5 examples of multichannel campaigns for your ABM strategy

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On average, your prospects are active on three to four devices (source), and 72% of your prospects want to connect with your brand across multiple channels (source). Additionally, companies said they saw a 37% increase in response rate when using a multi-channel campaign compared to a single campaign (source). Do we already have your attention on multichannel?

You already know what multichannel is because you experience it every day in your online life. Whether it’s an email with a coupon offer or paid sponsorship on YouTube or an ad on Instagram, we’ve all bought something recently after seeing multiple ads from a brand on multiple channels. B2C multichannel campaigns work and we’re here to show you that you can apply this same approach to the world of B2B marketing and your account-based marketing strategy.

Rather than stressing the importance of account-based multi-channel marketing, we’re just going to show you. As featured in the September issue, these five brands fare better with extremely creative and strategic multi-channel ABM campaigns. Check them out below, organized by lifecycle stage, and use them as inspiration or just a solid starting point for your next multi-channel campaign.

Example 1: Brand awareness

  • Brand: Caroo
  • Use case: Brand presentation
  • Channels: email, digital ads

Presenting your brand across multiple channels is all about making a great first impression, no matter where your audience is. You will need a set of ads that are eye-catching, engaging, and represent your brand well. Caroo has done this and more with this campaign through digital ads and emails. The animation and movement of the ad is hard to ignore, and the email signature banner features an eye-catching visual, a clear message, and a distinguished call-to-action. If there is a recipe for success with ads or banners, all of these should be included. We also love the colors they selected and the way they coordinate.

Example 2: Creating Opportunities

  • Brand: Profisee
  • Use case: schedule a demo or meeting
  • Channels: email, digital ads, chat

For B2B SaaS companies, scheduling a demo or meeting is probably the most important CTA for their pipeline. These types of campaigns require a focused and thoughtful strategy with multiple promotion channels. Profisee puts what we preach here into practice with its “See Profisee in Action” campaign through digital ads, email AND chat. Whether their audience clicks on a banner ad or email signature, they are redirected to the same landing page where they will see a headline consistent with the message of the ads / banners (consistency is key to an ABM efficient multichannel). From there, their audience has the option of using the on-page chat feature (also powered by Terminus!) For a clean look, a cohesive message, and a seamless user experience. This multi-channel campaign has it all. Nice work, Profisee!

Another example of opportunity creation

  • Brand: CRMNEXT
  • Use case: target by sector or by sector
  • Channels: email, digital ads, LinkedIn

CRMNEXT has targeted the banking and financial sector with this multi-channel masterpiece. Using the right targeting and calling out a specific industry or industry in your ads is a sure-fire way to get your most important accounts to engage with your brand. That’s exactly what CRMNEXT did and used a creative theme, fun colors, and a strong CTA to bring it all together. Hey Marvel, if you’re looking for some multi-channel ABM superheroes for your next movie, the CRMNEXT team should be the star of the show.

Example 4: pipeline progress

  • Brand: Invoca
  • Use case: targeting by account
  • Channels: email, digital ads

Can you imagine scrolling and seeing your the name of the company in an advertisement? THEN check your emails and see the same branding (again personalized for your business), all in the same day? The account-specific targeting use case is one of our favorites and the perfect way to “wow” the top accounts currently in your pipeline. Sales professionals are always looking for ways to delight their accounts with personalization and maintain momentum as the business progresses. Small details like what you see here can make a huge impact with this, especially when you are looking for an edge over your competition.

Example 5: customer loyalty and expansion

  • Brand: SOC Telemed
  • Use case: new features or offers
  • Channels: email, digital ads, chat

Our final example is another multi-channel line of digital ads, email, and chat. We love this use case because the SOC Telemed team uses multiple channels to present a new service to their current customers. Marketing to your customers is just as important as marketing to any other audience, especially when you have a new product or service to offer. The color range matches their brand and logo, and really stands out with the neutral / white background. This campaign includes cohesive and eye-catching artwork that represents the new service they are promoting. And once you’ve clicked and landed on their website to learn more, a chat experience awaits, ready to help.


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