Multichannel Marketing Communication

Are we realising the potential of our networks to make change happen? Most innovation emerges from collaborative projects where teams openly “borrow” & adapt each other’s (often small but powerful) ideas. Many networks & communities of practice could achieve so much more by experimenting together around collective priorities to generate & share new solutions. This is beyond spreading known “best” or “good” practices. It is about innovating to design new solutions collectively. So I appreciated this piece from Ed Morrison about three different kinds of networks: - Advocacy networks are communities that seek to mobilise people, creating pressure to shift policies, priorities or messages in a particular direction. Their aim is to connect & influence rather than to change how they themselves work. - Learning networks are communities of practice. They share knowledge, compare practice & build shared capability. Learning networks often excel at spread & improvement of existing practice, but only sometimes move into structured innovation work. - Innovating (or transforming) networks are communities that combine their assets - ideas, relationships, data, capabilities - to create new value that none could produce alone. They manage collaboration as a process of experimentation: agreeing a shared outcome, running multiple connected tests of change, learning by doing & amplifying what works across the network. https://lnkd.in/edbbexiG. Every learning network has the potential to become an innovating/transforming network. Some actions to enable this: 1. Build a foundation of strong, trusting relationships within the network, understanding each member’s starting point & motivation for change 2. Focus on helping each other to succeed; listen to each others’ stories & plans, co-coach, give advice to each other & build shared inquiry 3. Move from “sharing” or “raising awareness” to some concrete outcomes the network want to change together through collective experimentation 4. Agree some simple norms for the network so that members help each other to make progress, make it safe to try things, fail fast & share incomplete work 5. Encourage multiple, parallel tests of change around similar outcome so projects can “steal with pride” from one another & quickly refine promising ideas 6. Put simple routines in place for noticing patterns (what is shifting where & why), capturing these insights & amplifying them across the network 7. Add additional success metrics including innovations tested, adapted & adopted in multiple places Graphic by Ed Morrison. Content with added inspiration from June Holley.

ABM tech. It's tempting to chase the latest shiny tool, right? But I've learned that features alone don't win. Integration does. Think of it like building a kitchen. You could have the best oven, fridge, and stove. But if they don't work together, you'll have a mess. I've seen companies with many ABM tools, but the data doesn't connect, and the teams can't collaborate, resulting in not so good ABM results. The key is a unified platform. I mean one that connects your CRM, marketing automation, intent data, and personalization tools. Imagine this... Your intent data shows a target account is researching your solution, and your CRM automatically picks that up and updates this account's profile. Then, your marketing automation triggers a personalized email while your sales team gets real time alerts. That's what I mean by integration. And that's power. It's like having a GPS for your #ABM strategy. You know exactly where you are and where you're going. Of course, this requires careful planning. Start with your data. 👉🏾Where does it live?  👉🏾How does it flow?  👉🏾Which systems need to talk to each other? Tools like Zapier or Workato can help with these integrations. They can connect disparate systems and automate workflows. But don't forget the human element. Your teams need to be aligned. They need to understand how the tech stack works. They need to use it effectively. #b2bmarketing #marketingstrategy

3 marketing efficiency tactics you can implement today to maximize your ROI: 1️⃣ Google Paid search +Linkedin retargeting (If that sounds odd, keep reading) People consider paid search to be foundational, but they view LinkedIn ads as an isolated and expensive funnel that will take a long time to give ROI. This can't be farther from the truth. 👉 LinkedIn ads can increase efficiency for most marketing ecosystems. Here's how: Google paid search targets high-intent traffic at the Bottom of the funnel. Google ads help you reach people who are actively searching for your product/service. 👉 Meanwhile, the LinkedIn insights tag can pick up all your website traffic, including that of Google search, and qualify that traffic. It can bucket people that match specific criteria like Industries, geographies, decision makers, company size, etc., and qualify them for precise retargeting. You can boost your paid search traffic conversions if you combine it with LinkedIn retargeting. 2️⃣ SEO + Linkedin retargeting SEO is an amazing foundational channel to get organic traffic, but it generates unfocused traffic that you can't qualify beforehand. So, retargeting this traffic can be inefficient. When paired with SEO, LinkedIn can qualify and retarget only the good-fit prospects to increase the retargeting efficiency. 3️⃣ Multichannel retargeting It's possible that not all your best prospects are only active on Linkedin. Spread retargeting to other channels like Meta, Google Display, and Programmatic to boost marketing efficiency. P.S. - Do you have any doubts about multichannel tactics? Ask away, and I will try to answer all of them here. #MarketingEfficiency #LinkedInRetargeting #SEOStrategy #MultichannelMarketing #EfficientMarketing

