Ultimate Guide to B2B Omnichannel Marketing

What is B2B omnichannel marketing?

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

Imagine a customer like a detective piecing together clues about your business. They might start with some online research on your website, then check out reviews on social media, and finally reach out to your sales team with specific questions. Omnichannel marketing aims to make sure all those pieces (website content, social media reviews, sales conversations) all tell the same story and guide the customer smoothly through their buyer’s journey.

Here’s a breakdown of the key points:

• Multiple Channels: It uses a variety of channels, both online (website, social media, email) and offline (tradeshows, events, phone calls) to reach customers.
• Coordinated Approach: All these channels are planned and executed together, not as separate campaigns.
• Customer-Centric: The focus is on providing a seamless experience for the customer, no matter which channel they use.
• Consistent Messaging: The messaging and branding are consistent across all channels.

B2B omnichannel marketing has become crucial for several reasons:

• Evolved Buyer Behavior: B2B buyers today mimic B2C customer journeys. They research online, compare options, and expect a smooth experience across channels [Forbes]. Omnichannel marketing meets these expectations by being present where they are.
• Increased Touchpoints: The number of channels B2B buyers use has significantly grown. Reaching them effectively requires a multi-pronged approach that caters to their preferred touchpoints [Demandbase].
• Seamless Customer Journey: Modern buyers expect a cohesive experience, regardless of the channel. Omnichannel marketing ensures a consistent flow of information and avoids frustrating disconnects [BigCommerce].
• Stronger Brand Image: A unified brand message across channels reinforces your brand identity and builds trust with potential customers.
• Improved Sales and Loyalty: By providing a frictionless buying experience and fostering trust, omnichannel marketing can lead to higher sales conversion rates and increased customer retention.
• Data-Driven Insights: Integrating data from various channels allows for a more comprehensive understanding of customer behavior, enabling better marketing decisions.

By taking this omnichannel approach, B2B businesses can build stronger relationships with their customers, increase sales, and boost brand loyalty.

What are examples of B2B omnichannel marketing?

Here’s a real example of a successful B2B omnichannel marketing campaign.

Example 1: Adobe “Adobe Experience Cloud Solutions” Promotion

Target Audience: Marketing teams at large enterprises

Channels Used:

• Online:
  • Content Marketing: Blog posts, white papers, and ebooks educating potential customers about the challenges of customer experience management and how Adobe Experience Cloud can address them.
  • Social Media: Targeted ads and organic content on LinkedIn promoting thought leadership content and upcoming webinars.
  • Website: Personalized landing pages with relevant content and calls to action based on visitor behavior.
  • Email Marketing: Targeted email campaigns nurturing leads with industry insights, success stories, and free trials.
• Offline:
  • Webinars: Educational webinars showcasing the features and benefits of Adobe Experience Cloud solutions.
  • Industry Events: Sponsorship and participation in industry conferences and trade shows, allowing for face-to-face interactions and product demonstrations.

Effectiveness:

The omnichannel approach allowed Adobe to reach marketing teams at various points in their research journey. Potential customers were exposed to informative content across multiple channels, building brand awareness and educating them about the value proposition of Adobe Experience Cloud.

Here’s how the campaign likely measured success:

• Increased website traffic: From targeted content and social media promotion.
• Lead generation: Captured through website forms, webinar registrations, and event interactions.
• Sales pipeline growth: Nurtured leads through targeted email campaigns.
• Brand awareness: Increased visibility through consistent brand messaging across various channels.
• Customer acquisition: Converted leads into paying customers through effective sales follow-up.

Key Takeaways:

This example highlights the power of omnichannel marketing. By creating a cohesive customer experience across online and offline channels, Adobe was able to effectively engage with its target audience, generate leads, and drive sales.

Example 2: Salesforce (B2B CRM Software) “Trailhead” Launch

Channels:

• Website: Dedicated landing page with interactive elements showcasing Trailhead’s features and benefits.
• Content Marketing: Blog posts, white papers, and ebooks targeted towards different buyer personas (sales reps, marketing managers, etc.) highlighting how Trailhead can address their specific needs.
• Social Media: Engaging content across platforms like LinkedIn and Twitter promoting Trailhead with industry expert testimonials and interactive polls.
• Email Marketing: Targeted email campaigns based on user interests, nurturing leads through the buyer journey with personalized content about relevant Trailhead modules.
• Offline Events: Interactive workshops and presentations at industry conferences demonstrating the power of Trailhead for professional development.

