Cross-Channel Marketing Strategies to Drive More B2B Leads in 2025

Introduction

B2B customers use an average of 10 different channels in their buying journey today (1). If your marketing is only reaching prospects on one channel, you’re missing a huge part of the picture – and leaving revenue on the table. 

In fact, recent research shows that email-only outreach campaigns delivered 29% fewer leads year-over-year (5), a clear warning that sticking to siloed tactics no longer cuts it. 

Enter cross-channel marketing: the strategy of engaging B2B buyers across multiple platforms in a coordinated, cohesive way. It’s quickly becoming a must-have for lead generation – 80% of B2B marketers say integrating channels is key to driving growth (4).

In this in-depth guide, we share how cross-channel marketing campaigns can supercharge your B2B lead generation in 2025. You’ll learn what cross-channel marketing means, why it’s mission-critical for today’s B2B sales pipeline, how to implement effective cross-channel campaigns, best practices (backed by data), answers to frequently asked questions, and more. 

By the end, you’ll have a roadmap to engage your prospects everywhere they research and build a consistent, high-converting buyer journey across email, phone, LinkedIn, content, and beyond. Let’s dive in!

What is Cross-Channel Marketing? (Definition and Differences)

Cross-channel marketing is the practice of using multiple marketing and sales channels together to create a unified customer experience. Unlike a basic multichannel approach – where a company might use email, social media, and calls but treat each channel in isolation – cross-channel marketing connects the dots between channels.

The messaging and touchpoints complement each other across email, social networks, phone calls, ads, events, and more, so that a prospect’s journey feels seamless and personalized rather than fragmented (4).

In a cross-channel campaign, each interaction is informed by the others. For example, if a potential client clicks a LinkedIn post about your product, they might soon receive a follow-up email expanding on that topic. Later, a sales rep could call them, referencing the email and social touchpoints to continue the conversation. 

The goal is a consistent narrative across all platforms: no matter where a prospect engages with your brand, they encounter the same core message and a complementary next step.

What is cross-channel marketing in B2B lead generation?

Cross-channel marketing means engaging your B2B prospects across multiple channels (email, social media, phone calls, content, ads, etc.) in a coordinated way. Instead of relying on a single outreach method, you create a unified campaign that meets buyers wherever they are.

For lead generation, this increases your touchpoints and reinforces your message – for example, a prospect might first see your LinkedIn post, then receive an email, then a phone call, all with a consistent story. The goal is to create a seamless journey for the prospect across channels, which ultimately leads to higher conversion rates than single-channel efforts.

How is cross-channel marketing different from multichannel or omnichannel?

These terms are related but have nuances. Multichannel simply means using multiple channels, but not necessarily linking them – each might operate in a silo. Cross-channel means the channels are connected and working together; the messaging is consistent and interactions inform one another (e.g., an email follow-up references that the prospect visited your website). 

Omnichannel marketing is very similar to cross-channel (and the terms are often used interchangeably), but usually implies an even more unified approach with a customer-centric view – every channel is fully integrated so that a prospect can switch between channels seamlessly in one experience. 

In B2B practice, “cross-channel” and “omnichannel” both denote a cohesive, integrated strategy, whereas “multichannel” might lack that integration.

It’s easy to get confused by these terms. Here’s a quick comparison:

In short, multichannel means “many channels,” but cross-channel means “many channels working as one.” Omnichannel is the ideal of cross-channel taken to the highest level of integration (with truly unified data and customer-centric delivery).

In practice, B2B marketers use “cross-channel” and “omnichannel” somewhat interchangeably – the aim is to break down silos and orchestrate all your interactions so they feel like parts of a whole.

Is cross-channel marketing the same as Account-Based Marketing (ABM)?

They are related but not identical. Account-Based Marketing is a B2B strategy where you tailor highly personalized marketing and sales efforts to a specific set of target accounts (often high-value accounts). 

ABM almost always uses a cross-channel approach – because to deeply engage a target account, you will reach out via email, phone, LinkedIn, send direct mail, invite them to events, etc.

So you can think of ABM as a use case or flavor of cross-channel marketing, one that is extremely personalized and account-focused. However, you can do cross-channel marketing on a broader scale too, not only account-by-account. 

For example, a general cross-channel campaign might target 500 sales leads in a segment with a coordinated cadence (but not fully individualized content for each company), whereas ABM might target 10 specific companies with highly bespoke messages and maybe even dedicated microsites or custom offers. ABM = cross-channel + high personalization + selective targeting.

If you’re doing ABM, you are inherently doing cross-channel. If you’re doing cross-channel, it isn’t always ABM unless you take that account-specific approach. In practice, many principles overlap: both aim for consistency, personalization, and multi-touch engagement. If you have the resources to do ABM, it can be extremely effective – and it will rely on cross-channel tactics to succeed.

Why Are Cross-Channel Campaigns Critical for B2B Lead Generation in 2025?

Today’s B2B buyers are digitally driven, socially connected, and research-obsessed. They don’t follow a neat linear path from seeing one ad to signing a contract. Instead, they zigzag across channels: reading reviews, scrolling LinkedIn, attending webinars, joining email lists – all before ever speaking to sales. Consider these eye-opening stats:

• Buyers use many touchpoints: The typical business customer now utilizes 10+ interaction channels during their purchase journey, double the number from just a few years ago (1). Importantly, more than half of B2B buyers want to seamlessly switch between online and offline channels as they move toward a decision (1). If you don’t provide a smooth omnichannel experience, you risk losing them – modern buyers are even likely to switch suppliers if they hit friction jumping between touchpoints (1).
  
• Most of the journey is online: According to recent data, 74% of B2B customers research products online before ever making an offline purchase (3). In fact, about 67% of the buyer’s journey is now done digitally before a prospect reaches out to a vendor (3). This means your marketing needs to engage buyers long before they talk to your sales team. A cross-channel strategy ensures you can capture those early research-stage leads by being present across search, social, email, and more.
  
• Multiple stakeholders and touches: B2B decisions often involve several decision-makers and require numerous interactions. One study found a typical mid-sized firm has an average of 7 people involved in a buying decision (3). What’s more, those buyers might interact with a brand 6–8 times (or more) across various channels before committing. Relying on a single channel or one-off touches is unlikely to influence an entire buying committee. Cross-channel campaigns let you multiply your touchpoints and tailor messages to different stakeholders (e.g. technical vs. economic buyers) across channels, reinforcing your value proposition from all angles.
  
• Dramatically better results than single-channel: A coordinated multi-channel approach isn’t just a nice-to-have – it delivers a significant performance uplift. Companies running cross-channel campaigns have seen a 14.6% boost in sales by using at least 3 channels instead of just one (4). 