💡 Why networking is important for research projects and consortia? 💊 In our 10-year research project (now in year 6) and multi-country consortia (9 partners), we have a work package - Networking, which I am co-leading. The aim is to create an environment that enables knowledge sharing and fosters long-standing research partnerships. Our Networking initiative is two-fold: - Networking within the Network: focused on enhancing inter-institutional communication, organizing joint activities, and fostering knowledge sharing and partnerships among our consortium. - Networking outside the Network: collaborating with local and global research initiatives, experts, and communities to create visibility, reputation, and connectivity. Our activities include topic-specific symposia at the forefront conferences in the field; "coffee clubs" for junior-senior scientist exchange; writing of joint (expert) opinions and statements; joint funding applications and of course social gatherings. Often overlooked, networking activities are invaluable and deserve a spotlight. Honestly, I am grateful to the funding body for recognizing its significance as a separate work package and including the milestones to report on. Here's why: 🤝 Networking enables interdisciplinary approaches, breaking silos and enriching our research endeavors. 🔍 Networking provides a platform for researchers to exchange information, share insights, support each other, and stay updated on the latest developments in their respective fields. 🗺 Engaging with researchers worldwide broadens our horizons, fosters diversity in thinking, and elevates the global impact of our research. There are countless more benefits! Share your experiences and examples. P.S. We also have a Policy work package 😉 #Research #Networking #Collaboration #Innovation

I'm delighted to announce our latest research with Microsoft Advertising, which uncovers where customer journeys most often break down, and what that disconnect means for trust, conversion, and loyalty. Today’s shoppers move seamlessly across devices and channels, but the customer journey isn’t always as joined-up as it should be. Shoppers' expectations are higher than ever before, and they are intolerant of poor experiences. Our research found that device preference (e.g mobile, tablet, laptop, gaming etc) differs considerably across different age groups. And even within the same age group, preferences switch as purchase intentions rise. Consumers often want to start the discovery stage on mobile, but as purchase intent grows, they switch to laptops to have a more immersive experience. Brands that deliver a consistent experience across channels, device, platforms and more, inspire confidence, trust and boost conversion rates. The report focuses on four key pressure points: 🔍 Discovery – the complexity of how consumers search across screens and devices 🤝 Trust – the importance of consistency across every channel, device and ads. 🛒 Conversion – when shoppers click, but get disjointed experiences that drive them away 🧠 Personalisation – what ‘relevance’ really means in the AI era Built on insight from 2,000 UK consumers, Microsoft Advertising data and real brand examples, the report helps businesses turn unified commerce from concept into a practical strategy. 🔗 Get the full picture – download the report now https://lnkd.in/e9abZQQW

Your influencer campaign might be performing well, but what if you’re only using 20% of its real potential?   The most expensive mistake in influencer marketing isn’t bad content; it’s good content that brands never use again. Too often, campaigns stop once a creator hits “publish.” Engagement spikes, then fades, and the content never serves the brand again.   Top-performing brands do things differently. Every piece of influencer content can become a long-term growth engine when repurposed strategically across multiple channels, paid ads, email campaigns, landing pages, social shorts, and even retail screens.   As I shared at the Odoo Experience: “Multi-channel is key. Reuse the best influencer content in ads, emails, and across other channels to get even more value out of it.”   Brands that master multichannel amplification see benefits like: ▶️ Extended content lifespan - posts continue to engage long after the initial wave. ▶️ Stronger brand recall - repeated exposure reinforces messaging and identity. ▶️ Higher ROI - paid and owned channels perform better without new content. ▶️ Improved social proof - content strengthens credibility across touchpoints.   At Saulderson Media, we help brands turn influencer content into measurable growth assets. Don’t let your best content go to waste; make it work harder.   Read the full newsletter here ▶️

Everyone talks about writing viral content. Few talk about building content ecosystems that compound. Here’s how to craft an advanced content ecosystem that compounds over time: 1️⃣ Anchor your strategy with a “Pillar-to-Spoke Model.” • Research from SEMrush shows that pillar content (long-form, evergreen) improves organic rankings by 68%. • Create one high-impact asset (e.g., a guide, webinar, white paper). • Spin off 10+ “spokes” from it: blog posts, LinkedIn threads, newsletters, and podcast topics. • Example: HubSpot's "Ultimate Guide to Blogging" generates thousands of backlinks from its derivative content. 2️⃣ Optimize for “Content Bridges,” not silos. • A mistake? Treating each piece of content as standalone. • Instead, build interconnected paths: ↳ Link your blog posts to one another strategically. ↳ CTA from LinkedIn → Your email list → Long-form guides. • Research from Moz shows that sites using interlinked content drive 40% more page views than siloed strategies. 3️⃣ Prioritize Distribution Ecosystems. • Successful ecosystems rely on multi-platform consistency. • Example: James Clear took atomic habits content from blog → social → podcast appearances → keynote speeches. • Platforms that work together compound your reach. • Research shows multi-channel strategies outperform single-channel by 24% in lead conversion rates (Source: Salesforce). 4️⃣ Measure Compounding ROI Over Time. • Viral posts may spike engagement but rarely sustain it. • Ecosystem-driven content creates ongoing value: ↳ SEO gains. ↳ Consistent audience growth. ↳ Higher domain authority. • Example: Ahrefs’ blog has become a $90M/year growth engine, with 51% of revenue driven by evergreen content ecosystems. The bottom line? Viral content is a sugar rush. Content ecosystems are compound interest. What pillar asset have you built that could fuel an ecosystem? Let’s discuss 👇

