Omnichannel Marketing For B2b

When it comes to marketing and sales, the old models just don’t cut the mustard anymore. But if you’re not using an omnichannel strategy, chances are your company is falling behind. Let our team help you stay ahead of competitors and modernize your approach with omnichannel marketing.

In this post, we discuss the aspects of Omnichannel Marketing For B2b, b2b omnichannel examples, marketing channels in b2b, and future of b2b marketing.

Omnichannel Marketing For B2b

There’s no doubt that we’re in the midst of a digital transformation. In fact, according to Forrester Research, 69% of companies will have a modernized digital foundation by 2025. But what does this mean for your organization? To succeed in today’s digital world, you need to take an omnichannel approach to marketing and sales.

Customers now demand the same seamless experience across all channels.

Customers now demand the same seamless experience across all channels.

The customer journey has changed and customers are increasingly using multiple channels to interact with brands. As a result, they expect a consistent experience across all channels, including mobile and social media, with great content that is tailored to their preferences. Customers also want to be able to complete the entire buying process on one site (for example: order online and pick-up in store) — which can increase sales conversions by up to 25%.

An omnichannel strategy takes a holistic approach that prioritizes that customer journey over each individual channel.

An omnichannel strategy takes a holistic approach that prioritizes that customer journey over each individual channel. An omnichannel strategy also means you need to ensure that the information you collect about your customers is accessible across all channels, so you can leverage it in each touchpoint along the way.

It’s important to understand the customer journey because this will help you determine where there are gaps and opportunities for improvement. An understanding of how customers interact with your brand is key for making informed decisions about how best to market your product or service.

And finally, I’m going to give an example here of how one company was able to use this information and make changes because of it. When we were first starting out at Hotjar, we didn’t really know what our users were doing when they came onto our website and used our tool; all we had was some basic analytics data from Google Analytics or similar tools like Mixpanel or Kissmetrics (if those are more familiar names). We knew they were coming from Facebook ads but beyond that…we didn’t know much at all!

So what did we do? We set up heatmaps on websites like CrazyEgg or ClickTale which showed us exactly where people clicked on pages during their sessions so as soon as someone visited our site – not even after logging into accounts yet – but just looking around at different pages; we could see exactly where people were clicking most often so we could make changes accordingly.”

Omnichannel requires a deep understanding of your customers’ needs and preferences as well as their buying journey.

Omnichannel marketing has the potential to be a game-changer for B2B companies. It’s a strategy that enables you to stay connected with your customers at every stage of their buying journey, and it can have a significant impact on your brand awareness and lead generation efforts.

However, you need to have a deep understanding of your customers’ needs and preferences as well as their buying journey before you begin rolling out omnichannel marketing strategies.

The first step is determining who exactly will be receiving which messages from which channels on what devices they prefer when they’re interacting with your brand. Next comes the challenge of developing content that appeals to each type of person based on their needs, preferences, pain points—and most importantly—their buying habits (i.e., how long does it take for them make decisions about purchasing products or services). Finally, once all these details are worked out (which may require quite some time), the next step is deciding where best place those messages within each channel so they reach people where they’re most likely going through these steps right now: in their inboxes!

Analytics tools can provide you with valuable insights into your customers’ behavior.

Use analytics tools to understand customer behavior. The more you know about your customers, the better you’ll be able to target them with your marketing efforts—which will help to improve the customer experience and give them a reason to buy from you again.

In fact, studies have shown that businesses that use data for decision-making see an average increase of 20% in revenue over time. And if you’re wondering whether you should set up a CRM (customer relationship management) system or use something like Google Analytics instead, I’d recommend choosing both!

Your organization must integrate its different departments to deliver a consistent customer experience.

Your organization must integrate its different departments to deliver a consistent customer experience.

Integration is a critical part of omnichannel marketing and can be difficult, but it’s worth the effort. If you’re not sure where to start with integration, here are some areas that might need attention:

  • Integrating your website and social media channels
  • Integrating your email campaigns with other channels (such as SMS)
  • Integrating multiple tools that track customer interactions across channels

It’s important to retain the flexibility to quickly adapt your strategy as needed.

