3 Steps to Smarter Integrated Multichannel ABM Campaigns [Worksheet & Webinar]

Are your B2B marketing campaigns underperforming? Do you struggle with identifying the right people for your campaign message – and not just spamming your database based on persona messaging? Can you identify accounts that are in-market and interested in your campaign?

If you can relate to any of the above challenges, you are not alone.

Many B2B marketers fly blind when trying to reach their target audience. Furthermore, creating a consistent experience with your marketing messages across channels is a common struggle.

Last month, I addressed this challenge plaguing B2B marketers everywhere. I shared my best campaign planning tips for multichannel, integrated, ABM campaigns that are relevant, targeted, and drive pipeline in my webinar 3 Steps to Smarter Multichannel Campaigns on Demand Gen Report’s Campaign Optimization Series.

In the webinar, I cover three core elements to building relevant campaigns that produce meaningful business results. I walk through how to improve your campaign segmentation, how to create omnichannel experiences that delight your target audience, and how to maximize results by integrating a sales blitz.

The three steps to smarter multichannel campaigns breakdown as follows:

1. Plan with Account Intelligence:
Go beyond pseudo-personalization (ie. the catch-all persona-based campaigns) to uncover real insights to make your campaigns more relevant and effective. This step looks at most used person and account dimensions to segment your campaign audience.

2. Integrate and orchestrate across channels:
Use orchestration for audiences and automations across channels. And incorporate creative channels to deliver omnichannel experiences that delight your target audience. Use this step in the framework to map out your channels, messages, owners, and replicate for each channel.

3. Enable Sales with a Blitz:
Improve campaign conversions and go beyond simple sales enablement to hyper-engage sellers in your campaign by integrating a sales blitz. I shared the template and best practices we use to plan our internal blitzes so you can clone and replicate for your next blitz.

Catch the webinar and all my actionable tips on-demand here.

I also put together a template you can use to build your next, smarter multichannel campaign.

My 3-step Framework to Smarter Multichannel Campaigns (in google sheets format for you to clone and use for your next campaign): Click here to access the google sheets template so you can clone it and use it.

What’s your biggest marketing campaign challenge? Let me know if these tips help.