Effectiveness:

• Increased brand awareness: The multi-channel approach generated significant buzz around Trailhead, positioning Salesforce as a leader in skill development for the B2B sales and marketing landscape.
• Lead generation: Targeted content and social media engagement attracted a large pool of qualified leads interested in Salesforce products and solutions.
• Customer acquisition: Trailhead’s freemium model with valuable learning modules converted many users into paying Salesforce customers.
• Customer engagement: The platform fostered a strong community of users who actively participated in courses, discussions, and events, leading to increased brand loyalty.

Key Takeaways:

This campaign demonstrates the power of a B2B omnichannel approach. By combining informative content, engaging social media presence, and interactive elements across various channels, Salesforce effectively targeted potential customers at different stages of the buyer journey, resulting in significant brand awareness, lead generation, and customer acquisition.

Example 3: GE (Industrial Manufacturing) “Brilliant Machines” Campaign

Channels:

• Website: A dedicated microsite served as the campaign hub, featuring interactive case studies and success stories showcasing GE’s industrial automation solutions.
• Video Marketing: Compelling video content across platforms like YouTube explained complex industrial concepts in an engaging and informative way.
• Industry publications: Thought leadership articles by GE experts were placed in relevant industry publications, establishing GE as a leader in the Industrial Internet of Things (IIoT) space.
• Social Media: Targeted social media campaigns used industry hashtags and influencer marketing to reach a wider audience of potential customers.
• Experiential Marketing: Interactive booths at trade shows allowed potential customers to experience GE’s industrial automation solutions firsthand.

Effectiveness:

• Targeted messaging: The campaign successfully reached different audience segments within the manufacturing industry with tailored content and messaging.
• Brand positioning: GE solidified its position as a leader in industrial automation and IIoT solutions.
• Lead generation: Engaging content and interactive elements across channels generated qualified leads for GE’s sales team.
• Sales growth: The campaign contributed to increased sales of GE’s industrial automation solutions.

Key Takeaways:

This B2B omnichannel campaign highlights the importance of blending informative content with interactive experiences. GE leveraged various channels to educate potential customers, showcase their solutions, and ultimately drive sales growth.

What is a B2B omnichannel marketing strategy?

A B2B omnichannel marketing strategy is a roadmap that focuses on creating a unified customer experience across all the touchpoints where your target businesses encounter your brand.

Three key elements make a B2B omnichannel marketing strategy different from a B2B marketing strategy:

• It emphasizes a coordinated presence across multiple channels, both online and offline. This creates a more comprehensive customer journey that considers how potential customers might interact with your brand at different stages of their buying process.
• It prioritizes a unified customer experience across all touchpoints. This means consistent messaging, data sharing between platforms, and a smooth flow for potential customers as they interact with your brand through different channels.
• It requires integration of data from various channels to gain a holistic view of customer behavior and campaign effectiveness. This allows for more comprehensive data analysis and a more precise understanding of what’s working and what’s not.

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

Customer-centric foundation:

• Buyer personas: In-depth understanding of your ideal customer’s profile, including their needs, challenges, and preferred channels for information.
• Buyer journey mapping: Identifying the different stages (awareness, consideration, decision) B2B buyers go through when making a purchase.

Channel orchestration:

• Channel selection: Picking the right mix of online (website, content marketing, social media, email marketing) and offline channels (trade shows, events, webinars) based on buyer behavior at each stage.
• Content strategy: Developing targeted content that caters to each stage of the buyer’s journey, from informative blog posts for awareness to solution-oriented case studies for consideration.
• Seamless transitions: Ensuring a smooth flow for potential customers as they interact with your brand across different channels. This includes consistent messaging, data sharing, and the ability to pick up where they left off (e.g., following up on a webinar registration with a personalized email).

Data and personalization:

• Data collection and analysis: Gathering information about customer interactions across channels to gain insights and identify trends.
• Personalization: Leveraging data to tailor content, messaging, and offerings to the specific needs and interests of each potential customer.

Measurement and optimization:

• Performance tracking: Regularly monitoring the effectiveness of your omnichannel campaigns across different channels using analytics tools.
• Continuous improvement: Analyzing data and using the insights to refine your strategy, optimize content, and improve results over time.

By focusing on these elements, you can build a B2B omnichannel marketing strategy that creates a cohesive and personalized customer experience, fosters trust and relationships, and ultimately drives sales growth.

What are the best marketing channels for B2B omnichannel marketing?

