Omnichannel Campaigns: Tactics

This guide will show you how to choose what tactics to use in your next omnichannel campaign. 

Applies to: All Roles

What You Will Learn

• How to draw up your tactic plan
• Example tactics
• How to socialize tactics

How to draw up the campaign

Choose the right channels & messaging

• Channels
  • Ensure you have a mix of both passive and active channels (i.e. display ads and SDR outreach)
  • The best campaigns span several channels and rotate touches between those channels to ensure you meet prospects where they are. Historical data should also come into play here - what channels have performed well for you in the past?

• Messaging
  • Tap into your full revenue team to come up with messaging. You can gain insights on what value props are resonating from all of the following teams:
    • Customer marketing
    • CSMs
    • Account Managers
    • Sales
  • Include as many stats or testimonials as possible 
  • Remain consistent across channels. You want to create an immersive experience!
     

Create a timeline with clear roles & responsibilities

Once you’ve chosen your channels and tactics, it’s important to map out a week-by-week look at your campaign so you know when each of these tactics will be executed within each channel “lane.”

Example tactics 

Postal ran a campaign in the summer of 2022 to differentiate ourselves from competitors. This campaign included many elements, including a one-pager, a note card, chocolates, and an 11-step sequence that came from our sales team and our SDRs with calls and emails.

Here is the timeline we created to ensure the tactics were running across the different channels at the right time: 

How to socialize tactics

It’s important to present the campaign, its goals, and tactics to your wider GTM team, especially if you are enlisting the help of execs, sales, or SDRs to execute on certain elements of the campaign. Ensure everyone is bought in with a group call:

Next up: Omnichannel Campaigns: Measurement >