Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar Go Further
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Featured speaker Mike Madden, Director of Commercial Demand Generation for Adobe Experience Cloud, discusses how to create a more proven, more personalized, and more profitable path to purchase. In this webinar, you will: - Discover how to measure performance beyond engagement metrics, to understand if and how your campaigns are generating revenue - Improve your coordination efforts across channels, so that your customers receive a cohesively branded and personalized experience that can accelerate their journey - Find out how to choose the right mix of channels for your business, and how to create the right content for those channels that aligns with the customer’s stage in the buying process
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Changing Channels: How the Right Cross-Channel Mix Makes Every Marketing Dollar Go Further
- 1. Changing Channels How the right cross-channel mix makes every marketing dollar go further WEBINAR Mike Madden Director of Commercial Demand Gen, Adobe Experience Cloud at Adobe
- 2. Speaker ©Copyright Adobe, 2020 2 WEBINAR | CHANGING CHANNELS Mike Madden Director of Commercial Demand Gen, Adobe ExperienceCloud at Adobe
- 3. The path to purchase passes through many channels © Adobe, 2020 3 The B2B buying process is more complex than ever 7.9touchpoints before decision 77% of B2B buyers say shopping is too complex 6-10people, each reviewing 4-5content sources, participate in a complex B2B buying decision WEBINAR | CHANGING CHANNELS
- 4. B2B buyers are accessing more channels at every stage of their journey © Adobe, 2020 4 Did you know? B2B buyers will visit your website even when they are in the middle or bottom of your sales funnel of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago.1 1 (Source: Content Preferences Survey, https://www.demandgenreport.com/industry-resources/research/3141-2015- content-preferences-survey-buyers-value-content-packages-interactive-content-.html#.VRAGvTTF-mE) 67% WEBINAR | CHANGING CHANNELS
- 5. Creating a cohesive cross-channel customer journey is a top priority © Adobe, 2020 5 B2B buyers spend a full 15% of the buying cycle time deconflicting information of senior-level marketers agree that it’s important to create a cohesive customer journey across all touchpoints and channels.2 2 (Source: New Market Leadership Report, https://business.linkedin.com/marketing-solutions/blog/n/new-marketing- leadership-report-from-linkedin-salesforce) 86% WEBINAR | CHANGING CHANNELS
- 6. Audience poll © Adobe, 2020 6 All Most Som e Fe w What percentage of your marketing campaigns are multi-channel? WEBINAR | CHANGING CHANNELS
- 7. Challenge #1: Measuring performance © Adobe, 2020 7 Engagement metrics are not enough. They don’t tell you if your campaigns are generating revenue. WEBINAR | CHANGING CHANNELS
- 8. Solution: Channel and campaign attribution © Adobe, 2020 8 Linear multi-touch Revenue attribution models First touch Last touch/ Last non-direct touch WEBINAR | CHANGING CHANNELS 1 2 3
- 9. Tip: Look at engagement metrics and attribution reports together © Adobe, 2020 9 Remember: If you have poor engagement numbers but positive signals from your attribution models, you may or may not have a problem. Drilling down into attribution data from individual channels will tell you even more about what channels are working best. WEBINAR | CHANGING CHANNELS
- 10. Challenge #2: Improving coordination across channels © Adobe, 2020 10 WEBINAR | CHANGING CHANNELS
- 11. Solution: Intelligent marketing automation © Adobe, 2020 11 Marketing automation should know what’s happening in yourCRM system. If a client enters the sales cycle and starts talking with a rep, they should be automatically removed from marketing campaigns that encourage prospects to book a demo or other sales meeting. 2 (Source: New Market Leadership Report, https://business.linkedin.com/marketing-solutions/blog/n/new-marketing- leadership-report-from-linkedin-salesforce) WEBINAR | CHANGING CHANNELS
- 12. Challenge #3: Creating the right content for each channel and stage of the buyer’s journey © Adobe, 2020 12 Content should be customized for different roles and different stages in the buyer’s journey. A CFO validating the company's solution requirements may need radically different content than, say, an IT specialist researching a specific solution's compliance with privacy standards. WEBINAR | CHANGING CHANNELS
- 13. Solution: Content planning © Adobe, 2020 13 Top of funnel Middle of funnel Bottom of funnel C-level exec (decision maker) Short blog post Roundup of C-level testimonials One-page prospectus with ROI Procurement (price sensitive) ROI-focused case studies ROI analysis ROI calculator Marketing (end user) Diagnostic quiz Solution comparison Case studies with marketing focus Sales (influencer) Blog post Tips for working with marketing Case studies with sales focus PersonasWEBINAR | CHANGING CHANNELS
- 14. Solution: A/B testing © Adobe, 2020 14 Control champion Original version 1 Variant challenger Test version 2 WEBINAR | CHANGING CHANNELS Version A Version B
- 15. Challenge #4: Choosing the right mix of channels © Adobe, 2020 15 There’s no rule that says you have to invest equally in every channel. Some channels may not be appropriate for your audience. WEBINAR | CHANGING CHANNELS
- 16. © Adobe, 2020 Are you following best practices for each specific channel (e.g., content frequency, length, messaging)? 16 Solution: Ask your prospects WEBINAR | CHANGING CHANNELS Do your most-used channels meet your intended audience where they already are? Are automated activities connected and able to pause or recalibrate across channels based on customer actions? Are you creating multi-channel strategies for different roles and personas within buyer groups?
