Omnichannel marketing.

Some of you may still remember the golden age when launching an ad campaign instantly boosted sales, and getting new customers simply meant paying for ads. Ad salespeople might even try to convince you those times aren't gone, insisting that buying their advertising will still deliver results. Go ahead, try it. But as a marketer with 15 years of experience, it's clear to me these hopes are naive, and focusing your entire ad budget on a single channel is inefficient.

Today, many markets and industries are so fiercely competitive - and customers so overwhelmed by advertising - that only sophisticated, omnichannel advertising systems can drive real growth. What does this mean exactly? To convert, a lead typically needs multiple interactions - often more than ten - with your brand. Each touchpoint must reveal new benefits of choosing your product over competitors or maintaining the status quo. How do you achieve this? Simply sending ten identical ads won't work.

Below is an example of an omnichannel advertising system I made for a professional services B2B company:

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The systems I build strategically engage leads across multiple channels, testing various messages to discover which resonate most and drive conversions. This requires both deep expertise in setting up ad campaigns across platforms (Google Ads, Microsoft Ads, Meta, LinkedIn, etc.) and a clear strategic vision of the entire sales funnel. By combining traditional advertising methods with alternative channels - email marketing, LinkedIn outreach, online events - I aim to unlock the best approach for different customer segments. This strategy allows precise audience targeting, flexible segmentation, and the ability to reuse audience data across channels.

All images are my intellectual property and are protected by copyright.

What results can you expect? Depending on your business model, ad budget, and the effectiveness of other marketing tools, omnichannel advertising has helped me increase qualified leads by 10% to 40% within six months. Additionally, this system effectively supports your business development team's lead nurturing activities by consistently reminding warm leads about your offering.

Naturally, implementing such a system complicates lead attribution significantly. Effective management of omnichannel advertising is impossible without high-quality marketing analytics.