Here are 20 B2B marketing channels for omnichannel marketing, categorized by online and offline channels:

Online Channels:

1. Website: Your company website is the central hub of your online presence. It should be informative, user-friendly, and optimized for search engines.
2. Content Marketing: Create valuable and informative content, such as blog posts, articles, white papers, and infographics, to educate and engage your target audience.

3. Search Engine Optimization (SEO): Optimize your website content and landing pages to rank higher in search engine results pages (SERPs) for relevant keywords.

4. Pay-Per-Click (PPC) Advertising: Run targeted PPC ads on search engines and social media platforms to reach a wider audience.

5. Social Media Marketing: Use social media platforms like LinkedIn, Twitter, and Facebook to connect with potential customers, share industry news, and promote your brand.

6. Email Marketing: Email marketing is a powerful tool for nurturing leads, promoting content, and driving sales.

7. Marketing Automation: Marketing automation software can help you automate repetitive tasks, personalize your marketing messages, and track your results.

8. Webinars: Host webinars to educate potential customers about your products or services and answer their questions.

9. Podcasts: Sponsor or launch your own podcast to reach a targeted audience and establish yourself as a thought leader in your industry.

10. Video Marketing: Create engaging video content, such as product demos, customer testimonials, and explainer videos, to showcase your brand and offerings.

11. Account-Based Marketing (ABM): Focus your marketing efforts on a select group of high-value accounts.

12. Influencer Marketing: Partner with industry influencers to promote your brand to their audience.

13. Online Communities: Participate in online communities and forums relevant to your industry to connect with potential customers and build relationships.

14. Customer Relationship Management (CRM): Use a CRM system to track your interactions with customers and prospects, and personalize your marketing efforts.

Offline Channels:

15. Trade Shows and Events: Attend trade shows and industry events to network with potential customers, showcase your products or services, and generate leads.

16. Print Advertising: Run targeted ads in industry publications or magazines to reach a specific audience.

17. Public Relations (PR): Develop relationships with journalists and media outlets to secure positive press coverage for your company.

18. Direct Mail: Send targeted direct mail campaigns to reach potential customers who may not be active online.

19. Networking: Network with other professionals in your industry to build relationships and generate referrals.

20. Seminars and Workshops: Host seminars or workshops to educate potential customers about your products or services and establish yourself as an industry expert.

By using a combination of these online and offline channels, you can create a comprehensive omnichannel marketing strategy that reaches your target audience wherever they are and provides them with a seamless customer experience.

How is B2B omnichannel marketing different from B2B multichannel marketing?

B2B omnichannel marketing and B2B multichannel marketing both involve using multiple channels to reach potential customers. However, they differ in their approach to these channels and the overall customer experience they create. Here’s a breakdown of the key differences:

Channel Integration:

• B2B Multichannel Marketing: Treats channels as separate entities**. Communication and messaging might be siloed, with limited data sharing between channels. For instance, a company might run social media ads and email marketing campaigns independently, without a unified message or strategy.
• B2B Omnichannel Marketing: Emphasizes integrated and coordinated channels. Data is shared across platforms, and messaging is consistent to create a cohesive customer experience. This means a potential customer might see a social media ad, click through to a website with relevant content, and then receive a personalized email based on their online behavior.

Customer Experience:

• B2B Multichannel Marketing: Customer experience may be disjointed across different channels. A potential customer might encounter inconsistent messaging or have difficulty picking up where they left off on another channel.
• B2B Omnichannel Marketing: Focuses on a seamless customer experience across all touchpoints. This means consistent messaging, data sharing, and the ability for potential customers to easily transition between channels without losing context.

Personalization:

• B2B Multichannel Marketing: Personalization efforts might be limited** due to the lack of data integration between channels.
• B2B Omnichannel Marketing: Leverages data from various channels to personalize content, messaging, and offerings to the specific needs and interests of each potential customer.

Data and Measurement:

• B2B Multichannel Marketing: Data analysis might be focused on individual channel performance**, making it difficult to get a holistic view of the customer journey and campaign effectiveness.
• B2B Omnichannel Marketing: Requires integration of data from various channels to gain a comprehensive view of customer behavior and campaign effectiveness. This allows for more precise measurement and a better understanding of what’s working and what’s not.

Here’s an analogy: Imagine a B2B multichannel approach like a collection of unconnected roads leading to your business. A B2B omnichannel approach, on the other hand, is like a well-connected highway system with clear signage and designated routes, making it easier for potential customers to find you and navigate their journey towards becoming a customer.