The goal of business to business marketing is to raise awareness, make sales and ultimately gain customer loyalty. It doesn’t seem like a hard process, heck anyone can lay claim to being a sales expert or a marketing genius. So what do we at DME, see as the worst offense by marketers or sales professionals across all industries? Follow through. As a business, we want customers and potential customers to jump through all of these hoops and promote our brand for us, and yet, we don’t follow through the sales process to gain those customers in the first place. One touch and we expect them to be lifelong brand ambassadors. That’s simply not the case.
Research shows that it takes at least 5 touches to convert a lead and start a worthwhile conversation with your target audience. In an organization, if your target is executive level professionals, expect to add on 4 or more additional touches.
So why are marketers and sales staff still wasting their time on sporadic one touches? We’ve compiled the top complaints in implementing a multi-touch campaign and why it’s SO worth it.
1. Problem: It’s elaborate.
Depending on the size of your company, the process may require multiple departments to work together. Marketers think up the idea, work with design to create it, technology configures it or production prints it and sales staff use it. Then the process starts over again when feedback is received for the marketing piece and the piece needs to be adjusted. Every touch will go through a similar process.
Why it’s worth it: It decreases work in the end.
The last thing anyone wants to do is duplicate work that has been already done. Once ground work is laid for a multi touch plan, it can be repurposed and reused. Different target audiences may require comparable touches. Similarly, a touch that has proved inefficient for one audience may be perfect for another. Save all of your marketing pieces and touches to avoid duplicate work.
2. Problem: It’s time consuming.
Even after the initial creation of the multi-touch marketing plan, it takes time to implement. Because this is a formal process, a significant stage should be deploying the correct touch at the right time. After all, most sales are the results of a well-timed offer. The next stage is tracking, usually in some sort of CRM or management system. According to Forrester Research, only 46% of B2B marketers have sales teams that follow up on more than 75% of marketing-generated leads.
Why it’s worth it: It increases ROI.
Research shows that multi touch campaigns are far more successful than leaving conversion rates up to disjointed touches. A way to ensure that multi touch happens is hire the appropriate staff. Dividing your teams into internet marketing, outbound marketing, sales representatives and sales support are a good place to start.
Internet marketers can handle how your company is perceived online and making sure SEO and your websites are up to par. Outbound marketers manage the creation of marketing materials and how campaigns operate. When a lead is generated from marketing efforts, sales and support then take over. Support staff can enter the information into your sales management system or they can qualify the leads. This step ensures your sales team spends their valuable time on genuine leads only.
3. Problem: It’s hard to manage across channels.
Chances are your marketing plan is going to utilize multiple mediums and channels. One touch may be paid advertisement or social media promotion; another may be a personalized mail piece or a phone call from a sales representative. The possibilities are endless and require implementers to think outside of the box. With all of the medium options, managed by different people, it can get confusing. Information can easily get lost and things aren’t always tracked properly.
Why it’s worth it: The process will get easier.
The first time a campaign is implemented will be the most difficult. Things WILL go wrong and there will be things that need adjusting. Thankfully, the process won’t be set in stone, and can be adjusted to avoid the bumps in the road next time.
People will be more comfortable with their roles in the process and some touches can become automated. Programs such as NetResults can create email drip campaigns that can automatically adjust customer’s path depending on pre-defined actions. Retargeting ads can be set up through various outlets to ping people who have visited your website or clicked a link. All of these things count as a touch and further cement your company’s brand in the mind of the viewer.
We promise, all of the work of a multiple touch campaign is forgotten once you see the ROI. Don’t forget, we are here to help with questions or advice. It’s kind of our thing.