced by blogs or social networking sites than older generations. That impacts strategy in a meaningful way, so get as holistic a view of your audience(s) as possible.

3) Set SMART communications goals that support the business objective

Like with most sound strategies, for IMC planning you must start with the end goal and work backward to develop a plan for how to get there. What is it – in a specific, measurable, attainable, relevant, time dimensioned way – that you’re wanting the plan to achieve. Is it to drive a 20 percent increase in free trial sign-ups? Is it to grow website traffic for key landing pages by 30 percent? At the end of the day, for B2B brands it all boils down to driving revenue. The marcomm component is meant to move new business prospects down the marketing funnel from being brand aware to being brand loyal. Setting SMART goals and KPIs for your integrated efforts will help ensure you’re on the right track.

4) Select your weapons of choice

Not all platforms and mediums are right for every brand. In some industries, trade shows have a higher demonstrated ROI than weekly vlogs on YouTube. For others, the best way to reach decision makers is on LinkedIn and not through content marketing. The first question to ask when determining where to focus marcomm resources is, “Where are my customers spending their time and how are they influenced?” Almost as important is asking yourself, “What channels allow me to showcase my brand’s strengths?” If your brand offers something innovative but a bit dense and niche, then Instagram as a platform would be challenging to generate traction. Instead, speaking opportunities at conferences where you (or your CMO) have more time to explain nuances would be more impactful.

Remember, you have all the PESO (paid, earned, shared, and owned) channels at your disposal.

For Paid, consider if your audience is actively looking for your solution or if you have to be proactive in helping them realize they need your product or service. When thinking of earned coverage, would contributed by-lined articles support your communications goals or would an analyst evaluation be better? On Shared channels, selecting the platform must flow from determining the strategy for how social media will help reach the communications goal – whether by creating a community, showcasing thought leadership, engaging in the digital conversations prospective customers are having or otherwise.

Part of how IMC for B2B brands is different than for consumer brands is how owned content is leveraged. Owned content should be valuable to your customers and your customers’ customers. Your customers want to know you “get them,” but they also appreciate content that reinforces their value. The ROI is clear when you consider that B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. If your content is targeted, that increase in traffic means an increase in leads. Of course, that’s just one data set, but wouldn’t you like 300% of the traffic you’re getting now?

5) Use an umbrella to make it rain

Traditionally, an umbrella blocks the rain from hitting you. But for B2B brands, you need an umbrella that covers all of your IMC to bring in new business and make it rain. The umbrella, of course, is an overarching theme or idea that ties all of your marcomm efforts together. It could be owning a position or using some fun, quirky euphemism to convey the unique selling proposition of your product or reinforce a brand identity. This doesn’t mean that all efforts across all platforms need to look exactly the same. In fact, solid marcomm utilizes the most impactful features of each platform, but the umbrella campaign theme or concept keeps everything cohesive and consistent. When deciding an umbrella theme, think big picture about how it would translate across each of your decided platforms and whether it syncs with your strategy for how you intend to utilize each channel.

With audiences diversifying and a fragmented media landscape, there are no silver bullets for achieving communications goals. To be effective in moving the bottom line needle, communications – from advertising to PR, from social media to content marketing – need to be intentional in both strategy and timing. Check out a few ideas here, then follow these steps and you’ll be on your way to crushing the IMC plan and impressing your CMO.

Why engage Millennials in philanthropy? Here are 4 good reasons

By Kat Beaulieu—HR Communications Strategist

Twitter: @stubborngoat.com


There is a too common perception among donor-reliant nonprofits that targeting Millennials with fundraising efforts is a waste of time and resources. If the big donations tend to come from the bequests and corporations associated with older audiences, why put effort into trying to reach Millennials?

Engaging Millennials to support your nonprofit organization can have far-reaching benefits that positively impact your bottom line.

Here are four crucial reasons to reach out to them.

