Multichannel marketing is the cornerstone of modern B2B success. It recognizes potential clients engaging with your brand through various touchpoints, and a cohesive strategy across multiple channels can lead to more significant results. This is where the B.A.N.T sales model comes into play, requiring prospects to meet specific criteria: Budget, Authority, Need, and Timing.
With a $10,000 marketing budget at your disposal, the challenge lies in choosing the right channels to get the most out of your investment. In this article, we’ll explore a strategic approach that combines the power of Google Search, LinkedIn, and Programmatic advertising to create a robust multichannel marketing strategy.
Starting Strong with B2B Powerhouses
When it comes to B2B marketing, not all channels are created equal. To make the most impact with your $10,000 budget, consider focusing on three platforms that can deliver a powerful punch: Google Search, LinkedIn, and Programmatic advertising.
LinkedIn: Navigating the Professional Landscape
LinkedIn stands out as a prime platform for B2B marketing due to its ability to identify prospects using professional filters. It’s the place where you can pinpoint the RIGHT person, but remember, having the right prospect doesn’t guarantee they have the Need or Timing.
Google Search: Finding Prospects with Intent
Google Search is your go-to channel for identifying prospects with an immediate Need and Timing. However, it’s worth noting that not everyone searching for relevant keywords or competitors is the RIGHT prospect for your business.
Programmatic: The Art of Precision Retargeting
Programmatic advertising emerges as a critical player in your multichannel strategy. Programmatic is the art of precision retargeting, allowing you to re-engage with prospects who have previously shown interest in your offerings.
Programmatic’s power lies in its exceptional reach across the internet. Your retargeted ads can secure placements on prestigious platforms such as The Washington Post, The New York Times, MSN, Fox, and more. This means your brand remains prominently displayed in front of prospects across various online publications and news outlets, reinforcing your presence and credibility.
The Synergy of Google Search and LinkedIn
To maximize your marketing efforts, consider a dynamic duo: Google Search and LinkedIn. By integrating these two platforms, you can capture intent-based traffic through Google, then strategically filter it with the appropriate professional criteria on LinkedIn.
This approach allows you to reach the “Right” prospects who possess the Budget and Authority, bringing them into your marketing funnel for further nurturing. As a bonus tip, use your highest-performing keywords in retargeting ads to resonate more effectively with your audience.
Building Trust and Credibility with Retargeting
Retargeting is a critical component of your strategy. It accomplishes two main objectives: keeping your brand top-of-mind among interested prospects and establishing trust and credibility.
Programmatic advertising plays a pivotal role here, primarily as a Retargeting tactic. Unlike the Google Display Network, Programmatic can reach 99% of the internet, ensuring maximum visibility for your brand.
Strategic Multichannel Budget Allocation
Now, let’s talk budget distribution. Here’s a breakdown of how to allocate your $10,000 budget:
- Google Search: $4,500
Targeting prospects with immediate Need and Timing.
Capturing intent-based traffic.
- LinkedIn: $4,000
Identifying the “Right” prospects by professional filters.
Bringing in prospects with Budget and Authority.
- Programmatic: $1,500
Leveraging Programmatic primarily for Retargeting.
Reaching a wide audience to maintain visibility.
Keep in mind that Programmatic may not initially utilize the entire budget since it’s based on Retargeting Audiences. This leaves room for allocating additional budget to LinkedIn, where you can connect with high-value prospects.
Final Thoughts
In the complex world of B2B marketing, a well-thought-out multichannel strategy can make all the difference. By strategically combining Google Search, LinkedIn, and Programmatic advertising, you can make the most of your $10,000 budget and unlock a world of possibilities for your business.
As you embark on this multichannel journey, remember that Impactable is here to assist you in constructing an effective strategy tailored to your unique needs. So, why wait? Take the first step towards a thriving multichannel strategy with Impactable today.
