Loading

4 Use Cases That Show The Value of Omnichannel Marketing Omnichannel Demand Gen in Action 2022

Few B2B marketers would argue with the value proposition of omnichannel marketing: leveraging multiple channels to engage prospects in their preferred way, while those prospects enjoy a personalized experience that is seamless between channels.

Yet there are key questions that marketers are likely to pose, especially when considering omnichannel for demand gen campaigns:

  • Can I draw in the buyers – by title, seniority, geography, company size – that my sales leadership is pushing for?
  • Can omnichannel campaigns convert buyers in my target industries?
  • Can I execute sophisticated omnichannel campaigns affordably?

You undoubtedly have more questions of your own. While we can’t provide a complete set of answers for all marketers, we can answer those listed above based on a series of omnichannel campaigns we’ve executed.

To that end, this ebook reviews outcomes of four campaigns spanning three industries. We will lay out those campaigns and their results in detail, so that you can begin to evaluate whether omnichannel can work for you in the near term.

We’re not advocating that all B2B marketers plunge into omnichannel. Rather, we aim to advance knowledge on this important topic to help you understand if omnichannel makes sense for you today. We think omnichannel will be prevalent in the future, but we see that as a progression rather than a point-in-time change.

As we embark on this review of omnichannel campaigns, we’ll start with pointers to a couple resources we’ve created that should help you expand your omnichannel knowledge:

The Five Success Pillars of Omnichannel Demand Gen

Omnichannel Demand Gen 2021-2022

Three ways to ensure your analytics tools are up to the omnichannel marketing job

Overview of our omnichannel approach

The omnichannel lead gen campaigns that we run use LinkedIn advertising to supplement targeted email outreach. We leverage our customers’ campaign messaging in ads to drive those who engage with the ad to the same landing page we use for their email campaign, enabling us to collect additive form completions.

For those who click the ad but don’t complete the form, we use our database to enrich the click data, matching LinkedIn profile data with our own data, so we’re able to provide leads to customers based on those who click ads. Specifically, we provide demographics including company name and size, job title and function, industry, country/region, and metro area.

Because we’re able to use LinkedIn ad campaigns to provide a rich body of data that customers can ingest into their martech stack, they can build retargeting or nurturing campaigns of their own to advance those leads in their funnel.

A couple notes about the campaigns that we’ll detail below: All ran in the US in mid- to late 2021, concurrent with the email campaigns that we executed. Ad campaigns typically deliver hundreds of thousands of impressions. The impressions generally reflect the segment’s population density —the New York City metro was number one in impressions in all campaigns.

HR omnichannel campaign

In August of 2021, we managed a one-month omnichannel campaign spanning email and LinkedIn advertising for a client that required 50 leads in the human resources segment.

Our LinkedIn advertising campaign for this client had a goal of 500,000 impressions.

These are the performance results:

The highest percent of ad impressions, 125,230, came from the human resources industry segment (which had the most ad clicks at 43), while the next highest was staffing and recruiting, which received 108,534 impressions and 19 ad clicks. Computer software had 55,300 impressions and 8 clicks.

The job seniority segments were particularly interesting from an impression standpoint, with:

  • senior receiving 277,288 impressions or 21%, along with 18 clicks
  • manager receiving 110,138 impressions or 8.5% and 32 clicks
  • director and above receiving 104,3365 impressions, or 8% total and 36 clicks

Company size is, of course, a critical data point. The highest percent of companies in this campaign, 15.85%, have 10,000+ employees, while the next highest percent, 11.5%, have 1001-5000, followed by 200 to 500-employee companies at 5%.

The most impressions – 7,002 – were served to employees of Facebook, followed by Actalent at 5,180, Robert Half at 3,296, and Amazon at 3,228.

In summary, the campaign received 1,304,000 ad impressions (vs. the goal of 500,000) over 30 days, and 86 leads vs. the goal of 50 leads.

Conclusions:

The campaign exceeded impressions and lead goals at a modest advertising investment, delivering a strong mix of titles in blue chip companies, so this campaign is worth considering in the context of the visibility your company can receive with highly desirable prospective clients.

Finance omnichannel campaign

Also in August of 2021, we managed an omnichannel campaign for a client that required 100 leads in the financial services market.

Our LinkedIn advertising campaign for this client had a goal of 500,000 impressions. The campaign duration was 19 days.

These are the performance results:

The highest percent of ad impressions, 26.64% or 267,222, came from financial services (which had the most ad clicks at 34), while the next highest was banking, which received 63,327 impressions or 6.31% and 9 ad clicks, followed by investment management at 50,405 impressions or 5%, as well as 7 ad clicks.

In terms of seniority, levels broke down as:

  • Senior: 22.49% of impressions with 225,602 and 31 clicks
  • Vice President: 11.8% of impressions with 118,368 and 15 clicks
  • Director: 11.18% of impressions with 112,180 and 20 clicks
  • Manager: 5.81% of impressions with 58,303 and 34 clicks
  • CXO: 2.77% of impressions with 27,779

The job titles were as follows:

  • Vice Presidents had 2.74% of impressions or 27,529
  • Vice Presidents of Finance: 2.68% or 26,906
  • Chief Financial Officers: 2.19% or 21,973
  • Financial Directors: 1.88% or 18,868
  • Many other titles with very small segments of the impressions.

