Multi-channel marketing: fast tracking the path to sales

In the complex landscape of B2B sales, multi-channel marketing is not just a beneficial strategy; it’s a necessity.  

Multi-channel marketing involves interacting with potential and existing customers through a combination of various communication channels, such as print media, websites, social media, email marketing and more. 

The focus is on reaching and engaging your target audience where they are, using the channels they prefer. 

With a well-executed multi-channel marketing campaign, you’ll achieve the critical touchpoints required to successfully move a prospect through the buying cycle. 

The rule of seven 

A common rule often cited in marketing is the rule of seven, which states that on average, a customer needs to interact with your brand seven times before a purchase will be made. 

In the world of high-value, low-volume B2B sales, this number is likely even higher – that’s a lot of touch points that need to be hit before a customer starts to feel comfortable with your brand and what you offer. 

When taking the multi-channel marketing approach to achieving these touchpoints, consistency is key – ensuring that your customers are hearing the same core message each time they hear from your brand. 

As you engage through each channel, it’s also important to lean into their relevant benefits.  

Print is an incredible tool for generating awareness and establishing credibility with C-suite leaders in your target market. Its tangible nature and perceived permanence convey a sense of authority; and it’s particularly effective for establishing a strong brand presence. 

Digital options like website and enewsletter advertising and lead generation are great for educating prospects in the research stage of the buying process. The vast majority of B2B buyers engage in online research, so use this channel to provide potential clients with information that builds their understanding of your product and nurtures them towards a sale. 

Importantly, using different channels allows you to cater to the consumption preferences of cross-generational audiences.  

In the B2B sector, we know many decision makers are involved in the buying process, so reaching all these potential buyers through their preferred medium – be it print, digital or both – is a critical part of the education process. 

Keep the message consistent across different channels, but tailor your campaign so that you’re harnessing the unique benefits each provides. 

Connect before you connect 

According to a 2018 study from Accenture, most B2B buyers are already 57 per cent of the way through the buying process before the first meeting with a representative. 

This statistic is a potent reminder of the importance of a solid marketing communications plan – because the fact is, your target customers will be well advanced in educating themselves about your product or service before you’ve even heard from them. 

But it’s also a fantastic demonstration of the opportunity multi-channel marketing offers.  

By targeting the communication platforms your ideal customers utilise at many different touchpoints, you can ensure information about your product or service is what your potential customers are consuming as they move through the buying process. 

Do this well, and you’ll put your company in the box seat to close the deal when the customer is ready to buy.