Omnichannel marketing takes a holistic approach to the customer journey by ensuring all touchpoints are cohesive. The key to an omnichannel approach is making sure that, regardless of what platform your prospect interacts with, your brand’s messaging is not only consistent but works to further their journey. When it comes to B2B efforts, studies suggest that B2B buyers are taking a more proactive approach to the decision-making process by actively informing themselves via different channels. In fact, most B2B buyers touch six different channels while making a decision. If you want to get in front of your B2B buyers, follow these GROWL-approved steps to develop your B2B omnichannel strategy.
1. Identify Top Buyers
Account-based marketing still dominates the B2B marketing experience. This strategy focuses on key accounts your company wants to target and creates an experience personalized to them. Start by establishing which clients are most valuable to your business efforts so you can identify your ideal segments.
If you’re unsure how to identify ideal targets, ask yourself some questions:
- Which clients generate the most revenue for your business?
- Which clients do you have the best relationship with?
- Which clients inspire your team to work harder?
A target who fits all three categories is an ideal client. When you have a good list of high-value clients, it’s important to sort them into segments. This way, you’ll be able to create a more personalized experience for your targets. Omnichannel marketing is all about creating a seamless, personalized experience, which is why segmenting is a vital step to creating an effective omnichannel strategy.
2. Leverage Customer Data
Now it’s time to put your detective cap on and discover everything you can about your targets. How do they prefer to interact with your business? What are their engagement patterns with your brand? What social platforms do they use? Are they more frequently on mobile or desktop? Do they use chatbots or email? While data can come into your business from many different channels, it’s important to leverage the data that can lower friction in your B2B omnichannel strategy.
When you leverage your customer data, you can create a seamless, relevant experience for your targets, regardless of when and where they interact with your brand. And the more you interact with these prospects, the more data you can collect, and the more you can reduce friction in your flywheel.
3. Determine Top Channels
Instead of casting a wide net in your marketing efforts, an omnichannel approach works best if you focus and localize your efforts. Determining which channels your targets prefer tells you where your efforts should be focused. This is why collecting consumer data is another vital step in your B2B omnichannel marketing strategy.
The key here is to continually optimize your efforts on each channel so you can provide a cohesive message based on that platform’s functionality and use. For example, if your targets are mostly on LinkedIn, how can you optimize your marketing efforts on the platform to ensure your experience aligns with other touchpoints?
4. Create Context-Relevant Content
After you’ve determined top targets, collected data, and determined their top channels, it’s time to create content. The success of your omnichannel strategy hinges on delivering cohesive, contextually relevant content. Think of it like this—instead of a back-and-forth conversation like traditional marketing, an omnichannel approach is an ongoing conversation. It’s not enough to reuse the same message on every platform. Each interaction your prospect has with your brand should inform the next.
5. Utilize MarTech
Another important element for an effective B2B omnichannel approach is ensuring a seamless experience across all channels. Leveraging your MarTech tools will boost your efforts and make it easier to track prospect activity across their journey. A good MarTech stack will make it easier to scale your efforts and sort and analyze data coming from your omnichannel campaign.
If you want to maximize the potential of your omnichannel strategy, it’s key to monitor and measure data coming in from your campaign in real-time. Are your LinkedIn efforts not seeing the return you’re wanting? Are prospects falling off at a certain point in the conversation? Staying on top of the data coming in from your campaign will allow you to fine-tune your efforts and ensure an effective B2B omnichannel strategy.