Likewise, businesses with strong cross-channel marketing average 89% customer retention, versus only 33% retention for those with weak multi-channel strategies (4). Even engagement and spend are higher: customers interacting across multiple channels spend about 30% more on average than those reached via a single channel (4). The bottom line is that a unified approach not only widens your reach but also deepens prospect engagement and trust – yielding more sales ready leads and revenue.

• Single-channel tactics are losing effectiveness: On the flip side, focusing on only one channel is increasingly risky. We already noted the 29% drop in leads from email-only campaigns (5). Another stat underscores this: only 9% of marketers say they have truly adopted cross-channel marketing so far, meaning many are still stuck in siloed habits (4) – an opportunity for those willing to innovate.

In a world where buyers expect a cohesive experience, clinging to a single channel (or disjointed efforts) can make your outreach easy to ignore. Cross-channel isn’t just more effective; it’s fast becoming expected by your audience.

• Greater ROI and pipeline velocity: Cross-channel strategies can also improve your marketing ROI. By engaging prospects on multiple fronts, you maximize the return on your marketing spend – for instance, companies leveraging cross-channel marketing see 13% higher ad spend ROI on average (4). Multi-channel B2B campaigns have been associated with 24% higher overall ROI compared to single-channel campaigns (6). 

And because you’re meeting buyers wherever they are, you can shorten sales cycles: prospects move faster from awareness to consideration when your messaging follows them across platforms (e.g. a prospect reads your blog, then sees a case study via retargeting, then gets a call – all within a week). Cross-channel means more frequent, timely touches that keep the momentum going.

• Adaptation to buyer preferences: Not all B2B buyers like to engage the same way – some respond best to email, others to phone or social outreach. The famous “rule of thirds” now seen in B2B sales holds that at any given stage, roughly one-third of buyers prefer in-person interactions, one-third remote human interactions (phone/video), and one-third digital self-serve (1). 

In 2025’s hybrid world, you have to be ready to serve all these preferences. A cross-channel approach ensures you’re providing avenues for the self-servers and the talk-to-a-human folks alike, increasing your chances of catching the interest of every potential lead. 

Gartner predicts that by 2025, 80% of B2B sales interactions between suppliers and buyers will occur via digital channels (9) – underscoring how crucial online and remote engagement has become.

In summary, cross-channel marketing aligns your lead generation strategies with how B2B buyers actually behave in 2025. They jump between channels, gather information widely, involve multiple people, and expect timely, relevant interactions at each step. 

If you can deliver that – a cohesive presence everywhere your buyers are – you’ll not only capture more leads, you’ll also earn their trust through a better experience. Given that 83% of business buyers are more likely to buy from a company that provides personalized, consistent experiences (3), investing in cross-channel campaigns is investing in the future of your B2B pipeline.

Which Marketing Channels Should You Leverage in a Cross-Channel B2B Campaign?

One of the strengths of cross-channel marketing is that it meets prospects on multiple platforms. But which channels matter most for B2B lead generation? The short answer: a mix of inbound and outbound channels, chosen based on where your target buyers spend their time. 

Here are the key channels and tactics to consider in your cross-channel campaigns, and how to use them effectively:

• Email Outreach: Email is the workhorse of B2B marketing – and it’s not going anywhere. Fully 50% of B2B marketers say email is their most effective marketing tool for ROI (3), and for good reason. A personalized email can reach a prospect directly in their inbox with a targeted message or offer. 

Use email for cold outreach (e.g. introducing your solution to a prospect), lead nurturing (email drip campaigns that provide value over time), and event triggers (like an email follow-up after someone downloads a guide).

Tip: Personalize emails with the recipient’s name, company, or specific pain points, and keep them concise. Also, be mindful of deliverability – warm up sending domains and avoid spammy language. Email works even better in tandem with other channels (for example, an email followed by a LinkedIn touch). It’s the backbone of many cross-channel sequences.

• LinkedIn & Social Media: B2B buyers are highly active on LinkedIn and other professional networks – in fact, 84% of B2B buyers use social media as a key source of information during purchase decisions (7), and LinkedIn generates 4 out of 5 B2B social media leads (3). 

In a cross-channel campaign, LinkedIn is indispensable for both organic and direct outreach. Tactics include sharing thought leadership content (to attract and warm up prospects), running LinkedIn Ads targeted by role or industry, and sending connection requests or InMail messages to prospects (often referencing an email you sent or content they engaged with). Other channels like Twitter or industry-specific forums can play a supporting role if your audience is there. 

Tip: Ensure your sales reps’ and company LinkedIn profiles are optimized and active – prospects will check them. Use social proof (posts about client wins, testimonials) on social channels to build credibility that reinforces your other outreach. Social touches give a face and personality to your brand, making your cross-channel presence more trustworthy.

• Phone Calls (Cold Calling & Follow-ups): In the digital age, the phone call might seem old-fashioned, but it’s a powerful high-touch channel – sometimes a direct conversation is what moves a lead forward. A well-timed call can cut through the noise and create a personal connection.

Research shows roughly one-third of B2B customers still prefer remote human interactions like phone calls during the buying process (1), so this channel cannot be overlooked. Use cold calling to introduce your offering to high-potential prospects (especially if you have a direct number and some prior context from email or LinkedIn). 

Also use calls as follow-ups: for example, if a prospect clicked your email or replied showing interest, a quick call can qualify them and perhaps book a meeting. 

Tip: Integrate calls into your sequences – e.g., “Day 1: Email, Day 3: LinkedIn message, Day 5: Phone call.” When calling, reference the earlier touches (“I emailed you on Monday and wanted to follow up live”). Even voicemails can reinforce your message. Calls add a human touch to your campaign, which can dramatically increase trust and response rates when done respectfully.

• Content Marketing & SEO: Valuable content is the engine that often powers inbound leads – and it greatly amplifies outbound efforts by educating prospects. B2B buyers crave information: the average B2B buyer conducts 12 online searches before interacting with a vendor’s site (3). 

This means your blog posts, whitepapers, case studies, and webinars play a critical role in a cross-channel strategy. They serve as touchpoints on their own (e.g., a prospect finds your whitepaper via Google search or sees an infographic on Twitter) and as assets to fuel other channels (you can email a case study or share a blog on LinkedIn). 

SEO ensures your content gets discovered; optimizing for relevant industry keywords can attract prospects who are actively searching for solutions. 

Tip: Map content to stages of the buyer journey – for instance, use high-level educational content for brand awareness, and detailed case studies or ROI calculators as prospects get closer to decision.

