Cross-Channel Marketing Approaches

🚨 Bad B2B Marketing Agency: Our client offers cybersecurity solutions. Let's create ads explaining their service and run them across every platform. The more people we reach, the better the chances of making sales. 👍🏽 Good B2B Marketing Agency: Our client offers cybersecurity solutions, but generic messaging won't cut through the noise. Instead, let's segment their audience and tailor messages to specific industries: - Manufacturing: Emphasise supply chain optimisation. - Healthcare: Highlight data security and compliance. - Finance: Focus on real-time analytics and reporting. By tailoring the messaging to each sector, the campaign should be effective. 🚀 Great B2B Marketing Agency: No one cares about cyber security, we need to make them care. So we’re going to wrap up our ICP’s key problems and desires into stories. Example: Key problem: They have valuable data and are afraid of being hacked. Key desire: To feel secure and worry-free with their IT. Story: "3 years ago, Amazon lost $121 million in 31 seconds due to a hack. In just 31 minutes a hacker: - Found a hole in their IT. - Manipulated it. - Stole $121M. The irony is, that would have never happened if they had just done the same simple security check we do for our clients every day…. etc etc” But a great story alone is worthless… So, we’ll amplify it by sharing the story across key employee brands. These receive 20x more views than company pages (on average). Over the next 6 weeks, we’ll share different stories that highlight key problems our ICP is dealing with. This will do 3 things: - Keep the problems top of mind. - Associate our client with those problems. - Position our clients as the go-to solution for them. Then we’ll launch a “Bridge resource” focused on helping them solve the issues we’ve been highlighting. We’ll give it an outcome-focused title like: “7 Simple Ways To Avoid IT Hacks in 2024” Our warm leads will come out of the woodwork and showcase interest when they download it. We’ll run the people who sign up through an email sequence which pushes them to book sales calls & demos. Our clients will have prospects queuing up to work with them. 💡 We’ve run this same process for over 150 clients now in various industries, it works every time. At the end of the day, marketing is about communicating to your ICP that you solve a key problem they have. This story system does just that. P.S. Follow me to learn how to use stories to get your company noticed Niall Ratcliffe 📚

Some say email tree, but I prefer customer experience blueprints. 😊 No matter what you call them, data-driven email nurturing workflows that are based on lifecycle stage, buyer intent signals, and content engagement are a sales enablement engine—and more so, they act as a strategic lever for aligning marketing and sales to accelerate revenue outcomes. So why don't more teams prioritize them? While workflows are less visible and not as flashy, viewing workflows as living GTM assets offers a framework for operationalizing personalization at scale—something most marketers want but few actually execute well. Here are some hard truths about nurture workflows: - Most marketers know they should personalize—but execution is the tricky part. Start by auditing your user journey and mapping your segmentations, trigger logic, and dynamic content. I like the whiteboard feature in Canva or a tool like Miro for this.  - Integration is everything. Marketing can build the journey, but Sales still drives the close. Full CRM sync powers pipeline velocity, accountability, and better conversion. Sales can’t act on signals they can’t see. - Quarterly performance reviews and workflow audits are non-negotiable. Treat nurture like any other campaign: optimize regularly based on buyer behavior shifts, sales feedback, and funnel performance. What worked last quarter won’t always work next. - And let's face it, personalization at scale is HARD to do. Even the best intentions won't go far without clean data, sharp segmentation, integrated systems, and—the most overlooked—time. Are you feeling guilty because you haven't optimized your workflows yet in 2025? At least you have them. Over 65% of B2B marketers don't even have established lead-nurturing programs, which supports why 80% of marketing leads don't actually convert to sales. (gulp) But fret not, B2B marketers that implement marketing automation have reported increased sales pipelines by as much as 10%! (phew) Whether you're just getting started or ready to review, use this as your call to action to optimize opportunities you may be overlooking. Even the best-run teams can benefit from quarterly workflow audits, behavioral trigger improvements, or segmentation refreshes. If you want more, these topics were featured in Brianna Miller's article for MarTech, "How data-driven email nurturing transforms the B2B sales funnel". I really like this article because it bridges theory to execution and reminds us that nurturing your customers isn't a one-and-done, it's a mindset. Check it out here: https://lnkd.in/gGqn2j8v #B2BMarketing #LIPostingDayApril #EmailMarketing

