Omnichannel Marketing B2B

Omnichannel Marketing B2B techniques use
all communication channels (offline and online) to generate leads.

Why Omnichannel Marketing?

Omnichannel Marketing allows you to interact with leads on different channels at the same time. The use of Omnichannel Marketing makes it easier to generate leads by adapting to potential customers’ communication preferences. The essence of Omnichannel Lead Generation is the consistency of the message across different offline and online channels. The biggest advantage of Omnichannel Lead Generation is a big target audience not limited by a single channel. 

omnichannel marketing lead generation

What is Omnichannel Lead Generation?

Omnichannel Lead Generation is a strategy that uses all communication channels, both online and offline, to attract and convert potential customers into leads. This method lets companies talk to clients on the channels they prefer and change their messages to fit, which leads to higher conversion rates. For Omnichannel Lead Generation to work, messages must be the same across all channels, and customer paths must be connected to create a smooth experience. By automating processes and tailoring content based on how users act, companies can improve their omnichannel marketing and make it more likely that leads will become loyal customers. 

Omnichannel Marketing in the customer's path

On a customer path, a user may start their journey on one platform, jump to another, and convert through a third. To increase conversions, Omnichannel Marketing integrates customer paths across all channels.

What is the difference between multichannel and omnichannel?

The message content in multichannel may or may not be consistent across different communication channels. Omnichannel techniques, unlike multichannel, strives for consistency regardless of the communication channel. Consistent messaging across all channels means adjusting content based on behavior at previous points along the path. In practice, this means that the customer experience across the path will lead to a common goal of lead conversion.

omnichannel marketing dryseo

What is the
automation of Omnichannel Marketing?

Omnichannel Marketing automation involves customizing content depending on the stage of the path a customer takes. When the customer is at the beginning of the path, remarketing is generally used, e.g. Google Ads, Facebook Pixel, or marketing automation programs that use cookie technology. At later stages, automation requires the customer to be logged in on the devices he or she uses, e.g. the Netflix app for a smartphone and TV. Through Omnichannel Lead Generation processes adjust and update the customer’s path based on their behavior.

omnichannel marketing customer journey

Omnidirectional Customer Journey

The customer path to conversion is rarely straightforward. For example, in the initial processes of the B2B and SaaS path, users return to the site multiple times, indicating that they are looking for information but having trouble finding it, or, for example, comparing a product with another. Customizing the content on the next visit to the site encourages the lead to provide an email in exchange for help navigating the site, or access to product materials, for example. The key is to understand the customer’s intent, which Google Analytics data, for example, helps with.

Purchase intentions in the buying phase

On average, 70% of visitors who enter the shopping cart stage never make it to the final purchase stage. The use of Omnichannel Lead Generation is designed to encourage the potential customer to return and complete the purchase, regardless of the channel on which they began the interaction. In practice, the techniques used are cross-selling and up-selling, which help increase conversions while increasing the average purchase value.

Post-purchase automations

The purchase is not the last point on the customer’s path. Customer experience, or customer experience, also includes post-purchase (aftersales) processes. Beginning with the message confirming the purchase, and awarding loyalty points, through a friendly return policy to service.

 

omnichannel marketing persona

How to optimize Omnichannel Marketing processes?

As with advertising campaigns, Omnichannel Marketing should be tested and optimized. For testing, ratios calculated by Google Analytics are most often used, such as the number of clicks, the number of conversions, the number of abandoned shopping carts, for example. For optimization, A/B testing is used, in the form of, for example, two sets of information on landing pages. In this way, it is possible to test different offers in each channel, but also the timing and frequency of customer contact. Based on the results of the tests, the path offering the best customer experience is determined.

Aftersales in High-Tech and SaaS.

In the High-Tech and SaaS segments, buying opens the aftersales stage, which is often combined with technical support. Using Omnichannel Marketing tailors the support channel to the customer’s needs. Depending on preference, support can take place, via Skype teleconference, Google Meet, Webex, etc. Providing the customer with the best possible experience during the product deployment phase is one of the main factors determining customer retention. In return, the use of Omnichannel Lead Generation helps companies create customer profiles (customer persona).

Target audiences in Omnichannel Marketing

Using customer profiles to segment and create target audiences in Omnichannel Marketing allows you to tailor your lead generation message to your audience, and thus increase conversion rates. An additional effect of such optimization of marketing campaigns is to reduce costs. In practice, target group segmentation uses information about potential customers from Google Analytics or CRM data about leads who have already registered or made a purchase. 

multi channel marketing

How to use behavioral data?

Behavioral data, is information about the reaction of a given customer profile to a proposed path. A common reaction to a misaligned marketing message is to close the website, or quickly scroll through the page (scanning). Marketing automation programs (e.g. HubSpot, Salesforce) allow you to display a real-time message based on such reactions. Most often, real-time messages offer alternative paths planned for a given persona type.

 

omnichannel marketing target audience

Key points on the customer path

Whether the conversion takes place in a stationary store or an online store, the user goes through points on the customer path. Key points include the first visit to a website, watching a social media profile, the first purchase or an abandoned shopping cart. Each key point indicates a different phase of the sales funnel.
Data from High-Tech and SaaS conversions clearly shows that customer retention is more profitable than new customer acquisition. Not only is customer retention less costly than acquiring new clients, it also helps build loyalty and create brand evangelists.

How to retain customers, or the principles of data-driven marketing

On average, more than 70% of transactions are abandoned in the shopping cart phase. This means that effective Omnichannel Marketing can double or even triple sales with a properly optimized process. Applying Omnichannel Lead Generation means, encouraging the completion of a transaction or offering an alternative through available communication channels, according to the principles of data-driven marketing:

  • remind the customer of the product’s advantages
  • offer alternatives that the customer would not have thought of on his own
  • contact the customer at a time convenient for him/her
omni channel data driven marketing

What are predictive recommendations?

Recalling the unique features of a product while offering an upselling or cross selling alternative is called predictive recommendations. According to statistics, predictive recommendations can increase conversions by up to 30%. 

 

How to build Omnichannel Lead Generation?

Building Omnichannel Lead Generation should start with segmenting and building customer profiles. Then, for each profile, designate contact points with the company along the customer path. Contact points should be designated so that they can be tracked. Then plan alternative paths at each contact point. The next step is to build content according to the information channel and contact point in Omnichannel Lead Generation.

Need help with Omnichannel Marketing?

DrySEO has years of experience in high-tech marketing. DrySEO’s Lead Generation strategies which are a combination of SEO, Ads, and Omnichannel Marketing have helped successfully build brands in the UK and US.