Also, coordinate content with outreach: if your sales team is cold emailing a certain vertical, publish content that speaks to that vertical’s challenges and include those links in your emails. A strong content presence makes every channel more effective by building your authority and trust. (Not to mention, 67% of the B2B buyer’s journey is now done digitally (3), so content often is your salesperson early on.)

• Paid Advertising & Retargeting: Paid channels can give your cross-channel strategy an extra boost by putting your message in front of the right people quickly. 

For B2B, the most common paid channels are LinkedIn Ads, Google Ads (Search and Display), and sometimes account-based ad platforms that let you target specific companies or IPs.

You can use paid search ads to capture leads actively looking for solutions like yours (great for bottom-of-funnel leads), and paid social ads to target your ideal buyer persona by job title, industry, etc. One particularly effective tactic is retargeting: using cookies or lead lists to serve ads to people who have already engaged with your content (visited your site, opened emails, attended a webinar, etc.). 

These ads “follow” your prospects on platforms like LinkedIn or the Google Display Network, reinforcing your messaging. Studies have found that companies running coordinated cross-channel ad campaigns achieve higher efficiency – e.g., cross-channel campaigns yield about 13% higher return on ad spend compared to siloed efforts (4). 

Tip: Keep your ads consistent with your other channel messaging (same value proposition or tagline as in your emails and calls). Also, use precise targeting – for example, limit LinkedIn ads to a curated list of target accounts (ABM style) so that your budget is spent only on high-fit prospects. Paid media ensures your brand stays visible across the web, complementing your direct outreach.

• Events & Direct Mail (Offline Channels): Cross-channel doesn’t stop at digital. Offline interactions can enhance your campaign, especially for high-value B2B prospects. 

Consider industry conferences, trade shows, or local meet-ups as part of your outreach strategy – these events provide face-to-face opportunities to initiate or nurture relationships.

If you know certain target accounts will attend a big conference, you might reach out ahead of time via email/LinkedIn to set up a meeting at the event (channel synergy in action). 

Another channel seeing a modern revival is direct mail – sending a physical letter or gift to a prospect. In the era of overflowing inboxes, a tangible item (like a handwritten note, a book, or a small swag package) can really stand out. 

Some successful B2B campaigns incorporate a bit of creativity here (for example, mailing a prospect a custom report or even a quirky gift, then following up via email and phone referencing that package). 

Tip: If using direct mail, make sure it’s highly targeted and personalized – it’s best for a short list of top-priority accounts where the potential deal size justifies the extra cost. And always tie it back into your other channels: e.g., “Hi Jane, did you receive the IT strategy playbook we mailed you? We think pages 5-10 could help your team, and I’d love to answer any questions…”. 

Offline touches, used sparingly, can create memorable impressions that digital alone might not – and when woven into your cross-channel plan, they differentiate you from competitors who stick purely to screens.

Driving results isn’t just about selecting low-cost channels like email, social, or organic traffic, it’s about choosing the right mix to match your objectives. While higher-investment tactics such as display ads, retargeting, and content syndication demand more budget, they often generate more qualified leads and long-term value. 

Data shows that digital channels now make up 61.1% of total marketing spend, reflecting how CMOs are prioritizing performance-driven investments and evaluating channels based on impact, not just cost (12).

Source: Gartner 2025 CMO Spend Survey

Every channel has its strengths. The magic of cross-channel marketing is in combining them intelligently. By leveraging a blend – email’s directness, LinkedIn’s networking, phone’s human touch, content’s credibility, paid ads’ reach, and occasional offline surprises – you create a surround-sound effect. Prospects encounter your brand wherever they turn, with each interaction reinforcing the last. The result is a lead generation engine with far greater horsepower than any single channel could provide.

How Do I Start Implementing a Cross-Channel Marketing Strategy?

Begin by mapping out your plan: define your target audience (ICP and buyer personas), and identify the top channels those buyers use. Next, develop a core message or campaign theme. 

Then create a simple sequence of touches across 2-3 channels to start – for example, an initial email, a LinkedIn connection request or message a couple days later, then a follow-up email, then a phone call.

You don’t have to launch on five channels immediately; you can start with a couple and add more as you get comfortable. Ensure you have the tools to manage it (a CRM or sales engagement platform helps keep track). 

As you roll it out, monitor responses and refine your approach. It’s also wise to involve both Marketing and Sales teams from the get-go, so everyone is aligned. In short: start small, be consistent, and then build complexity. 

For instance, you might pilot a cross-channel cadence on a small list of prospects to work out the kinks, then scale to a broader audience once you see what works.

Building a cross-channel campaign might sound complex, but it can be broken down into clear steps. Here’s a step-by-step approach to planning and executing an effective cross-channel B2B campaign:

1. Set Goals and Sales KPIs: Start with the end in mind. What specific outcomes do you want from this campaign? For example, your goal might be to generate 50 qualified leads in a new vertical, or to book 10 sales meetings with enterprise CTOs this quarter. Define what a “lead” or “conversion” means for this campaign (form fill, demo request, meeting scheduled, etc.). Then establish 

Key Performance Indicators for each channel and overall – e.g., email response rate, LinkedIn connection acceptance rate, webinar sign-ups, and ultimate metrics like SQLs (sales-qualified leads) or pipeline revenue generated. Clear goals will guide your strategy and make it easier to measure success later.

2. Know Your Audience (ICP and Personas): A cross-channel strategy is only as good as its targeting. Invest time in refining your Ideal Customer Profile (ICP) – the types of companies you want to reach (industry, size, geography, tech stack, pain points) – and the buyer personas within those companies (e.g., CFO, VP of Sales, IT Manager). 

Understand where these people spend their time and what they care about. If possible, use data to back this up: for instance, analyze your past customer interactions or use intent data to see which topics or sites your prospects engage with. 

This research ensures you choose the right channels and messages. (For example, you might discover that directors of IT at mid-market firms respond well to email and LinkedIn outreach about cybersecurity, whereas CFOs in finance prefer webinars about ROI and may be reachable via industry newsletters.) The more you tailor your campaign planning to your target audience’s habits, the more effective it will be.

3. Select Your Channel Mix: Based on your audience insights, decide which channels to include in your campaign – usually a combination of at least 3 or 4 channels to maximize reach. 

For B2B outbound lead generation, a common powerful mix is: email + LinkedIn + phone, with support from content and perhaps paid ads. If you’re running an Account-Based Marketing style campaign, you might add direct mail or personalized ads into the mix. 

Remember, using at least three channels has proven benefits (companies using 3+ channels see substantially higher conversion rates – one study noted a 14.6% increase in sales vs. single-channel efforts (8)).

