How to create an effective pharmaceutical marketing strategy in 2024

 

By Gavin Llewellyn 

Combine opportunity, strategy, and action to identify the right approach for your pharma brand

The last few years have been a rollercoaster ride for many of us, not least those within the pharmaceutical sector. Digital transformation is rapidly altering the way pharma brands communicate and deliver their products: consumers are becoming more knowledgeable and proactive, whilst businesses are having to adapt to an increasingly digital-first world.

And this has all happened alongside broader trends which KPMG believes will have a significant impact on revenues and business and operating models:

“The pharmaceutical sector is at a crossroads. In a heavily disrupted marketplace, characterized by shifting payer attitudes and patient empowerment, neither incremental adjustments nor steady evolution are likely to halt the decline of the traditional pharmaceutical business model.”

As a result of these different trends, it’s important for businesses to evaluate their digital communications and value delivery. Within the pharma sector, brands need to continue innovating and make their online experiences and customer engagement communications more effective. Moving into 2024, it will be crucial to have a clear, coherent and joined-up marketing strategy to compete. 

But why is it important to have a marketing strategy? I’ve highlighted below some of the key elements from Smart Insights’ marketing strategy definition to help explain why?

“A proactive, data-driven approach to marketing and communication activity across all channels and touchpoints. The marketing strategy informs all marketing activity taking place for the business since all marketing plans stem from this overarching structure and vision. Once the strategy is set and communicated, marketers use tactics to put into place their actions that drive to the result.”

Smart Insights has a wide range of strategic marketing guides, resources, and templates for pharmaceutical and healthcare companies looking to develop their marketing strategies. As we know, to succeed in pharma marketing today, marketers and managers must apply a data-driven, customer-focused approach to their strategy and planning, such as our popular RACE Framework lifecycle.

Take steps to optimize your marketing by joining Smart Insights as a Free Member today. Gain instant access to a wealth of digital marketing tools, some of which are mentioned in the article below, designed to help you convert more customers.

Within this post, we’re going to look at some of the key steps you can take to create a pharma marketing strategy that will set you up for success in 2024. 

3 key trends in the pharmaceutical sector

Although many strategic marketing models, frameworks, and plans can be applied to companies across different sectors, we need to first acknowledge the key trends in the pharma sector that will underpin your marketing strategy.

1. The impact of digital transformation and AI on content marketing

Whilst increased global use of AI is no doubt the major trend impacting the pharmaceuticals sector, it’s worth exploring how it has influenced marketing. The pandemic has forced many pharma operations to move online and provided new options to communicate with customers. This has given pharma brands an opportunity to create content for both healthcare professionals (HCP) and patients, and distribute this across different channels.

Now, we see generative AI used to increase content production, although at Smart Insights we recommend taking a blended approach. You can read our Free ChatGPTprompt cheatsheet for more tips on working collaboratively with AI to improve your work.

Needless to say, it’s become more important than ever to have a clear idea of the customer/ patient information journey and how to communicate with them at different stages:

2. The consumerization of healthcare

Pharmaceutical consumers want to have the same experience in healthcare that they have from other businesses. The presence of tech brands like Amazon, Netflix and Meta has exposed us to new information and levels of service that weren’t present 10-15 years ago. This has influenced what we expect from other brands, meaning marketers must take a customer-first approach to their marketing planning.

If you're not already familiar with it, don't miss this handy infographic on 15 uses of Machine Learning, Propensity Modeling, and AI. Even if you're not using all elements depicted in the lifecycle, you can use this structure to plan improvements to your customers' online experiences of your brand.

3. Enhancing consumer engagement

Competitiveness within the pharma sector and the consumerization of healthcare mean that engaging and retaining healthcare customers is crucial. This trend requires pharma companies to review and invest in platforms that they can use to create a consistent view of the customer across many touchpoints, including targeting, segmentation, and performance management:

Use RACE to structure your pharma company's digital strategy

Find out more about how your company can benefit from utilizing the RACE Growth System to strategize each component of your marketing funnel.

From strategy and planning to reaching customers and getting known, from encouraging interaction to increasing conversions, and keeping hold of loyal customers and advocates, the RACE Framework has everything your pharmaceutical marketing team needs to achieve your goals.

