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Cross-Channel Campaign Management At Scale: Why and How You Should Use It

Posted October 12, 2021

Cross-Channel Campaign Management At Scale: Why and How You Should Use It

Posted October 12, 2021

Nowadays, linear marketing is becoming more and more obsolete. The act of buying is so nonlinear that in order to engage such an audience, you need to adopt a non-linear marketing approach. Unfortunately, a single channel won’t help you create a comprehensive and more personalized experience for prospects. It’s crucial to take every touchpoint into account, which requires cross-channel campaign management (CCCM) and at scale. 

Why Should You Use a Cross-Channel Campaign?

There are many advantages to using a cross-channel campaign, but the most significant advantage is being able to understand the impact of your marketing efforts by analyzing the data gathered from numerous channels.

Several benefits of implementing strategic cross-channel campaign management include the following: 

  1. More channels = better engagement: When buyers receive outreach via two or more channels, engagement levels increase by 166% compared to single-channel outreach.

    Once you engage with your buyers on various media channels, you can build trust and credibility. The more buyers interact with a company, the better the chances that conversions increase.
  2. Expands your business reach: After exploring all modes of communication such as emails, push messages, and in-app messages, the next step is to deliver buyer-focused messages across all available channels on a unified platform.

    Starting conversations across several channels enhances brand visibility, and as a result, more demographics will recognize and eventually get to know who you are, what you do, and why you do it.
  3. Boosts ROI and reduces marketing costs: When you know the interests of your specific audience segments, your approach will be more targeted. This will help shorten the sales cycle. With this being said,  allocating advertising dollars wisely by analyzing the behavior of targeted demographics on various channels and their stage of buying is key. 

How to Achieve Cross-Channel Campaign Management at Scale

In addition, below are some proven methods worth considering that could help you achieve cross-channel campaign management at scale:

  • Optimize campaigns in real-time: It’s essential to gain logical insights about which buyer journeys were most successful, which channels worked best for re-engaging your user base, and which messages didn’t perform well.

    Measuring your customer satisfaction (CSAT) score and net promoter score (NPS) helps visualize every interaction your buyer has with your brand. Next is to collect campaign data from all channels followed by evaluating campaign effectiveness using different data analytics tools.

    Overall, optimizing cross-channel campaign management can serve as an extra eye to gauge your channels’ strengths and track goals for every funnel stage within every channel. 
  • Align content with buyers’ journey: Every buyer’s journey is unique and must be treated differently. Delivering buyer-specific content according to their stage in the funnel gives you an edge. At the awareness stage, be sure to focus on pain points, and at the consideration stage, share your brand story. Then, at the decision stage, share detailed case studies and testimonials.
  • Focus on quality data: Not only does bad data hurt your B2B campaign performance, it also creates faulty analysis that undermines marketing efforts in the future. One major key to improving data is to gather data from multiple high-quality sources. The more sources, the better, so strive for dozens or even hundreds if possible. By doing this, you’ll gain a more complete and accurate view of your data.

As time goes on, more and more organizations are instilling the habit of managing cross-channel campaigns to gain desirable results. Are you ready to delve deeper into learning how modern B2B marketers achieve personalization and accelerate revenue? If so, this article is a great starting point: “Personalization At Scale? Yes, You Can”