As you select channels, also plan the tools you’ll use for each (e.g., an email automation tool for sequences, a sales engagement platform to coordinate emails/LinkedIn/calls, a webinar platform if that’s a channel, etc.). Ensure you have or can acquire the contact data needed (emails, phone numbers, social profiles). Your channel mix should align with where your targets are most reachable and the strengths of your team.

4. Craft a Unified Core Message: Now, develop the campaign message and content that will flow through all channels. What’s the key value proposition or story you want to communicate? 

Perhaps it’s how your solution helps SaaS companies boost pipeline by 30% or how you solve a specific pain point like compliance or lead quality. This core message should address your target’s pain points and present a clear, compelling reason to talk to you (or a strong offer). Create a message brief that can be adapted per channel. 

For example, your core message might be a few sentences of value props and social proof; you’ll use that to create an email template, a LinkedIn message, a call script outline, and ad copy that all sing the same tune. Consistency is crucial – prospects should recognize that “oh, this is that company that does X” no matter where they see you. 

At the same time, optimize the format for each channel: an email might go into more detail, a LinkedIn message might be shorter and more conversational, and a phone call script will be even more to-the-point. If you have content assets (e.g. an eBook, case study, video) as part of your message, ensure everyone uses the same assets across channels. By aligning messaging, you build familiarity with each touch rather than confusion.

5. Design the Sequence and Cadence: With channels and messaging set, map out the multi-touch sequence – essentially, the timeline of touches for each prospect. Decide how many touches you will do on each channel and in what order. 

For instance, you could start with a “soft” touch (like the prospect sees a LinkedIn ad or a comment from you in a LinkedIn group), then Day 1 send a personalized email, Day 3 send a LinkedIn connection request mentioning the email, Day 5 make a phone call, Week 2 send a follow-up email with a case study, etc. 

A best practice is to spread touches over a couple of weeks; many successful outbound sequences involve 6–10 touchpoints over 2-4 weeks. You want to be persistent but professionally persistent. Stagger channels so they support each other – e.g., an email followed by a LinkedIn touch referencing the email can dramatically increase response rates (since the prospect gets context from the email). 

If a prospect responds or engages at any step, have a plan for that (e.g., if they reply to an email, you might jump straight to setting a call rather than continuing the generic sequence). Also plan time-of-day and days-of-week for touches based on when your audience is most responsive (many find B2B emails work best mid-week mornings, calls in mid-morning or late afternoon, etc., but use your past data if available).

Document this cadence clearly so it’s easy to follow and automate where possible. Essentially, you are choreographing a little “dance” for how each lead will be approached across channels.

6. Leverage Automation and Integration: To execute a cross-channel campaign at scale and keep it coordinated, you’ll likely need some tech help. Use a CRM or sales engagement platform to track interactions in one place. Many tools allow you to automate multi-channel sequences – for example, sending emails automatically, reminding a sales rep when it’s time to send the LinkedIn message or make a call, etc. 

Ensure that all channels feed data back into a central system. For instance, if someone clicks an email link, that should be logged and ideally trigger the next appropriate action (maybe marking them as warmer for the call). If you’re using separate tools (say, an email tool and making calls manually), make sure the team updates the CRM with each touch outcome. Integration is key to prevent prospects from, say, getting an email when they’ve already booked a meeting via a call – everyone on your team should see the full history of touches. 

Automation can also help with personalization at scale (mail merge tags in emails, auto-populating LinkedIn templates, etc.). Given the complexity of cross-channel coordination, leveraging technology will save time and reduce errors. Just be careful to not over-automate to the point of sounding robotic – maintain personalization and humanity in each touch.

7. Personalize Across Channels: Speaking of personalization – it deserves emphasis in implementation. Buyers are inundated with generic spam, so tailor your outreach wherever feasible. 

Use the prospect’s name, company, maybe a recent trigger event (e.g., “Congrats on the funding…” or “Noticed you’re hiring for a Sales Manager – companies in that stage often struggle with lead volume, which is where we come in.”). Cross-channel campaigns give you multiple opportunities to personalize. 

Perhaps your first email is deeply personalized, then the LinkedIn follow-up is more general but still references their industry, and the call script includes a note about their company’s situation. Even advertising can be personalized in B2B by segment (like different ad creatives for different industries or account-specific ads in ABM). 

This effort pays off: personalized campaigns are far more engaging – for example, account-based marketing (which is highly personalized) is a top strategy for 41% of B2B companies (3), and 80% of business buyers are more likely to respond when outreach is tailored to their business (3). 

Implementation-wise, set up your templates and talking points with placeholders for personalization, and do the research or data gathering needed to fill those in. It could be as simple as adding one custom sentence about their company to each email – at scale, these small touches stand out to prospects.

8. Ensure Compliance and Permission: When reaching out across channels, remember that each channel has rules of engagement. Make sure your campaign complies with regulations like GDPR, CAN-SPAM, and cold-calling laws in your target regions. 

This means: only email people who haven’t opted out (and include easy unsubscribe links in marketing emails), adhere to opt-in requirements where applicable, use the proper company signatures/addresses in emails, and respect “Do Not Call” lists or times of day restrictions for calls. Also, on LinkedIn, avoid overly spammy behavior that could violate terms of service (e.g., sending too many duplicate InMails).

If using SMS (less common in B2B, but possible), you need express consent typically. Compliance is a part of campaign implementation – for example, if you’re automating emails, ensure your software can handle unsubscribes globally so someone who opts out won’t get added to a new sequence accidentally.

It’s wise to coordinate with your legal or compliance team (if you have one) when designing outreach to new regions (like the EU or Canada, which have stricter rules). While this sounds tedious, it’s crucial. 

A well-implemented campaign is one that generates leads without generating complaints. Pro tip: emphasize quality over quantity in your targeting to avoid blasting people who truly don’t want contact; a highly targeted cross-channel list of 100 ideal prospects is better (and more compliant) than spammy blasts to 1,000 uninterested ones.

9. Launch, Monitor and Adapt in Real Time: With everything in place, it’s go time. Launch your campaign and closely monitor the results on each channel. 

Cross-channel marketing gives you a lot of data – track open rates, click-through rates, reply rates, connection accepts, call outcomes, etc.

Pay attention early on: if, say, nobody is engaging with your LinkedIn messages but many are clicking the email link, you might tweak your LinkedIn approach (maybe the message is too long, or the audience prefers email – the data will tell you). 

Be ready to A/B test elements: you could try two different email subject lines, or two versions of your ad copy, to see which performs better. If one channel is underperforming (e.g., zero traction on Twitter but lots on LinkedIn), you can reallocate effort accordingly. 