  1. Millennials are now the nation’s largest living generation.

That alone should be enough incentive. What business plan ignores the largest living demographic? A short-sighted one, that’s what. Through their sheer numbers, Millennials can make social media posts go viral, providing a tremendous awareness boost to charitable giving campaigns. Just look at the reach of initiatives like #GivingTuesday. And as a direct result of the ALS Ice Bucket Challenge, which took social media by storm, scientists discovered a new ALS gene.

  1. Because there are so many of them, Millennials are in tough competition for jobs.

Those who want to get ahead understand the value of having volunteer experiences on their resumes. Talented and eager Millennials will work for als ice bucket challenge GIF your organization for free on labor intensive but meaningful activities like events, emails, and social media. This can save your organization time and money. Pair your Millennial volunteer with an experienced individual who will share all the intricacies and nuances of the role. Imagine the awesome results when your paid Volunteer Coordinator explains the complexity of volunteer scheduling and the Millennial researches and implements the latest scheduling software, shaving 10-hours off the Coordinator’s weekly workload.

  1. Millennials want to be part of your boards–they just don’t know they’re invited.

Board appointments are another powerful reference Millennials would love to have on their resumes. Imagine the impact of replacing some of your retiree board members with Millennials. Instead of having people who have nothing to prove, you’d have people who have everything to prove. Again, you need to set them up for success. They’re new at this, so setting clear goals and expectations is key, and assigning a mentor is even better. But the time and cost-saving results of having an enthusiastic Millennial heading up or assisting on a board project can be remarkable.

  1. For Millennials, there is a connection between volunteering and donation amounts.

In fact, by a margin of more than two-to-one, Millennials who volunteer for nonprofits are more likely to make donations. Also, Millennials who form long-term volunteer relationships tend to give larger gifts and encourage friends and family to give and volunteer as well[1]. This means there’s an exponential effect to  kanye west vmas 2015 millennials vanguard award GIFengaging Millennials in volunteer work. Not only will the volunteer work likely lead to donations, but the Millennials will pull their friends and family in too.

These are four good reasons why your nonprofit should be engaging Millennials, but perhaps the most powerful one is that you’ll be benefitting now while building a relationship with future bequestors and corporate decision-makers.

Now that you know the ‘why’ allow us to help you with the ‘how’ to attract and engage Millennials to your nonprofit organization. Get in touch and let’s get the conversation started!

[1] 2012 Millennial Impact Report, by Achieve.

Influencing the C-Suite: 3 Tips for B2B Influencer Marketing

By Aisha Belagam

Twitter: @AishaBelaPR


Fashion bloggers jet setting to tropical destinations wearing the trendiest floral prints. Genetically blessed Instagram influencers promoting weight loss pills after an early morning session at Equinox. From selfies to flat-lays, these are the types of personalities and formats that typically come to mind when you hear the term ‘influencer’. But these personalities won’t do much for your B2B marketing strategy.

American Idol business jennifer lopez american idol american idol xiii GIFAs with B2C, B2B influencer marketing is about connecting with influential people in your community and leveraging them to build trust and credibility, driving your message. In this digital age, where social media is becoming a regular part of everyone’s lives, influencer marketing is becoming a vital part of the communications strategy. And yes, you can and should use it for B2B companies. The C-Suite is engaged on social media and 84% of CEOs and VPs say they use social media to help make purchasing decisions. Here are three tips to consider when developing your B2B influencer marketing strategy:

1. Where are they and who do they look to?

Who and what influences your target audience? Don’t get deflected by focusing on who has the most followers. A million followers do not necessarily equate to a huge influence on your target audience. This isn’t a popularity contest. Plus, upcoming thought leaders are more likely to have the capacity to pay attention to your brand. Focus on influencers who receive a large amount of engagement on topics relevant to your vertical. These are the thought leaders you’re looking for. The analysts, industry experts, authors, speakers, and media folk who are actively involved in industry discussions, leading the way with their expert insight and educated opinions. You’ll find most of them on LinkedIn and Twitter.

       2. Look within

Who understands your brand better than your team? No one. That’s why you should leverage the CEO, employees, and clients as part of your strategy.