What's more, all our marketing tools, training, and templates are integrated across RACE, meaning you can adapt and prioritize key customer journeys to target high-value customers, using data and insights to confidently make decisions about your marketing strategy. Download your free digital marketing plan template to start today.

Optimize your marketing strategy using the Opportunity > Strategy > Action Framework

Opportunity, Strategy, Action is a perfect starting point for pharmaceutical marketing leaders looking to audit and reinforce their marketing strategies. This simple 3-step approach empowers marketers to adapt and react to internal and external factors influencing their customers' lifecycles:

1. Opportunity
2. Strategy
3. Action

To help bring this further to life, let’s look at each section of the OSA framework with some examples of how it can be used to create an effective pharmaceutical marketing strategy.

Opportunity

This stage is about evaluating the current contribution of marketing channels by reviewing your data and setting future objectives.

The consumerization of healthcare will give you a macro view of the current situation and where to explore further. The trend of people influencing and controlling their medical and wellness care is here to stay and is only likely to grow:

The consumerization of healthcare means that there is an opportunity for providers to develop strategies and market offerings that fulfill customer needs and preferences while fully engaging them in an end-to-end customer experience. 

With this background insight in mind consider the following:

• Your current performance and business contribution from digital channels
• The digital maturity of your organization - are you currently set up to tackle the new challenges?
• Review employees marketing skill-set to ensure they have the right tools and capabilities 
• Benchmark your company vs. the competition 
• Set SMART objectives informed by your audience and marketplace analysis

Strategy

Once you have a clear idea of what you want to achieve (objectives), you must define a strategy for how you will get there and which tactics you will use for customer acquisition (Reach), conversion (Act and Convert), and customer retention/loyalty (Engage).

The objective you’ve set in the first stage will help you shape your strategy. For example, if you are developing a new product offering, you may need to focus on Reach to build awareness of your brand and grow your audience. But if you are already established you may instead want to focus on Act to prompt interaction, subscribers, and leads.

The key steps to consider at this stage include:

• Review new business model options
• Update your brand positioning, including your value proposition
• Ensure you have a content marketing strategy 
• Brand governance, including new planning processes or new controls on communications
• A long-term roadmap - it’s likely that your strategic initiatives won’t be achieved within 6 months or even a year 

Action

Finally, you will need to define how your team will execute the strategy and the methods you will use to measure and track success.

In this stage, you will take your objectives and strategy and translate them into an action plan. If your pharma strategy is going to take a very content-oriented approach to inform and engage consumers, for example, Smart Insights’ Content Marketing Blueprint provides a structure and workflow for planning a content marketing program:

Once you’ve established the key actions, the next step is to define the metrics and KPIs to determine success.

The key steps to consider at this stage include:

• Create 90-day action plans for each quarter that show the focus on different techniques across paid, owned, and earned media
• Structure different strategic initiatives and improvements for 90-day plans across RACE (Reach, Act, Convert, Engage)
• Create a detailed budget for prioritized activities across paid, owned, and earned media
• Define dashboards and KPIs to review progress against your targets
• Create a resourcing and development plan to ensure your team has the right skills 

Pharmaceutical marketing bottom line

Pharmaceutical marketing leaders looking for pharma/healthcare marketing solutions need to consider their marketing strategies in the context of the RACE Framework and OSA. By applying a practical, data-driven approach, you can streamline your marketing activities and focus on your patients' customer journeys.

Interested? Discover new opportunities for your company and implement quick changes to start optimizing your marketing funnel. Join as a Free Member to find out more.

https://bitly.ws/3gB5j

The Content Marketing Matrix

 A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences

We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used for content ideation, i.e. to brainstorm future content ideas to generate leads, nurture prospects, encourage sharing and generate backlinks for SEO.

Since we created it eight years ago it's been shared many times and has inspired many 'mashups' in different formats as this Google search shows; great to see it's been useful!

I think our Content Marketing Matrix is a powerful mindtool for marketers since it's a content mapping tool, structured to help you think through two key dimensions of which types of content will best support the path to purchase for your target audience. The two dimensions are:

• 1. Awareness through to purchase conversion funnel shown on the horizontal axis
• 2. Emotional to rational content engagement formats available shown on the vertical axis

Here is our latest version:

The two dimensions used in this marketing matrix help you review how content can support the business to achieve its goals against how different formats appeal to different types of people.

