Imagine your target audience as savvy explorers, equipped with maps, compasses, and an eye for hidden treasures. Now, picture a lone signpost in a vast desert—pretty easy to miss, right? That’s what relying on a single marketing channel is like. But with a multichannel strategy? You’re giving those explorers a full-blown GPS system, complete with landmarks, checkpoints, and maybe even a pit stop for snacks.
For B2B companies, mastering multichannel marketing means creating a roadmap that not only captures attention but also locks in engagement and supercharges your ROI.
Why Multichannel Marketing is Non-Negotiable for B2B
Gone are the days when one marketing channel could do all the heavy lifting (like LinkedIn or SEO only for B2B just a few years ago). Today, buying decisions are often made by entire committees, with each member bringing their own preferences and habits to the table. This diversity necessitates a presence across multiple channels, delivering content that speaks directly to each stakeholder.
For CMOs, a multichannel strategy is not just a marketing plan—it’s a critical component of your business growth strategy. By integrating your marketing efforts across channels, you ensure that every touchpoint aligns with your overarching business objectives, driving sustained growth and long-term success. According to Forrester, 67% of the buyer’s journey in B2B takes place digitally, with multiple touchpoints influencing decisions. This makes a multichannel approach not just beneficial, but essential. Moreover, a study by Google found that companies with robust multichannel strategies enjoy a 30% higher lifetime customer values are attributed to consumers shopping across multiple channels compared to those sticking to just a few channels. The takeaway? Spread your marketing efforts wide, and you’ll maximize your reach, engagement, and, ultimately, your impact.
Must-Have Channels for a Killer B2B Marketing Strategy
Ready to go multichannel? Here’s where to start:
- Search Engine Optimization (SEO): SEO is the foundation of your digital marketing house. If your content isn’t easily discoverable, you might as well be whispering in a hurricane. Focus on both on-page and off-page SEO tactics to boost visibility. According to a survey by HubSpot, 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.
- Paid Media: Want to supercharge your reach? Paid media is your fast lane. From paid search ads to social advertising and display ads, these tactics help you connect with your audience at just the right moment. Personalized and programmatic approaches are particularly effective, with programmatic advertising expected to account for 91% of digital ad spend by 2027.
- Social Media Management: Social media isn’t just for memes and cat videos (though those are great too). Platforms like LinkedIn are perfect for thought leadership and networking, while Twitter and Facebook offer broader engagement opportunities. Tailoring your content to each platform is crucial, with 54% of B2B marketers saying they’ve generated leads through social media.
- Content Marketing: High-quality content is your secret weapon. From whitepapers to blogs and case studies, develop content that speaks directly to your audience’s pain points. This content can be used across multiple channels, driving engagement and establishing your brand as a thought leader. According to the Content Marketing Institute, 91% of B2B marketers use content marketing to reach customers.
- Email Marketing: Personalized email campaigns can nurture leads and guide them through the buyer’s journey. Use segmentation and automation to deliver targeted messages that hit the mark every time. Research by Campaign Monitor shows that segmented email campaigns can increase revenue by as much as 760%.
- Conversion Rate Optimization (CRO): Your website is your digital storefront—make sure it’s optimized to turn visitors into customers, advocates, and fans. Regular testing and data-driven tweaks can make a big difference in your conversion rates. In fact, companies with a structured approach to CRO are twice as likely to see a significant increase in sales.
Crafting a Cohesive Multichannel Strategy
So, how do you bring all these channels together into a seamless strategy? It starts with understanding where your target audience hangs out online and what kind of content they love. LinkedIn, for example, is your go-to for reaching decision-makers with thought leadership content. Email, on the other hand, is perfect for nurturing those leads with personalized offers and updates.
Consistency is key here—your brand voice should be recognizable, whether it’s coming through a social post, a blog, or an email newsletter. This builds trust and reinforces your brand identity, making it easier for potential customers to connect with you.
At (un)Common Logic, we don’t just follow industry trends; we set them. Our proprietary approach to multichannel marketing ensures that your brand not only reaches your target audience but also resonates with them, creating lasting connections that translate into measurable results.
Measuring Success in Multichannel Marketing
You can’t improve what you don’t measure, right? That’s why tracking the success of your multichannel marketing strategy is crucial. Tools like Google Analytics, HubSpot, and Salesforce are your best friends here, offering insights into which channels are driving the most engagement, conversions, and ROI.
Set clear KPIs (Key Performance Indicators) for each channel—think click-through rates, conversion rates, and customer acquisition costs. These metrics will help you fine-tune your strategy, allocate resources more effectively, and optimize your efforts for even better results.
CASE STUDY | Driving a 75% Increase in Leads and a 312% Reduction in CPL with a Multichannel Approach for a B2B Healthcare SaaS
(un)Common Logic collaborated closely with Verato to overhaul their marketing strategy, shifting from a singular focus on paid media dominance—where the goal was to always appear first in search engine results pages (SERPs)—to a comprehensive multichannel approach. This new strategy balanced both high-funnel brand awareness initiatives and low-funnel conversion-driven tactics across multiple channels, including paid search, SEO, and programmatic advertising.
Our SEO efforts aligned with the multichannel strategy, focusing on visibility for high-converting terms and netting new customers at every stage of the buyer’s journey. By integrating paid media efforts with organic search and other digital channels, we ensured that Verato’s messaging was consistent and relevant, reaching decision-makers across different touchpoints. This holistic approach allowed us to serve tailored ads and content to the right audiences at the right moments, driving not just impressions but meaningful conversions.
As a result, Verato experienced a 75% increase in leads and a 312% reduction in Cost Per Lead (CPL). This steady pipeline of quality leads didn’t just fill the top of the funnel—it also created Marketing Qualified Account (MQA) opportunities that directly fueled revenue growth. By leveraging a multichannel strategy, we were able to connect with key stakeholders at various stages of the buyer journey, ensuring a seamless and effective path to conversion.
Your Guide to B2B Marketing Success
For B2B marketing, a thoughtful multichannel strategy isn’t just a compass—it’s your map to success. Engaging your audience across multiple touchpoints transforms your brand into the trusted guide they need on their purchasing expedition. By crafting a seamless and dynamic marketing presence, you’re not just catching their eye—you’re forging alliances that pave the way for long-term triumph.
Ready to take your digital marketing strategy to the next level? Contact us today to see how we can help you achieve your marketing goals!