Ultimate Guide to B2B Omnichannel Strategy

What is a B2B omnichannel strategy?

A B2B omnichannel strategy is all about creating a seamless and consistent experience for your business customers across all the different touchpoints they might use to interact with your company.

The importance of a B2B omnichannel strategy boils down to two main factors: meeting the expectations of today’s B2B buyers and giving your business a competitive edge.

Meeting Evolving Buyer Expectations:

• Modern Buyer Behavior: B2B buyers today are more informed and tech-savvy than ever. They research online, compare options across channels, and expect a smooth experience regardless of how they interact with your company [Forbes].
• Omnichannel Preference: Studies show that B2B buyers use multiple channels throughout their purchase journey, and they expect a consistent brand message across all of them [Harvard Business Review]. An omnichannel strategy caters to this by providing a unified experience.

Competitive Advantage:

• Increased Visibility: By being present across multiple channels, you reach more potential customers and expand your reach in the market [BigCommerce].
• Improved Customer Journey: A well-designed omnichannel strategy guides buyers through the sales funnel more effectively, leading to higher conversion rates [Demandbase].
• Stronger Customer Relationships: The focus on a cohesive customer experience fosters trust and loyalty, making it easier to retain existing clients.

Here are some common types of B2B omnichannel strategies you can consider:

1. Account-Based Marketing (ABM) Focused Omnichannel:

• Focus: Target high-value accounts with a personalized approach across multiple channels.
• Channels: Combine targeted email campaigns, social media outreach to key decision-makers, and personalized content tailored to specific account needs.
• Example: You could use a combination of LinkedIn outreach to connect with key decision-makers, send highly targeted email campaigns with relevant case studies, and invite them to exclusive webinars showcasing solutions for their specific industry challenges.

2. Content-Driven Omnichannel:

• Focus: Leverage valuable content to educate and nurture leads throughout the buyer’s journey.
• Channels: Create high-quality content like white papers, blog posts, ebooks, and webinars. Utilize social media to promote content and engage with potential customers. Integrate content marketing with email nurturing campaigns to deliver targeted content based on a lead’s interests.
• Example: Develop a series of blog posts addressing common pain points your target audience faces. Promote these posts on social media platforms like LinkedIn and Twitter. Use email marketing to deliver follow-up content like in-depth white papers or case studies to nurture leads further down the funnel.

3. Self-Serve Omnichannel:

• Focus: Empower potential customers to research and learn about your offerings independently through various channels.
• Channels: Develop a comprehensive and user-friendly website with detailed product information, customer testimonials, and self-service options like downloadable resources or interactive demos. Integrate chatbots to provide real-time support and answer basic inquiries.
• Example: Create a comprehensive FAQ section on your website addressing common customer questions. Implement a chatbot that can answer basic product inquiries and schedule product demos. Offer downloadable white papers and case studies for visitors to learn more about your solutions at their own pace.

4. Integration-Focused Omnichannel:

• Focus: Leverage marketing automation and CRM tools to seamlessly integrate data from all customer touchpoints.
• Channels: This strategy can be applied across any combination of channels you choose. The key is to ensure all your marketing and sales tools are integrated and provide a unified view of customer interactions.
• Example: Integrate your CRM with your marketing automation platform to track customer interactions across email campaigns, website visits, and social media engagement. Use this data to personalize future interactions and provide a more relevant customer experience.

Remember, the best B2B omnichannel strategy isn’t about rigidly following a single type. It’s about understanding your audience, selecting the right channels, and ensuring a smooth and cohesive customer experience across them all.

What are examples of a B2B omnichannel strategy?

