Embrace The Future With B2B Omnichannel Behavioural Campaigns

Key Ingredients of B2B Omnichannel Behavioural Campaigns

Account-based Marketing

Account-based Marketing (ABM) involves identifying specific accounts to target, engaging with the accounts through personalised campaigns, and building a lasting relationship that drives more opportunities. ABM acknowledges all of the stakeholders in the decision-making process and addresses the entire spectrum of their viewpoints.

Omnichannel Engagement

The accelerating omnichannel practice within the B2C arena has caused customers to expect a seamless cross-channel experience everywhere, which is why B2B buyers are now conditioned to expect the same in their purchasing journey. For B2B organizations, it’s now crucial to rethink their approach to omnichannel engagement and adopt a more creative attitude in their future digital endeavours. The omnichannel approach ensures targeted accounts are met precisely at the channel they like to use, with the exact message they need at the moment. With Behavioural Campaigns, organisations can progressively add or remove channels as required, or even stop engaging if the channel turns irrelevant to the prospect.

Hyper-personalised and Contextualised Campaigns

Hyper-personalised and contextualised campaigns include creating custom and targeted experiences down to the individual level. Hyper-personalisation, in general, allows businesses to leverage marketing data to personalise content to maximise revenue, reduce customer acquisition and retention costs, and elevate customer experience to a new level.

Predictive Modeling

Predictive modeling refers to running historical data through machine learning models (algorithms) to pinpoint actions and strategies that are most likely to succeed. Predictive modeling takes the guesswork out of the process. It connects various elements of marketing campaigns such as demographics, time, and location to deliver actionable insight such as the prospect’s best journey, most optimal ad, or the perfect time to run it.

Benefits of B2B Omnichannel Behavioural Campaigns

B2B Omnichannel Behavioural Campaigns build upon your current marketing technology stack to maximise ROI and help you fine-tune your marketing activities to match the exact customer need.

With B2B Omnichannel Behavioural Campaigns, organisations can:

• Convert specific high-value leads
• Align target decision-makers
• Amplify omnipresent brand message
• Unify brand experience
• Reduce sales cycle length
• Drastically improve lead quality
• Increase closing rate
• Maximise ROI

B2B Omnichannel Behavioural Campaign in Action

Our client, a B2B cloud solution provider, wanted to optimise its marketing tactics — to move away from event-focused demand generation towards a digital-first approach.

The in-person events caused the sales cycle to be cost- and time-consuming, which led to scalability issues.

As this B2B organisation wanted to cut back on events while driving the pipeline forward, our team devised a new marketing campaign to reach the targeted buyer’s committee across different departments with role-specific and contextualised messages.

We used a marketing automation platform to deploy a highly targeted, account-based marketing approach. Our team identified the target accounts and segmented them according to the level of brand’s awareness, lead type and account stakeholders.

We integrated different marketing automation and customer data platform solutions to leverage buyer’s stage-specific ad campaigns using pre-targeting and targeting via LinkedIn, Google, Quora and affiliated networks.

Next, we deployed omnichannel nurturing campaigns (relying on email, Whatsapp and Telegram) combined with paid traffic to engage targeted buyers while matching the messaging to the stakeholder-specific perspective, interest and objections.

The marketing automation and customer data platform supported buyer’s journey mapping, content creation, campaign deployment, measuring, analysing, predicting and optimising our efforts.

The results were impressive:

• Sales cycle length reduction from 108 days to 58 days
• Increase of closed-won deals by 30%
• Improved pipeline by 140%