The Benefits of Multi-Channel Marketing

Last March, Cognism went to the B2B Marketing Expo at London’s Excel Centre. If you were there, you probably saw us, right by the entrance. As well as a large branded area to talk to customers and demonstrate our value, we also had our own stage for presentations.

One presentation was by Andrei Tiu. Andrei is Cognism’s Digital Marketing Manager. Andrei has been with us for six months and one of his achievements has been creating our terrific new website. Andrei is also in charge of driving our digital marketing operations across a wide variety of channels, which makes him very well placed to talk about multi-channel marketing and its benefits.

Andrei has poured over his presentation notes and picked out some highlights from his speech. Here is a quick guide to multi-channel marketing, the Cognism way.

Know your audience!

This is something we talk about a lot at Cognism. Pinpointing a narrow target audience, but building as in-depth a knowledge about them as you can, is essential to success in marketing. When you market across a variety of channels, this approach is vital if you want your content to reach your audience and resonate with them.

Think about who you are targeting. Using insights from customer services and your B2B sales team, find out everything you can about them. Go beyond the basic location and industry. Where do they spend their time, online and offline? What motivates them to buy? Take the information you’ve gathered and use it to create detailed buyer personas, giving you an instant visualisation of your ideal customers.

Choose your channels

Once you have created your buyer personas, match them to the most effective channels. Looking at digital channels, where are your target customers most active? If you’re targeting corporate CEOs, they are likely to spend most of their time on LinkedIn rather than Instagram. If you’re targeting students, it’s probably the opposite. Media choice is critical to the success of your marketing; choose wisely!

Tailored content

When you know your customer and how they behave online, only then can you craft content that resonates with them. Here are some other elements to consider when thinking about content creation:

Tone of voice

To really speak to your specific target customer, talk how they talk. You wouldn’t use street slang when talking to a CEO, nor would you speak to a teenager using corporate jargon. Also, consider the channel you are using when formulating a tone of voice. Different channels often require a shift in tone of voice - again, make sure you choose your tone carefully!


What type of content will spur your specific target customer to take action? Are you going to educate or entertain? Will you play on their hopes or fears? Consider subjects and themes that will resonate most with your ideal buyers.

Calls To Action

Every piece of content should include a call-to-action (CTA) in some form. It doesn’t have to be ‘Buy my product now’, but it should be something that enhances their relationship with you. Think about soft vs hard CTAs. What will be more effective with your target personas? Remember that different approaches work better on different channels.

The key takeaway here is…

Create different types of content for different audiences on different channels. However, you could also think about cross-device interaction and touch points, prompting your target customer in one place to take action in another (e.g., guiding a B2B prospect on LinkedIn to watch a case study video on your website).

Timing is everything

To make your multi-channel marketing more sophisticated, think about the time of day that your target customer will see your content. Then, tailor the content to match their schedule.

For example, a Finance Manager might view their social media channels while he or she is commuting to work. Release your content at that time and make sure it’s providing information and value that they can use throughout the day.

AI and machine learning – the next level

The next step in improving your multi-channel marketing efforts is to introduce automation. Automation will help you save time and help you allocate your budget to the most effective channels.

AI and machine learning are other new technologies that will make your marketing easier and more successful. AI and machine learning can:

  • Turn Big Data into useful insight much faster and more efficiently than humans

  • Improve your personalisation and targeting

  • Manage your content creation, delivery and optimisation

As an illustration of this type of tech in action, Cognism Prospector uses our patented Revenue AI engine to construct detailed profiles on more than 400 million businesspeople, then gives you the tools to segment them into ultra-narrow buyer personas.

Start multi-channel marketing now

Multi-channel marketing gives your business the opportunity to spread your message more effectively to your chosen target audience. Then, when you add new technologies into the mix, it becomes even more effective.

Cognism has all the tools you need to power your multi-channel marketing, from creating detailed buyer personas to managing email outreach. To find out more, schedule a demo with Cognism today. Or alternatively, don’t hesitate to pick up the phone and call us on +44 203 858 0822.