Our friends don’t look different, speak differently or have a different name depending on whether we communicate with them via WhatsApp, email or face-to-face, but this is effectively what italian whatsapp number happens in B2B companies that don’t wholeheartedly commit to omnichannel.
There is no doubt that the tables have turned. According to McKinsey , Covid was instrumental in convincing B2B leaders of the effectiveness of omnichannel. In April 2020, at the start of the pandemic, 64% of them believed that omnichannel was at least as effective as traditional face-to-face sales; by November 2021, as the global economy was slowly starting to emerge from the crisis, this figure had risen to 94%.
The term omnichannel can be a bit confusing because it can refer to both how you sell (through an e-commerce portal, on a website or marketplace, through sales reps) and where you interact with customers in your B2B sales process.
Another fascinating statistic from McKinsey reflects the proliferation of these communication and interaction channels. Until a few years ago, the decision-making process went through five different channels; now there are ten, and they continue to grow. They are as follows:
This is where your customers are and this is where you need to be, and with the same story and facts on each channel. Each channel presents a different selling opportunity, but also a reason for the B2B buyer to disengage if your presence is a source of confusion.
