4 Barbie-Inspired Moves Every B2B Marketer Should Make

Insight 1

Whether you liked the movie or not, it was a reminder of what good marketing looks like. For starters, the campaign played into the varied interests of the movie's target audiences, using nostalgia to resonate with Baby Boomers and modern themes to appeal to younger audiences. To reinforce its brand message across diverse segments, Mattel (the toy company that makes the iconic doll) also employed omnichannel marketing in extraordinary ways.

Insight 2

After seeing Barbie campaign elements go viral all summer long, I got to thinking about the challenges of a modern channel strategy. Most marketers don't have a budget the size of Mattel's, which is why making the right channel decisions can be overwhelming, especially as 61% of companies have increased the number of channels they use, according to Harvard Business Review.

Insight 3

To optimize how you approach your omnichannel strategy, here are four Barbie-inspired moves – right out of our OMI playbook – that suit today's complex omnichannel landscape:

Insight 4

Analyze and plan: Choosing the right channels requires careful consideration, even when you have a large budget like Mattel. You need to know your audience and the channels where they prefer to engage. To do this, analyze past campaign performance and customer engagement metrics to identify high-performing channels. It's also important to consider the customer journey: each channel should serve a specific purpose in the customer journey, whether it's creating awareness, nurturing leads, or d

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