[Updated] Everything about Multichannel Marketing Strategies and Frameworks
Guillaume Cabane recently spoke to us about omnichannel marketing – right from devising a strategy to budgeting + answer a question that haunts every Saas marketer
After leading growth teams at big players in Saas like Segment and Drift, Guillaume is now a growth advisor for B2B Saas startups like G2, Gorgias, Metadata, and Madkudu.
Last Friday, Guillaume and Sunil spoke about the need for a multichannel marketing strategy for Saas brands, tips to build omnichannel expertise, essential tools in a multichannel marketer’s toolkit, and much more!
They got some interesting questions from the attendees, but one deserves an honorary mention: “How do you pick the right attribution model?” – haven’t we all been in those shoes? Hate to pull a Buzzfeed on you here, but the answer will definitely surprise you!
Key takeaways:
The most common reason why multichannel marketing strategies fail is broken user experiences for the multiple touchpoints
Marketing growth benefits if you have a VC-approach to it – meaning you’ve gotta look for early outliers that can generate 2X, 3X lifts and place your bet
Attribution models are useful but marketers cannot justify a channel just because of this because a big problem with attribution models is we can derive correlations, not causality - here is an interesting list of wild correlations
Recommended tools: Google Analytics (works best for B2C), AttributionApp, Dreamdata
Oh, and btw Guillaume also gave all of us a quick peek into the experimentation framework he implements to derive channel priority and predict ROI.
Would you be interested in a copy of the template?
What’s next?
Closed AMA with Chris Yeh
Chris is the co-author of Blitzscaling, the book that teaches how to build world-changing companies like Amazon, Alibaba, and Airbnb. As a writer, investor, and entrepreneur, Chris has had a ringside seat in the world of startups and scaleups since 1995.
When? Friday, 10th July 2020