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Conceptualising a B2B Multi-Channel Marketing programme

I’m a big fan of keeping things simple. I don’t know about you but if I have to read through something a number of times, then ask someone else what it’s about, and then re-read the piece again I get pretty frustrated. Luckily this doesn't happen in most aspects of my life but marketers can have a habit of building in complexity to what, when down to the nuts and bolts, is not rocket science. Multi-Channel Marketing programmes are one area where marketers love to get complicated. Don’t misunderstand me; the minutiae can be but the programme at high level shouldn't be a head-scratcher.  

The overall aim of the programme is to create multiple touch points along the length of the sales cycle where a buyer can access valuable information about the relevant solution. The model is completely flexible but it is generally centred around a website or microsite with collateral that buyers can download. This is important when we come to attribute ROI to specific channels. The collateral is gated so the buyers’ details are captured when they download it. Buyers are driven to the site by click through emails, direct mail, social media and advertising. Downloads and other expressions of interest are followed up by telemarketing or in individual emails.

Often as an MCM programme progresses, different channels are introduced or removed depending on what is delivering the sales leads. So for instance while working on a product launch with a TeleHealth / mHealth vendor we initiated a programme with some research and telemarketing. By doing this we were able to find out who the key contacts were and what messages resonated with them. We also identified the relevant LinkedIn groups and forums these contacts interacted on. We then leveraged this knowledge into a wider email campaign and extended the messaging from it into a social media thought leadership programme. Finally we backed this up with some sponsored articles and advertising in media specifically relevant to these contacts.

What this produced where project ready leads which is what B2B marketing is all about. By incorporating market research and telemarketing we were able to get direct interaction with the buyer allowing us to develop messaging that actually resonated with them rather than simply guessing and hoping the programme would deliver. The vendor alluded to here saw a 30% growth in sales directly attributable to this programme – good times!