Also, ensure your sales team is providing qualitative feedback – are prospects mentioning seeing your ads or reading the content? Use that insight to refine your tactics. A key benefit of cross-channel is that you have multiple chances to learn and adjust. 

Perhaps you discover that prospects respond on the second LinkedIn message more than the first – you might adjust the messaging cadence or content for future waves. Continuously optimize timing too: if calls at 8am aren’t working, try afternoons.

Essentially, treat the campaign implementation as iterative. Short feedback loops (daily or weekly check-ins on metrics) will let you course-correct and improve the campaign while it’s running, maximizing your results.

By following these steps – from planning, to executing across channels, to real-time optimization – you’ll implement a cross-channel marketing campaign that’s strategic, targeted, and agile. It’s a lot of moving parts, but with a clear process and team alignment, you’ll turn those parts into a well-oiled lead generation machine.

Best Practices for Cross-Channel Marketing Campaigns

Running a cross-channel campaign can be challenging, but a few key best practices will keep your efforts on track and effective. Below are essential best practices (backed by data and experience) to ensure your cross-channel marketing truly delivers results:

• Maintain Consistent Messaging and Branding: One of the hallmarks of cross-channel success is that a prospect gets a coherent story everywhere they interact with you. 

Make sure your value proposition, tone, and branding are aligned across all channels. Inconsistency confuses leads. If your LinkedIn ad says one thing but your sales call pitch sounds unrelated, trust erodes. Develop a single messaging framework and use it as the source of truth for emails, cold call scripts, social posts, etc. 

Consistency also means timing – coordinate channel timing so messages reinforce each other (e.g., an email and an ad that go out the same week emphasizing the same offer). Remember, more than half of B2B buyers want that “seamless omnichannel” experience (1) – they will notice if your left hand and right hand aren’t in sync. Tip: Create a one-page campaign brief for your team that outlines the core message, key stats to mention, preferred wording, and visuals, so everyone and every channel sings from the same hymn sheet.

• Personalize and Segment Your Approach: Personalization is not just a buzzword – it’s a requirement when reaching busy B2B executives through multiple channels. 

Address prospects by name and mention details relevant to them (industry challenges, competitor references, etc.) so they feel your outreach is about them, not you. Also, segment your audience and tailor campaigns accordingly. 

You might run slightly different cross-channel sequences for different verticals or job roles. For example, your campaign towards healthcare industry prospects might highlight compliance features of your product, while for tech industry prospects you highlight integration capabilities. 

This way, every touch feels more relevant. The effort pays off: personalized, account-based outreach yields significantly higher engagement (e.g., 80% of buyers are more likely to engage with a brand that personalizes their experience (3)). On a practical level, use merge fields in emails, target ads by industry or company, and have your reps add one custom line to messages about the prospect’s company. 

Even on calls, reference what you know about them. Personalization across channels shows that you’ve done your homework and that you’re approaching them as a consultant who understands their needs, not just a generic salesperson.

• Coordinate Frequency and Timing (Avoid Overload): Getting the cadence right is an art. While multi-touch is crucial, you also don’t want to bombard prospects to the point of annoyance. 

Orchestrate the timing of messages across channels so they complement rather than clash. For instance, don’t send someone five emails, three LinkedIn messages, and two calls all in one week – that’s overkill. Instead, spread touches out and use each channel judiciously.

A general best practice is to allow 1-3 days between touches (depending on the channel). Also, vary the times of day: maybe emails in the morning, social messages in early afternoon, calls later in the day when they might be free. 

Staggering touches gives the prospect breathing room and makes each interaction feel fresh. Importantly, listen to signals – if a prospect downloads a resource or replies “I’m interested,” you might pause other automated touches and have a salesperson follow up promptly one-on-one. 

Conversely, if you’ve reached out 6-7 times with no response, know when to pull back or put them into a slower nurture track to avoid burning the contact. The goal is to be persistent but respectful. Being present on multiple channels inherently increases your frequency of exposure, so calibrate carefully. 

Done right, your touches will feel helpful and omnipresent, not spammy. One internal rule of thumb many teams use: never send the exact same message on all channels at the same time – always add value or new context with each touch.

• Align Marketing and Sales Teams: Cross-channel campaigns often blur the lines between “marketing” and “sales” activities. Marketing might handle ads, website content, and mass emailing, while Sales (SDR and BDRs) handle personal emails, LinkedIn outreach, and calls. 

To the prospect, it’s all one unified experience – so internally, your teams must be unified too. Tear down silos between Marketing and Sales by sharing campaign plans, messaging, and data. 

Best practice: hold a kickoff meeting for any major campaign with both teams, clarify roles (e.g., marketing runs a promotional webinar and does email invites, sales reps then call all registrants – or vice versa). Make sure everyone uses the same CRM to log touches, so a salesperson doesn’t call someone who already told marketing “not interested” via email, for example. 

Also share insights: if the SDRs find that a particular pain point is really resonating on calls, marketing can weave that into ads or content on the fly. When marketing-generated leads come in, have a process so Sales follows up quickly (cross-channel includes inbound response handling too!). 

Essentially, approach cross-channel holistically – one revenue team working together. Companies that achieve tight sales-marketing alignment can see improved lead conversion rates and shorter sales cycles. A unified front internally ensures a seamless experience externally.

• Use Data and AI to Optimize: One advantage of cross-channel campaigns is the wealth of data they generate. Make it a habit to track and analyze this data for continuous improvement. 

Identify which channels and messages are driving responses and which are lagging. For example, you might find your second email in the sequence is getting the most replies, or that LinkedIn interactions spike after a webinar event. 

Use those insights to refine your approach – perhaps doubling down on the effective touch or adjusting the weak one. Consider leveraging AI tools for help: AI can assist with things like optimal send times (predictive timing), drafting personalized email variations, or analyzing sentiment of responses at scale. 

In fact, 47% of marketers plan to increase use of AI in their efforts (3), using it for tasks like audience segmentation and campaign optimization. AI can also unify data from different channels (e.g., predictive lead scoring that takes into account email opens and website visits and ad clicks). Whether or not you dive into sophisticated AI, the principle is to be data-driven. 

Run A/B tests when possible (subject lines, call scripts, ad creative). And don’t set and forget your campaign – review metrics weekly or even daily early on. A culture of optimization will significantly boost your cross-channel ROI over time. Remember, cross-channel marketing isn’t a one-time project, but an ongoing process of testing and tuning for better results.

• Provide Value at Every Touch: This is a timeless best practice, but especially relevant in multi-channel outreach. Ensure that every single interaction with the prospect offers them something useful – not just “checking in” or asking for their time. 

