B2B multi-channel marketing has grown exponentially in the last few years. Organisations are distributing marketing content through an ever increasing number of channels. A well-executed multi-channel campaign is the difference between successfully enabling your content to stand out and be seen, or risk being lost in the noise of today’s competitive markets. This article will talk about how we approach, plan and launch major B2B campaigns here at Adobe and hopefully inspire a few marketers to take a fresh approach at existing challenges.
My name is Taylor Chadwick and I’m a Search Marketing Manager at Adobe. One of my responsibilities is executing campaigns that reach our target audience of digital marketing professionals. Over time we have developed a multi-channel campaign execution strategy that works for us and helps us reach our customers and prospects.
At the core of our approach is communication, consistency and awareness of colleague’s responsibilities. Let’s face it that isn’t rocket science. Being aware of others (who probably too have their faces buried in their laptops) and of what they do in their day is essential in pulling together a scalable campaign. You and your colleagues are the most important part of the campaign execution, it’s the human element that really counts.
This approach requires appointing a central person to take charge and organise other individuals. Within a group there will always be individuals that relish taking lead on a small project, so my advice is to find those people and take it in turns. Organising activity that spans across various Geo’s and responsibilities is easier said than done, but done correctly can yield great results.
Another fundamental part of this approach is the co-ordination of campaign execution. Now this doesn’t have to be done in a James Bond style with synchronised watches, but you do have a limited time frame here, my suggestion is aim for a 3 hour window.
My final point here before we take a closer look at individual channels and platforms, is to take advantage of all resources available to you. While this seems an obvious point we often don’t do this, after all suggestions can always be dismissed if you don’t feel they will have a positive impact. One example of this is vendor account managers, who will be the nature of their roles are always looking to help expand and optimise campaigns, it’s what they are there for, take advantage.
So let’s take a closer look at our approach.
Social Media Marketing
Our Social Media Marketing efforts span across various platforms coordinating organic with paid promotion:
Twitter –Twitter is an agile, real-time and more interactive platform than other channels, so monitor it appropriately. It’s great for targeting publications, followers of thought leaders, industry events as well as relevant KW’s & interests.
LinkedIn –Your prospective buyers are spending more time than ever before using LinkedIn to network, market and grow their businesses. If you’re targeting a B2B audiences, there’s no better channel than LinkedIn. We take full advantage of LinkedIn’s targeting which includes industry, company size, seniority and even company name options.
YouTube – Google have made leaps and bounds with YouTube’s new targeting functions, and if there are any video aspects to your campaign my advice is you look a little closer. We specifically utilise of YouTube’s InMarket segments to target Marketers, Advertisers and the Business Tech Communities, helping us drive great engagement.
Blog — Your blog should be a central point of your campaign that aligns around the focal point, it should provide insight and valuable commentary. It’s important to provide context around blog posts that support lead gen programs and they can’t be too pushy.
Adobe optimises Search with a 3 pillared approach across Paid Search, On-site Search & SEO:
Paid Search (SEM) — Paid Search is the most reactive form of Search Marketing, it can adapt and change to support campaigns quickly and efficiently. When we launch a large lead generation campaign our new adtext & KW’s are waiting in the wings.
Website Search — Make sure your content is findable on your website by including relevant terms in your on-site search tool. At Adobe our onsite search optimisation is carried out by the SEO team as they are aware of most current trends.
Search Engine Optimisation (SEO) — Content is still king and SEO should be considered in all copy writing activities. There are major ranking benefits to ensuring the SEO team are locked into every aspect of your content creation process. Get them involved from day one.
Media & Online advertising
Media is a great way to extend the reach and the lifespan of your campaigns, promoting your content, visuals & videos through relevant targeted external sites. 3rd Party email, syndication of your content, newsletter sponsorship & display all play a key role here. Ensuring you define the correct audience (targeting) & effective process for allocating your media spend (testing & optmisation) is a must.
Your website will have major influence at various stages throughout your sales cycle. It’s critical your web team are motivated to support your campaign by populating the most valuable real estate on your website, with consistent visuals & content.
It’s important to remember you probably won’t get this right first time and that’s fine. Learning from mistakes and taking advantage of opportunities is all part of the game. At Adobe we add, tweak and change our approach constantly, after all it’s an ever shifting landscape.
How does your multi-channel approach differ from ours, let us know in the comments?
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