Climate Communication Reimagined: Appealing Across Moral Foundations Recently, while working on energy transition scenarios for the Netherlands’ decarbonization by 2050 with TenneT, Jonathan Haidt’s insights from The Righteous Mind came sharply into focus. Full article: https://lnkd.in/gKQ4HfaQ Haidt research highlights six moral foundations — Care, Fairness, Loyalty, Authority, Sanctity, and Liberty — and argues that conservatives broadly use all six, while progressives strongly emphasize Care and Fairness. This explains why traditional climate messaging, dominated by progressive framing around harm prevention and fairness, struggles to resonate with broader audiences, especially conservatives. Effective climate advocacy requires blending messages to activate moral intuitions across this entire spectrum. For example, on clean energy jobs, progressives emphasize economic fairness, while conservatives focus on national strength and independence. A blended message: “Let’s revitalize America with clean energy, creating good jobs for all to keep our nation strong and independent.” On pollution, progressives speak to health impacts, conservatives to purity and national pride. Combining these, we get: “Cutting pollution protects our children's health and maintains America’s beautiful landscapes and clean air.” Framing climate change as a shared national challenge connects progressive concerns about global justice with conservative values around national security and heritage protection: “Protect our homeland from climate threats, safeguarding communities and the American way of life we cherish.” Even innovation and tradition can align: “Clean energy innovation continues America’s proud history of leadership, preserving the land and values we cherish for future generations.” In the Netherlands, debates around overhead transmission expansion benefit from similar messaging. Instead of purely technical arguments, framing transmission infrastructure as essential to national pride, heritage preservation, and economic vitality can resonate widely: “New transmission lines represent Dutch innovation, safeguarding our landscapes, health, and economy for generations.” I encountered this effective moral framing earlier while co-authoring Canada’s municipal guide for planned retreat amid climate risks. Communities rallied behind retreat initiatives when messaging emphasized collective good and community identity. European research, especially around Brexit, reinforces that messaging inclusive of national identity, sovereignty, and cultural integrity resonates more deeply than approaches limited to individual-focused morality. Ultimately, climate advocacy must leverage the full range of moral foundations to bridge divides and build broader consensus. Haidt’s framework is not only insightful, it’s essential for effective communication on climate and energy transitions.

Last week, during a one-on-one meeting, a teammate shared an intriguing revelation. When they first joined our team, they believed our channel strategy would be conquering one platform at a time. Fast forward a little over a year later, and they've come to appreciate the power of a multi-channel approach. This conversation sparked a reflection on a common misconception in B2B marketing. Walk with me on a journey that illustrates why focusing on multiple channels simultaneously isn't just beneficial—it's essential. The Human Behind the Account Remember, in B2B marketing, we're not just targeting faceless corporations; we're reaching out to real people. These individuals, like water, flow through various channels in their daily lives. They're dynamic, always on the move. So why should your channel strategy remain static? A Personal Encounter with Multi-Channel Magic Let me share a story that, while B2C in nature, perfectly illustrates the power of multi-channel marketing: It began with an X (formerly Twitter) ad that caught my eye, featuring a familiar celebrity face, who also happened to be an acquaintance promoting a new dating app. Weeks later, in Lagos, a bold billboard for the same brand grabbed my attention. Shortly after, I an e-flyer was shared on a WhatsApp group, inviting us to an exclusive dating event hosted by—you guessed it—the same brand. By this point, the brand had built significant mindshare with me across multiple touchpoints. The probability of me attending their event (a middle-of-the-funnel conversion play) had skyrocketed. Why? Because of consistent, multi-channel engagement. Applying This to B2B In the B2B world, the principle remains the same. Decision-makers have diverse preferences: Some live on LinkedIn Others religiously read email newsletters Many find value in webinars, etc. By spreading your message across these channels, you're not just increasing reach—you're meeting your audience where they are, ensuring your brand stays top of mind. The Bottom Line Remember, you're not fighting for a share of voice at this point. You're fighting for your share of mind and by strategically placing your brand across various touchpoints, you're not just marketing but building relationships. Don't leave money on the table by limiting yourself to a single channel.  Have you seen success with this approach? Share your experiences in the comments!