As you read from left to right the matrix shows how different content assets can develop audience awareness and reach through the purchase process to nurturing and prompting purchase. This can be categorized as:

• TOFU - Top of Funnel
• MOFU - Middle of Funnel
• BOFU - Bottom of Funnel

More visual, interactive content to support emotional buying triggers is shown at the top of the matrix with more static content at the bottom supporting rational decision-making, also recognized as:

• Limbric brain - Your trust/'gut' feelings
• Neocortex - Your rationalization and communication brain

For more detail, don't miss my blog on the Golden Circle model, ie the what, how, and why of consumer decision-making.

If you're looking to develop your approach content marketing, I strongly recommend doing so within a strategic marketing structure, such as the RACE Framework, which will help you tie together all your different assets, channels, and platforms.

Thousands of Smart Insights members around the world are applying the RACE Framework to their marketing campaigns, to monitor KPIs at each stage of the customer journey and use data to rapidly optimize their marketing funnel. If you haven't already, download our free RACE Growth System template to structure your plan.

Did you know - nearly half of companies don't have a clearly defined digital marketing strategy? These companies are missing opportunities for better integration and risk losing customers due to out-of-date processes. With Smart Insights you can access ready-made tools and templates designed to help you drive performance using the latest digital marketing techniques.

How to use this content marketing planning template

The recommended process we use for applying our content matrix to companies or brands is:

• Step 1. Review how you assess the value of different types of content. Define how you will evaluate your content marketing ROI.
• Step 2. Review the current use of content marketing within a company by plotting the different content formats you use now on the grid.
• Step 3. Review competitor use of these content types through plotting on the grid based on the content assets they deploy on their website, social media, and email marketing
• Step 4. Brainstorm future content types possible.
• Step 5. Use your criteria from Step 1 to select new content types. When reviewing the potential of each content type, you should also think about its potential as evergreen content to attract inbound links and then organic visits to your site to help with SEO.

While you're at it, check out the 18 most important digital marketing techniques to make sure you're not missing any opportunities.

A more sophisticated content mapping approach will map content for each individual persona as shown in our persona template. We've also developed a Content Distribution Matrix which enables you to audit your use of digital media.

As always, all our content marketing tools and templates are integrated across the RACE Framework so you can confidently apply the most appropriate content techniques across all the key customer touchpoints in their decision-making journeys.

Credits - how we created our Content Marketing Matrix

We originally published this article in March 2012 when I worked with Dan Bosomworth who was our marketing director at the time. Dan, now at agency First 10,  had this graphic on a Post-It note in our office for months and we worked together and eventually published it!

By Dave Chaffey

https://www.smartinsights.com/

Marketing strategy vs tactics – why the difference matters

 

9 key differences between strategy vs tactics

‘What is the difference between strategy vs tactics?’ is one of the most common questions that 'crops up' when I’m running training workshops or discussing creating marketing plans with businesses.

It’s no surprise since the difference between these two activities often isn’t distinct. Yet, it’s an important question to answer since our research shows that so many businesses don’t have a clear marketing strategy or plan.

Without a clear strategy, it’s likely some of your tactics may be poorly directed, so may not be propelling the business in the direction needed.

9 key features that distinguish marketing strategy vs tactics

In this article, I will show the difference between strategy and tactics by looking at the characteristics of marketing strategy, which distinguish it from tactics. I’ll give examples that help show the difference between the two based on essential strategic activities.

What's the difference between strategy vs tactics?

Strategy dictates the marketing activity needed to achieve your business goals and vision, whereas tactics, the 'detail of the strategy', answer how exactly that will happen.

The 9 points below can be used to check if your current marketing strategy is high-level enough, compared to a tactical plan. You can also highlight the benefits of a marketing strategy when advocating for a more structured approach to strategy and planning within your business.

1. Strategy defines competitive advantage

Looking at strategy through the lens of how precisely you can compete against competitors is a good way of distinguishing between strategy and tactics. If it fits your mindset, you can think of it as your ‘rules of engagement’ in a battle or war.

Sun-Tsu was certainly  the first to write about this and Sun-Tsu's strategic thinking can be readily applied to marketing strategy, his well-known, but likely apocryphal quote illustrates this well:

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat".

