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Introduktion
Om du är en marknadsföringsledare och vi är av den satsande sorten, gissar vi att du sannolikt har varit under (enorm?) press att göra mer med mindre: nå högre mål med minskad budget, producera större resultat med mindre resurser, vara absoluta AI-experter, anpassa sig till förändrade prioriteringar med mindre tid på banan.
I jakten på att ligga steget före söker sig ledare ofta till den senaste och bästa tekniken, vilket är gott och väl... tills de misslyckas med att implementera den.
För att behålla en konkurrensfördel - eller ännu bättre, konsekvent överträffa dina konkurrenter - behöver du en integrerad uppsättning teknik, liksom en integrerad uppsättning människor och processer.
Det är dags att återuppfinna ditt sätt att arbeta med marknadsföring. Låt oss göra det tillsammans.
Sann, effektiv och mycket personaliserad integrerad marknadsföring handlar lika mycket om att stärka dina medarbetare och integrera dina processer som om att använda den bästa tekniken.
I den här guiden visar vi dig exakt hur du kan leda ditt team med en större, tuffare och djupare implementerad strategi, med vägledning som du kan ta med dig hem. Nästa gång någon frågar: "Gör ni integrerad marknadsföring?" kan du säga: "Absolut, det är allt vi gör."
Du kommer inte att ljuga, och beviset kommer att finnas i siffrorna.
Vad är integrerad marknadsföring?
Behöver du en snabb grundkurs i definitionen av integrerad marknadsföring? Inga problem.
Integrerad marknadsföring, som ibland kallas integrerad marknadskommunikation, är processen att leverera en konsekvent och relevant varumärkesupplevelse till din målgrupp i varenda en av dina marknadsföringskanaler.
Idag gräver vi en nivå djupare för att utforska hur en integrerad marknadsföring av dina medarbetare, processer och verktyg kommer att gynna ditt team och dina resultat, inklusive att bryta ner de giftiga, traditionella åtskilda team som inte leder någonstans.
The benefits of an integrated marketing strategy
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Breaks down traditional silos
Spoiler alert: Traditional team silos are so out. With an integrated marketing approach, you break down those silos that too often divide your marketing team and their efforts. Instead, with a series of strategic actions—like introducing more efficient workflows, streamlining your communication channels, and adopting the right martech tools—you foster a culture of collaboration and alignment. The result? A unified front that improves communication, streamlines decision-making, delivers consistent results, and enhances your team's creativity. Tick, tick, tick. ✅ 
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Better marketer experience
At Optimizely, we're all about making marketers' lives easier by banishing content chaos, marketing mess, and general day-to-day stress. That's kinda why we're so obsessed with integrated marketing strategies.
By breaking down those team silos and enhancing both collaboration and creativity, an integrated marketing strategy allows your team to be more supported, spend more time doing the tasks they enjoy, and generally, be more excited to get out of bed in the morning.
Because of this, you'll see them perform with greater efficiency, precision, and creative freedom. Less of the creative burnout, more of the 🔥 FIRE 🔥 content.
Experiencing a lot of team burnout? Here are the signs your marketing team is broken (and how to make it better).
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Better customer experience
As the adage goes, "garbage in, garbage out." Investing in your marketer experience is a direct investment toward their output: your customer experience.Today’s customer expectations are more complex, demanding, and intricate than ever. Channels and touchpoints are multiplying, attention spans are waning, competition and content are more saturated than ever.
But experiences that meet these new standards don’t just happen—they take an incredible amount of deliberation, intentionality, and strategic insight from your marketers.
För att göra enlång historia kort: Fördelarna med integrerad marknadsföring är... integrerade; de hänger ihop. Snacka om att praktisera det man predikar.
ledarskap & strategi
Strategiskt ledarskap: Hur du samordnar ditt team för att nå framgång
Som ledare inom marknadsföring är din roll att skapa en enhetlig miljö där varje teammedlem känner sig som en del av det större uppdraget. Så här leder du med syfte:
- Anpassa marknadsföringsstrategin till de övergripande företagsmålen: Omvandla företagets viktigaste mål till specifika och genomförbara marknadsföringsinitiativ för att ge teamet vägledning och bevisa att de har effekt på slutresultatet.
