• Helen Pritchett

Why Multi-touch Marketing Matters

Multi-touch marketing (MTM) lead generation results in highly successful campaigns, allowing you to create brand awareness, brand loyalty and qualified sales opportunities.You already know how important it is to target your audience with consistent, layered brand messaging across a range of platforms and touch points.

An MTM approach executes automated, customisable, customer-centric campaigns. This combined with clever use of compelling and continuous communications develops strong customer relationships, brand loyalty and demand creation.Multi-touch marketing gives your audience the ability to access your content on their terms. Furthermore, it enables you to nurture prospects based on preferences and previous behaviours, delivering personalised, relevant messaging.

Maximise the exposure of your campaign messaging with content driven, intelligent, automated multi-touch marketing. With an automated multi-touch campaign, you maximize effectiveness by reaching out to prospects in a number of ways, and on a number of channels concurrently, in a customer-centric manner.Multi-touch marketing allows you to layer your messaging. All elements are customisable, and can be tailored to the needs of each individual campaign, meaning your messaging is more personal and pertinent than ever. CPB’s MTM approach takes the following path:

  • ONBOARD: Build the right target audience through accurate segmentation to achieve personalisation and prevent over-messaging

  • ENGAGE: Use a blend of awareness and engagement communications to maximise campaign messaging

  • NURTURE: Nurture your prospects with personalised, targeted follow-up emails; be customer-centric

  • MEASURE: Real-time, automated analysis and monitoring allows you to adapt and react to campaign trends and interactions

Telemarketing: Telemarketing is a vital component of an integrated multitouch marketing solution. Speaking to qualified conntacts, identified by digital activity and interactions, enables CPB to nurture prospects from top of funnel 'maybes' to bottom of funnel purchasers.

eMarketing: Personalised followup emails nurute your prospects along the sales funnel and into the qualification process.

Digital activity: Using a platform such as Technkow.Online provides a unique opportunity to interact with an engaged audience of over 160,000 contacts. Use TechKnow to promote your campaign message alongside either a branded story or a sponsored editorial to greatly increase awareness.

SMS: Stay in touch on a personal level with regular, but not intrusive, SMS messages to nurture and develop prospect relationships

Web analytics: Don’t miss out on the traffic hitting your website and landing pages from social media and other untraceable sources, use a web monitoring and analytics solution, such as ProspectaTrace, to monitor traffic, profile companies and contacts, and feed them directly into your campaign communications flow, thus further increasing your nurturing pool.

MTM creates brand awareness, brand loyalty and provides qualified sales opportunities; contact a CPB sales representative to discuss your requirements.