If you're looking for a marketing strategy to reach and acquire more customers, why not book a free consultation to kick off your strategic planning? Identify your problems, and discuss solutions that work for your business. Find out more about the RACE Framework, and integrated marketing strategy tools covered in this blog.

2. Strategy defines top-level resource allocation

Every business has limited resources of budget, people, and time at their disposal in the same way a general does. So, an essential part of the strategy is deploying these resources to drive the biggest impact.

I like the technique of informing strategy by deciding what you WON’T invest in addition to deciding where you will focus. In this classic Harvard Business Review paper, it's suggested that many strategies fail because they are not strategies at all, instead, they are simply aspirations...

"One major reason for the lack of action is that “new strategies” are often not strategies at all. A real strategy involves a clear set of choices that define what the firm is going to do and what it’s not going to do".

3. Strategy sets a specific long-term vision

Within our RACE Growth System we explain the process of strategy development as Opportunity > Strategy > Action to distinguish between strategy and tactics.

Here the O includes performance and marketplace analysis, objectives and vision setting.  You need specific targets to work towards and review performance against. Lack of specific targets to be delivered by communications is a common problem when there is no strategy and people in a business are focusing on tactics only.

As well as these hard numbers, having a softer idea of future vision is important so you can communicate your direction with the people inside a business and beyond to partners and other stakeholders. Your strategy should define the linkage between vision, goals, objectives and how to achieve them through resource allocation.

4. Strategy sets specific long-term objectives

Collectively, tactics should support the overall direction of a business. They should contribute to the overall aims of the business. The best way to ensure that the tactics are contributing to overall strategic objectives is to LINK align objectives against strategies.

We also recommend building forecasts based on conversion models to ensure that strategic investments are going to give us the returns we need.

5. Marketing strategy defines priority markets, audiences and products

This is where Segmentation, Targeting and Positioning fits. Tactics will involve devising the best way to communicate these to audiences but typically won’t involve a strategic review of which are the best audiences or product/market fit.

In a larger business, using the BCG Matrix to review your portfolio of products and set future priorities for growth is a key technique.

Another key part of STP is defining key audiences and marketing personas which will inform the tactics of how you reach and communicate to these audiences.

6. Strategy defines brand positioning

Once our target audience characteristics, preferences and behaviors are defined through personas, the strategy involves defining how we want our brand to be perceived relative to competitors.

With extra financial pressures on customers, competitive advantage is even more critical for businesses in crowded marketplaces. In our experience, having a defined strategy can be the difference between make or break. If you're still looking for buy-in for investment in marketing, don't miss these 10 reasons you need a digital marketing strategy.

7. Strategy defines how to engage the audience through branding

Branding can be considered at a tactical level, for example, which brand idents and color-ways to use. But branding should also be thought through at a strategic level, to consider how a business can appeal to audiences through key messaging including message architecture and tone-of-voice, again part of positioning relative to competitors. That's why we recommend using the RACE Framework to plan your brand marketing strategy.

8. Strategy defines a long-term roadmap for investment in technology and other major investments

In today’s marketing, we also need to exploit data and technologies to get a better response from our tactics. We should techniques like AB testing available through conversion optimization tools to get the best results from the tactics we use. But to do this modern marketing strategy requires a marketing technology stack to be defined to achieve this

In this era of digital transformation, many organizations are running change initiatives to use marketing technology to improve their processes and use of customer insight and data.  The investments in digital experiences, marketing automation and, in future, artificial intelligence and E-learning will be significant.

So often, it won't be practical in terms of the cost of technology or the complexity of investment to implement everything required in one year. So longer-term roadmaps of martech to build an integrated martech stack need to be defined to support marketing goals.

9. Strategy helps steer activities through governance

Finally, a marketing strategy should link through to give businesses an overarching control of the tactics. This involves the Action part of OSA. As part of strategic planning, we need to make sure we have the best tactical process to ensure tactics are aligned with a strategy to make sure they are kept on track.

All businesses use tactics to run their marketing because these happen organically, but a marketing strategy doesn’t, instead it requires a proactive effort to define it and communicate it to inform tactics. It’s vital to define a strategy since ultimately this is what will make your business successful by differentiating it from your competitors.

