How to Build Full-Funnel Omni-Channel Campaigns with Intelligent Workflows

Marketing terms such as "omnichannel" and "full funnel" are routinely thrown around and treated as if there is a universal understanding of what they are, but translating those into smart workflows remains a challenging skill. Not that long ago, campaigns consisted of email campaigns followed by sales calls. If you were lucky, you get some open rates and MQLs, and that was about all that you could track, with limited insight on revenue and connections to customer journeys at all. Now, we want to do so much more and ensure a customer experience is meeting customers where they are, effectively delivering dynamic, effortless, and intelligent experiences more holistically during the customer journey.

Omnichannel is not just about existing on many channels. Multichannel is similar to having several separate shops on separate streets, noting your presence everywhere, but each shop is independent. Omnichannel, on the other hand, is similar to one cohesive retail experience. The shopper experience moves with ease from the virtual storefront to the bricks-and-mortar, their history and preferences available at every touchpoint. Consider your own experiences. Have you ever begun a customer service conversation on the Internet, then called back later and had to explain the whole situation all over again? That a multichannel failure. An omnichannel experience would be that the agent has your chat record already, able to continue the conversation without skipping a beat. This is the ultimate measurement of customer happiness, and it something t