From the course: Account-Based Marketing Foundations
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Orchestrating multichannel campaigns
From the course: Account-Based Marketing Foundations
Orchestrating multichannel campaigns
- Let's say you just had a baby. And you want to share the happy news with friends and family. Would you send just one text to one friend and hope the news spreads? Of course not. You'd make phone calls, send emails, post on your social media, take adorable baby pics, and put balloons on your mailbox. Well, as a B2B Marketer, your product or service is your baby. And the same idea applies to account-based marketing. Once you have crafted that perfect, personal message, you want to get it in front of your target accounts across multiple channels. But to get maximum effect and efficiency, you need to focus on the right channels and orchestrate outreach in a coordinated way. The goal of multichannel campaign is to increase the impact of the message by engaging all relevant contacts in an account on channels they value most. To orchestrate multichannel campaigns, first create a campaign orchestration matrix. This will lay out what channels you plan to use, such as email, web…
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