What is OptiChannel?

How does OptiChannel help you and your business drive engagement, leads, and sales? And what does it really mean?

Because OptiChannel is a new, modern way to engage your audience, we hope the following inspires you and gives you insights into how to solve your tough sales and marketing challenges using OptiChannel.

What you’ll read below is an excerpt from an internal manifesto we call “The Immutable Truths,” which acts as a guide for all of our organization’s efforts to simplify the complexity of modern marketing.

Here goes:

Today, and well into the foreseeable future, uncovering the right people to buy your products and services is a difficult, manual, and often expensive process.  

Even once potential groups of people are identified, engaging these people to get them to engage you — let alone request more information, give a donation, or make a purchase — is equally (if not more) challenging.  

Companies who attempt these two tasks are often stymied in their work because:

  • Finding the right people to target (and, finding the right locations to engage them in) is very difficult and time-consuming (thus expensive)
  • Understanding how to structure content and messaging that works (contextualized by channel) to get people to engage not only requires a high degree of skill, but also lots of trial, error, and time
  • Engaging people on multiple channels at once, in an orchestrated and intelligent fashion (meaning, using the channel best for the org’s target market, or even better, for each individual), is hard because every channel is different, largely untrackable, scary because of ever-changing ad-tech, and expensive

In a fully-fulfilled state, companies who use the OptiChannel philosophy and software can:

  1. Quickly identify the right people and companies to target
  2. Easily identify all the channels these people pay attention to and are engaged in
  1. Use machine intelligence to pursue and communicate with these people in a way that is likely to:
    • elicit a response;
    • nurture them across multiple channels and touch-point with minimal work;
    • involve the human marketer or salesperson at all the appropriate engagement points, and eventually, 
    • bring people to a point of purchase again and again.

Thus, it is our view that regardless the following “truths” will be truthy for at least 100 years:

1.  People (regardless of whether they are targeted by B2B-or-C) will continue to pay attention to a variety of channels, and our buying decisions will be strongly influenced by the media we consume and the people/companies we’re watching on these channels.  

This means successful marketers need to know how to effectively use these channels to achieve their objectives — and stay abreast of new channels as they quickly emerge and gather attention.

2.  Getting someone’s attention is only going to get harder, not easier, as more digital channels become embedded in/within our homes and life.

Channels that used to work well will become inundated (similar to what we see today with email), and new mechanisms will arise or morph to assist people in paying attention to what matters to them most.

And radical shifts are underfoot: Voice-directed machines and devices will begin to rule day-to-day life (within a decade) and eventually be replaced by machines and apps that read from our thoughts or subtle body actions (further out).     

3.  Regardless, Marketers (B2B or B2C) will continue to be asked to engage audiences to nudge them into action or create awareness or sales.  This is because companies large and small need a steady stream of future clients and/or repeat business.  As long as this is true, sales and marketing will exist as a profession.

4.  Smart marketers and companies will look for tools that save them time, automate difficult tasks, expose hard-to-find data, give them enhanced insights that exceed human intellect alone, and make them more effective when compared to manual and trial-and-error methods.

Eventually, those who try to compete without leveraging modern technology will find themselves irrelevant in the workforce in the case of an individual or declining in market share in the case of a business.

5.  In general, marketers and salespeople will continue to gravitate towards products that are easier to use, take less time to derive value from, cost less, have obviously better data, and are trusted by their peers and colleagues.

For example, as already has been mentioned, voice-directed software and machines will likely prevail in a world where convenience is highly coveted — both for the practitioners of marketing (“MindFire, tell me how many leads I’ve created today?” or “MindFire, send another webinar invite to my prospects at 5:30 AM tomorrow morning.”, as well as for consumers (“Siri, get me a burger”).

6.  The days of large, painful, complex enterprise software installations are in the past.  

Software has become consumerized, which means that software that is intuitive, requiring little-to-no learning curve, and solves the “zero-data problem” will have an inherent advantage over any competing product or method.  

(The “zero-data problem” is what you find with most enterprise software these days: upon first-use, it’s empty “inside.” You have to do work to get it to a place where it provides you value. What if that’s no longer the case?)

Whether the user is a marketer, salesperson, or developer, products that can be used and provide sticky value (as quickly as Tik Tok) will win.  

Products that are difficult to use, or cause Users frustration and/or loss of productivity, time, and happiness — will become irrelevant as the world continues to move towards convenience and speed.

Thus, MindFire’s OptiChannel software and service strives to solve for these challenges. Already, thousands of businesses have joined the movement and are finding success.

It’s our job to continually bring new value, inspire, and educate businesses around the world. And to deliver OptiChannel software that makes this bold vision a reality.

Are you ready?