Attribution in 2025 is still broken. ↳ here’s what that actually means Most marketers don't understand proper ad spend attribution. I recently audited an account spending $350k a month. They were shifting massive budgets based on a 5% difference in ROAS. This blind trust in attribution data is killing marketing ROI everywhere. There was a time when we had crystal-clear visibility into customer journeys. It’s not the same now, because: → iOS14 wrecked tracking accuracy → Cross-device behavior is almost impossible to follow → Platform-reported data is inflated across the board What’s really happening looks more like this: A customer sees your TikTok ad on Monday Watches a few YouTube videos about your product on Tuesday Gets hit with a Facebook retargeting ad Wednesday Searches your brand name Thursday Buys on Friday And guess what? Every single platform claims 100% credit. So while each channel looks like it’s “crushing”... Your blended ROAS is telling a very different story. So what do you do? Stop obsessing over tiny data swings that mean nothing. Here’s what I recommend instead: 1. Implement post-purchase surveys IMMEDIATELY ↳ "Where did you first hear about us?" ↳ This is your most reliable attribution data ↳ Build channel ROAS models based on survey responses 2. Look at the macro metrics ↳ Focus on blended MER (Marketing Efficiency Ratio) ↳ Total revenue ÷ total marketing spend ↳ This never lies 3. Accept that single-touch attribution is dead ↳ No one buys from a single ad touch anymore ↳ Build a cross-channel strategy ↳ Measure incrementality, not last-click 4. Test channel blackouts ↳ Turn a channel off completely for 7 days ↳ Measure the true impact on revenue ↳ This shows actual channel value If you're still making micro-optimizations based on attribution data that's fundamentally broken, you're just guessing with expensive consequences.

Social commerce is reshaping email marketing, and smart marketers are claiming attention while the price is low. Having an online store isn't enough anymore – now shopping happens seamlessly across Instagram, TikTok, Pinterest, and a host of other social networks. This shift in consumer behavior demands a fresh approach to email strategy. The key? Using social media as your discovery mechanism and email as your engagement engine. A picture is worth 1,000 words, so what do you think the value of a product video is? Imagine a subscriber spotting your product in a video from their favorite TikTok creator, then receiving an email featuring that exact item with a direct "Shop Now" button. It's not creepy. It's not and interruption. It's a natural continuation of a shopping experience they were already having. But it goes beyond just pushing products. Savvy brands are weaving social elements throughout their email campaigns: → Showcasing user-generated content to build trust and community → Highlighting influencer collaborations to strengthen their brand reputation and promote exclusive product drops →Integrating live social feeds to create real-time excitement (Welcome back, QVC!) → Adding clear CTAs to grow their social followings, not just their revenue The goal isn't sales alone –– it's meeting your potential customers where, when, and how THEY prefer to consume. And, most importantly, making that experience feel cohesive across all the various touchpoints. By blending social commerce with email marketing, you create an engaging journey that feels natural, not spammy. It's about answering questions customers are already asking, or guiding them to the products they already want –– not forcing unwanted information or product recommendations down their throat. The beauty is in its simplicity. Subscribers don't feel pressured –– they feel heard and understood. And that's how you build a highly engaged group of brand advocates that will dramatically accelerate your growth. Don't sleep on social commerce. Start integrating these strategies into your email campaigns today.

Most brands treat channels like they’re competing with each other. Email vs. SMS. Paid vs. Owned. Web vs. Mobile. It happens when different teams or agencies own different parts of the journey. Email here. Paid media there. Mobile? Someone else entirely. But your customer doesn’t experience your brand in pieces. They experience it as one. The best experiences show up at the right time, on the right channel, with the right context. That takes coordination. You have to align the message, the timing, and the delivery. 🛍️ A product launch? Lead with email and SMS to your VIPs before you spend on ads. 🛒 A cart reminder? Trigger it in real time on the channel your customer is most likely to respond to. 📲 A winback? Test if SMS re-engages better before sending another discount-heavy email. The hardest part? Teams often still optimize for channel-specific metrics like opens, clicks, or last-click revenue. But real customer experience is cross-channel. One touchpoint supports the next. That email might not convert on its own, but it primes the customer to act when they see the ad the next day. This is where brands go wrong. They look at channels in isolation and miss what makes the full journey work. That is why we push brands to think customer-first, not channel-first. And it is why Klaviyo is so powerful with how you can see engagement, behavior, and revenue tied to a single profile. This is how we help brands plan smarter in Klaviyo. We map messaging across email, SMS, and push, using customer data to time messages for maximum impact. The real measure of success is customer behavior. Are they engaging? Are they converting? Are they coming back? Brands win by mapping the right message to the right moment. #klaviyochampion25