As you can see, there’s no single marketing strategy that works for everyone. You must have a flexible one that can adapt to changes in the market, your customers and your organization.

A good example of this flexibility is Amazon. The online retailer is constantly changing its product offerings based on customer demand—if they don’t offer it, someone else will! This kind of agility leads to higher conversion rates and more sales over time because you’re able to capture new opportunities as they arise without being locked into anything permanent.

A successful omnichannel marketing strategy depends on effective collaboration between sales, marketing and customer-facing departments, including service and support.

A successful omnichannel marketing strategy depends on effective collaboration between sales, marketing and customer-facing departments, including service and support.

Your sales team has a key role to play in this process. They can help you understand what your customers want from their experience with your brand, as well as how they’re interacting with you across channels. For instance, if you’re selling software that integrates seamlessly with other third party products (like accounting or inventory management), then it makes sense to include the people who sell those products in the conversation about what makes an omnichannel experience engaging for B2B customers. They’ll have insights into how those integrations work best for their own clients’ businesses and can tell you what questions need answering before adding them into your product roadmap.

b2b omnichannel examples

You probably think of them mostly as experiences for consumers and customers, but what you might not know is that enterprises can deliver other kinds of omnichannel experiences.

Let’s learn a little more about omnichannel customer experiences, omnichannel experiences for the enterprise, also known as “enterprise omnichannel,” and what the difference is. Then we’ll look at 5 great omnichannel experiences to help you transform your customers’ and employees’ experiences.

How to Create Omnichannel Experiences Easier and Faster

What Is Omnichannel Customer Experience?

Think Disney, Starbucks, Bank of America, Amazon, and Virgin Atlantic. Each offers customers the ability to interact via web, mobile, voice, digital, and email, all in a connected way. So, if a customer switches from one channel to another, the experience continues seamlessly. That’s an omnichannel experience.

As a result, customers feel satisfied and build trust in the company, leading to longer relationships and positive word of mouth. Just like in the 1980s shampoo commercial, “tell two friends and they tell two friends and they tell two friends and so on.” Over time, companies notice an uptick in retention and customer growth.

Many people associate these types of omnichannel experiences with big brands and enterprises so sometimes the concepts of omnichannel customer experience and enterprise omnichannel are used interchangeably. But don’t give in to the temptation.

Enterprise Omnichannel: Getting on the Magic Omnibus

Omnichannel customer experience is a form of enterprise omnichannel. That’s because enterprise omnichannel can extend to all corners of an enterprise: customers, employees, operations, field, sales and marketing, branches, regional offices, partners, suppliers, and more.

The goal of enterprise omnichannel is to offer numerous ways of interacting and engaging with others inside and outside an organization via different touchpoints, all of which not only offer the same experience but also enable users to continue where they left off if they switch devices.

I think of enterprise omnichannel as a kind of magic omnibus, collecting numerous different user and customer experiences and combining them into one, just like an omnibus collection of books or a government omnibus bill. The “magic” is how it takes complicated processes and interactions and makes them seamless and effective.

Consider a push notification for single sign-on to a company’s inventory control portal. An employee enters a username and password to log in. A push notification is sent to the employee’s wearable device, smartphone, or tablet, asking the employee to approve the login.

With a simple tap of the wearable, phone, or tablet, the employee can access the portal. The approval experience is the same on all three devices. This example is the absolute bare-bones minimum of what enterprise omnichannel can be. So, let’s look at 5 robust omnichannel experience examples for the enterprise so you can get a really good idea of what it is.

Example 1: The Burton Snowboards Logistics Omnichannel Experience

U.S. snowboarding company Burton has a logistics application that connects all sales points and ties them into their back-end systems while providing an omnichannel customer experience. Customers can purchase from any channel—stores, dealers, and Burton’s e-commerce site. If the Burton warehouse runs out of snowboards or children’s backpacks in February, employees can scour stores and get products sent to buyers quickly. Employees themselves can walk around with tablets, tag and package specific items for shipment, and get the items sent to buyers quickly.