Collaboration Builds Ecosystems, Competition Builds Walls!! "Alone we compete, together we conquer." In today’s fast-paced, unpredictable, and interconnected business environment, collaboration is no longer optional—it’s survival’s best upgrade. The challenges we face—be it market volatility, evolving customer expectations, or disruptive technology—are too complex for any one organization to tackle alone. Gone are the days when success meant simply outperforming competitors. Now, it’s about out-thinking, out-innovating, and out-delivering by working with others. Strategic partnerships, cross-industry collaborations, and co-created solutions unlock opportunities that no single entity could achieve in isolation. This is the difference between merely surviving in your market and truly thriving in it. When we collaborate, we tap into collective intelligence—the diversity of perspectives, skills, and resources that make innovation faster, sharper, and more relevant. A well-built ecosystem brings together suppliers, customers, innovators, regulators, and even competitors in a way that drives mutual growth. In such an ecosystem, success is not a zero-sum game; it’s an expanding pie where everyone gets a bigger slice. Think of it like nature: in a thriving ecosystem, every species plays its part to sustain balance and growth. Businesses are no different. Without collaboration, organizations risk becoming silos—cut off from the very networks that could help them adapt and flourish. With collaboration, they become part of a dynamic, resilient web of value creation. True cooperation goes beyond transactional relationships. It’s about shared vision, mutual trust, and long-term value creation. It means being open to sharing data, co-investing in research, aligning on sustainability goals, and, most importantly, embracing transparency and trust as the foundation of business relationships. In a world where change is constant and disruption is inevitable, those who build ecosystems will lead industries. Those who don’t will be left navigating challenges alone—often too late, too slow, and too exhausted to compete. So, let’s ask ourselves: Are we building walls or bridges? Because in business, as in life, the strength of our connections determines the height of our achievements. Collaboration builds ecosystems. Ecosystems fuel growth. Growth ensures we thrive—not just survive.

The Collaborative Ecosystem: GCCs and External Partnerships As I conclude the #FutureOfGCCs series, one thing is clear: the GCCs that will thrive in the future are those that embrace collaboration as a core principle. The role of Global Capability Centers (GCCs) has evolved from operational hubs to strategic partners. To fully realize their potential, GCCs must create ecosystems that foster innovation, agility, and resilience. Let’s unpack the key areas where collaboration is reshaping the GCC landscape: - Startups: Startups are engines of innovation, driven by agility and disruptive thinking. Partnering with startups allows GCCs to access breakthrough technologies, scale new ideas rapidly, and stay ahead of market trends. These collaborations bring fresh perspectives and the ability to experiment boldly, empowering GCCs to address challenges and accelerate transformation. - Academia: Universities are no longer just sources of talent; they are innovation hubs where research and new ideas flourish. Collaborating with academic institutions enables GCCs to co-create cutting-edge solutions, leverage advanced research, and develop talent equipped with future-ready skills. These partnerships also allow GCCs to shape the workforce of tomorrow, ensuring alignment with evolving industry needs. - Cross-Industry Alliances: The most transformative solutions often emerge at the intersections of industries. By forming alliances across sectors, GCCs can tackle complex challenges such as supply chain resilience, sustainability, and digital transformation. Cross-industry collaborations bring diverse expertise, enabling GCCs to innovate in ways that transcend traditional boundaries. Why does this matter? Because the future of GCCs depends on their ability to move beyond traditional boundaries and embrace a collaborative mindset. It’s not enough to operate efficiently or innovate in isolation. The GCCs that lead will be those that build ecosystems of trust, shared goals, and mutual success. As I close this series, I leave you with this thought: Are you building partnerships that merely support today’s operations, or are you creating ecosystems that redefine what’s possible for tomorrow? Thank you for joining me on this journey. Together, let’s lead the way into the future of GCCs. #FutureOfGCCs #Collaboration