This could be valuable content (like sharing an article, report, or insight tailored to them), a compelling statistic or case study, or a thoughtful question that gets them thinking about a solution. 

For example, instead of an email that says “Just following up on my last message,” you might send, “Hi, I thought you might be interested in our new benchmark report showing how companies in your industry achieved 25% faster onboarding (4) – page 3 may be particularly relevant to you.” 

On a call, rather than a hard sell, you might offer a free consultation or some quick wins they can try (positioning you as a helpful expert). By adding value, you build reciprocity and trust. 

Prospects are far more likely to engage if they feel you understand their challenges and aren’t simply pushing an agenda. In cross-channel campaigns, value-driven touches also help you stand out from the barrage of generic messages out there. 

A good rule: review each touch in your sequence and ask, “If I were the prospect, would I benefit from this interaction or find it interesting?” If the answer is no, rewrite it until it passes the test.

• Monitor and Respect Engagement Signals: Cross-channel marketing gives you multiple ways to know if a prospect is interested – use those signals wisely. For instance, if a prospect clicks on your email link, visits your pricing page, or engages with your LinkedIn post, that’s a buying signal. Prioritize those prospects for faster or more direct follow-up (you might escalate them to a phone call sequence sooner, for example). Many marketing automation systems can alert sales of such intent signals in real time. 

On the flip side, if someone is completely radio-silent (no opens, no clicks, ignores calls) after a full sequence, consider pausing or downgrading them in your outreach frequency.

Additionally, if a prospect explicitly says “not interested” or “contact me in 6 months,” make sure to honor that across all channels – nothing kills your credibility like continuing to spam someone who already declined. 

Best practice is to have a system for lead scoring and status changes: e.g., mark engaged leads and treat them differently from unengaged ones. By being responsive to engagement (or lack thereof), you’ll spend time where it matters and avoid wasting effort (and annoying people) where there’s no traction. 

Essentially, let the prospects’ behavior guide you – cross-channel success isn’t just about pushing messages out, but also about listening and reacting across those channels.

Following these best practices will help ensure your cross-channel marketing campaigns are effective, efficient, and well-received by prospects. It’s all about being strategic: consistent messaging, smart personalization, teamwork, data-driven tweaks, and always keeping the prospect’s perspective in mind. Do that, and you’ll create campaigns that not only reach more leads, but also genuinely resonate with them.

What are Challenges with Cross-Channel Marketing (and How Can You Overcome Them)?

Implementing cross-channel campaigns isn’t without its hurdles. It’s a more complex undertaking than single-channel marketing, and certain pitfalls can trip you up. Here are some common challenges B2B teams face with cross-channel marketing – and strategies to overcome each:

• Siloed Data and Systems: One of the biggest challenges is that information often lives in silos – your email tool, CRM, social media accounts, and ad platforms might not automatically share data. This can make it hard to get a unified view of the prospect’s journey and to coordinate messaging. 

For example, if Sales doesn’t know that Marketing already emailed a contact twice, they might unknowingly duplicate efforts or send conflicting messages. 

Overcome it: Invest in integration. Use a CRM as your central source of truth and integrate your other tools with it (most modern platforms have integrations or use middleware). 

Develop internal processes for logging all touches. Consider a cross-channel marketing platform or customer data platform if budget allows, which unifies multi-channel interactions. 

Even if tech integration is limited, create a manual routine – e.g., the marketing team exports a list of engaged leads weekly for sales to use in call campaigns, or sales alerts marketing when a lead enters late stages so they can turn off generic marketing emails. Breaking down silos requires effort, but it’s essential.

Some companies form a “Revenue Operations” team to specifically own data flow between sales and marketing systems. The more your systems talk to each other, the more seamless your campaign will be.

• Resource and Content Demands: Running multiple channels means you need more content and more manpower to create and manage all those touchpoints. 

A single-channel campaign might need one email and one landing page; a cross-channel campaign might require emails, social posts, ad creatives, call scripts, video content, etc. It can strain smaller teams to produce and monitor all of this. 

Overcome it: Plan efficiently and repurpose content. A single core piece of content (say a whitepaper or webinar) can be sliced into many formats – blog summaries, infographic snippets for social, talking points for calls, etc. Leverage your existing content library instead of reinventing the wheel for every channel. 

Also, prioritize channels that give the best ROI for your audience to focus resources there; you don’t have to do every channel if some are low-impact. Use automation to lighten the load on execution (as discussed, schedule posts and emails in advance, use templates). 

If budget permits, outsource selectively – for example, hire a freelance designer for ad creatives or a copywriter for additional content pieces, so your team can focus on strategy and personal touches. Over time, also build a content repository and playbooks, so each campaign isn’t starting from scratch. 

Finally, ensure your team is trained and comfortable with the tools – having a single person who knows how to run sequences in your sales engagement software, for instance, can bottle-neck your efforts. Cross-train team members or have clear documentation so the work can be shared.

• Coordinating Team Efforts: Cross-channel often involves multiple people or departments (marketing, SDRs, account execs) executing different parts of the plan. 

Without tight coordination, things can slip – like a lead being called twice by different reps, or an ad campaign still running after a lead converts, or simply inconsistent messaging if team members improvise. 

Overcome it: Treat cross-channel campaigns like projects with a defined owner/project manager who oversees the timeline and tasks. 

Conduct regular syncs or stand-up meetings, especially during launch, to ensure everyone knows who is doing what each day. Clearly assign roles: e.g., Marketing ops will handle email sends and ads, SDR team will handle LinkedIn and calls. 

Use a shared calendar or project management tool to map out the campaign schedule and milestones. Creating a campaign playbook can help – an internal doc that spells out the sequence, messaging guidelines, and contingency plans (e.g., “if prospect replies, remove from sequence and assign to John for follow-up within 1 day”). 

Also, encourage communication – if an SDR has a good call, have them log notes that marketing can see; if marketing sees a surge of engagement from a certain account, flag it to sales immediately. Essentially, cultivate a culture of collaboration around campaigns, not a throw-it-over-the-wall mindset. 

Everyone should feel collectively responsible for campaign success. With strong teamwork, you’ll avoid most coordination misfires and respond faster to any that do happen.

• Measuring Impact and Attribution: Cross-channel marketing can make it tricky to attribute which touch or channel led to a conversion. If a prospect saw a LinkedIn ad, opened an email, and had a call before converting, what “caused” the lead? 

Traditional single-touch attribution (e.g., giving all credit to the last touch) might undervalue earlier touches. This can complicate budget decisions or proving ROI. 

Overcome it: Embrace a multi-touch attribution approach or at least track influence rather than single-source. This could mean using an attribution model in your CRM (like linear or time-decay models that distribute credit among touches) or simply reporting on all touches that occurred before a deal. 

