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Multichannel marketing for B2B still a challenge for marketers, but Radius announces a more streamlined approach

Radius

According to Gartner research, B2B marketing campaigns that integrate four or more digital channels will outperform single or dual-channel programs by 300%. However, 90% of marketers still struggle to seamlessly connect more than three channels at a time, making consistent messaging and coordination a major challenge.

A new integration that enables B2B marketers to target customers across multiple channels in much the same way B2C marketers may improve the situation as Radius announced on Tuesday (May 9) a new platform that will not only integrate email, telesales, field and direct mail and but can integrate across platforms including Facebook, Twitter and Google Ad Words.

Increasingly, B2B marketers are moving more towards multi-channel marketing based on the success of the B2C models, and Radius aims to bring the same targeted, omni-channel customer experience to the B2B realm. The integration enables customers to identify and target audiences across channels, reaching subscribers on their most preferred method of communication.

Radius claims to have an average of 100 or more data attributes per enterprise, enabling B2B sales and marketing professionals to identify and target prospective clientele.

“The B2B industry has evolved, and today’s marketers need the ability to engage and convert buyers using the highest-quality data, targeting and seamless execution across multiple channels,” states Kerry Cunningham, senior analyst at SiriusDecisions. “This is a practice that has challenged many companies until now.”

By combining customer data, engagement history, and business intelligence, marketers can expand their reach with personalized messages predicted to increase conversions.

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Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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