How can a marketer plan for cohesiveness across tactics and channels with different levels of audience engagement?

This is where using Account Based Marketing and Demand Unit Waterfall (DUW) comes into play, especially for B2B Mid-market and Enterprise segments. Integrating a solution like Demandbase into your tech stack will help you identify accounts based on how they engage with your campaigns and execute channel tactics based on the DUW stages

• Target Demand
• This stage is all about sizing the market and identifying your Total Addressable Market or TAM based on your Ideal Customer Profile (ICP).
• Which accounts are most likely to buy your products/solutions/services?
• Pro Tip: Execute TOF (top of funnel) campaigns on paid social and third-party media partners
• Active Demand
• Of the TAM, how many accounts are in-market to buy in the near future
• Pro Tip: Present TOF and MOF (middle of funnel) content via paid social and email
• Engaged Demand
• How many accounts have interacted with your website, campaigns or content?
• Pro Tip: Continue the buyer’s journey with MOF content served up by paid social, email nurture and webinars
• Prioritized Demand
• In this stage, you’ll take all the target accounts that have engaged with you and prioritize them by Account Score.
• Pro Tip: Build dedicated Outreach sequences for Sales Development teams / SDRs to use
• Qualified Demand
• SDRs have to start multi-threading to key contacts within the account.
• Pro Tip: Work with SDRs to execute a targeted, high-touch direct mail campaign via solutions like Alyce or Sendoso
• Pipeline Opportunity
• More and more marketers are getting involved at this stage
• Pro Tip: Execute brand campaigns on paid social, YouTube and display to stay top of mind

It all starts with communication as simple as it sounds. Understand the customer journey and the various touch points you'll have with your customer. This takes preparation even if you are the sole person running the tactics.

Have you ever been on the receiving end of an ad placement that didn't make sense? Perhaps I pay attention since I'm a marketer, but it isn't a delightful experience on the consumer's end.

Stress test your strategy. Be mindful of how the tactics interact. Is the messaging aligned? Does it tell the same story? The customer journey is not linear so preparation is necessary to ensure cohesiveness.