The highest percent of companies in this campaign, 25.26%, have 10,000+ employees, while the next highest percent, 12.23%, have 1001 to 5000 employees.

The most impressions – 15,498 – were served to employees of Edward Jones, followed by Merrill Lynch at 12,631, Northwestern Mutual at 11,966 and Morgan Stanley at 11,223.

In terms of leads, we delivered 100 of 100, and ad impressions were 1,003,154 vs. the goal of 500,000.

Conclusions:

The campaign reached a who’s who of financial services firms, including strategic, senior-level titles. The opportunity to drive exposure and leads with these titans (concentrated at over 10,000 employees) is a highly compelling value proposition.

Finance omnichannel campaign #2

In August 2021, we managed an omnichannel campaign for a second client that required 100 leads in the financial services segment.

Our LinkedIn advertising campaign for this client had a goal of 500,000 impressions. The campaign duration was 16 days.

These are the performance results:

The highest percent of ad impressions, 25.2% or 233,778, came from financial services (which had the most ad clicks at 17), while the next highest was staffing and recruiting, which received 173,814 impressions (18.7%) and 7 ad clicks, followed by management consulting at 83,265 impressions or 8.97% and 6 clicks.

In terms of seniority, the titles broke down as:

  • Manager: 35.06% of impressions or 325,338
  • Director: 27.73% of impressions or 257,305
  • VP: 24.75% of impressions or 229,683
  • CXO: 12.46% of impressions or 115,597

The job title segments were as follows:

  • Controllers: 1.6% of impressions or 14,813
  • Business Owners: 1.47% of impressions or 13,628
  • CEOs: 1.44% of impressions or 13,377
  • Board Members: .94% of impressions or 8,722

The highest percent of companies in this campaign, 79.46% or 737,521, had 10,000+ employees, while the remainder, 21.54%, or 199,927, had 5001-10000.

The most impressions were served to employees of Northwestern Mutual at 7,738, PwC at 6,263, EY at 6,069, and Edward Jones at 5,047.

In terms of leads, we delivered 55 vs. a goal of 50, and ad impressions were 927,923 vs. a goal of 500,000.

Conclusions:

This campaign also was noteworthy for achieving impressions and clicks at senior-level titles in some of the nation’s largest and most high-profile financial services firms.

Marketing omnichannel campaign

In August 2021, we managed an omnichannel campaign spanning email and LinkedIn advertising for a client that required 50 leads in the marketing segment.

Our LinkedIn advertising campaign for this client had a goal of 500,000 impressions. The campaign duration was 30 days.

These are the performance results:

The highest percent of ad impressions, 10% or 124,516, came from marketing and advertising (which had the most ad clicks at 42), while the next highest was computer software, which received 104,330 impressions (8.39%) and 18 ad clicks, followed by information technology at 100,465 impressions and 8.08% plus 12 ad clicks.

In terms of seniority, the titles broke down as:

  • Senior: 12.99% of impressions or 161,566 and 30 clicks
  • Manager: 7.93% of impressions at 98,581 and 28 clicks
  • Director: 6.73% of impressions at 83,718 and 11 clicks
  • Vice President: 3.65% of impressions at 45,415 and 3 clicks

The job title segments were:

  • Marketing Manager: 2.34% of impressions at 29,154
  • Marketing Director: 1.56% of impressions at 19,412
  • Marketing Coordinator: 1.37% of impressions at 17,043
  • Vice President: 1.25% of impressions at 15,587

The highest percent of companies in this campaign, 7.89% or 98,160, have 10,000+ employees, while 5.98% or 74,414 have 1001-5000, and 5.96% or 74,098 have 201-500.

The companies with the highest percent of ad impressions all had less than .25%, but the top three were Amazon, Facebook, and Microsoft.

In terms of leads, we delivered 72 vs. goal of 50, and ad impressions, vs. a goal of 500,000, were 1,291,508.

Conclusions:

This campaign delivered a powerful mix of titles, companies, and seniority levels while significantly exceeding the client’s lead goal.

Building confidence in omnichannel

At the outset, we predicted that readers would have questions surrounding the ability of omnichannel campaigns to reach target buyers in their priority industries, at a price within their budget.

We hope the four examples we’ve presented increase your level of confidence that this model is highly effective by delivering target buyers in the key industries, companies, geographies, and other demographics.

For our business, it’s full steam ahead with omnichannel in 2022 because these results show us the model works today. We hope that you can use this data to support your decision-making process on whether to test omnichannel in 2022.

Credits:

Created with images by Campaign_Creators - "marketing digital marketing office" • StartupStockPhotos - "startup business people" • gregroose - "people many crowd" • Pexels - "blur chart computer" • gbulla - "linkedin mountain view california"