Omni-Channel Marketing For B2B

By Ambab Infotech

All buyers are demanding a smooth and seamless experience as part of their shopping journey. That is where omnichannel marketing comes into play. Omni-channel is not as complicated as it sounds. Recently, companies in the B2B space are adapting to the omnichannel approach to provide a better and alleviated digital customer experience for buyers, allowing them to reach wherever the manufacturers’ products can be found.

Let’s suppose you are a manufacturer of complex industrial products. In that case, you need to keep yourself updated on providing a seamless digital customer experience for your buyers, not only on your website but also on the web accessories of your distributors, your industry portals, and your agents as well. Each channel that has your product must support the robust specification and convincing purchasing experience; from viewing products on a mobile device and booking it on a distributor’s website; it needs to be flawless.

If you think that you are one of those businessmen, who knows that they have gotten well so far without this strategy, think twice. Because the customers’ demands have changed and they prefer nothing less than an impeccable and easy buying experience. And industrial buyers are no exception. Your visitors always expect digitized product data and an e-catalog viewable on any device – which is nothing but simple data that’s accessible where they want it, whenever they want it. So, to stay competitive, your business must supply this customer experience they’re looking for. To achieve this, you need not look further than the Omnichannel marketing strategy.

Why Omni-Channel Experience has become a thing for Industrial Manufacturers

Amazon spearheaded the digital customer experience concept and transfigured the B2C retail processes by creating a digital customer experience for consumers that had soon set the trend and became a standard for the others. All the industrial professionals quickly became adapted to the effective ways to discover, compare, and purchase products.

The manufacturing companies also imitated Amazon’s effective commodity discovery and other consumer data from PDFs and scrutinized it into dynamic digital tables, CAD models, and other elaborated attributes. Further, these digitized data are shared with more channels – distributors, agents, and more. This brought vivacity in the B2B companies with the omnichannel implementation and produced more than millions of profits. Guess what? It is estimated only to rise.

While you put all the effort in providing a seamless buying experience for your loyal customers, you can achieve the following benefits:

Easier Buying Experience:

As of 2020, there are nearly 2.08 billion online shoppers, which means, e-commerce is the second significant B2B buying channel. It is a known statistic that one out of three B2B buyers researches their products online on various web destinations before finalizing their purchase.

A straightforward approach to meet your customer needs satisfactorily, is through Omnichannel strategy. It ideally helps you to protect these kinds of e-commerce sales and also, it renders an easy-to-navigate and flexible purchasing process. Your B2B buyers demand faster checkout, quicker delivery, easy frequent ordering, and improved tracking as a priority.

A Competitive Advantage:

The omnichannel strategy itself elaborates that manufacturer’s products are put up on several channels simultaneously while delivering a robust digital product purchasing experience. Hence, let us use this action-plan in improving our business expanse and bring out our best customer-friendly nature. This helps us become a gem competitor in the B2B business system.

All the industrial product sellers are trying to bring forth quality in their digitized commodities. They are continually attempting this not just to give the best customer experience but also to prove their brand and website as distinct within the industry.

Bigshot companies like MSC and Grainger have been continuously investing in these online strategies. Also, imitating Amazon’s B2B experience these companies have driven up 50% of their sales.

Strengthen the Supplier-Distributor Relationship:

Manufacturers, distributors, and buyers; they all have different goals in mind, but their content regarding specific products needs to be concurrent. Exclusively, in the case of a distributor, each person needs to be on the same page, or else it leads to a colossal misunderstanding. Hence, your partnership falls apart ultimately, or worse, decreased revenue.

This analogy highlights why you need omnichannel marketing. Because it offers a streamlined exchange of product data between manufacturers and suppliers, with up-to-date information, builds up your customers’ minds to select products with confidence and implies better customer experience which develops rich visibility to your action-plans far before implementing.

Appeal to Changing Audience:

To stay profitable and relevant, B2B companies are adapting themselves to the B2C-grounded omnichannel approach to deliver the particulars as required so that the customers can confidently recommend their products. Using this strategy, millennials have grown tremendously in the business sector.

Be Found on Google:

The steps that most researchers and procurement managers follow is to identify the customer’s need, look for products online that fit, and select materials that match the specifications and budget.

As per the research by Forrester Consulting, nearly 77% of B2B buyers give weightage to the availability of real-time data on an inventory in their overall buying experience. Which means, providing an effective fully-packed data of each of your products and ensuring that it remains the same across all your active channels, puts your company under the spotlight. Notably, it not only attracts customers but also high-quality data convinces Google and other search engines, which remarkably improves your brand ranking and awareness.

Increases Customer Loyalty:

Creating a unified marketing strategy that is easy, smooth research, and purchasing experience for your customers is an effortless way to bring back your customers. When you are a company that is easy to do business with, your buyers and distributors are encouraged to continue doing business with you, and more importantly, you get them to stay loyal to your brand.


For long haul deals accessibility, you can’t rely either upon PDFs that have static pictures or spotlight on a site populated substantially with dynamic, non-static figures.

In this way, advanced instruments must be woven all through all parts of your omnichannel activities to take into account simple, liquid, constant information accessibility. Online indexes are a perfect model favored rather than standard print-out lists. They should incorporate the necessary assets over the entirety of your channels as a need.

It isn’t essential whether you know about it or not. However, online powerful purchasing experience is at the pinnacle of interest. On the off chance that you need your organization to have long haul beneficial deals and your clients to show brand reliability, at that point this is an ideal opportunity to get your deals and separate your image until the end of time.