Getting Omnichannel Marketing Right For Your B2B

Omnichannel is about giving your customers a high-quality experience wherever they find you. It’s also about the overall experience. The goal is to unify the customer experience of your brand – every touchpoint should link back to your vision, mission, and promise.

With so many ways to interact with a brand – and so many brands in the marketplace – customers need consistency to feel connected to your company over competitors. It’s the connections between these touchpoints that are important. Customers shouldn’t feel like they’re getting to know you all over again. It should be a deep and evolving relationship.

Let’s take an obvious example of a B2C brand getting it right – Disney. From the app to the park, customers get a consistent experience. In B2B, Microsoft’s mission statement, ‘Our mission is to empower every person and every organization on the planet to achieve more’ touches everything they do.

A situation where customers get conflicting messages at different touchpoints, quickly erodes trust in your brand. The problem for any business with multiple channels is that it can be tough to keep the consistency without the right people and the right tech stack in place.

Investing in omnichannel isn’t cheap. That’s why it’s so important to define your strategy first. Rather than paying out for tech you don’t need, figure out what you need to fulfill your goals. There are so many ‘solutions’ out there, it’s easy to become overwhelmed by the complexity of choice.

One of the main benefits of having multiple channels is the amount of data they yield on customers and prospects. Used right, this data can help better acquainted with your target audience better. It can help underpin your marketing strategy and the tech stack you actually need, as opposed to the one you think you need.

Something to be aware of is the difference in approaches between B2C and B2B. Taking an approach from one and applying it to the other isn’t necessarily going to work. That’s because the B2B sales cycle is typically more complex, and dependent on a relationship with a sales rep.

In B2B, the order value is usually higher, there’s likely to be more decision-makers involved, and there are usually more touchpoints needed. But guess what? That means there are more opportunities to collect data and gain actionable insights.

Strategy will help you determine what good looks like for your business. Picture the end and reverse engineer your way back. With omnichannel, where a prospect gets dropped off, impacts the journey they take.

But with clear and consistent messaging and a strategy-first approach, it’s possible for B2B companies to tap into the real value of omnichannel marketing enjoyed by their B2C counterparts.

Kapturall combines marketing, technology, and data to create meaningful relationships that generate sales. Contact us