Our agency has been living in a B2B world for a long time. We recognize that integrated digital marketing is one of the biggest B2B advances in the last 40 years. And here’s the thing. The addition of “digital” puts B2B integrated marketing on steroids. You can reach anybody, anywhere, in a matter of seconds, at almost no cost. That’s a powerful tool, especially if all your marketing communications elements are working together as one team…with one shared mission.

Bringing It All Together

The most successful companies are able to integrate all their marketing tactics. It is a strategy that makes your marketing stronger and more effective, but not everyone is trying it. Why not? Implementation of internet capabilities has been fragmented instead of strategically planned. 
Digital marketing didn’t just happen all at once — it came in waves. First came websites. Perhaps your company is on website generation two, three, or four already. Next, you expanded your digital presence via email, blogs and social, etc. Then the need for quality content became a priority, and then the rush for inbound marketing automation and SEO expertiseThe successful brands are the ones that have been able to ride the waves and successfully integrate them into their program, allowing them to become stronger and grow their expertise. 
Digital tactics weren’t neatly delivered in a marketer’s starter kit box. It has been the complete opposite — with the next tool on the toolbelt being marketing automation. Currently, about 51% of companies are using marketing automation. And more than half of B2B companies (58%) plan to adopt the technology soon. However, adopting it into your repertoire means more than buying the software. You need a coherent digital communications strategy to efficiently reap its full benefits.

The Vital Next Step

So, you and your brand are somewhere along the digital integration continuum. If you’re among the early adopters and you’ve got your strategy finalized — awesome. Your next step is to fully integrate digital marketing with all your proactive outbound marketing activitiesThis is the crucial step that optimizes your marketing communications performance and delivers the payoffEverything — website, advertising, PR, blogs, social media, trade shows are unified to work as a team to reach your brand objective. One master integrated digital communications strategy cuts costs and drives success.

In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

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Joe SchubertJoe Schubert founded Schubert b2b in 1978 to raise the performance of tech marcom to new heights. Before falling in love with B2B marketing, Joe started his professional career as a computer engineer out of Villanova and University of Pennsylvania, and worked for companies including Unisys, IBM and AT&T.