B2B Marketing Zone

Successful SMB Habit #3: Execute Highly Optimized, Multi-Channel Campaigns

Successful SMB Habit #3: Execute Highly Optimized, Multi-Channel Campaigns

Successful SMB Habit #3: Execute Highly Optimized, Multi-Channel Campaigns

Seven-marketing-habitsIn the recent Forrester Consulting study that Act-On commissioned, small and medium-businesses across the US were asked they were adapting their marketing strategies to the current economic environment, and to evaluate how this had influenced their business practices.

This study revealed a number of activities Top Performers – that is, SMBs exceeding their own revenue goals – had in common. We’ve summarized these strategies for success in a companion ebook, “7 Marketing Habits of Today’s Successful SMBs.”

In two previous posts we discussed Habit #1: Emphasizing online marketing over offline marketing strategies and Habit #2: Focusing on new business leads and lifetime value over customer acquisition costs. Today’s blog post discusses:

Habit #3: Execute highly optimized, multi-channel campaigns using email, the web, and social media.

This study indicated that vast majority of Top Performers use a combination of online marketing tactics, including:

  • Email
  • Web
  • Social media

It is interesting to note that, no matter the tactic, a process for real-time multi-channel optimization has the potential to make an enormous difference in a campaign’s overall performance. This means a practice of continuous improvement and being able to fine-tune and each program as it happens.

This continuous improvement is especially important when it comes to fast-changing, often-hyped tactics, like social media. The study revealed that social media often gets a lot of attention from SMBs – 69% of SMBs are using social media – however that doesn’t mean they’re measuring results – 1 in 3 SMBs report that social media is not working, or they don’t know if it’s working. The lesson: Regardless of the hype surrounding a given tactic, marketing activities that are not effectively tracked, measured and optimized will not perform at peak potential.

Measuring Multi-Channel Campaigns

So how do ensure that all components of a multi-channel campaign are working effectively and in sync? That’s where marketing automation comes in. Marketing automation software analytics allow you to measure and analyze campaign performance in real time so that you can optimize, email, web, social media, and other performance levels.

Up Next: Habit #4: Nurture leads carefully, until the time is right

Can’t wait for habits #4-7? Download our free ebook, “7 Marketing Habits of Today’s Highly Successful SMBs” now!


Paige Musto is Director of Communications at Act-On Software. She brings over 12 years of experience in public relations, marketing and social media for high technology companies in the IT Security and SaaS industries. In this position she heads up all PR/AR and Social Media programs, driving the company’s brand and product awareness as well as leveraging social media to optimize lead generation. Prior to joining Act-On, Paige was Manager, Public Relations at NetSuite (NYSE: N) where she drove corporate, channel and partner PR and thought leadership programs, as well as established the company’s social media program. Paige has held various communication roles at companies including VeriSign (NASDAQ: VRSN), Check Point Software (NASDAQ: CHKP), and RSA, the security division of EMC (NYSE: EMC). Paige holds a Bachelor of Arts (BA) in Communication from the University of California at Davis and a Master of Business Administration (MBA) with an emphasis in Marketing Management from California State University-East Bay. In her spare time, Paige enjoys shopping, reading and watching sports—Go Niners!

  • Tim

    Multi-channel is definitely the right approach. Its like the advertising methods of the past, the “multi-media” approach. Each channel has its own strengths and weaknesses and none of them are sufficient alone for maximum reach and effectiveness. I also think Forrester uncovered a great truth in that continuously measuring and adjusting, is the key to really maximizing your efforts.

  • I couldn’t agree more, when our company decided to finally venture into online platforms and email marketing our warm leads increased by 30%. Of course, with anything new, there are peaks and valleys at first. Once we followed the data created by using these methods and adjusted our approach we saw real growth.

  • Greg Palmer

    I’m not sure that anyone would disagree with this. The more channels you touch and the better you optimize with the right data, the more successful your campaigns will be. Makes sense.

    But while these study results aren’t entirely groundbreaking, they do answer the question of “why?”. I’d also be interested in hearing an answer to the “how?” question. The last sentence of this post is on the cusp of answering this question, but it’d be beneficial to hear more detail about how exactly fellow Act-On users are utilizing their multi-channel analytics data.

  • Jeff

    I agree. Marketing through only one or two channels is like trying to build a house with just a hammer and dull nails. You need to have to the right tools and a fully thought out plan to make it worth while.

  • I like your analogy Jeff. Its too often that marketers are going head first into new marketing concepts without educating themselves and taking all the correct measures to make sure what they are doing is going to be worth the effort. If you aren’t tracking and getting the right metrics to help you understand what your results mean, then nothing is going to seem like its working. These blog posts are a very valuable tool to help get started in the right direction.

  • You need to be a STAR marketer. Stop, Think, Act, Review.

    Be expecting some peaks and valleys when first starting your multi-channel campaigns and strategize how different methods can work in conjunction to improve results.

  • add other sales assistance/lead generation targeted at geo specific locations.

  • Nik

    I can’t emphasize enough about the importance of real-time data. Our industry is exceedingly competitive and making valuable adjustments based on real-time data is our only real chance at success. Taking real-time optimization techniques and and applying them to the channels where we see the most opportunities has greatly boosted our success rates.

  • I agree and one thing we have seen is an increase in our ability to focus our sales and business development on areas that have some interest vs. the shotgun approach.

  • Sarah

    I second Nik’s response below. Being able to successfully analyze and tailor your marketing strategies in a short period of time is crucial to all businesses. As I’m learning about Act-On’s various offerings I’m developing new ways to use these tools to help my company stay on top of the market.

  • Monica Seely

    Thanks Act-On and Forrester Consulting for such a thorough analysis of important marketing decisions that directly impact the bottom line. I needed something this comprehensive to help support my budget allocations and lead process decisions when presenting to management.

  • Jaclyn Morse

    I agree that the ability to MEASURE what is working is key. The ability Act-On gives me to see not only how many clicks I receive on an e-mail, but many times exactly who clicked on an e-mail and when has been key to finding leads.

  • Danielle

    Couldn’t agree more with the real time data comments. My sales team relies on that data more than anything to determine their activities and focus on the customers who are actually engaged and interacting with our campaigns. At times we are launching campaigns to hundreds of individuals per rep and being able to quickly and easily prioritize who gets attention first through the Salesforce ActOn tab has been invaluable.