Here are a couple of real-life examples of B2B omnichannel strategies in action and how they proved effective:

1. Adobe’s Account-Based Marketing (ABM) Omnichannel Strategy:

• Target Audience: High-value enterprise accounts.
• Omnichannel Approach: Adobe implemented a targeted ABM strategy that combined various channels to personalize the customer journey for key accounts.
  • Social Media Outreach: They used LinkedIn outreach to connect with key decision-makers at target accounts.
  • Personalized Email Marketing: Highly targeted email campaigns were sent with content addressing the specific needs and challenges of each account.
  • Executive Engagement: Personalized invitations were sent to key executives for exclusive webinars and events showcasing solutions tailored to their industry challenges.
• Effectiveness: By personalizing the outreach across multiple channels, Adobe was able to build stronger relationships with key decision-makers, resulting in a significant increase in qualified leads and overall sales growth from targeted accounts.

2. IBM’s Content-Driven Omnichannel Strategy:

• Target Audience: IT professionals and business decision-makers.
• Omnichannel Approach: IBM leveraged high-quality content to educate and nurture leads across the buyer’s journey.
  • Content Marketing: They created a library of informative content, including white papers, blog posts, ebooks, and webinars, addressing various IT and business challenges.
  • Social Media Promotion: Social media platforms like LinkedIn and Twitter were used to promote content and engage with potential customers.
  • Email Marketing: Targeted email campaigns delivered content based on a lead’s interests and position in the buyer’s journey.
• Effectiveness: By providing valuable content across multiple channels, IBM established itself as a thought leader in the IT space. This nurtured leads, improved brand awareness, and ultimately drove sales by positioning IBM as a trusted solution provider.

These are just two examples, but they illustrate the power of B2B omnichannel strategies. By strategically combining different channels and tailoring the approach to your target audience, you can create a more engaging and effective customer experience that drives business growth.

What is the McKinsey B2B omnichannel strategy?

McKinsey’s research and insights heavily emphasize the importance and key elements of successful omnichannel approaches in B2B sales and marketing.

Here’s a breakdown of some key takeaways from McKinsey on B2B omnichannel strategy:

• Customer-centricity is crucial: Understanding your B2B buyer’s journey and tailoring the experience across channels is key.
• Focus on the “three keys”: Speed (providing instant information), transparency (clear value proposition), and expertise (human touch where needed) are essential for omnichannel success.
• Seamless integration across channels: Customers expect a unified experience regardless of the touchpoint (website, email, phone call). Data integration is vital to achieve this.
• Don’t neglect the human element: While digital tools are important, human interaction can add value and build trust, especially in complex B2B sales.

Here are some resources from McKinsey that you might find helpful:

• Embracing the B2B omnichannel opportunity: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/embracing-the-b2b-omnichannel-opportunity-in-2021
• B2B sales: Omnichannel everywhere, every time: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/embracing-the-b2b-omnichannel-opportunity-in-2021
• What is omnichannel marketing?: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/embracing-the-b2b-omnichannel-opportunity-in-2021

These resources delve deeper into the concepts mentioned above and provide additional insights on implementing a successful B2B omnichannel strategy.

What are the key elements of a B2B omnichannel strategy?

Here are the key elements of a successful B2B omnichannel strategy:

Customer-Centricity:

• Understanding Your Audience: It all starts with a deep understanding of your target B2B buyers. Research their needs, challenges, and preferred communication channels.
• Buyer Journey Mapping: Map out the different stages of your buyer’s journey and identify the touchpoints they use at each stage. This helps tailor your message and offerings accordingly.

Channel Selection and Integration:

• Strategic Channel Selection: Don’t spread yourself too thin. Choose a mix of channels where your target audience is active and that align with your business goals.
• Seamless Integration: Ensure all your chosen channels work together seamlessly. Data should flow freely between them, providing a consistent experience for the customer.

Content and Messaging:

• Personalized Content: Create targeted content that addresses specific buyer needs and interests at each stage of the journey.
• Consistent Messaging: Maintain a consistent brand voice, message, and visual identity across all channels.

Technology and Data Management:

• Marketing Automation: Utilize marketing automation tools to personalize communication, automate tasks, and streamline omnichannel marketing efforts.
• CRM Integration: Integrate your CRM with your marketing automation platform to create a unified view of customer data and interactions across channels.

