Preparing For an Omni-channel Marketing Strategy in B2B

It’s official: Omni-channel marketing has now gone mainstream. It’s no more a fringe experiment for the cutting-edge market leaders who dare to try. It’s very real. More and more B2B marketers like you are making the commitment to do it and do it well- and, for good reason. McKinsey and Company found that a typical B2B buyer now use six different channels over the course of their decision-making journey.

Modern marketers know that merely one engagement channel is not enough. That simply isn't how buyers connect with sellers these days. For effective B2B marketing, you must expertly interconnect the right mix of channels and data to identify, target, and engage with your customers — where and when they expect you to. Here’s how you can prepare for an omni-channel approach in B2B marketing-

1. Identify your Customers

Every B2B marketing company is inundated with buyer data. But for an effective omni-channel strategy you must build a view of which accounts are engaging with you, link related contacts, and then enrich those records with third-party deterministic company and contact data built for B2B marketing. You can collect more insights on buyer intent by identifying active customer channels, unifying your customer data and enhancing your first-party customer data with deep third-party company.

2. Target your Best Segments

Having a unified view of your audience- their identities as professional people; it’s now time for segmentation analysis to focus on the right companies and contacts that are most likely to buy your products and services. For this you can pair your ideal audience persona with website activity, uncover companies related to your existing accounts, reach out to prospects that match your high-performing segments and identify unknown site visitors by matching their IPs, cookies and mobile devices.

3. Engage with your Customers

Buyers gather product or service information wherever they can find it. Thus, each interaction with them matters. The best B2B marketing campaigns will feel consistent and personalized for your customers. Remember that, customer data can change at any moment, so keep an eye on your data quality and ‘freshness’. Since, omni-channel marketing is a B2B reality, those who focus on perfecting a data-inspired approach will be the winners. It will help streamline your offline and online channels of interaction, for spot-on targeting and personalized engagements.

4. Commit to Omni-channel Marketing

Every B2B digital marketing company knows that the key to differentiate and remain competitive is by delivering personalized, highly relevant and engaging omni-channel experiences consistently. For this, you need to invest in a long-term omni-channel marketing strategy that will target high-value accounts, identify and engage with your target customers, improve lead conversions and help you close in on those big, enterprise deals.

Your best bet would be to avail B2B digital marketing company that take advantage of data and insights to target personalized omni-channel marketing campaigns for high-sales conversions, resulting in increased ROI and long-term marketing success.