Why B2B Marketers Rely on Omnichannel Marketing to Win

Founder of Orchid Agency
Mariya Finkelshteyn
November 10, 2022
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B2B marketing strategies have drastically changed to adapt to the digital-first world in recent years. More companies are now taking an integrated marketing approach in response to the journey of digital-first buyers. 

What is Omnichannel Marketing?

Omnichannel marketing is where organizations promote their services and products across all devices, channels, and platforms. It guarantees you reach customers with relevant information. All omnichannel experiences use multiple channels. They account for all platforms and devices and, at the same time, work together for a better customer experience. 

Omnichannel marketing delivers seamless and effective revenue generation campaigns to the ideal customer profile (ICP). The main goal is to obtain a deep level of saturation of messages delivered in a tailored way.

Many companies struggle with an omnichannel strategy. They experience difficulty creating the right messages and prioritizing the proper marketing channels. 

But how do you know which marketing channels to invest in as part of your omnichannel strategy?

More Ways to Reach Buyers Where They Are (In Their Buyers’ Journey)

You can reach buyers anytime or anywhere by engaging with them through their preferred channels. Your products are just a click, an email, a direct message, or a phone call away.

Today, B2B customers use 10 or more channels to engage with sellers. This is twice as many channels as five years ago, and up from an average of five in 2016, McKinsey says. -Forbes

Powerful and Repeatable Marketing Approach for Growth

The omnichannel marketing strategy is a powerful capability that can drive exponential results. However, you need to identify the right mix of the following core components of any omnichannel marketing campaign:

Right Number of Channels

Note that the number of channels plays a huge role in your campaign. You have to determine the right number of channels and which ones to use for an effective and efficient omnichannel strategy. 

As mentioned above, B2B customers use over 10 channels to connect with sellers. Aside from time, money, and people, you need to consider other factors to identify the correct number of marketing channels for your business. 

Right Sequence, Frequency, and Timing of Channels

Yet important factors in omnichannel marketing are the right sequence, frequency, and timing of channels.

Sequence

Depending on the channels prioritized, you have to consider the sequence of your strategy. For example, do you start with ads, email, or direct messages? Or do you run it in parallel? Whether selling into small and mid-size businesses, mid-market, or enterprises, the duration of the campaign and resources matter.

Frequency

How frequently do you send emails or direct messages to your customers? Learn to strategize your frequency for better results. Also, check the best time to send these messages. Is once or twice a week enough? Or do you need to perform daily messaging? Make sure you get the analytics of your performance to see what strategy works best.

Timing

Of course, timing is also a vital component of omnichannel marketing. Determine the length of the entire campaign and if you need to run ads for its full duration or just 25%, 50%, or 75%. The right timing ensures a better buyer’s journey.  

See below for the Omnichannel Campaign Lifecycle:

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Right Message for the Right Channels

Communicate with your customers in their language, when they want it, and through their preferred mode of communication. In order to do this, you need to create the right message for the buyers to avail of your products or services.

The message must be consistent and aligned with your ICP. Instead of running thousands of dollars in paid ads asking potential customers to register for a demo, which we all know never works and has the lowest conversion rate and the most inefficient return on ad spend (ROAS), spend time crafting the right message for your channels. Also, you can adjust the messaging to offer high-value content to your ICP.

Omnichannel messaging involves communicating with our audience seamlessly on all channels. It makes it easier to meet your customers on their terms throughout the journey. You can engage with them through their favorite messaging apps.

How to get started with a B2B Omnichannel Marketing Strategy?

Here are some necessary steps to get started with your B2B omnichannel marketing strategy:

  1. Define your ideal customer profile.
  2. Identify and select the right channels, sequence, frequency, and timing.
  3. Align the right messaging to the right channels.
  4. Create short tests and iterate quickly to find the right mix for your company.

Unifying your marketing channels doesn’t happen overnight. It takes a lot of planning, effort, and communication to make it work. But these steps mentioned above can help you jumpstart an omnichannel strategy. 

Indeed, omnichannel marketing is vital for driving sales with prospective B2B customers. Keep in mind that engagement builds relationships. In return, these relationships create revenue and eventually grow your business. 

For any questions about omnichannel marketing please drop us a message.

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