Why Omnichannel Is the Way Forward for B2B Marketers

The pressures of COVID and advancements in B2C omnichannel practices are pushing B2B suppliers to take a more customer-centric approach in their marketing. 85% of buyers put the same emphasis on flawless engagement as they do on product quality, yet only 14% of organizations are successfully running coordinated marketing campaigns. SMS, messenger apps, and phone calls are increasing in preference throughout the purchase journey.

B2B customers now regularly use 10 or more channels to interact with suppliers, and businesses with robust omnichannel strategies retain 89% of their customers. Personalization is crucial for a successful strategy, as channel preferences and behaviors vary depending on buyers and their lifecycle stage. Creating concise goals, doing research, and trend-forecasting will help create a customer journey map.

Integrating data across all departments is key for a seamless omnichannel experience. A Marketingwide automation platform with a common user interface and seamless data sharing will help keep data organized and lead to more specialized reporting. Audits and external reviews provide fresh eyes and teams need to remember the rule of thumb: The buyer comes first.