Unlocking the Power of Omnichannel Marketing for Enhanced Customer Engagement
Discover the definition and benefits of omnichannel marketing, insights into B2B marketing trends, and the importance of collaboration between sales and marketing. Learn how companies are adapting to the evolving landscape to cater to customer preferences effectively and drive revenue growth.
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Presentation Transcript
Omnichannel Marketing Omnichannel Marketing Defined Defined
Panelists - Sarah Drake, Regional Director of Marketing, E-Commerce and Inside Sales, PFERD - Julie Trottier, VP Commercial Marketing Global, MechanixWear - Lindsay Young, Founder and President, 3 Aspens Media
Omnichannel Marketing Defined When companies provide a set of seamlessly integrated channels, catering to customer preferences, and steering them to effective solutions (McKinsey)
Omnichannel Benefits Improved customer engagement and experience High customer retention and loyalty Smoother customer journey Revenue growth A more integrated business Better customer insights
Insights Insights B2B marketing efforts must be moved beyond lead generation to include journey enablement and customer relationship management (Edelman) Millennials and Gen Z (ages 18 40) make up 65% of buying committees (American Marketing Association) Buying committees are larger and more diverse. 75% of study respondents said there are more people in the decision-making process resulting in an increase in the average buying cycle time. (Forrester)
Insights Insights There must be stronger collaboration between sales and marketing to achieve desired customer experiences and outcomes. Marketing is being asked to play a greater role in sales and to understand critical pipeline KPI s, customer journey stages, and the touchpoints where challenges occur (Edelman)
Sources Sources McKinsey: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/b2b-sales-omnichannel- everywhere-every-time McKinsey: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing Edelman: https://www.edelman.com/expertise/business-marketing/how-b2b-companies-are-adapting-covid Insider Intelligence: https://www.insiderintelligence.com/content/5-predictions-b2b-marketing-2023
Sources Sources TrustRadius: https://www.trustradius.com/vendor-blog/2022-b2b-buying-disconnect-the-age-of-the-self-serve-buyer McKinsey: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-b2b-sales-have- changed-during-covid-19 Gartner: Gartner Sales Survey Finds 83% of B2B Buyers Prefer Ordering or Paying Through Digital Commerce Moengage: https://www.moengage.com/learn/creating-a-omnichannel-strategy/ 2022 Distribution Strategy Report https://Pages.DistributionStrategy.com/acton/media/6612/report-the-state-of-distributor-customer- experience-what-customers-want
Omnichannel Marketing Defined Omnichannel Marketing Defined Thank You for Attending! Thank You for Attending!
