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Marketers would be wise to remember the motto of the Boy Scouts of America: Always be prepared. It’s true that designing, piloting, and launching a successful integrated marketing strategy takes time. It’s also true that many of us don’t feel like we have enough time to do things the right way. However, time spent now is time saved—and money earned—later.

In 2016, Salesforce found a strong correlation between preparation and performance:

  1. When asked if they had adopted a customer journey strategy, high-performing marketing teams were 8.8 times more likely than underperforming teams to agree than underperformers.
  2. When asked if they had integrated customer experience initiatives across the organization (e.g., marketing, sales, service), high performers were 7.7 times more likely to agree than underperformers.
  3. When asked if their social media activity was integrated with their overall marketing strategy, top performers were 3.2 times more likely to agree than underperformers.

The study had plenty of other interesting findings as well, but just from these three numbers, we can learn two things. First, top-performing brands are far more likely to have an integrated marketing strategy that is focused on customer experience. Second, those strategies weren’t thrown together with chewing gum and toothpicks. They were carefully planned, tested, and executed.

The Only Term You Need: Brand Choreography

So what is the solution, and how can you get started?

Two words: Brand Choreography.

In my LinkedIn Learning video tutorial course “Marketing Foundations: Integrated Marketing Strategies,” I introduce Blue Focus Marketing’s Brand Choreography framework. Using this model, marketers can learn how to turn abstract concepts like integrated marketing, customer experience, and employee advocacy and turn them into actionable—and measurable—processes.

To bring it all together, we have filled this video tutorial series with plenty of real-world examples, from major B2B brands to up-and-coming B2C innovators. We’re excited to share this course with you and help you take your marketing efforts to the next level. To learn more about the course and how to register, head on over to LinkedIn Learning today!


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