Seamless B2B Buyer Journeys in 2026: Omnichannel Examples and How-To Guide

Introduction

Is your B2B sales approach keeping pace with today’s omnichannel buyer? Modern business buyers are more empowered and digitally savvy than ever. They hop between 10+ channels during a purchase, consuming content, engaging on social media, attending webinars, and interacting via email or chat – all before ever speaking to your sales team (1). In fact, by 2025 an estimated 80% of B2B sales interactions will occur in digital channels (2). And their expectations are sky-high: over 75% of B2B buyers now expect personalized, consumer-like experiences throughout the journey (3).

What does this mean for B2B sales and marketing leaders? Simply put, delivering a seamless omnichannel experience is no longer optional – it’s mission-critical. Companies that excel at engaging buyers across multiple touchpoints are reaping real rewards. Organizations with strong omnichannel engagement retain 89% of their customers on average, versus only 33% for those with weak omnichannel strategies (4). They also see significantly higher growth: using more channels makes B2B brands far more likely to gain market share compared to those sticking to a single channel (14). The message is clear: to win and keep today’s buyers, you must meet them wherever they are, with a consistent, personalized approach.

In this comprehensive guide, we’ll show you how to build a seamless B2B omnichannel strategy for 2026, with real-world examples and a step-by-step plan. You’ll learn the key differences between multichannel and omnichannel (and why it matters), how to orchestrate cohesive buyer journeys across channels, and actionable steps to integrate your marketing and sales efforts. We’ve also included answers to frequently asked questions, plus a section of key takeaways and a call-to-action if you need expert help implementing these strategies. Let’s dive in and embrace the future of B2B sales – an omnichannel future where your buyers enjoy a unified journey from first touch to close.

What is Omnichannel Marketing and How Does It Work?

Omnichannel marketing is a strategy where all channels—email, phone, social, website, chat, ads—are integrated to create a single, cohesive experience for the buyer. It works by connecting data and messaging across these touchpoints so every interaction feels personalized and in-context. For example, if a prospect reads a blog, then engages on LinkedIn, then receives an email, each step builds on the last. This continuity increases engagement, reduces friction, and improves conversion. Instead of treating each channel as a separate campaign, omnichannel ensures all teams (marketing, sales, service) operate in sync around the customer journey.

What are the key components of an omnichannel marketing strategy?

Key components include:

• Unified Customer Data: A single view of the buyer across all platforms.
  
• Persona-Based Messaging: Consistent value propositions tailored to roles and stages.
  
• Content at Every Funnel Stage: Blogs, webinars, demos, case studies, etc.
  
• Channel Integration: Email, phone, social, ads, events—working together.
  
• Cross-Functional Alignment: Marketing, sales, and service sharing insights.
  
• Real-Time Engagement: Automated triggers based on buyer behavior.
  
• Performance Analytics: Metrics to refine each touchpoint based on results.
  

What is the difference between multichannel and omnichannel marketing?

Multichannel marketing uses multiple channels independently (e.g., email and LinkedIn), but these are often siloed. Omnichannel connects all channels into a unified strategy where the customer’s journey is seamless and personalized. In multichannel, a buyer may receive inconsistent messages depending on the channel. In omnichannel, every interaction reinforces the same narrative, informed by previous touchpoints, improving engagement and conversion.

What is the difference between cross-channel and omnichannel lead generation?

While both cross-channel and omnichannel approaches involve using multiple channels, the difference lies in integration and focus. Cross-channel lead generation means you leverage multiple channels in your marketing (email, social, events, etc.) and there is some coordination between them, but they might still be managed separately. For instance, cross-channel might involve running an email campaign and a LinkedIn ad campaign concurrently, and perhaps retargeting across channels – but each channel often has its own strategy and the experience may not be fully unified for the user. The messaging could be adapted per channel but not necessarily seamless if a user switches between them. Cross-channel is a step beyond basic multichannel (where channels are totally independent) because there is an effort to connect channels (e.g. an ad that follows an email open), but it still might treat each interaction as a separate track.

