As I read various Blogs and articles to prepare my own post, i am consistently surprised by reading thoughts such as “Integrated Marketing Initiatives are becoming more attractive…” I am not going to name the source, but this thinking causes me to scratch my head and wonder when Integrated Marketing Communications was not attractive. I have been marketing for over twenty-five years and have been practicing IMC throughout my career. The only way i know how to do it is to integrate all marketing messages, campaigns and channels into one compelling voice that is relevant with target customers.
Okay, enough with the soap box…what does this mean to the Tech Marketer that may be having trouble maintaining a consistent message, organizing its various product teams, sales and marketing department around planning and implementing an integrated campaign? Here are a few thoughts specifically about the message development phase of IMC. I am leaving out all of the upfront research and planning, because, I see the messaging issue fragmented more times than not.
A big stumbling block for integrated marketing efforts is usually a lack of communication between product teams, marketing communications and sales. With each department thinking and speaking with different voices, value propositions and messaging becomes inconsistent and fragmented. For marketing communications efforts to increase their potential for success, there must be alignment with your strategy, products and internal subject matter experts (i.e. Product Management and Product Marketing). Try organizing each department to play a role in the big picture:
Content Providers –
- Relevant marketing messages are very dependent on input from product management and product marketing since most value propositions begin with addressing the target buyer problem or need with a solution that solves the marketplace issue.
- Product Management should be the content provider defining the fundamental problem, “why” it’s critical to solve, and how your tech solution represent the answer.
- Product Marketing takes this core value proposition and creates messaging that is relevant to key trends and business drivers influencing market segments.
- Marketing Communication should act as the delivery engine, ensuring all value messages support the corporate brand identity and delivers those messages via the mediums most likely to connect with buyers.
Customer Voice –
- Product managers should be aware of their target customer’s current needs and accurately anticipate the evolving requirements of their target buyers.
- Sales teams can round out the thinking by providing valuable insight gained by their conversations with buyers and actual users regarding what they need, want and are willing to buy.
Education –
- Product Management and Product Marketing should act as conduits between markets, customers and internal teams such as engineering/product development and sales. Both should be able to articulate market dynamics and their relationship to real customer business needs before solutions are designed and built. Before, during and after the business needs are met with new tech solutions, these two roles should be educating all internal teams on the market and business drivers behind new and existing offerings.
- When these functions are relegated to specific tasks towards the development of messaging, your integrating marketing messages should result in a clear value proposition delivered in a relevant voice of your target customers through marketing vehicles consumed by your target.