- Skapa delade OKR: Förtydligavarje teammedlems roll och ansvarsområden - med betoning på ägande, ansvar och lagarbete.
- Led med öppenhet först: Var otroligt öppen om teamets riktning, beslut och skälen bakom dem. Uppmuntra feedback och ta itu med utmaningar på ett öppet sätt för att skapa ett prejudikat för ärlighet och respekt.
Behöver du fler tips på hur du får ditt team att harmonisera? Kolla in vår guide om team alignment.
Chief Marketing Officer
Team, kultur och genomförande
Julia Maguire, Digital Marketing Director, sätter sig ner med Michiel Dorjee, Digital Marketing Director, för att förklara balansen mellan att bryta ned åtskilda strukturer och uppmuntra kreativitet (maj 2024)
Nästa stopp: Definiera teamets uppdrag och vision
Genom att definiera och kommunicera er vision skapas en gemensam förståelse för ert syfte och era förväntningar, och ni säkerställer att alla är överens och engagerade i samma mål.
Och sedan..:Definiera teamets värderingar
Delade värderingar är grunden för er kultur som marknadsföringsteam. De formar beteenden, influencerar beslut och främjar enighet.
You’ll notice that ‘no marketing of marketing’ is one of our core values as a team, meaning our principle is not to boast externally about our accomplishments.
By doing the right things and delivering real results, our hard work will speak for itself.
framework, process & creativity
How to run effective integrated marketing campaigns
The most effective marketing campaigns are built on a solid foundation, which consists of a) a strategic framework paired with b) the right processes.
Here, we’ll pull the curtain back on a proven approach that has consistently driven success within our own organization—and it might just be the key to unlocking your team’s potential, too.
Strukturera ditt marknadsföringsteam
Låt oss vara ärliga; olika organisationer har olika prioriteringar och därför olika strukturer för marknadsföringsteamet.
Men vi har ett hett tips till dig, som du kan tillämpa på vilken organisationsstruktur som helst.
Inspirerad av general Stanley McChrystals Team of Teams arbetar Optimizely One med marknadsföring i en nätverksmodell som förbättrar anpassningsförmåga, självorganisering och samarbete, som kännetecknas av:
- Delad medvetenhet:Radikal synlighet, transparens och informationsdelning.
- Stärkt beslutsfattande: Låter personer som är närmast verksamheten fatta viktiga beslut .
- Smidighet: Möjliggörs av ovanstående element, vilket underlättar oöverträffad hastighet och anpassningsförmåga.
Chief marketing officer
General Stanley McChrystal's Team of Teams
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Shafqat Islam, CMO, Optimizely sits down with Ellie Dunbar, Sr. Content Marketing Manager, to explain the benefits of working in a team-of-teams style marketing org (May 2024)
Planning your campaign hierarchies
- You are first and foremost custodians of your business. Everything you do should stem from your brand.
- Take your company's wider end-goal objectives and break them down into big bets—strategic plays that move your organization toward a goal in pursuit of revenue and profit growth.
- Your integrated campaigns will live under your big bets. These campaigns should include the topics you want to own, grow, and build authority on—topics that all channel owners across the globe can focus their work around.
- And then every. single. aspect of your marketing—every channel, tactic, activity, every piece of content—should ultimately ladder up to a defined integrated campaign.
The supporting resources you need to bring your integrated campaigns to life become much clearer, and you're able to connect everything directly back to your company goals by using this structure as a lighthouse.
digital marketing director
Integrated campaign structure
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Julia Maguire, Digital Marketing Director, sits down with Michiel Dorjee, Digital Marketing Director, to explain how Optimizely runs integrated marketing (May 2024)
Working in tiger teams
‘Tiger teams’ originated in the aerospace and defense industries (most notably during the Apollo program) to describe a group assembled to solve specific, often critical, technical or systemic problems.
Tiger teams defined: A small, cross-functional group of experts who come together to solve specific problems, or work on specific projects or product solutions.
Dynamically staffing our integrated campaigns with tiger teams of channel experts has helped us shed the segmented setup that many marketing teams might be familiar with today.
Choosing the right messaging
FYI: We're making this section a case for more creativity and more testing.
