Omnichannel Demand Gen Holds Excellent Promise.
Omnichannel can unify data on a prospect’s actions in multiple channels, enabling said data to power campaign offers, deliver thought leadership, and create an optimal positive user experience. These are not minor actions when adding demand gen to the “outcome stack.”
Several marketers think of multichannel initiatives as omnichannel. Omnichannel is far more atop what already exists – a multiple channel effort. The application of both campaign and content strategy to planning and execution – combined with the infrastructure that enables data capture and unity.
All of that aside, for every omnichannel demand gen endeavor, be it ABM or persona-defined, these five success “pillars” must be present:
- Revenue cycle KPIs must be met (nurture, onboarding, retention).
- Sustainable campaign planning for both lead volume and lead quality.
- A well-thought-out and integrated content marketing strategy to drive content creation and distribution.
- The right martech stack, i.e., one that not only facilitates the demand gen needs of the present but can readily connect to new technologies as they become available, and,
- Mastery of your channel (if email, experts on deliverability, engagement, spam triggers, send-over-time, automation, etc.)
Let’s closely inspect these bullets as we expand them into the topics below.
Revenue Cycle KPIs
There’s certainly no point in pursuing a new or alternate strategy like Omnichannel Demand Gen if we aren’t going to measure outcomes relative to investment(s). Standard enterprise performance KPIs must apply here, embracing the customer journey as early as possible in their buy cycle.
Onboarding KPIs should answer questions like “At which stages of onboarding do users most generally drop off? In which stages do they spend the most time on?”. Answering those questions can provide a far more robust understanding of what’s working (and what isn’t).
Measuring the effectiveness of nurture (both in demand gen and after onboarding) is crucial. The success of a truly integrated campaign in omnichannel demand gen depends upon planning, based on past data, using that intelligence to segment a campaign into the optimal mix of multiple channels.
It’s hard not to emphasize the matter of revenue cycle achieving KPIs goals. Ultimately, at the corporate level, the outcomes realized include recurring revenue, upsells and cross-sells, and more customer referrals. In other words, a well-planned omnichannel demand gen campaign that helps to drive customer lifetime value upward long after an omnichannel demand gen campaign has concluded.
Sustainable Campaign Planning
Whether a brand or an agency, we’re all familiar with the “total maximum available” phrase in RFQs. Usually, that’s code for giving us “warm bodies” and lots of them. And because that’s a significant number, they want to pay less per lead. Sound familiar?
But this approach is far worse than just a hit-and-run campaign. It damages your ability to fulfill future demand for that brand by both a.) setting a “basement” CPL and b.) because they’ll suppress those early leads from later campaigns. And those last campaigns? They’ll still be at that “basement” CPL if you choose to run them.
The best demand generation strategy for a client delivers value in the present and can provide a reliable amount of sourced demand over a predetermined but extended period. More sustainable, eh?
This approach has the effect of diminishing immediate returns in favor of longer-term ones. In other words, instead of quoting 500 leads for $20 each over six months, you’d be quoting 150 leads a month at $30 each. Compare 1,000 leads for $20k over a year to potentially as many leads in a 6-month time frame – for $27k!
With omnichannel demand gen’s native ability to drive a lead multiplier to single-channel campaigns (I.e., 1+1=2.7), it makes sense to carefully determine the audience size needed to deliver results in the present with planning, well into the future.
Integrated Content Marketing Strategy
Omnichannel also has a voracious appetite for content! But the good news is that you’d never go to market with more than one core message. What I mean is that what is required is, first and foremost, a well-planned content development strategy. That will then enable you to take core content and apply it optimally based on the particulars of the channel you’re using.
For instance, if you’re executing a 60-day omnichannel demand gen campaign (or paying someone else to do it), you’d need only have a single core asset. The rest of the content will be emails, landing pages, and digital ads. It’s not that complicated to develop this – it’s a matter of orchestrating the campaign content optimally across multiple channels.
The Right Martech Stack
With 8,000 application choices and limitless APIs, it’s hard to know where to begin for many. And, frankly, many companies exist to help you make those decisions. You know – consultants. That’s not HIPB2B.
However, we recently published what I find to be an insightful post. It’s called “Three Ways to Ensure Your Analytics Tools Are Up to the Omnichannel Marketing Job”. In my opinion, it’s a great place to start. Frankly, shouldn’t you first consider how you will use these tools for analysis before you build the stack?
Command of your Channels
There is no substitute for the subject matter expertise that can bring the right mix of roles and martech together in such a manner. You must have a command of the channels you deploy in terms of campaign execution and data extraction and predicting outcomes and fulfilling client expectations (internal or external).
You can undoubtedly build that command as we did. Or another option besides “educate” or “build” is to “buy” from reputable, sustainable demand gen/content syndication.