Omnichannel marketing is driving B2B growth

The new bar for omnichannel sales is 10 or more channels over three methods of engagement, including in-person, remote and self-service, delivered 24/7, according to a new report by McKinsey & Company. In The New B2B Growth Equation, the consultancy reports that companies that sell through more channels are more likely to have gained market share in 2021. It also reported that 70-plus percent of 3,500 decision makers surveyed are willing to look for another supplier if the following must-dos are not met in combination:

1. Performance guarantee (full refund)
2. Product availability shown online
3. Ability to purchase in any channel
4. Real-time, always-on customer service
5. Consistent experience across channels