By Dave Chaffey

https://www.smartinsights.com/

How to structure an effective multichannel marketing plan

 What are the essential parts of a multichannel marketing plan template?

Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers.

As outlined in our popular Learning Path module, structure a plan using the RACE Planning framework, the purpose of a multichannel marketing strategy is to empower marketers and managers to plan, manage and optimize the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years.

Examples of communications channels could include, for example:

• Websites
• Physical stores
• Catalogs
• E-mail marketing
• TV
• Text messaging
• Blogging
• Direct mail

The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories.

An effective omnichannel approach to marketing considers both communications techniques and channels required to enable customer acquisition for particular product or service categories. A multichannel marketing plan strategically connects multiple channels into one, thriving, multi-channel communications approach.

Smart Insights members are planning, managing and optimizing their multichannel marketing strategies with our dedicated marketing training. With bespoke options for small and large businesses alike, we have marketing solutions to help you achieve your goals. Find out how to create your winning marketing strategy today.

When to use it?

The key to a successful multichannel marketing plan is integration; a common challenge that most marketers face. If your organization has established a digital marketing plan, for example, it should not be used in isolation, but used to inform all your omnichannel activities.

Your multichannel marketing plan should set out campaigns that span multiple channels, catering to the customer, and tailoring them to fit multiple channels. Buying processes are controlled by the customer, rather than the marketer so the ‘always-on’ nature of multichannel marketing will reach customers via the inbound or outbound channel of their choice.

Organizations using an effective integrated multi-channel marketing plan will continuously stand out, gain qualified leads, and maximize conversion throughout the customer lifecycle. Your multichannel marketing plan should therefore continually engage, nurture, and retarget customers to convert to a sale.

What should be included in a multichannel marketing plan?

A multichannel marketing plan typically includes:

• Detailed customer profiles and relevant marketing communication channels for each
• SMART objectives for acquiring or retaining customers
• Marketing tactics including content marketing with an inbound focus
• The integrated marketing communications channels to be utilized, across multiple platforms and devices, to attract and convert customers
• How multichannel results will be measured for effectiveness, influence, and exclusion

Knowing which campaigns on which channels has led to the most sales will enable you to establish the success of your activities and the return on investment (ROI) that particular channel returns. Customers move across channels quickly, therefore both your strategy and analytics should simultaneously adapt.

Plan a new approach to digital marketing

Need a marketing plan that proves and deliver digital marketing ROI? Smart Insights members are using the RACE Framework to optimize their organization's approach to digital.

We have marketing training and tools to support you to accelerate your results through streamlined, effective, multichannel marketing. Book your free 1-2-1 strategy consultation to find out more.

Introducing the RACE Framework and SOSTAC®

For the perfect multichannel plan structure, I recommend you combine SOSTAC® and RACE planning. Why are two frameworks better than one, when we’re seeking simplicity? The reason is that each has its strengths.

The RACE Framework gives you a structure to plan, manage and optimize the many activities in the modern marketing funnel.

SOSTAC® guides you through the process of creating and implementing your marketing plan.

So, you can see that the strength of SOSTAC® as a general planning framework is also a weakness; it doesn’t apply specifically to the multichannel marketing communications needed to engage an audience through an engagement funnel.

Applying SOSTAC® to multichannel marketing plans

To make sure your multichannel marketing plan has all the essential features, I recommend the SOSTAC® structure developed by PR Smith—Dave Chaffey’s co-author of the printed book Digital Marketing Excellence.

SOSTAC® is a great framework for structuring business, marketing, or digital marketing plans since it’s relatively simple and logical, so it’s easy to remember and to explain to colleagues or agencies. SOSTAC® is a strategic planning process framework that gives you a clear structure to work through to create and manage your plan.

Situation analysis means ‘Where are we now?’ For multi-channel marketers, questions include:

• Are we measuring results accurately through analytics?
• Which type of prospects are we reaching online?
• What are our competitors doing?
• What’s working for them?

Objectives mean ‘Where do we want to be?’

• What is the growth forecast?
• What are the top-level goals 5 Ss (Sell, Serve, Speak, Save, and Sizzle)? Plus, we can build specific forecasts for leads and sales by channel to hit the business plan target. Good objectives are quantified against timescales.

