The Must-Have Elements in Successful Omnichannel B2B Marketing

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In the dynamic world of B2B marketing, omnichannel strategies are no longer a luxury but a necessity for truly engaging buyers. With an ever-expanding array of digital options at our fingertips, the real challenge lies in weaving these elements into cohesive campaigns that captivate rather than overwhelm. To help you navigate this landscape, here is a look at how seasoned marketers master the complexities of omnichannel marketing–and deliver exceptional results.

The 3 Elements of Omnichannel Success

When it comes to creating effective omnichannel strategies, there are three factors that can make or break your success:

  1. Understanding journey stages: Each stage of the buyer journey—from awareness to consideration to decision—requires different approaches and messaging.
  2. Identifying where your channels succeed: Every channel, including display, search, email, social, chat, and more, performs differently across a variety of metrics. Where one channel might be strong at driving users to your site, it might not convert those users to leads. When you understand the strengths of your channel mix, you can align those channels to the different journey stages.
  3. Integrating and automating your technology stack: By ensuring that your CRM, marketing automation, and analytics tools work harmoniously, you can streamline processes, enhance data accuracy, and gain a holistic view of your efforts.

Nuances of Journey Stages

To make the most of your omnichannel strategies, you must also understand the finer points of each stage of the buyer journey. To start, an accounts journey stage can tell you a lot about the account and the type of messaging they’re open to receive based on their historical activities and level of engagement.

For example, consider the account version of “at least buy me dinner first.” Engaging the audience before introducing lead generation moments is key to building trust and fostering relationships. To that end, here’s how to effectively warm up your audience and evolve your strategy:

  • Pre-Warming the Audience: Before you ask for anything from your audience, you need to give them value.
  • Introducing the Lead Generation Moment: Once your audience is engaged and trusts the brand, you can strategically introduce lead generation moments.
  • Adapting to Evolving Buyer Journeys: Buyer needs and behaviors constantly evolve; so should your strategies.

Next, it’s important to humanize the buyer journey stages. While each consists of different data points on the backend, like the number of engagement minutes with a particular persona, it’s important to make this information more human. For example, are you communicating with this individual as if it were taking place in-person at your organization?

Next consider what content you would personally want to receive. From there, you can tailor your content and messaging. By adjusting your communication based on the journey stage, you provide the right information at the right time, increasing the likelihood of conversion.

Not All Channels Are Created Equally

One of the least effective ways to start an omnichannel campaign is to invest the same amount of resources in every channel, assuming they’ll all yield the same results. Heads up: they won’t. Instead, look at the hard proof of how a given channel will likely perform. Start by evaluating metrics (e.g. website traffic, CPM, conversions, etc.) across channels to know the strengths and weaknesses of each one.

After establishing this, it’s time to establish your goals and desired outcomes by journey stage and channel. Map this information back to your journey stages to know where each channel will have the biggest impact. For example, your goal for the qualified journey stage audience might be to increase brand awareness, and you’ve found that display ads have the lowest CPM. You would then potentially decide to leverage display for the qualified audience campaign instead.

Automate Your Audiences

Finally, make sure you’re working from a single source of truth.

First, by having one centralized system that combines different solutions, all your audience lists will use the same data points. By relying on one list across multiple channels, you can simply activate it with a click of a button (rather than uploading one CSV across multiple platforms). Even better: if the list needs to change, you only need to change it one place rather than re-upload everywhere the audience list is being used.

An additional way to increase your success is to leverage dynamic audiences. Using dynamic audiences rather than a static CSV ensures your target lists are always up to date. As accounts move through the journey stages, they will automatically be updated in their new campaigns across channels and receive the corresponding content within the new campaign without any manual work on the users’ end.

Final Tips To Advance Your Strategy

Lastly, here’s some advice to help you make your omnichannel campaigns successful:

  1. Personalize at scale. Personalization goes beyond just using a prospect’s name; it involves delivering relevant content that addresses their needs and pain points.
  2. Leverage data to identify high-value accounts based on firmographics, engagement history, and predictive insights.
  3. Conduct thorough market research to understand industry trends, pain points, and opportunities within target accounts.
  4. Collaborate with the sales team to gain insights into account needs, decision-makers, and buying processes.
  5. Use Account-Based Marketing (ABM) tools to target and personalize campaigns for high-value accounts.
  6. Regularly review and update target account lists to reflect current market conditions and business priorities.

If you remember anything from this article, remember that omnichannel strategies are essential for effectively engaging buyers today. To create seamless and compelling campaigns without overwhelming your audience, follow the approaches outlined here. By examining how experienced marketers achieve success, you can also navigate–and excel in–omnichannel marketing.

Hannah Jordan
Hannah Jordan, senior digital marketing manager at Demandbase, is responsible for driving brand awareness, lead generation, and engagement across digital channels. Her work spans both overall strategy as well as hands on execution within the tools. Heading up a team of three, Hannah and her team are responsible for campaigns across display, paid search, paid social, content syndication, webchat, SEO, and CRO. By implementing an ABM / ABX strategy throughout their digital marketing efforts, she is able to engage the right accounts, with the right content, at the right time, to drive revenue and

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