Employee advocacy is a powerful thing. Encourage your employees to promote your brand, whether it’s through social posts and blogs, at speaking opportunities, or by getting involved at industry events. Empower those with the most knowledge, the ones who work on your brand daily, to become the thought leaders opining and engaging, increasing your brand’s visibility.

C-level executives are an integral way for B2B brands to make a personal connection. They are the thought leaders bringing the brand to life. Using C-level executives is a key way to build relationships with analysts and the media, increasing coverage and establishing credibility.

Share results. Success stories from your customers can be packaged into consumable case studies, infographics, and testimonials. It’s great to have your team promoting your brand, but there is an obvious bias. Your customers, on the other hand, don’t have the same stake in your company and their experiences add a layer of authenticity.

      3.  Don’t just promote your own agenda

Build a real relationship with your influencers so they are engaged before you need them. It’s a two-way street. Think about how you can help them while promoting your brand. Reference them as experts, quote them in your blog posts, give them access to your products or services, engage with their social content, and stay top of mind. When the time comes, they will be more familiar with you and more likely to go the extra mile to help your brand.Empire FOX music love happy best GIF

Influencers can help a B2B brand through numerous channels. Think about your goals and identify what your brand needs. Influencers can do everything from collaborating on social content to hosting a webinar, from being an ambassador at your tradeshow to quoting you in their latest interview.

As interest in traditional forms of advertising plummets, influencer marketing is becoming a more important part of the integrated strategy. Collaborating with influencers in the ways outlined above can help your brand become more influential in itself.

Want to learn how your brand can leverage influencer marketing? Drop us a line. With proven influencer marketing results with national brands in both the B2B and B2C sector, we can work with you to develop and implement an integrated strategy that brings your brand targeted, measurable results.

Marketing Meets Dating

By Ronda Williams—Marketing and Administrative Coordinator

Twitter: @R_Williams11


Let’s cut to the chase and dive into the juicy stuff! If you haven’t noticed, dating and marketing have a lot of similarities. The two worlds could almost be walking hand-and-hand. Let’s see why marketing and dating make a great pair.

Marketing meets Dating…

When you think of that first date, what comes to mind? When you think about marketing for a new client or company, what comes to mind? You guessed it, branding!

Branding… funny mad men advertising social marketing GIF

Business Dictionary defines branding as, “The process involved in creating a unique name and image for a product in the consumers’ mind.” 

You must first know your brand before developing a strategy. Identifying who and what the brand is in your market should be a key component. Your brand while dating is crucial as well! “First impressions are everything,” is what you should think about when preparing for that first date or new business venture.

eharmony advises these three basics to make a first good impression:

  1. Dress well (Custom brand design)
  2. Personal grooming (Choosing your target audience)
  3. Arrive early or on time (Timing the brand launch perfectly)

Strategy…Image result for strategy

According to the
book, “Marketing Insights from A to Z” strategy is, “the glue that aims to build and deliver a consistent and distinctive value proposition to your target.”

Developing a marketing strategy that is customized and unique is a goal that we strive to achieve for our client partners. As a marketing expert, you not only want to deliver wins for your client but you also want to create a trusting relationship with their audience.

Dating is all about finding a winning strategy to land that special man or woman! Playing hard to get might be a part of your strategy or waiting two days before calling. Whatever your strategy is while dating I’m sure you have one.

Physical Attraction…

When making the decision about who to date, most people encounter the question of, “is there attraction present?”

Madeleine A Fugère Ph.D. says, Physical attractiveness may serve as a gatekeeper directing us toward partners who are healthy and age appropriate.”

With that said, dating someone that you have no attraction to is not a good idea.G1ft3d art glitch glitch art g1ft3d GIF

Physical attraction in marketing is being able to develop content that will attract your target audience for that brand of interest.

Darren Pitt, a Social Media Lead Generation Specialist for LinkedIn says, “an effective attraction marketing system requires you as an internet marketer to offer information that will attract potential customers with an aim of establishing your expertise in a particular niche.”

