Omnichannel Experience: Helping to Strengthen B2B Marketing Strategy

    Omnichannel Experience Helping to Strengthen B2B Marketing-01

    The onset of the COVID–19 pandemic has given rise to multiple touch points for customers. Thus, B2B marketers should learn to capitalize on omnichannel to strengthen their B2B marketing strategy.

    Since the onset of the pandemic, the B2B market has witnessed an immense transformation in the way businesses are conducted. With the complete reliance on digital platforms, along with restrictions on in-person interactions, the B2B marketplace has witnessed changes in the attitudes and actions of buyers.

    Today’s B2B buyers have become digitally savvy and have a high experience of a B2C-like customer experience that should meet their customer needs. Organizations that were already accustomed to B2B marketing had significant leverage over their competitors. As per a 2020 report from Gartner, “The Future of Sales,” 80% of all B2B sales interactions between the supplier and the customer will happen via digital channels.

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    With this change in customer behavior and the transformation in businesses, B2B marketers should have also influenced the way B2B marketers target their prospective customers. Meaning with the B2B prospects using different mediums to reach out to their preferred brands, it has become critical for B2B organizations to have a robust digital presence. Having a strong presence across multiple channels not only enables the B2B organization to keep in touch with their customers but also enables them to resolve their issues, incorporate their feedback and also improve the product as a whole.

    Here are three factors that make a compelling case to incorporating omnichannel in the B2B marketing strategy:

    A surge in the number of customer touchpoints

    As per McKinsey’s B2B pulse research, today’s B2B customers utilize ten or more channels to engage with their sellers; twice as many channels as five years ago and up from an average of five in 2016. This is due to the fact that today’s B2B buyers prefer to conduct their research through various channels such as webinars, social media content, review sites, industry experts, or peer recommendations.

    With so many customer touchpoints, B2B marketers should know that there are many ways to pursue the prospects. However, this may not always result in a fruitful endeavor as omnichannel outreach effectiveness depends on the quality of data. Therefore, B2B organizations should ensure that they are partnering with vendors that ensure the validity of third-party data. At the same time, B2B organizations should also keep their data clean by routinely having a cleaning procedure in place.

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    Helps to stay ahead of the competition

    The COVID-19 forced organizations to increase their digital presence as restrictions and shutdowns removed the option to choose from in-person experience. Therefore, B2B firms are not utilizing omnichannel marketing; they risk falling behind in today’s ultra-competitive marketplace.

    B2B organizations should make an effort to become customer-oriented. They should implement personalization and provide streamlined processes to access information and obtain products and services. Moreover, B2B organizations should ensure that they support their present customers while acquiring new ones to strengthen their growth and revenue aspects.

    The loyalty of B2B Buyers

    Today’s technologically savvy customers prioritize customer experience above everything else. If they do not receive a seamless customer experience or their expectations are not met, they are more likely to abandon their brand. Therefore, B2B firms should emphasize what their customers’ desire. At the same time, the shifting brands which result in loyalties of customers can also be viewed as potential growth opportunities. It is a perfect opportunity for B2B to target prospective customers that may want to work with their competitors while looking for a new solution.

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