Marketing Strategies
May 12, 2025
Enhance your lead nurturing strategy with multi-channel approaches that boost conversions and reduce costs through targeted engagement.
Want to boost leads and cut costs? Multi-channel lead nurturing is the key. Businesses that use targeted, multi-channel strategies see up to 3x higher conversions and cut acquisition costs by 30–45%. Here’s a quick summary of the five strategies you can use:
Track and Group Leads by Behavior: Use buyer intent data to identify high-intent prospects and engage them effectively.
Create Custom Content for Each Channel: Tailor your messaging for platforms like LinkedIn, Instagram, and email to improve engagement.
Set Up Automated Follow-Up Sequences: Keep leads engaged with personalized, real-time follow-ups across channels.
Use Lookalike Audiences: Target new prospects who share traits with your best customers to improve lead quality.
Track Results Across Channels: Monitor performance metrics like CPL and conversion rates to refine your strategy.
MassTLC Data Driven Multi-Channel Lead Nurturing at Carbonite Presented by Biju Muduli
1. Track and Group Leads by Behavior
Understanding how leads behave across multiple channels can help you fine-tune your targeting and cut down on wasted ad spend. By focusing on buyer intent signals, you can engage potential customers before your competitors do.
Here’s a real-world example: A financial advisor who grouped leads based on intent saw impressive results:
42% drop in cost per lead
71% growth in lead volume
133% increase in show-up rates
These results highlight the power of tracking and grouping leads based on behavior. Here are some strategies to make it work for you:
Active Search Patterns: Keep an eye on prospects searching for solutions within the past 24 hours. These are often high-intent buyers ready to make a decision.
Engagement Level: Analyze how leads interact with your content across different platforms. This can help you refine your targeting and messaging.
Custom Models: Build models tailored to your business needs. For instance, agency owner Peter L. shared his experience:
"We created a lookalike based on the data. We got 27 sales of approx $10k over the weekend. CPA drop by 40%"
Businesses that leverage intent data often achieve 2–3x higher conversions while slashing customer acquisition costs by 30–45%. Integrating this data into your ad platforms can take your campaigns to the next level. Digital Marketing Specialist Bobby shared:
"We have been hitting the same market for 3 years now and VSL opt-in costs usually $10-$25. We uploaded the Intent Data and within 24hrs it dropped by 50%"
If you’re looking for a streamlined way to implement this, tools like 24/7 Intent automate the process, ensuring you consistently identify and nurture high-intent leads.
2. Create Custom Content for Each Channel
Tailoring content for specific platforms is a game-changer when it comes to lead nurturing. Research highlights that businesses using customized, intent-driven content can see 2–3x higher conversion rates while slashing customer acquisition costs by 30–45%.
Platform-Specific Content Optimization
Each platform has its own unique vibe, and understanding how users interact with content on each one is key. Here's how to make the most of them:
Social Media Platforms
Social platforms aren't one-size-fits-all. LinkedIn thrives on professional insights and industry expertise, while Instagram is all about visual storytelling and behind-the-scenes moments. To get it right, adjust your messaging to fit the platform’s format, features, and audience expectations. Timing also matters - post when your audience is most active.
Email Marketing
Email is still a powerhouse for nurturing leads. Segment your audience based on their past interactions, purchase history, browsing habits, and content preferences. This allows you to send messages that feel personal and relevant, building a stronger connection.
Website Content
Your website should feel like it’s speaking directly to each visitor. Use dynamic content that adapts to user behavior, personalized calls-to-action, and custom landing pages tailored to different traffic sources. Intent-based product recommendations can also help guide users toward making a decision.
By fine-tuning your approach for each channel, you’ll not only engage your audience better but also create a more cohesive overall strategy.
"The best results come from plugging our data into your paid ads, giving ad platforms the best market context - boosting conversions, improving lead quality, and lowering customer acquisition costs." - 24/7 Intent
Content Adaptation Strategy
Success in multi-channel content creation hinges on understanding what your audience wants on each platform. Using intent data to craft targeted, relevant content ensures your message hits home, leading to stronger engagement and higher conversion rates.
