The G2 Show: Marketing Integration Needed Again

July 11th, 2012

G2 Marketing in the Round

The G2 show (aka authors Gini Dietrich and Geoff Livingston) is making the presentation rounds, landing in D.C. this June to promote integrated marketing campaigns. All the rage of the first tech bubble, marketing integration fell-out of vogue once the bubble burst. G2 says it’s time to break down the silos and work together, again.

Dietrich says the best way to make the integration work is to get CEO buy-in. In their book, Marketing in the Round, G2 suggests making the CEO’s job easy by providing messaging and scheduling both all-staff and in-person meetings.

Livingston and Dietrich realize discussion leads to ideas, so they gathered a panel of industry leaders: Alejandra Owens, AARP; Maddie Grant, SocialFish; Lisa Byrne, Pappas Group; and Kevin Fawley, Social Media Club D.C. This creative team recommends:

  • Look at using Facebook sponsored stories rather than ads.
  • Give others referrals and ask them to call you in on business, so you can get good in-bound word-of-mouth business.
  • Use multiple communications spokes to push out your messages. (Another reminder not to communicate on silos!)
  • Keep social media responses conversational.  In other words, talk to people.
  • Educate and teach people how to communicate conversationally.
  • Be able to admit that you are not good at everything, and then find people who do have a voice for social.
  • Don’t forget to respond to people on social media and don’t be accusatory.

Are you marketing in the round or are you siloed? How can you help move your organization toward integration? Please share your ideas with the BurrellesLuce Fresh Ideas readers.

7 Responses to “The G2 Show: Marketing Integration Needed Again”

  1. Thanks for the fun write-up, Debbie. I agree, without CEO buy-in it’s hard to integrate. You also really need to change the incentive structure to make things work. Hope you are doing well, and looking forward to catching up!

  2. Debbie Friez says:

    I appreciate the comments from one-half of G2, Geoff! You bring-up a good point on changing the incentive structure, so people will want to make integration work.
    I hope to catch-up with you, soon!

  3. Lisa Byrne says:

    Thanks for the mention! Glad you enjoyed the event and good to see you 🙂

  4. Debbie Friez says:

    Thanks for the great ideas at the G2 event, and I hope to see you, again, soon, too!

  5. I’m sorry, but one of the best parts of the event was meeting you and getting that hilarious video about our mutual friend who is not to be named. I can’t wait to see you again!

  6. Debbie Friez says:

    You are too sweet! I can now say, I’ve met Gini IRL! The video for the unnamed friend will forever keep the evening alive. I hope to see you very soon.

  7. Jason says:

    Great recommendations from your creative team! Thanks for sharing, I will definitely keep this article in mind for reference.
    Jason@ Chicago Franchise PR

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