If you’re leveraging several social media platforms, an in-store service, and an online retail shop to advertise and attract prospects, you are already engaging in omnichannel lead generation. Throughout various stages of your sales journey, incorporating omnichannel tactics can create one cohesive experience for your B2B customer while quickly tracking vital metrics. If you aren’t yet dabbling in omnichannel methods, here is how it plays a role in lead generation.
How Does Omnichannel Marketing Impact Lead Generation?
Omnichannel marketing is useful for reaching out to prospects and potentially drawing them in. Using intent data, you can more thoroughly craft a target customer profile and create content accordingly. From there, you can begin facilitating cold emails and follow-up calls or engaging prospects on social media websites such as LinkedIn.
More critical than branching out across various channels is providing genuine human interaction. If your B2B lead generation prospects are interfacing with a bot, they’ll know it and ultimately become disinterested in your services.
How Does Omnichannel Marketing Differ from Multi-channel Marketing?
Unlike multi-channel campaigns, omnichannel marketing will change according to the prospects you’re targeting. Instead of placing your brand at the center of attention, you focus primarily on the customer and their needs.
While multi-channel campaigns aim to market products and services on as many platforms as possible, omnichannel marketing hopes to create more personal interactions. For instance, you might come across a multi-channel ad that features the same content on Google, Facebook, and Instagram. While it makes use of different platforms, it doesn’t take a custom approach.
On the other hand, omnichannel marketing might advertise the same product or service differently across various channels. For example, you might publish a how-to video of a particular product on Facebook and highlight its lifestyle benefits on Instagram. Thus, it encourages leads to become more responsive and enthusiastic about the working relationship.
Why Does Omnichannel Marketing Work?
The heart of an omnichannel campaign is its ability to connect with specific prospects. Because it takes a direct approach, B2B customers feel listened to and become more interested in what you have to offer.
If you’ve never launched an omnichannel campaign before, the statistics will tell you why it’s a good idea. Direct, tailor-made approaches are more likely to convert leads—about 250% better than through a single-channel campaign.
Companies who use three or more channels to reach out to leads have a customer retention rate that is 90% higher than that of other marketers. Why? Omnichannel marketing proves higher engagement rates and better levels of customer satisfaction.
Conclusion
An omnichannel approach towards B2B lead generation strategies allows you to connect with prospects on a deeper level. Though it may appear counterintuitive, B2B customers are no longer responsive to the traditional hard-sell marketing that was once so successful.
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