3. Set Up Automated Follow-Up Sequences
Automated follow-ups are a game-changer for keeping leads engaged while lightening the load for your team.
Crafting Smart Sequences
Using intent data to guide your follow-ups can make a huge impact. When follow-ups align with a prospect’s behavior in real-time, conversion rates can jump by 2–3x. On top of that, businesses can cut customer acquisition costs by as much as 45%.
The key is to design sequences that work together seamlessly across all platforms.
Coordinating Across Channels
Your follow-up process should flow smoothly between different platforms. Here’s how to make it happen:
Start Strong: Kick things off with a personalized message tied to the prospect's initial interaction.
Pick the Right Channels: Use intent data to figure out where your leads are most active.
Time It Right: Schedule follow-ups during times when prospects are most likely to engage.
Track and Adjust: Keep an eye on how leads respond across platforms and tweak your timing as needed.
Keeping Data Fresh
For automated sequences to hit the mark, your data needs to stay current. Tools that refresh every six hours ensure your messages are always relevant. This approach not only keeps leads interested but also avoids overwhelming them with unnecessary messages.
Seamless Platform Integration
Make sure your automated sequences connect effortlessly with major advertising platforms. For example, 24/7 Intent integrates with Meta, Google, YouTube, LinkedIn, TikTok, and Snapchat, giving you consistent follow-ups across all these channels. This ensures your outreach remains effective and aligned with your leads’ preferences.
4. Use Lookalike Audiences for Better Targeting
After setting up automated sequences, the next step is refining your targeting strategy. Lookalike audiences can help you find new prospects who share similar traits with your top customers, making your multi-channel campaigns even more effective.
How Intent Data Improves Targeting
Intent data plays a crucial role in creating better matches. It connects you with people actively searching for solutions like yours. Rob T. shared his experience:
"Before we were getting $6-$9 per click, with a 20% avg conversion... with this, CPC at $1.03 and 50% conversion, 3x the number of total clicks."
Success Stories That Speak Volumes
Businesses that combine lookalike audiences with intent data often see better results. Take iLawyer, for example:
"Even though this was lead form ads, which are usually low quality, at least 80% of our ads were actually qualified."
This shows how precision targeting can not only boost conversion rates but also improve lead quality.
Tips for Getting the Most Out of Lookalike Audiences
Here are some ways to fine-tune your lookalike audience strategy:
Keep Your Data Fresh: Regularly update your intent data to ensure accurate targeting.
Integrate with Key Platforms: Link your intent data to ad platforms like Meta, Google, and LinkedIn. Tools like 24/7 Intent can sync real-time intent data to build lookalike audiences based on active customer behaviors.
Monitor Lead Quality: Track how many leads are actually qualified to make sure your targeting stays effective.
Fast and Noticeable Results
When optimized, lookalike audiences can deliver results quickly. Many businesses report seeing significant improvements in both targeting precision and conversion rates within just one day of implementation.
Next, we’ll dive into how to track performance across channels to complete your multi-channel marketing strategy.
5. Track Results Across All Channels
Once you've implemented targeted messaging and automated follow-ups, the next step is to monitor how well your efforts are performing across all channels. Keeping track of these results helps you fine-tune your approach, ensuring your multi-channel strategy stays effective and adaptable.
Setting Up a Robust Tracking System
A solid tracking system forms the backbone of your performance analysis. It provides the data needed to make informed decisions and highlights areas for improvement.
Metrics That Matter
To get the most out of your tracking efforts, focus on these key metrics:
Cost Per Lead (CPL): Helps you manage and optimize your ad spend.
Conversion Rate: Shows which channels are bringing in high-quality leads.
Engagement Rate: Indicates how well your content resonates with your audience.
Response Time: Measures how quickly your team engages with potential leads.
