In B2B marketing, generating and nurturing leads requires a well-rounded, strategic approach. Multitouch marketing helps you engage prospects through multiple channels and interactions, creating deeper connections and maximizing conversion opportunities. This blog outlines the most effective multitouch tactics for increasing B2B lead engagement and offers tips for optimizing your marketing strategy for higher performance.

1. Retargeting: A Second Chance to Engage Potential Buyers

Retargeting involves serving targeted ads to individuals who have earlier engaged with your brand but are still to be converted. This method is powerful for B2B lead engagement because decision-makers often need several touchpoints before making a purchase.

How to Use

• Set up pixel tracking on your website to identify visitors.
• Use personalized ads that speak to their interests, such as the pages they visited or the content they downloaded.
• Retarget across various platforms like Google, LinkedIn, and Facebook to create a cohesive experience.

Retargeting is particularly effective for nurturing warm leads who have shown interest but have not yet taken action, such as signing up for a demo or requesting a quote.

2. Personalized Content Marketing: Tailoring Messages for Higher Engagement

Personalized content allows you to deliver messages that resonate with individual leads based on their needs, preferences, and behaviors. B2B buyers expect solutions tailored to their unique challenges, and personalized content can demonstrate that you understand their business.

How to Use

• Divide your audience as per the industry, role, or buying stage, and create content specifically for each group.
• Use dynamic email campaigns with personalized subject lines, messaging, and content recommendations.
• Use marketing automation platforms to offer customized experiences across channels, from emails to landing pages.

Personalized content works well throughout the buyer journey, but it is especially impactful during the consideration and decision-making stages when prospects are comparing solutions.

3. Account-Based Marketing (ABM): Targeting High-Value Accounts

Account-based marketing (ABM) is a highly focused B2B marketing strategy where marketers treat individual high-value accounts as markets of one. Rather than casting a wide net, ABM aims to engage specific companies with personalized outreach across multiple touchpoints.

How to Use

• Identify key accounts that are the best fit for your product or service.
• Work with the sales team to develop tailored campaigns for each account, including custom content, emails, and direct outreach.
• Use personalized retargeting and LinkedIn ads to stay visible to decision-makers within those accounts.

ABM is ideal for targeting large enterprises or key clients where high levels of personalization and coordination between sales and marketing are essential.

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4. Email Nurturing Campaigns: Building Relationships Through Consistent Communication

Email nurturing campaigns are fundamental to multitouch marketing, helping you maintain regular contact with leads while offering valuable information. With automation, you can nurture leads over time, delivering relevant content that builds trust and guides them through the sales funnel.

How to Use

• Define automated email sequences that get activated by particular actions (e.g., downloading a whitepaper or visiting a pricing page).
• Provide educational content, case studies, and testimonials that address potential pain points and offer solutions.
• Use progressive profiling to gather more information about your leads over time and further personalize communications.

Email nurturing is particularly effective for leads in the early stages of the buying journey, such as awareness and consideration, helping educate them on your solution before they are ready to engage with sales.

5. Social Selling: Engaging Prospects Where They Spend Time

Social selling allows you to leverage social media platforms such as LinkedIn to connect with potential leads, share useful content and establish your brand as an industry authority. For B2B companies, platforms like LinkedIn offer the perfect opportunity to reach decision-makers, share valuable insights, and position your brand as an industry leader.

How to Use

• Share important content, comment on posts, and join industry discussions to build rapport with your audience.
• Direct message prospects who have shown interest in your company or are engaged with your content.
• Use LinkedIn Sales Navigator to identify key contacts within target accounts and track their engagement with your brand.

Social selling is effective throughout the lead nurturing process but is especially useful for building initial connections and following up with warm leads who are already aware of your brand.

Optimizing Your Multitouch Marketing Strategy Over Time

Here are some useful tips to enhance the impact of your multitouch marketing efforts:

1. Set Clear KPIs:

Define metrics like conversion rates, cost per lead, and engagement rates for each marketing channel.

2. Use A/B Testing:

Continuously test different messages, creatives, and touchpoints to see what resonates best with your audience.

3. Analyze Lead Scoring:

Regularly review your lead scoring model to ensure it reflects the latest insights related to those leads that are most likely to convert.

4. Adjust Frequency and Timing:

Monitor how frequently you’re engaging with leads and adjust the timing of your messages based on their responses and behavior.

Conclusion

A multitouch marketing strategy is essential for increasing B2B lead engagement in today’s competitive landscape. By leveraging tactics such as retargeting, personalized content, ABM, and webinars, you can create a well-rounded approach that delivers value at every stage of the buyer journey. Regularly track performance and optimize your strategy to ensure continued success in nurturing and converting high-quality leads.

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