Embracing Outcome-based Marketing

For marketers, the digital transformation of business has led to the emergence of new strategies, all created to optimize campaigns and better engage with audiences. One of the most recent examples of this, outcome-based marketing, is making its way across industries.

As this modern approach to marketing continues to be spearheaded by leaders in nearly every business category, learn how your team can use it to refine your strategies.

What is outcome-based marketing?
Outcome-based marketing lets you step back and see the whole picture.

In the advent of social media, marketers experienced tunnel vision, caught up in a whirlwind of algorithms driven by channel-specific results such as views and bounce rates. Tracking tangible, long-term impact was lost in the pursuit of these metrics that fail to tell the full story behind the customer experience.

Outcome-based marketing means working backward from the consumer behavior your team wants to drive and finding the steps to get there. As B2SMB Institute explains, it's not just about identifying a qualified lead who clicked an ad — it's about finding the right person who will use and enjoy your product.

It’s clear that outcome-based marketing is effective — MMA Global found that it outperforms traditional campaigns by more than 50% on return. So how can marketers utilize the concept to drive their strategies?

An always-on media strategy
The “always-on consumer” has more choices, more screens and more companies competing for their attention. 

Always-on marketing meets this challenge by utilizing outcome-based media centered around consistent audience engagement. Whenever clients recognize a new need, you’re at the top of their minds and are easily accessed. 

The success of this customer-focused marketing is measured by metrics that directly connect with your organization's unique objectives, ensuring that every campaign delivers meaningful results across your business — not just on a single social media platform. 

Leveraging your most important asset: data
Effectively evaluating the success of outcome-based media means being able to look holistically across your marketing channels, leveraging data to connect devices across the user journey, Forbes contributors explained. 

Predictive analytics is key to determining the right media spend and strategy for your organization’s outcome-based marketing. It’s easy to get caught up in the metrics we discussed earlier, such as followers on Facebook or likes on a single post, and lose sight of the outcomes that actually contribute to your company's growth. 

Follow customers throughout their journey, analyzing behavior before, during and after your marketing campaigns. You’ll be able to predict the drivers of a successful initiative and can continuously refine your strategy to match the outcome you want.

At R2Integrated, our team can help. Rooted in a data-driven approach, we will work with you to dive deeper into your business goals and better optimize the channels you invest in. By leveraging data that reveals your customers’ needs, motivations and pain points, you can deliver an effective message and incite action.

If you’re ready to uncover key insights that will lead to impactful, outcome-based marketing, contact us today.

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