This infographic provides a detailed guide for creating a top-tier B2B multi-channel strategy, highlighting key components for a unified cross-channel experience. Based on primary research involving 200 top B2B marketers from the Insights for Professionals (IFP) network, it outlines eight essential elements.
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Essential elements for every multi-channel strategy: 8 features to include
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- Holistic alignment across channels: Effective strategies encompass the entire Account-Based Marketing (ABM) roster via diverse channels such as Paid Social, Email, and Programmatic Display. This orchestrates a comprehensive brand awareness initiative, ensuring timely communication at essential junctures
- Centralized data for cohesive reporting: A centralized dashboard that amalgamates crucial metrics is essential for reinforcing alignment and ensuring precise reporting across channels. Such data integration offers a macroscopic view, facilitating the evaluation of channel efficacy and the alignment of goals with ROI
- Strategic sequential messaging based on data: Tailoring communication to reflect the target user’s engagement or purchasing phase enhances message relevance and impact. This strategy bolsters engagement across channels and refines remarketing efforts
- Consistent dialogue and synchronization among channel teams: Regular discussions ensure consistency in messaging and how content is presented across all platforms. Sharing performance insights improves transparency, consistency, and true collaboration among the different channel teams. Importantly, 47% of senior B2B marketers recommend weekly reporting as a key method to maintain this collaboration
- Ongoing evaluation and enhancement: Continual scrutiny and refinement maintain oversight over audience interactions with content. This proactive approach ensures content precision, targeting the appropriate audience via suitable channels with exact messaging
- Integration of channels with automation tools: Channel unification through automation platforms aggregates data, presenting an all-encompassing perspective of prospect behavior. This integration facilitates synchronized messaging across channels, resulting in fluid, multi-channel experiences across the buyer’s journey
- Explicit objective and KPI establishment: Setting SMART objectives and KPIs is paramount. Prioritize metrics such as conversion rates, revenue growth, site traffic, cost per lead, Marketing Qualified Leads (MQLs), and ROI to guide brand-centric decisions
- Targeted brand awareness initiatives: Emphasizing brand awareness across multiple channels guarantees that marketing initiatives effectively reach your intended audience, making a profound and lasting impression
Adhering to these guiding principles enables B2B marketers to formulate a dynamic multi-channel strategy that surpasses industry benchmarks and delivers an integrated, seamless cross-channel user experience.