Measurement and Optimization:

• Define KPIs: Set clear key performance indicators (KPIs) to track the success of your omnichannel strategy. These could include metrics like website traffic, lead generation, conversion rates, and customer satisfaction.
• Data-Driven Optimization: Continuously monitor and analyze your data to identify areas for improvement. Use this data to refine your strategy, optimize content, and personalize the customer experience across channels.

By focusing on these key elements, you can develop a B2B omnichannel strategy that provides a cohesive and impactful customer experience, ultimately driving sales and building stronger relationships with your business clients.

What are the best channels for a B2B omnichannel strategy?

The best channels for your B2B omnichannel strategy depend on your specific industry, target audience, and business goals. However, some general best practices and popular channels for B2B omnichannel marketing include:

Digital Channels:

• Website: This is your central hub and should be optimized for lead generation and providing comprehensive information about your products or services.
• Email Marketing: Effective for nurturing leads, building relationships, and promoting content.
• Social Media: Great for brand awareness, thought leadership, and engaging with potential customers on platforms like LinkedIn, Twitter, or industry-specific forums.
• Content Marketing: Create valuable content (e.g., white papers, case studies, webinars) that educates your audience and establishes your expertise.
• Marketing Automation: Streamline communication and personalize content delivery across different channels.

Other Channels:

• Phone Calls: Still important for personalized communication and building rapport, especially at key points in the sales cycle.
• Webinars and Events: Offer valuable insights and demonstrations to a wider audience.
• Industry Trade Shows and Conferences: Provide opportunities for in-person networking and brand exposure.

Remember: The key isn’t just using a bunch of channels, but ensuring they work together seamlessly. Here are some tips for achieving that:

• Customer Journey Mapping: Identify the touchpoints customers use at each buying stage and tailor your message accordingly.
• Data Integration: Use a CRM or marketing automation platform to unify customer data across channels.
• Consistent Branding: Maintain a consistent brand voice, message, and visual identity across all channels.

By following these guidelines and strategically selecting the right channels, you can create a B2B omnichannel strategy that delivers a cohesive and impactful customer experience.

How to start a B2B omnichannel strategy?

Launching a successful B2B omnichannel strategy requires understanding your audience and creating a cohesive experience across all touchpoints. Here’s a breakdown of the key steps to get you started:

1. Know Your Audience:
   • B2B buyers are individuals, so understanding their needs and preferences is crucial. Conduct market research, gather customer data, and develop buyer personas to personalize your approach. Identify their preferred channels for information consumption (website, social media, industry publications) and decision-making (email, webinars, demos).
2. Map the Customer Journey:
   • Visualize the path your target audience takes from initial awareness to purchase decision. This includes identifying all touchpoints – website visits, social media interactions, content downloads, email engagement, etc. – they encounter with your brand throughout the buying process.
3. Choose the Right Channels:
   • Not all channels are created equal. Based on your buyer personas and journey map, prioritize the channels your audience uses most. This could include a mix of online channels (website, email, social media, webinars) and offline channels (industry events, trade shows, direct mail).
4. Craft Consistent Messaging:
   • Develop a clear, consistent brand voice and messaging that resonates with your target audience across all channels. Ensure the content aligns with each stage of the buyer’s journey, from awareness content (blog posts, infographics) to decision-making content (case studies, white papers).
5. Unify Your Data:
   • Invest in a Customer Relationship Management (CRM) system to consolidate customer data from various sources. This enables you to personalize interactions, track campaign performance, and measure the overall effectiveness of your omnichannel strategy.
6. Align Sales & Marketing:
   • Ensure both teams collaborate on messaging and outreach. Sales should understand the marketing funnel and nurture leads effectively. Marketing should leverage sales insights to tailor content and target the right accounts.
7. Continuously Measure & Optimize:
   • Track key performance indicators (KPIs) across all channels to gauge the success of your omnichannel strategy. Analyze data to identify what’s working and what’s not. Use A/B testing to refine your approach and continuously optimize your campaigns for better results.

By following these steps, you can build a B2B omnichannel strategy that delivers a seamless customer experience, strengthens brand loyalty, and ultimately drives business growth.