Cross-channel marketing is a sophisticated marketing strategy that uses multiple interconnected channels like email, social media,  CPC and other paid ads and more.

Data is shared between channels, allowing for a more cohesive customer experience. For instance, a customer might see a social media ad for a SaaS product from a trusted influencer in the space. Clicking the ad might lead them to an affiliate landing page with a discount code they can use for an online purchase a B2B SaaS product or that offers a free trial of the product.

In essence, cross-channel marketing builds on top of multi-channel marketing, which uses multiple channels that operate independently. It takes the multi-channel approach and integrates it for a smoother customer journey.

There are several ways to tie partners into your cross-channel marketing strategy and create a win-win situation for both of you:

-Content collaboration (including articles, podcasts, webinars)

-Co-branded campaigns (joint promotions and co-branded landing pages)

-Data sharing (optimizing campaign performance through proven insights, lead sharing)

By implementing a well-defined cross-channel marketing strategy, B2B SaaS companies can build stronger relationships with potential customers, drive sales, and achieve their business goals.