Communicate to stakeholders that cross-channel leads often have multiple contributing factors. Focus on holistic metrics like overall campaign ROI or pipeline generated, rather than obsessing over which channel “gets credit.” 

That said, do analyze trends – for instance, you might notice 70% of converted leads interacted on LinkedIn but only 20% on Twitter, indicating LinkedIn is a stronger contributor. Use such insights to optimize spend and effort. It’s also useful to compare lift: e.g., leads who engaged on 3+ channels vs those who engaged on 1 – likely the multi-channel engaged leads convert at a higher rate, which helps make the case for the whole strategy. 

The key is, don’t let rigid attribution models discourage your cross-channel efforts; instead, educate internally that success is a team sport across channels. Over time, refine your measurement by implementing tools that track cross-channel journeys (like marketing automation with lead scoring, or Google Analytics with multi-channel funnels for your website). Patience is needed, but a broad view of metrics will show the true impact of your integrated approach.

• Navigating Privacy and Platform Constraints: Each channel comes with its own rules and quirks. Email has spam filters and opt-out requirements; social platforms have algorithms that might limit your reach or flag aggressive behavior; phone outreach can run into voicemail hell or caller ID spam labeling; ad platforms have policies on targeting and content. Keeping your campaign effective means working within these constraints. 

Overcome it: Stay informed on best practices and platform updates. For email, maintain good list hygiene and domain reputation (to avoid spam folders) – e.g., use proper email authentication (SPF, DKIM), send from reputable IPs, and don’t blast to old or purchased lists. 

For LinkedIn, avoid sending too many duplicate connection requests or InMails in a short time (consider quality over quantity outreach, and use Sales Navigator smartly for targeting). For calling, consider using local presence dialing and obey time-of-day norms; if encountering a lot of spam flags on calls, you may need to rotate numbers or use a trusted dialer service. 

For ads, carefully tailor audience targeting and don’t use ad copy that violates terms (like overly sensational claims or misusing personal data). Also, be aware of privacy laws: e.g., GDPR means you might need explicit consent to email EU prospects – you can adjust by focusing more on LinkedIn or ads for those regions until they opt in. 

Essentially, adapt your tactics per channel to get the best results without crossing lines. Often, this means throttling volume (quality targeting, not spam) and delivering real value so that platforms actually reward your content (for example, LinkedIn’s algorithm favors posts that get engagement – so make your social content engaging, not purely promotional). By respecting each channel’s ecosystem, you ensure your messages actually reach prospects and reflect positively on your brand.

• Scaling Personalization: As you ramp up cross-channel efforts, keeping the personal touch can get harder at scale. It’s challenging to personalize hundreds of messages across 3-4 channels consistently. 

Overcome it: Use technology and smart tactics to scale personalization. Tactics include creating persona-based templates (so each template feels personal to a segment), using mail merge fields or dynamic content in emails to drop in custom snippets (like industry-specific paragraphs), and leveraging tools that pull public data (some outreach tools can insert recent company news or blog titles into emails automatically). 

You can also prioritize who gets high-level personalization – e.g., for your top 20 target accounts, do deep research and custom touches on all channels (maybe even build microsites or bespoke content for them), whereas for lower-tier prospects, you rely on semi-personalized templates. 

Train your team to use social listening – a rep can quickly check a prospect’s LinkedIn activity or company news before calling or messaging, to mention something timely. It’s also a good idea to build a “personalization library” – a repository of common snippets or pain-point references by industry/role that can be quickly inserted into communications. 

This speeds up the process while keeping messages relevant. In short, systematize personalization: make it a repeatable process rather than a random creative exercise each time. With the right frameworks, you can achieve a one-to-many outreach that feels one-to-one.

Every challenge in cross-channel marketing is manageable with forethought and strategy. By integrating your data, streamlining team workflows, adjusting how you measure success, and staying adaptable to channel rules, you can avoid common pitfalls. Remember that complexity is the trade-off for effectiveness – yes, running these campaigns is more involved, but the payoff in lead generation and sales pipeline is well worth it. 

Approach challenges as opportunities to build muscle and competitive advantage (since many of your competitors might give up and stick to simpler tactics). With each campaign, you’ll get better at orchestrating a sophisticated, multi-channel operation that’s hard for others to match.

How Do You Measure the Success of Cross-Channel Marketing Campaigns?

Measuring cross-channel campaigns can seem daunting – data pours in from many sources, and a single lead might have a dozen interactions before converting. But with a structured approach, you can absolutely gauge performance and ROI. Here’s how to effectively measure success in a cross-channel B2B campaign:

1. Track Channel-Specific Metrics: Start by measuring the performance of each channel on its own terms, as one piece of the puzzle.

Key metrics include: 

• Email open and click-through rates
• Email reply rate (for outbound sequences)
• LinkedIn connection acceptance and response rates; social post engagement (likes, comments, shares) or ad click-through rates
• Call connection rate (how often you reach someone live) and call outcomes (meetings set, follow-ups scheduled)
• Content downloads or webinar attendance
• PPC ad impressions, clicks, and conversion rate on landing pages

These metrics tell you if each channel is pulling its weight and where bottlenecks might be. 

For example, a low email open rate might mean your subject lines need improvement; a high ad click rate but low conversion might point to a landing page issue. By monitoring these, you can optimize each channel in real time. Use dashboards if possible (many CRMs or marketing automation tools let you see multi-channel engagement for each lead, and aggregate stats). The goal is not to obsess over vanity metrics, but to ensure each channel is performing in a healthy range and contributing enough engagement opportunities.

2. Measure Cumulative Engagement and Lead Progression: Beyond individual channels, look at holistic engagement metrics. This could include the total number of touches it takes to get a conversion, or what percentage of leads engaged with multiple channels. For instance, you might find that technology service firms using 10+ channels saw 7% higher conversion rates  – a sign that cross-channel engagement is boosting quality (11). 

Track how leads move through your sales funnel: e.g., how many raw leads became Marketing Qualified Leads (MQLs), then Sales Qualified Leads (SQLs), then opportunities and deals – and the conversion rates between each stage. 

Since many touches contribute, define an MQL criteria that accounts for multi-channel engagement (e.g., a lead is MQL when they have at least 2 significant interactions, such as an email click and a webinar registration). 

Time-based metrics are useful too: measure the velocity – did cross-channel touches shorten the time from first contact to meeting booked? If you have historical single-channel benchmarks, compare them. 

You might see that with cross-channel, leads book meetings in 10 days on average instead of 20 – a great proof point. By measuring how quickly and smoothly leads progress, you capture the effectiveness of the combined campaign.

