Master multichannel Marketing: Drive results across every customer touchpoint

Follow these steps to create a strategy that’s as effective as it is sustainable

1. Define Your Goals and KPIs
Start by asking: What do you want to achieve? Whether it’s increasing brand awareness, generating leads, or boosting conversions, your goals should align with measurable KPIs such as:

• Brand & Market Awareness: Visibility, website and brand profile traffic, and social mentions.
• Conversions: Click-through rates (CTR), sales volume, and ROI.
• Lead Generation: Cost per lead (CPL) including MQL through to win rates, lead conversion rates at funnel stages, and customer acquisition costs (CAC) to start.
• Other KPI’s depend on your overall outcomes and metrics that matter; ex. AOV (ecom average order value), revenue lift, share-of-voice, etc.

2. Know Your Audience (KYC)

Know your customer (or audience) first and foremost. Develop detailed audience and buyer personas to understand your customers’ preferences, behaviors, pain points including those personas who are influencers, not just buyers. Use qualitative feedback from sales teams for B2B enterprise to understand the dynamics of the target organization, or surveys (micro and macro surveys and polls), social listening, content and user behavior, existing customer data mining and analysis, and feedback analysis to tailor messaging to their specific needs.

One area we like to start is with internal product and customer support teams. Produce teams often have all the research and voice-of-customer insights from their product development and optimization process, whereas the front-line customer support (or sales account reps) have the direct ear to the audience.

3. Choose the Right Channels

Don’t try to be everywhere—be where it matters most. Evaluate your target audience’s beahviour and prioritize 2-3 platforms where they are most active. For example:

• B2B Brands: Focus on LinkedIn, email campaigns, content and user behavior and, surprisingly we’ve found time-and-time again, Meta. Why Meta? The enormous amount of data they hold on humans, which after all every marketer is marketing too, offers marketers the opportunity to tap into their customer data management platform for look-a-like targeted campaigns, and keeper understandings about the customer.
• B2C Brands: Leverage Search, Social (ex. Instagram, TikTok, and Pinterest) for visual storytelling. Again, depending on your audience and goals, each channel mix may vary.

Once you master these, expand into additional channels for broader impact.

4. Maintain Consistent Messaging

Ensure your tone, visuals, and messaging align across all platforms. This builds trust, fosters familiarity, and strengthens your brand identity. Use automation tools to streamline content delivery while keeping your voice authentic.

5. Use a Content Calendar

Plan and coordinate posts across all platforms with a content calendar. Schedule posts based on analytics, such as peak engagement times, to ensure your marketing programs and promotional campaigns are both timely and effective. With the advancement of CDP’s (customer data management platforms) and AI, real-time dynamic content creation and orchestration across channels can be executed, resulting in unlimited number of personalized message variations, timely executions and user channel preference.

6. Measurement: Monitor Performance with Analytics

Understand your measurement approach and model before you begin. Track and analyze your topline KPI’s and supporting metrics like reach, engagement, conversions, and customer acquisition costs to understand which channels are performing best that are meaningful to you. Whether the KPI’s align to revenue growth or lift, lower operational costs at scale and/or enhance customer intimacy (boost those CSAT scores), enable the tools and capabilities that are right for you. Once of the goals should be setting measurement up to focus your time on the insights and the plan of action, versus time consuming data aggregation, stitching and analysis. Start simple with tools like Google Analytics, CRM data and dashboards or Google Studio dashboard (now called Looker Studio), and social media insights can help identify high-impact strategies.

While multichannel marketing focuses on reaching customers through multiple platforms, omnichannel marketing integrates these platforms to create a seamless experience. For instance, an omnichannel approach might connect an online browsing session to an in-store purchase, while multichannel ensures visibility across platforms like email, social media, and search ads.

Multi-Channel Marketing:
Think of multi-channel marketing like using different paths to talk to your customers. For example, you might use Meta (Facebook), email, your website, and a store to share your message. Each channel works on its own, so the Facebook ad doesn’t “know” what’s happening in your store or on your website.

Use Case: A construction company introduced predictive analytics to its sales strategy. Sales leaders trained their team to use AI-generated insights to prioritize bids with the highest likelihood of success. This led to a 20% improvement in close rates and reduced the time spent on low-probability deals by 35%.

When sales reps see how AI enhances their work rather than replaces it, they’re more likely to embrace the technology wholeheartedly.