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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!


Welcome to Lynda.com (from LinkedIn)

What you should know before watching this course video.

Culture eats strategy for breakfast.

TSE_Front_NEW3D Amazon_agold-book     The Social Employee offers an unparalleled behind-the-scenes look at the social business success stories of some of the biggest brand names in the business world, including IBM, AT&T, Dell, Adobe, Southwest Airlines, Cisco, Acxiom, and Domo. These cutting-edge brands have all come to the same realization: the path to social business lies through empowering the social employee. The brands that leverage their employee base in order to engage customers and prospects through social media are the ones destined to win the marketing wars. This book not only details the astronomical rise of the social employee, but also outlines the innovative methods that leading companies have employed to foster cultures of enthusiastic and engaged workers. FORMcGrawHill_RedEWORD by David C. Edelman, Global Co-Leader, Digital Marketing & Sales Practice, McKinsey & Company AFTERWORD by Kevin Randall, journalist for The New York Times, The Economist and Fast Company

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