Using Intent Data for Deeper Insights
Incorporating intent data can take your tracking to the next level. For example, one marketer reported a dramatic drop in cost-per-click (from $6–$9 to just $1.03) and a leap in conversion rates (from 20% to 50%) by leveraging intent data.
Real-Time Monitoring for Quick Adjustments
Real-time tracking is a game-changer. It allows you to identify trends and make adjustments on the fly. Take Bill Luke, an automotive company, as an example: by implementing real-time tracking, they managed to generate 1,608 leads in just three days.
Integrating Data Across Platforms
To maximize your efforts, integrate your tracking tools with major ad platforms. Services like 24/7 Intent can sync real-time intent data with platforms like Meta, LinkedIn, and Google, giving you a complete view of lead behavior.
Peter L., an agency owner, used integrated intent data to craft a lookalike audience that resulted in 27 sales (each valued at approximately $10,000) over one weekend, while also cutting cost-per-acquisition by 40%.
Turning Data Into Action
The insights from your tracking efforts can guide you to:
Pinpoint the channels that generate the best leads.
Reallocate budgets to focus on high-performing platforms.
Tailor content and messaging to fit specific platforms.
Refine targeting for even better results.
Conclusion
Bringing intent data into your multi-channel marketing strategy can lead to noticeable gains in both lead generation and conversion rates.
Successful multi-channel lead nurturing hinges on three key elements: data-driven targeting, personalized content, and continuous refinement. These approaches have been shown to drive improvements in critical metrics:
Metric | Average Improvement |
|---|---|
Conversion Rate | 2-3x higher |
Customer Acquisition Cost | 30-45% lower |
Lead Quality | 80%+ qualification rate |
The impact of intent-driven methods speaks for itself. Companies consistently see better lead quality while cutting down on acquisition costs. For example, Bill Luke Automotive achieved an impressive 1,608 qualified leads in just three days by leveraging intent-based targeting.
Platforms like 24/7 Intent make this process seamless. By analyzing over 100 billion buying signals daily and maintaining up-to-date profiles for more than 270 million consumers, they enable precise targeting. Their real-time integration with major ad platforms ensures businesses can connect with the right buyers faster than their competitors.
FAQs
How can businesses use intent data to improve lead quality and boost conversions across multiple channels?
Intent data allows businesses to zero in on high-quality leads by pinpointing individuals actively seeking their products or services. By using this information, businesses can craft campaigns that speak directly to potential customers, boosting both engagement and conversion rates.
With access to real-time insights, companies can ensure their ads and follow-ups reach the right people at the perfect moment. This not only cuts down on wasted ad spend but also helps maximize ROI. It also simplifies multi-channel marketing efforts, making lead nurturing more efficient and results-driven.
What are some effective tips for creating platform-specific content for LinkedIn and Instagram?
To craft content for LinkedIn and Instagram, it’s essential to match your approach to the unique style and audience of each platform.
On LinkedIn, aim for professional and insightful content. Share industry updates, thought-provoking articles, and posts that showcase expertise or leadership. A polished tone works best here, along with longer-form content like detailed posts, articles, or data-driven infographics that appeal to a business-focused audience.
On the other hand, Instagram thrives on visual storytelling. Use eye-catching photos, short videos, and creative graphics paired with engaging captions. Keep the tone friendly and conversational, and take advantage of features like Stories, Reels, and well-chosen hashtags to increase visibility and spark interaction.
By tailoring your content to the strengths of each platform, you’ll create more meaningful connections and boost engagement with your audience.
What’s the best way to keep automated follow-ups relevant and effective across multiple channels?
To make your automated follow-ups work effectively, you need to customize your messages based on how customers behave and what they prefer. By leveraging data-driven insights, you can break your audience into segments and create personalized content that connects with them across platforms like email and ads. Tools like those from 24/7 Intent simplify this process by handling follow-ups, keeping tabs on engagement, and fine-tuning timing - all without requiring much effort from you. This way, your follow-ups stay meaningful and deliver stronger results.