Why? Because allowing your teams to take calculated risks and experiment with new ideas encourages creative problem-solving and can lead to unexpected breakthroughs that significantly advance your organization's goals.
We’ve been working to reignite the creativity in our marketing campaigns for a few reasons:
- We want to be a brand that people think about on the weekend
- Award-winning creative campaigns generate 11x more ROI than non-awarded campaigns
- It’s just... so much more fun for marketers to work on
Here are some of the boldest creative marketing examples (and risks) we’ve taken lately:
And here’s why we’re able to do it.
- Maintained persona placemats and messaging briefs for each of our products align everyone on who our audience is and what we want to say to them.
- We always know our campaign objectives, the action(s) we want our audience to take, the channels we want to go after, and the budget we have to execute.
- Most of our meetings don’t exist anymore, so the ones we do have are saved for collaborative brainstorming and creative endeavors.
- We have access to reliable data and testing tools to make decisions about what does and doesn’t work.
As storytelling expert Jonah Sachs says, “Good marketers see consumers as complete human beings with all the dimensions real people have.”
A fresh, creative approach is how you’ll connect with real humans, win the eyes of your audience, and get back to driving real ROI.
digital marketing director
Guardrails for integrated creativity
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Julia Maguire, Digital Marketing Director, sits down with Michiel Dorjee, Digital Marketing Director to talk about the positive impact on creativity with an integrated marketing approach (May 2024)
Tools and technology you need for integrated marketing
Integrating a centralized and collaborative platform into your marketing technology stack provides a single source of truth to ensure every team member is on the same page and working together.
When selecting a platform, look for features that promote seamless collaboration, streamline workflow management, and offer comprehensive analytics to track and measure success.
AI as an integrated marketing sidekick
While we can stop sweating over the idea of AI stealing our jobs, we shouldn't boycott it completely out of spite. In fact, there are a lot of practical uses of AI for marketers, including:
- Content creation
- Automation
- Brand-specific content
- Experimentation
- Auto-suggest
- Personalization
AI can play a part throughout your content lifecycle. By integrating AI directly into your workflows, you will streamline efficiency and enhance the quality of work produced—all within the familiar environment where your team already operates.
Get your hands on our AI playbook, made especially for marketers, to take your team's AI knowledge levels from general to guru, making sure it's being used to its full potential.
product and engineering
The benefits of AI for marketers
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Lauren Hammarstedt, Sr. Director of Product Management, sits down with Zahid, Sr. Manager of Software Engineering, to discuss the different ways AI is helping marketing teams (May 2024)
Calendar views for increased visibility
Shareable, comprehensive calendars views provide a system that gives everyone full visibility into current and upcoming marketing activities.
Leadership always knows exactly what projects are in flight, marketers can see what’s heading their way, and nobody wastes time on duplicative or redundant work.
Source: Optimizely Content Marketing Platform visual campaign calendar
Workflows for collaboration, ownership clarity, and deadlines
Collaboration. Is. Key.
Flexible automated workflows help your team (and other teams that you work with) spend less time in meetings about work and more time being creative, doing the actual work, or getting feedback quicker.
Everyone knows exactly what’s expected of them, the cumulative effort needed to get a project over the finish line, and what deadlines the group is working toward.
Source: Optimizely Content Marketing Platform workflows
Clear reporting and measurement
Clear, reliable, and digestible reporting is what helps your team make informed decisions, evaluate and refine their strategies, and ultimately drive growth by focusing on metrics that matter most to the business.
This makes a difference to, not only your content and campaign performance, but operational and efficiency reporting too. Use reports to determine bottlenecks, how long it takes to create different content formats, how many pieces of content you have per topic, and so on.
Source: Optimizely Content Marketing Platform content analytics and operational efficiency metrics
Your teams should be able to easily access information to analyze which assets are driving the most traffic or desired behaviors, understand how audiences are engaging with their activities, and quantify the impact on lead generation and revenue.
Pssst... you might find our guide to evaluating content marketing platforms very handy too.
Build your integrated marketing strategy
By implementing the strategies outlined above, you're well on your way to leading an efficient, effective, and truly integrated marketing team capable of achieving remarkable results.
Ready to deepen your knowledge and refine your approach to integrated marketing? Check out our 10 step guide to building your integrated marketing strategy.
