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.
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.
Ready to go multichannel? Here’s where to start:
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.
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.
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!