Multi-Channel Strategy:
ENGAGE!
A step-by-step guide for creating a multi-channel ABM strategy for maximum engagement
We’re getting you ready for multi-channel lift-off with our new practical guide to multi-channel engagement. While it can be intimidating to begin to plan how you’re going to create a truly effective multi-channel strategy from the ground up, we’re giving you a thorough flight plan–including what tools you need, where you should be spending your money, and how much money you should be spending–AND we’re even sending our best crew in with tips and advice from our own multi-channel ground control.
It’s time to shoot for the stars.
Table of Contents
What's Multi-Channel Marketing?
B2B Multi-Channel Examples
How To Launch A Multi-Channel Campaign
Segment And Plan
Pick Your Channels
Create and Design Your Campaign
Focus On The Landing Page
Usher Through The Funnel
B2B Multi-Channel Results
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AH! ALIENS ARE ATTACKING!
(JK, it’s just B2C marketers coming at you from every channel you use. And it’s super effective.)
Sure, we could define multi-channel marketing for you, but instead how about we just show you how it’s done in the real world. (Hint: this is going to look very similar to your B2C buying experiences)
Click on the Google search bar to get started.
Click each channel to see a real-world example.
B2C Are Multi-Channel Engagement Pros
See? You already know what multi-channel is because you live it everyday in your online lives. And the proof is in your own behaviors: B2C Multi-channel campaigns work.
So...Why Should B2B Launch Into Multi-Channel?
Your prospects are active on
3-4 devices
on average
72%
of your prospects want to connect with your brand on multiple channels
Companies cited seeing a
37% increase
in response when using a multi-channel campaign compared to a single-channel campaign
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Here’s What the Multi-Channel Journey Looks Like for B2B
Click on each channel to see a real-world example.
We sent them a dog bowtie with themed campaign assets!
B2B Multi-Channel Gets Results
email experiences
Here are some of the incredible results Terminus customer Profisee saw when they implemented a multi-channel strategy.
42% CTR
Using 1:few and 1:1 email signature ads
web experiences
61% more time on site
And an 11% increase in conversions
chat experiences
41% increase in meetings
55% increase when live chat interaction occurs
Read the Case Study
Multi-channel is great from the perspective of your target accounts, because it shows that you care about personalizing their experience with your brand. But dig a little deeper and you’ll unearth a new discovery... Multi-channel unlocks a goldmine of data that will become imperative to your relationship with your future customer, and your overall marketing strategy. Here’s the data that comes from each of these channels:
But wait–we’re only scratching the surface here.
Talk about an out-of-this-world brand experience (and some great numbers to show at your next board meeting).
IP/Location, Relationship Data
Engagement Intent
IP/Location, Engagement Intent
If you’re not collecting and utilizing data from your multi-channel strategy...
it’s mission failure.
Let’s talk logistics. Here’s a step-by-step guide on how to launch a data-backed, ultra-engaging multi-channel campaign. And, we brought in experts from our ABM center of excellence to share their knowledge on exactly how to achieve mission success on a multi-channel campaign.
How to Launch A Successful Multi-Channel Campaign
Demand Gen Manager Graphic Designer ABM Specialist Content Marketing Manager
First thing’s first: here’s your crew for multi-channel success.
Start with The Data (Segment)
If you don’t have any yet, don’t skip this step. Rely on industry averages and a little Googling to head in the right direction. Then, take this time to build out a process for ensuring you can collect all of the data and make it actionable for every campaign you run moving forward. Terminus enables you to segment accounts by stage and propensity to purchase, and gives you a 360 view of where accounts are in their buying journey with you with psychographic data–enabling you to pick the most likely accounts to target with your multi-channel campaign.
VP of Digital Media Tenisha Griggs has tips for collecting and utilizing your data with Terminus
See how Terminus puts your data into action.
Your Channel Choices
Multi-channel does not mean every channel every time. In fact, we don’t recommend doing every channel, ever. This is your opportunity to dive into the data-driven segment you just picked for this campaign, and think about the following:
Who are these people?
Based on these three questions, you’ll quickly understand what channels you need to start with. Remember: this doesn’t mean you can’t phase out your strategy to include multiple channel launches, staggered over time. But prioritize your most-likely bets, and focus there before you expand further. This should also help you figure how much you want to spend on each channel. The more likely channels for engagement = the ones you want to drop the most cash on up front.
What do we want to communicate to them?
Where will we meet them where they’re most likely to listen to what we want to communicate to them?
Demand Generation Manager Matt Barudin has tips to share about how to best do this within Terminus:
Get Creative
There’s no point in being everywhere if you can’t even catch their eye while they’re scrolling. The best way to do that? A unified, beautiful, bold campaign. Here are the elements you have to start with:
Make it personalized–not only for the recipient, but also based on the channel. Think about where the prospect is going to be when they’re seeing your brand in that moment. Odds are, their mood/goals are very different when they’re scrolling through their inbox vs. catching up on their favorite shows.
Design matters. It’s gotta be eye-catching and bold. But even more important than that when it comes to designing a multi-channel campaign is making sure you’re consistent. Ensure your brand can’t be ignored across multiple channels by putting your brand elements (think: logo, colors, fonts) front and center. Click here for some great examples of how to do this flawlessly, across multiple channels.
Here are some tips on how to create a truly eye-catching campaign from Terminus’ Director of Content Marketing, Brad Beutler
Messaging
branding
Land The Ship
Let’s face it: pretty much every campaign’s CTA is going to lead back to the same place: your website. Which is why it’s so important to meet your target accounts on your website with a few imperative things:
If the ad they clicked on was for a specific product offering, that better be the first thing they see in the hero of the landing page they came from. If they clicked on an email signature banner about a webinar, that’s exactly where they should land. You cannot create multi-channel experiences without continuing the experience after the CTA.
An easy way to engage with your team. Hello, conversational marketing. Chat is officially an unmissable part of a successful ABM strategy, so your chat experience on your website should also be a continuation of where the target account came from.
Terminus ABM Manager Ottavio Dattolo has plenty of tips to creating a chat experience that will land.
Reinforcement of the messaging that made them click
Usher Through the Funnel
You won the click. Awesome. Now what? This is where a unified process comes in handy. Make sure you’ve got a process in place for how to usher that customer through the funnel. Better yet - make sure their experience with your brand from now on reflects the fact that they engaged with your brand in that specific way. Terminus enables you to keep tabs on engagement levels, gather intent data, and get a full picture of each account and where they stand in their journey with your brand.
Here’s Terminus’ VP of Growth Marketing Auseh Britt with some tips on how to unify the customer experience.
Create Engaging Multi-Channel Campaigns with Terminus
get a demo today