The app enables Burton to move goods through its sales channels and avoid big inventory carrying costs. After a year in use, Burton has averaged 56 shipments a day, kept pace for 14 days straight of 200+ shipments, and generated 10 times ROI in revenue. The company is maintaining historically low inventory, avoiding off-price store sales, and turning summer sell-offs into “shopping events” rather than clearance sales.

Example 2: The Beeztees B2B eCommerce Platform

Beeztees is a leading business-to-business (B2B) supplier of pet supplies with employees and customers in 45 countries worldwide. Beezteez offers a B2B omnichannel e-commerce platform for retailers that includes product, inventory, pricing, and order information. Through integration with SAP that enables Beeztees to unlock SAP data to web and mobile applications, retailers see a real-time inventory of the different products.

During the ordering process, retailers can easily choose to have a product delivered in the store or straight to the consumer’s home.

Track-and-trace functionality is integrated into the portal, so retailers always know where the packages they ordered are in the supply chain. Other vendors can easily connect to it as well.

Beeztees is especially proud of the pricing capabilities, which include individual pricing agreements. Beeztees employees can easily adjust prices, so the customers always see the correct products. And the result of offering this omnichannel experience to retailers and other vendors? Beeztees has improved its competitiveness by offering customized, up-to-date pricing and features for active marketing that contribute to increasing sales.

Example 3: The Zurich Insurance Omnichannel Agent Experience

Zurich Insurance Group is a leading multi-line insurer that serves its customers in global and local markets. In Portugal, the company partners with more than 1,000 agents to offer policies to individuals and small-to-medium enterprise customers. For those agents, Zurich created a comprehensive omnichannel agent experience, starting with a dedicated online portal, an app for tablets, and an app for smartphones, that make it easier and more fun for agents to use while handling all their business.

Agents immediately adopted the new platform and reacted positively to a long list of new features. For example, after a quick search, they can have a 360-degree view of customer activity. They can log in to the app using a fingerprint reader. And, they get mobile notifications on the fly. This omnichannel experience has contributed to a sharp increase in policy business. (If you’re interested in other stories of insurance and customer experience check out this blog post.)

Example 4: Banco BPI’s Omnichannel Unified Digital Experience

The bank transformed its customers’ experience by creating a unified digital experience across mobile, web, branch, and contact centers.

By creating an application architecture designed to maximize the reuse of components across touchpoints, BPI delivered a new home banking portal and a mobile banking app in less than 6 months. In addition, the banking institution ensured that all touchpoints shared the same UX, resulting in an all-time high customer engagement level and a 4.3 rating on the Android app store.

Example 5: A World-Class Digital Experience for CM Customers

Christelijke Mutualiteiten (CM) is Belgium’s largest health insurance fund with 500 branches, serving 4.5 million customers. The insurance organization launched several applications in its quest to deliver a world-class digital experience to its customers.

They started by building “Care Volunteering,” an Uber-like application that assigns social-care tasks, such as home visits and medicine deliveries, to CM’s 70,000 volunteers. This web portal and mobile-friendly web app for volunteers enables CM to manage clients, care requirements, and volunteers and even provides required reports to the Belgian social services department. Plus, it gives external volunteer users secure access to the system thanks to integration with Belgium’s eID service.

After the successful launch of these two apps, CM has launched “MyCM”, its most strategic project, that comprises a native mobile apps on iOS and Android, a customer-facing web portal, and the internal customer service app, that have replaced the need for customers to call the contact center or visit branches.

Feedback and ratings have been extremely positive—App Store 4.7 and Google Play 4.5, and CM is proud of being able to serve their customers on their preferred channels.

What Else Do These Omnichannel Experiences Examples Have in Common?

The applications and experiences cited in this blog post were all developed and delivered with a high-performance low-code application platform (LCAP). That high-performance LCAP is OutSystems, which Gartner says “provides robust security, multiexperience development and AI-augmented development capabilities to enable faster application development.”

If you want to learn more about how OutSystems can help you deliver omnichannel experiences for your customers, employees and partners, download the ebook How to Create Omnichannel Experiences Easier and Faster.

marketing channels in b2b

future of b2b marketing

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