The Mandate to Integrate

Recently, I was interviewed by Crains B2B on how developing and executing an integrated strategy for marketing campaigns can effectively increase your rate of return on a campaign, ‘warm’ up your otherwise cold leads and could potentially lead to new sales opportunities:

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090119/FREE/301199973

When one looks at the question of ‘integration’ within marketing, whether executing a brand strategy for a multi-national organization, a direct mail campaign advertising a webinar, or a personal branding strategy, looking at multiple channels and determining how they can effect a positive outcome is critical.

What made this specific campaign unique however was the use of LinkedIn to research and re-connect with leads. Through LinkedIn, we were able to re-qualify a high percentage of leads and increase traffic to the webinar we were marketing.

Overall, the proof that social networking has a role in the traditional marketing strategy is in how an organization utilizes it. In our case, advertising our webinar through re-connecting with lost leads helped this campaign. How can it help yours?