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How Omnichannel Marketing Strategies Help you Derive Maximum Impact in a Hybrid Environment

Remote working is here to stay. Like many organizations, SWZD implemented remote working in early 2020, and we embraced and adapted to it well. Similarly, B2B marketers had to be innovative and quick to adapt how they engage with their audience, from creating clever digital marketing tactics to revamping brand and content strategies

With many countries easing restrictions, a hybrid or flexible working environment is now a mainstream concept. In fact, Spiceworks Ziff Davis’ survey of 1,000+ IT professionals indicates that 64% of companies plan to retain flexible work policies even after the end of the pandemic. As B2B marketers, this offers you an opportunity to create omnichannel strategies to reach your audience. 

While digital continues to dominate the B2B landscape, the new hybrid mode allows you to bring omnichannel marketing tactics into play. The best approach is an omnichannel strategy where you can use multiple touchpoints to connect with your audience. We have mapped out three ways to integrate some of these marketing tactics to reach your audience in a hybrid environment.

 

1. Create a holistic, hybrid event experience. Let online engagement tactics permeate across all channels. 

While real-world events are making a comeback, slowly yet surely (and safely), conferences and seminars may not operate in full capacity for a long time. B2B marketers are organizing virtual events by using sophisticated event marketing platforms to bring together audiences from across the world. Marketers today are leveraging online marketing tactics to recreate real-world experiences on a virtual stage.

When we started our SpiceWorld conference in 2008, little did we know that it would be conducted virtually in 2020. Like last year, SpiceWorld Virtual 2021 is power-packed with intense networking opportunities and high-quality engagement with key decision-makers. To make this a hybrid event, we adopted a multichannel engagement approach. Not only can attendees virtually interact in live sessions, they can access content resources on-demand after the event and continue conversations through social media channels, the Spiceworks Community chat room, and breakout discussions.

All events, no matter how big or small, can become a hybrid one. 97% of marketers are confident that hybrid events may be the biggest outbound marketing channel in 2021. Whether it’s a flagship industry event or a short business discussion, the sessions can be streamed virtually to those that cannot attend in person. This is the appeal of hybrid events where you can derive maximum impact by creating a holistic event experience to stay connected to your audience, across channels.

 

Here are some tips to enhance your hybrid event experience:

 

  • Utilize an online poll, quizzes, or a themed Q&A to keep your audience engaged in real time.
  • Maximize­­ engagement through social media. Use relevant hashtags, get people involved in competitions or fun chats to allow everyone to join in the conversations. Using gamification as a marketing tool is a great way to spice up engagement with your target audience.
  • Personalize content and sessions by using event data to understand your audience’s specific interests.
  • Provide access to networking channels like chat rooms and breakout sessions to keep the conversation going.

 

2. Maximize your online brand awareness with offline marketing strategies. Bring the virtual world into the real-world. 

In a pre-pandemic world, preparing for an in-person event involved a comprehensive docket of tangible branding merchandise – from brochures to stationery to accessories. Catering has also been an important aspect in real world events. Food and drinks during meetings and events play an integral part in creating a comfortable environment to make an impression and nurture interaction.

Although events have moved to virtual platforms, you can utilize tangible branding opportunities to maximize brand awareness. Using offline marketing tactics such as mailing custom event kits you can engage attendees during the virtual event and even have post-event kits to keep the momentum going. 

Here are some ideas that have received great feedback:

 

  • Hosting a live webinar? Organize a “tech and takeout” session. Consider sending a gift card to all attendees so they can enjoy your webcast while being treated to a snack of their choice.
  • Organizing a roundtable or a group presentation? Send a branded, customized package to your attendees, and encourage them to share what they have received on social media. Using this “tag-team social strategy” can make use of user generated content to strengthen your brand voice and social presence. 
  • In-person events not possible? Consider sending a customized, pre-event kit that can make the virtual event more productive. The kit could include program guides, content assets, and other educational material.  You can also send special kits to influencers and VIPs to boost brand awareness.

 

3. Amplify your ABM campaigns and sales prospecting with offline marketing strategies. 

Like marketers, salespeople must also adapt to a hybrid environment. While they are adept at using digital channels to converse with prospects and convert them to leads, many feel the lack of personal touch during interactions.

By combining offline marketing tactics with digital sales prospecting, marketers can formulate ABM strategies to help sales drive opportunities through the pipeline and improve engagement.  

Here are some suggestions to help you get started: 

 

  • Send a ‘thank you’ package – When requesting prospects to book an appointment, let them know that you will send a package with goodies and useful marketing material as an acknowledgement for their time.  
  • Identify your target account lists, and scale your ABM strategies to fit your list size:
    • Create custom packages for high-value, top tier accounts – When you want to connect with premium accounts, this one-to-one offline marketing strategy for your ABM campaign would work best. You need to find out what the decision maker prefers – it could be anything from wine to chocolates. Your customized package would typically include carefully selected merchandise, custom content material, and a personalized note (preferably handwritten).
    • Prepare standard packages for a few exclusive accounts – When you have a limited number of accounts but cannot customize for every prospect, a standard package works best. A standard package would typically include branded merchandise (e.g., notebooks, stationery, apparel, accessories), content you think closely resonates with the target audience, and a personalized note to add a personal touch.
    • Organize a virtual experience – Implement your experiential marketing strategy by curating a list of virtual classes and tasting kits that can be purchased prior to the event. It could be anything from wine tasting, to cocktail or chocolate making. Add your branded merchandise with the kit to personalize the experience.
    • Provide “air cover” to sales teams by using offline marketing tactics – Acting as a “commercial break” between programmatic advertising, ABM allows you to engage with prospects who have interacted with your ads and are most likely to buy. Consider mailing printed marketing material or emailing exclusive content or gift cards. Make sure to encourage your audience to link back to your brand online. You can achieve this by adding hashtags, QR codes, or trackable URLs (UTMs) to your package. In this way you can offer a personalized experience to a wide range of prospects.

 

Embrace the hybrid mode with an omnichannel approach.

To be successful in a hybrid environment, adopting an omnichannel approach works best. By integrating online and offline channels and strategies, you can deliver a consistent experience, strengthen your brand voice across channels, and reach your target audience wherever they are located, virtually or in-person. An omnichannel approach helps you to derive maximum impact and improve engagement with your target audience, even in this hybrid environment in which we have to thrive. Find out how we can help you connect with your audience, in the right place, at the right time.