3. Implement Multi-Touch Attribution: Attribution is tricky but important for understanding what’s working. In a cross-channel world, credit for a deal often belongs to multiple touches. 

Consider using a multi-touch attribution model that fits your business. Common models: 

Linear (equal credit to all touches), 

Time decay (more credit to later touches), or 

Position-based (e.g., 40% credit to first and last touch each, 20% split among middle touches). 

If your CRM or marketing software supports it, set up an attribution report to see which channels and campaigns tend to appear in successful deal journeys. For example, you might learn that while many leads have first touch via email, the “last touch” that pushes them to convert is often a phone call – invaluable insight for budgeting and planning.

If software support is lacking, you can do this analysis manually for a sample of deals (by looking at activity logs). Also, look at influence: how many deals had at least one touch from each channel. You might find, for instance, 80% of closed deals involved an email touch, 50% involved a LinkedIn touch, etc. 

Those are indicators of the importance of each channel in the mix (noting that they often work together). The key is to move beyond single-touch attribution (e.g., “the lead came from Webinar X”) to a mindset of contribution analysis. This prevents undervaluing channels that assist early on. It can also highlight if any channel is underperforming – if a channel never shows up in won deals, that’s a red flag to investigate.

4. Monitor Overall Lead and Revenue Metrics: At the end of the day, the success of a cross-channel campaign should be evident in the bottom-line metrics that matter: how many leads did we generate? How many qualified opportunities? How much pipeline or revenue can we attribute to this campaign? These aggregate outcomes are the ultimate measures of success. For example, if your goal was 50 qualified leads, did you achieve it? 

Perhaps your campaign generated 200 raw leads, of which 60 met your qualification criteria – that’s a success to celebrate (and a data point to refine future goals). Track pipeline created (sum of the value of opportunities that came from campaign leads) and eventually revenue closed from those leads. 

Cross-channel campaigns often show their value in higher close rates – you might observe that leads touched by 4 channels have a 30% close rate versus 15% for those touched by 1 channel, resulting in more won deals. 

Showcasing these metrics helps justify the investment in a complex campaign. Make sure to use control comparisons when possible: if you ran a cross-channel campaign in Q1 and only single-channel in Q4, compare their ROI. Or if you have region A with cross-channel vs region B with limited channels (maybe due to different approaches), compare results.

While every scenario differs, you ideally want to prove that the multi-channel approach drives better ROI than any single channel could. Often, the metric that captures this is marketing ROI or cost per acquisition: calculate how much was spent (on ads, tools, effort) versus the value of leads or deals generated. 

Many B2B marketers face pressure to demonstrate ROI – in fact, consistent measurement remains a challenge for 42% of marketers (10). Cross-channel campaigns, when measured properly, can demonstrate excellent ROI due to their higher efficacy.

5. Gather Qualitative Feedback: Not all success metrics are numbers. Talk to your sales team and even prospects (when possible) to get qualitative insight. Did prospects mention seeing your content in multiple places? Did any say “I feel like you guys are everywhere” (that’s cross-channel success!). Did sales reps find that leads warmed by multiple touches were more receptive on calls? 

Collect anecdotes and frontline observations. For example, an SDR might tell you, “Lead X mentioned our LinkedIn post on the call – that really helped start the convo.” These stories enrich the data and help you understand the why behind the numbers. They can also reveal issues metrics won’t, like if prospects felt overwhelmed by communication (hopefully not if you followed best practices). 

Use this feedback to refine future efforts – maybe prospects loved the case study you shared (double down on that type of content) or maybe many said they didn’t see the earlier email (could indicate email deliverability issues to fix). In reporting success to management, combining data (quantitative) with a compelling customer story (qualitative) is very powerful.

6. Continuously Refine Your Metrics: As you run more cross-channel campaigns, refine what you measure. Early on, you might track a broad set of indicators; over time you’ll learn which truly map to success for your business. Maybe you find that meeting conversion rate (meetings set vs. leads engaged) is your key metric, or pipeline per account. 

Focus on those in future measurements. Also, consider the full customer journey, not just lead acquisition: are cross-channel sourced leads sticking around as customers longer (higher lifetime value) or converting to upsells more? Sometimes a multi-channel nurtured prospect becomes a better customer because they were better educated and qualified. If you have the data, measure those downstream effects (they can strongly justify the approach). 

Finally, don’t be afraid to tweak attribution models or scoring as you get more data. The goal is to have metrics that accurately reflect reality. For instance, if you notice your first-touch channel is always getting under-valued, you might adjust your model to give it a bit more weight. Keep iterating your analytics to truly capture the impact of your efforts.

In sum, measuring cross-channel success means taking a multi-dimensional view: per channel, across channels, and ultimately on conversions and revenue. It requires more nuance than single-channel metrics, but the insight you gain is far richer. By diligently tracking and analyzing this data, you’ll be able to prove that cross-channel marketing is not just a buzzword, but a tangible driver of B2B growth – with the numbers to back it up.

Turning Cross-Channel Marketing into Pipeline Growth

By following this guide, you’re well on your way to executing cross-channel marketing campaigns that resonate with today’s savvy B2B buyers. The payoff is huge: you’ll stand out from competitors, nurture leads more effectively, and ultimately drive more qualified opportunities into your pipeline.

Ready to take your B2B lead generation to the next level with a truly cross-channel strategy? That’s where we come in.

At Martal Group, we specialize in orchestrating integrated outbound campaigns that combine cold calling, cold emailing, LinkedIn outreach, and more into a powerful engine for pipeline growth. 

In fact, we act as an outsourced SDR extension of your sales team, providing expert SDRs who engage prospects across channels and set qualified appointments for your closers. 

From crafting the right message for each channel to leveraging our proprietary AI-driven outreach platform, we handle the heavy lifting – so you can focus on closing sales deals. 

Whether you need to fill your calendar with high-quality B2B meetings, boost your outbound sales, or even train your in-house team on best practices, we’ve got you covered. Don’t let the complexity of cross-channel marketing hold you back from the results it can deliver.

Contact us to discover how our multi-channel lead generation services (from targeted cold email campaigns to persistent cold calling and social selling) can fuel your growth. Let’s make sure your brand shows up everywhere your ideal customers are – and turns that visibility into tangible revenue.

References

1. McKinsey
2. CTO Magazine
3. Lead Forensics
4. FlareLane
5. Outward Media
6. Supersend
7. LinkedIn Marketing Blog
8. HSO
9. Salesforce
10. Content Marketing Institute
11. Gartner
12. Gartner 2025 CMO Spend Survey