The buyer’s journey today involves a constellation of information sources buyers can use to get smart about competing products before they ever engage in the actual buying process. Websites, blogs, review sites, social search, video, podcasts, physical stores, trade shows, print media and webinars are but a few of the marketing channels that sellers must contend with to deliver their message and impact demand generation. “As a marketer, you have to start looking at how is your campaign going to work across those different channels,” says Atri Chatterjee, CMO of leading automation company Act-On Software. Atri addresses the challenges of integrated multi-channel marketing in this Moneyball for Marketing podcast, and shares insights on tackling them successfully, including:
Strokes for folks: From downloadable long form whitepapers to short, pithy videos to social media driven apps that help customers calculate their ROI, buyers want different kinds of content from different marketing channels. Knowing what they want from each channel is half the battle, says Atri. Your own website should be the cornerstone of your demand generation program, he adds—50% of your potential customers start there.
Attribution solutions: Atri boils down a simple three-tier method to approaching the problem of simple, multi-channel and multi-touch attribution and speaks about the role of marketing automation software in managing the multi marketing channel challenge.
Building blocks: Atri offers the example of Lego Education, the famous toymaker’s educational B2B division, and shares a glimpse at Lego’s sophisticated, holistic multi-channel demand generation strategy.
Love the one you’re with: According to a Harvard Business School study, it costs 6 to 7 times more to acquire a new customer than it does to obtain more business from an existing customer. Marketing, Atri says, is the one organization within a company that has purview over the entire business lifecycle of a customer. Atri provides tips that will help you learn about your customers using your existing marketing, sales, customer support and finance systems. That information, in turn will richly inform your demand generation efforts.
Atri Chatterjee is the CMO of Act-On Software, the leading automation provider for small and midsize companies. Atri is responsible for all things marketing at the company. He has previously held executive marketing roles at Symantec & Verisign, McAfee and Responsys. Atri holds a MBA in marketing and finance from The Wharton School at The University of Pennsylvania.