Now that you have a little taste of how marketing and dating make a great pair, I hope you will be incorporating these into your next marketing opportunity or that spring fling!

If you have any questions or comments please feel free to contact me via email at: Twilliams@wrightoncomm.com or (858) 755-5411. Happy relations!

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How to Strengthen your Business with Diversity

By Ronda Williams—Marketing & Administrative Coordinator

Twitter: @R_Williams11


Diversity is defined as…

an instance of being composed of differing elements or qualities.

(W)OC has a diverse team of experts in various fields including communications, social media, public relations, graphic design, videography, and more. Not only is our team diverse but the industries we cover are also; this makes for a complementary partnership. Who says you can’t be an expert in more than one field?

The Facts about Diversity:

According to the Harvard School of Law, “the presence of an industry expert independent director is associated with an increase of 4.6% in firm value.”

Whether it be a firm, agency, or business having an industry expert will add to the value of your company.

Another fact  says, “40% of respondents in a recent survey of S&P 500 firms identified industry expertise as a desired background.”

We all could learn a thing-or-two from the business strategies of the S&P 500 firms.

Diversity in a Contagious Atmosphere:

At (W)OC we have a positive atmosphere that makes for less stress and allows us to GSD (Get Stuff Done).  Everyone here works together in  the benefit of achieving the tasks at hand.

Mark Nadler says, “You want people who understand the business and the industry that you’re in so they can think strategically.”

Having a team that is comprised of a diverse background makes for a winning team that can strategize together for the big win.

To put it simply, “a diverse team makes for a strong team!”

He goes on to say, “the roles of the individual board member, the outside person, is to pull the two sides together, to create a link and to bridge different opinions and different points of view.”  Again, backing up the concept of,

A diverse team = A strong team!

At (W)OC we help strengthen each other with our expertise. We’re always lending advice and coming together for a team huddle to create winning strategies for our client partner’s. Having that one team member that is an expert in such industries can be helpful to bring together both sides of a vision.

To learn more about the diverse industries that we cover please visit, www.WrightOnComm.com or give us a call at (858) 755-5411 and let us help bring your visions to life!

Does Listening to Music at Work Increase Productivity?

By Ronda Williams­­ Marketing & Administrative Coordinator’

Twitter: @R_Williams11


“Music gives a soul to the universe, wings to the mind, flight to the imagination and life to everything” -Plato

Here at (W)right On Communications we are encouraged to turn up our music and jam out as we work.  When you enter our office you might hear Julie Wright “fist pumping” to some EDM as she finishes up a report or Grant Wright “deep in focus” with some smooth jazz while he draws up a proposal. Then there is Keely Smith singing to Adele or Chance Shay listening to his “brotha-from-another-mother,” the artist formerly known as Kanye West. No matter what time of the day, we’re all listening to music as we work.

One morning I was wondering if listening to music while you work increases your productivity, so I started to research and here is what I found:

It’s good for repetitive work!

 “Various studies have indicated that, in general, people who listened to music while they worked on repetitive tasks performed faster and made fewer errors.”

How music affects the brain…

According to examinedexistence.com,

“The meter, timber, rhythm and pitch of music are managed in areas of the brain that deal with emotions and mood.”

So listening to music while you work should not only increase your productivity but also put you in a better mood. This article goes on to say,

            “A great way to relieve the tensions that bring you down is to listen to music. Soothing tunes can help relax your tensed muscles, as well as pace down your breathing rate.”

Having a relaxed mind and muscles can also help prevent prolonged work injuries to your arms and wrists.

Crew.com quoted neuroscientist and musician, Jamshed Bharucha, as saying:

 “Creative domains, like music, allow humans to connect in a synchronized way, helping us develop a group identity and makes us more likely to work together – which was an immensely important advantage for keeping the human species alive.”

Not only will listening to music while you work put you in a better mood but it will increase team morale in the workplace.

Just remember that you are in control of your mood and stress levels at work. Tomorrow is a brand new day so try something new and listen to some music while you’re getting stuff done.

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