- 17. Solution: Trust your numbers © Adobe, 2020 17 Channels don’t always perform the way you expect. Channel Measurements Email Deliverability rate, inbox delivery rate, open rate, click-to-open rate, click-through rate, unsubscribe rate, spam complaint rate Web Unique visitors, bounce rates, conversion rates, time on page, time on site, traffic by paid vs. organic, conversions by source, traffic and conversions by desktop or mobile device, top pages viewed, unique form submissions, traffic by referral Digital & Paid Social Media Cost per lead, cost per conversion, cost per acquisition, cost per qualified lead, cost per opportunity, unique net new names, pipeline influenced, impressions, clicks, landing page conversion rates Phone Dials-to-connect rate, how long dials continue for a prospect that doesn’t pick up, conversion rate WEBINAR | CHANGING CHANNELS
- 18. Solution: Keep innovating © Adobe, 2020 18 WEBINAR | CHANGING CHANNELS You can’t improve cross-channel engagement if you’re not continually testing new strategies “Because we did it last year” is not a good reason to continue a program
- 19. Key takeaways © Adobe, 2020 19 • Marketing automation • Engagement metrics + marketing attribution • Content planning • A/B testing • Market research WEBINAR | CHANGING CHANNELS
- 20. Thank you © 2020 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. © Adobe, 2020 20 WEBINAR | CHANGING CHANNELS
Editor's Notes
- The path to purchase involves many touchpoints, people, and lots of content. 77% of B2B buyers say the shopping process is too complex. Potential buyers engage with an average of 7.9 touchpoints before making a decision. Each company’s purchasing decision involves up to 10 people, in different roles, each reviewing lots of content. Sources: “B2B and B2C Companies can Face Similar Hurdles with Complex Buyer Journeys,” Forrester, May 2019. “The New B2B Buying Journey,” Gartner, 2019. “The New B2B Buying Journey,” Gartner, 2019.
- A buyer might hear about a product on social media, peruse the web site, download a white paper, attend a Webinar, and then go back to the web site. Research suggests that web sites are used more than email by B2B buyers at the start of their buyer’s journey. Later on, webinars, blogs, chat, social media, and online communities are more popular.
- Content in different channels isn’t often coordinated with where a prospect is in their buyer’s journey. Disjointed experiences can add weeks or months to sales cycles. Your prospects should see content appropriate to their industry, role, and phase in the buyer’s journey. Source: Gartner: https://www.gartner.com/smarterwithgartner/what-sales-should-know-about-b2b-buyers-in-2019/
- What percentage of your marketing campaigns are multi-channel? All, most, some, or few?
- Sometimes, engagement metrics from your marketing automation platform don’t give you the whole picture. Combining your engagement metrics with marketing attribution can help you understand how each element of your multi-channel strategy is contributing to pipeline growth.
- How do you measure attribution by channel for marketing campaigns? First-touch attribution models can help you evaluate top-of-the-funnel channel strategies. Last- and last non-direct touch models are better suited for mid- and bottom-of-the-funnel strategies. Linear multi-touch attribution credits activity at all parts of the sales funnel.
- If you have poor engagement numbers but positive signals from your attribution models, you may or may not have a problem at all. You’ll need to dig deeper into your specific market’s preferences and past performance to understand what metrics correlate with your definition of success. Drilling down into attribution data from individual channels will tell you even more about what channels are working best.
- When prospects interact with your channels, they should be able, at any time, to accelerate their buyer’s journey. They should always have the options to speak to a sales person, watch a demo, or get more information through on-page CTAs. If your automated campaigns are not designed to pause when prospects take action, you may be sending inappropriate communications that make your company look disorganized.
- While the type of content you provide at each stage of the customer journey should be different, it should all reinforce the same brand messaging. If your top-of-funnel assets emphasize one key benefit and your mid-funnel content focuses on something else, you may be confusing your audience. This is especially true if campaigns are a collection of unrelated offers without a unifying theme.
- Mismatches between the content your audience wants and what you’re actually delivering are a common mistake among even the best marketers. A generic one-size-fits-all experience can also compromise performance. If you’re targeting finance executives through a particular channel, for example, then your content should include data on your product’s total cost of ownership and return on investment. Ideally, your prospects should see content appropriate for their industry, role, and where they are in their buyer’s journey. While this can be challenging to audit manually, personalized content can now be automated at scale using artificial intelligence and machine learning.
- One way to test content is with A/B testing A/B testing lets you compare two versions of the same campaign on the same channel. Versions of a white paper could include two different headlines; or different sizes of designs of a clickable button; or two options of wording of a call-to-action. By studying the actions of buyers, A/B testing reveals what buyers want and respond to.
- Business purchases are often made by buyer’s groups that include people with diverse roles in different departments. Naturally, these different buyers embrace different combinations of channels at different stages of their buyer’s journey. Most campaigns span multiple channels. For example, you might have a syndicated eBook that drives awareness at the top of the sales funnel, a webinar targeting mid-funnel prospects, and a demo or free assessment for bottom-of-the-funnel prospects. If campaign engagement is uneven across channels, leads often get “stuck” (for example they might sign up for the Webinar but not move on to seeing the demo). That’s when it’s time for an investigation, and these questions can help you get started.
- Conduct a survey and ask your prospects where they go for information. Use the results to figure out what channels are most appropriate for your audience.
- Pay attention to what market research and market attribution numbers are telling you.
- So here are a few takeaways… The path to purchase today invoices many channels, people, and lots of content. Buyers are relying on more and more channels at all stages of the buyer's journey. So creating a cohesive cross-channel customer journey is a priority. Marketing automation technology allows you to streamline, automate, and measure multi-channel marketing tasks and workflows; a big increase in your operational efficiency that can help you grow revenue faster. Combining your engagement metrics with marketing attribution can help you understand how each element of your multi-channel strategy is contributing to pipeline growth. Content planning, A/B testing, and market research can further add to the success of multi-channel campaigns.