Strategy means ‘How do we get there?’ Strategy summarizes how to fulfill the objectives. It is the shortest part of the plan, but arguably, the most important, as it gives direction to all the subsequent tactics. It answers questions including:

• Which segments will be targeted with which propositions?
• What positioning will we choose?
• How will leads and sales targets be achieved?
• Which channels should we focus our media investment on?
• What communications strategies will be used to support customer acquisition, conversion, and retention?

Tactics are the details of strategy (the marketing mix, communications mix, and channel mix are the tactical tools). They highlight on a campaign timeline exactly which tactics occur when. For example, how do we improve our ‘always-on’ communications, e.g. how to harness Marketing Automation alongside Content Marketing to generate and nurture leads.

To help you plan your multichannel marketing tactics effectively, the RACE Planning system will provide you with a simple framework.

The RACE Framework

RACE covers the full customer lifecycle or marketing funnel from:

(Plan) > Reach > Act > Convert > Engage

There is also an initial phase of Plan involving creating the overall digital strategy, objective setting, and plan.

RACE consists of four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. This infographic shows the goals for each part of RACE and how you can measure them.

1. Reach.
   Reach involves building awareness and visibility of your brand, products, and services on other websites and in offline media to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It involves maximizing reach over time to create multiple interactions using different paid, owned, and earned media touchpoints.
2. Act.
   Act is short for Interact. It’s a separate stage from conversion, encouraging interactions on websites and in social media. For most businesses, the main aim of the Act is to generate online leads. So, it’s about persuading site visitors or prospects to take the next step, the next Action on their customer journey when they initially reach your site or social network presence. It may mean finding out more about a company or its products, searching to find a product, or reading a blog post.You should define these actions as top-level goals of the funnel in analytics. Goals can include “Viewed product”, “Added to Basket”, “Registered as member” or “Signed up for an e-newsletter. Act is also about encouraging participation. This can be sharing of content via social media or customer reviews (strictly, part of Engage).
3. Convert.
   This is simply conversion to sale, online or offline. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online eCommerce transactions or offline channels.
4. Engage.
   This is long-term customer engagement and communications that is, developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interactions to boost customer lifetime value. It can be measured by repeat actions such as repeat sales and sharing content through social media. We also need to measure the percentage of active customers (or email subscribers) and customer satisfaction and recommendation using other systems.

Benefits of a digital marketing plan

A solid digital marketing plan has:

• Clear, realistic goals which you can be confident of hitting
• The best strategy to achieve these goals against your competition
• Sufficient details of the tactics and actions needed to translate the strategy into action
• A method to check you are on track with your plans

Streamline your digital marketing planning by applying the RACE Framework today. We've got marketing tools and training to support you and your team to optimize your digital marketing channels, platforms and customer experience.

Our step-by-step process is proven to drive growth, so you can win even more customers. Book your free 1-2-1 strategy consultation call to find out more.

Which type of business is a multichannel marketing plan most suited for?

A multichannel marketing plan is suited to:

•  Small to medium-sized businesses (SME/SMB) as an annual communications plan
• Larger businesses as an annual communications plan for one market or audience

It can also act as a longer-term customer engagement plan, focusing on one market or audience.

For larger organizations, implementing an omnichannel approach to marketing planning can be challenging, owing to obstacles when attempting to:

• Centralize goals
• Achieve coherent customer relationship management (CRM)
• Co-ordinate messaging across departments, brands and business units
• Achieve consistency across channels
• Measure frequency and reach of activities

How does a multichannel marketing plan relate to other plans?

A multichannel marketing plan is a marketing communications plan, rather than a broader marketing plan. Key outputs include:

• Marketing objectives
• Marketing budget
• Campaign plans
• Resource plans

Integration with other organizational plans is critical to connect them all into one, strategic, multi-channel approach to inbound marketing. Integrated with a multichannel marketing plan may be a marketing plan, a digital marketing plan, and a campaign plan, for example.  They inform the multichannel marketing plan and vice-versa.

Effective integration and compilation will result in a long-term integrated communications plan for utilizing all of your marketing activities together, to hit lead and sales targets.

Thanks to Sarah Cowman for sharing their advice and opinion in this post. Sarah, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results-driven marketing and communications strategies, plans, and campaigns. You can connect with her on LinkedIn.

By Sarah Lindley

https://cutt.ly/n96zRhZ