Create Unforgettable Marketing Campaigns with Multi-Touch Marketing

Your marketing campaign’s success does not depend only on your team’s lead-generation activities. A large percentage of leads are abandoned by sales simply because the prospect did not respond to a few contact attempts through phone or email. 

As marketers, we realize that high conversion rates are not possible by relying on a single channel to communicate with customers. With an explosion of multiple online channels like social media and rich media content, there are new ways to engage leads.

To achieve marketing goals, you need to create multi-channel marketing campaigns that connect with your leads consistently. Moreover, for better ROI and low customer churn rate, your efforts should focus on creating unforgettable marketing campaigns.

If you are using the traditional marketing model, connecting with prospects on every channel they use can be difficult. However, with marketing automation, creating multi-touch campaigns to boost interactions becomes effortless.

Why Multi-Touch Marketing Works?

According to reports, a cold prospect interacts with 20-50 touchpoints before committing to your brand.^[i] While not every touchpoint directly drives sales engagement, it helps prospects get to know your brand better and build trust. 

Think about it: the post that your prospect just liked on Facebook, that webinar you hosted a week back, the whitepaper they downloaded a month back or a cold call your sales rep made two weeks ago—all these touchpoints bring your prospect closer to becoming a customer. 

This coordinated effort is the essence of multi-touch marketing. It’s not just about creating multiple touchpoints but aligning them to work together effectively. By integrating your efforts across channels, you create a seamless customer journey that fosters trust, accelerates decision-making, and maximizes your marketing impact.

With multi-touch marketing, you can:

• Improve campaign performance
• Plan and forecast marketing expenditure
• Accelerate sales cycle velocity
• Streamline marketing strategy
• Achieve your marketing goals

Step-by-Step Guide to Creating Multi-Touch Marketing Campaigns

As a marketer, you need to understand the influence of every campaign that you execute. Your customers are everywhere and you need to be there, even before your customers. Nevertheless, being consistent during this exercise is hard. Integrated multi-touch marketing campaigns can change this.

To get started, choose the channels that are going to create maximum impact. Follow a checklist for each channel, execute the campaigns, and then tie back the cinched deal with the touchpoint in the campaign.

Before you plan to begin with multi-touch marketing campaigns, you should:

• De-silo Your Channels: With so many marketing channels and an unclear understanding of their impact on the customer journey, campaign success can dilute. To prevent this, build consensus on an action plan based on individual knowledge, shared learning, and a deep understanding of the consumer journey.
• Use A/B and Multivariate Testing: For successful marketing campaigns, you need to test each channel. When you identify the winners, you can easily incorporate them to improve your campaign performance.
• Know Your Personas: Get clarity on which channels your target audience frequently visits and how they interact within and with those channels. 

Marketing automation software like Marketo helps you do all of the above with simple clicks. It enables you to deliver end-to-end programs with ways to measure ROI. Why did we choose Marketo? We are ardent fans!

Maximizing ROI with Multi-Touch Attribution Using Marketo

With Marketo, you can build multiple touchpoints with a lead nurture plan. Here is an example of a multi-touch nurture program.[/vc_column_text][vc_column_text]

Now, after you create a multi-touch campaign, you can use Marketo’s Opportunity Influence Analyzer to identify programs, email campaigns, and events that impacted your lead conversion. 

When running multiple lead nurturing campaigns, it is critical to determine the most effective way to measure their performance. Here are three key approaches to consider:

• By Time: Assign weight to touches based on when they occurred during the sales cycle. Recent interactions often carry more significance. For instance, if a prospect became a lead after last week’s webinar, the whitepaper they downloaded three months ago may have less influence.
• By Role: You may give more weight to programs that touched the key decision-maker than those affecting other influencers. However, ensure your weighting aligns with your business realities—don’t overvalue a CEO’s influence if they have minimal impact on the deal compared to a manager.
• By Program Type: You can also assign weight based on the level of engagement. For example, attending a two-hour seminar may have more impact than a simple website visit. However, be careful not to give more weight to more expensive programs just because they cost more.