🌍 Going Global? Mind the Channels! 📱📧 When going global, channel choices matter as much as your message. Platforms that are popular in your country may be unknown or unused in another. 🇧🇷 Brazil is the kingdom of WhatsApp. With 98% of messaging users active on the platform, Brazilians expect customer interactions, marketing, and even support via WhatsApp, not via email. Check out Wapikit's article in the first comment about the huge open rate 🇩🇪 Meanwhile, in Germany, email remains the gold standard for B2B and consumer communication. It's formal, traceable, and respected, which is essential for building trust in this market. Check out eco – Association of the Internet Industry's article in the comments about Germans' usage of email. ✅ Here are my best practices: *Map channel preferences per country (WhatsApp, Telegram, WeChat, email, etc.) *Pilot your messaging locally, don’t assume global channels work everywhere *Invest in platform-compliant formats (WhatsApp templates, WeChat mini apps...) Adapting your channel strategy is not optional: it’s essential for real local impact in every market. #GlobalMarketing #Localization #WhatsAppMarketing #EmailStrategy #DigitalChannels #Multichannel #InternationalComms #ThinkGlobalActLocal

133% revenue growth with a 36% lower CAC. The leverage of better data for your eCom business can be insane. Here is the background story from one of our customers: Mid 8-figure brand in the health & supplement space that had grown extremely well over the last 2 years. But as they scaled, CACs started to increase continuously. Not all over sudden. But step by step. Taking them from a place where they were profitable on the first purchase, to needing >6 months to break-even. They started working with a different attribution tool in order get a better understanding of what marketing spend is driving new customers. They opted for first-click attribution which allowed them to stabilze their CACs at a now much higher level. Still not great but at least some sort of improvement. After a few more months, they onboarded with Klar and started using our Marketing Mix Model Attribution. And they were incredibly surprised to see the results. Meta, their main channel, was performing pretty badly compared to other channels they were running. And then they did what most brands don’t have the courage to do. They took a big swing and significantly reallocated budget across channels. And within days, performance started to improve and within weeks, CACs were down 36% and they were actually profitable on first purchase again. And that performance held, even after increasing marketing budget again. And even though the overall marketing spend is up 76%, Meta spend is actually still down 22%. These kind of results in that short period of time are only possible if: 1️⃣ You have an attribution that is not just purely click-based and can capture the effect of channels driving awareness. 2️⃣ Your team understand how the attribution actually works. That’s the only way to get a high-level of confidence in the numbers in a short period of time. 3️⃣ You turn that confidence into action by taking big swings based on the data you are seeing instead of just doing micro-optimizations. The value of data, besides the data being accurate of course, is based on the trust you have in the data. No matter how good your data is, if you don’t trust it, it becomes meaningless. So building trust through education is something we have prioritized from day 1 at Klar and something we will continue to invest more into in the future.

My gift to fellow marketers ...don't overlook email in the pursuit of more "exciting" channels. This year I took part in judging the initial rounds of the B2B Marketing awards. For me, the most strategic campaigns had 🔥 core messaging and content, that was then used and adjusted creatively across multiple channels, including in compelling emails. Email was even successful in setting up net-new executive meetings. In my own program, I have been focusing on using email as one of the many strategic channels for our ABM accounts. Here’s how: 1. At the start of the fiscal we build a 1:1 messaging playbook. There is usually a high-level message, key themes and custom messaging for each persona and job level. There is no skipping or trying to hurry this part—the messaging has got to be correct and you need alignment from the account team. Keep updating the playbook with any new brand-level messaging or themes: I see this as a living document all members of the account team should use as their “north star” for communicating to the account. PRO TIP: you can leverage these as a starting point for similar industries or opportunities if you want to do this at scale. 2. Every email is crafted to align to the 1:1 messaging playbook and messages to each persona.  3. We use email to drive people to a custom microsite where content is ungated and digestible. Think case studies, video, and ebooks. We want them to have a good time so they want to come back and tell their friends. We use emails, digital ads, and LinkedIn ads to drive people back. Where we are directly partnering with customers, we encourage them to share the site internally and provide feedback on what further content is needed. 4. We build out a custom executive messaging strategy and plan to engage with the most senior account influencers. 5. We opt ABM accounts out of general email communications/campaigns. When campaigns are crafted by the global campaigns team, we can take the resources and tweak the copy based on the messaging playbook.  6. Continue to analyse the email database and microsites to see what is connecting. Keep testing and iterating content. In our ABM accounts we're getting open rates of 20%. I'll be continuing to focus on email in 2025: I hope you do too! Many thanks Raluca Popescu Cătălina Coca for all your help with activation. Read more in this month's Dash Dot ➡️ https://hubs.la/Q02_5s1g0