Omnichannel lead generation, on the other hand, fully integrates all channels to create one continuous customer experience (5). It is prospect-centered rather than channel-centered. In omnichannel, if a lead interacts with your brand on one channel, that information immediately informs how you engage them on other channels. Every touchpoint “remembers” what the customer has done elsewhere. For example, in a true omnichannel scenario, if a prospect who clicked your LinkedIn ad later visits your website, the site might dynamically show content related to the ad they saw. Or if they email your support, the support team knows this person is also talking to sales and tailors the response accordingly. The experience is unified, personalized, and consistent (whereas cross-channel might simply ensure messaging is similar on each channel, but not necessarily personalized across them).

In short: Cross-channel uses multiple channels in parallel and may coordinate timing or theme, but Omnichannel knits channels together such that the customer feels like it’s all one conversation. Think of cross-channel as having many instruments playing the same song, while omnichannel is those instruments performing in perfect harmony as one orchestra. The omnichannel approach tends to yield higher engagement and satisfaction – for instance, omnichannel campaigns directly engaging prospects across channels can achieve 250% higher conversion rates than single-channel efforts (6), precisely because they foster a trust-building, seamless dialogue rather than a fragmented experience.

Why Omnichannel Is Essential for B2B Success in 2026

B2B buyers have changed, and so must your approach. Gone are the days when a sales rep could rely on a single channel (like cold calls or trade shows) to close deals. Today’s B2B decision-makers are digital natives who fluidly navigate between channels and expect you to keep up (5). Research shows the average B2B buyer uses more than 10 interaction channels on the road to purchase (1), from searching Google and reading blog articles, to engaging on LinkedIn, joining webinars, and comparing vendors on third-party sites. They may discover your product through social media, download a whitepaper from your website, then receive an email sequence and later chat with a rep – all as part of one integrated journey. If any of those touchpoints feel disjointed or inconsistent, the prospect will notice (5).

Stat: By 2025, 80% of B2B sales interactions between suppliers and buyers will happen in digital channels (2). And buyers use 10+ channels on average during their journey (14). A fragmented approach risks losing them; an omnichannel approach is now the gold standard.

Omnichannel vs. Multichannel – What’s the Difference? It’s important to clarify how omnichannel marketing goes beyond a basic multichannel strategy. In a multichannel setup, a company might use several channels (email, phone, social, etc.) but manage each separately. Messaging could be inconsistent and data remains siloed in each channel. Omnichannel, by contrast, means integrating all channels and touchpoints around the customer. Every interaction is connected, and the buyer enjoys a seamless, personalized experience no matter where they engage. The focus shifts from the company’s convenience to the customer’s perspective. Multichannel is being everywhere; omnichannel is being everywhere cohesively.

Multichannel vs. omnichannel: In multichannel marketing, channels operate in parallel (often siloed), whereas omnichannel marketing connects all channels in a unified, customer-centric experience (adapted from Semrush).

This unified approach yields superior results. Omnichannel campaigns don’t just cast a wider net – they create synergy between channels that multiplies impact. For example, a prospect might see consistent messaging via LinkedIn ads, follow a link to a relevant blog post, then get a tailored email follow-up. Each touch reinforces the last. It’s no surprise that omnichannel campaigns achieve conversion rates 2.5X higher than single-channel campaigns (7). Additionally, using three or more channels can boost customer retention by ~90% relative to single-channel efforts (5). In short, omnichannel isn’t just a buzzword – it’s a proven strategy to increase engagement, conversion, and loyalty.

Why B2B buyers respond to omnichannel: Business buyers are also consumers in their personal lives, accustomed to Amazon- or Netflix-level personalization. They carry those expectations into B2B purchases. According to a recent survey, 60% of B2B buyers will even switch vendors if the digital experience isn’t up to par (10). On the flip side, sellers who deliver frictionless, well-timed interactions across channels are more than 2X as likely to be chosen as a primary supplier (5). Omnichannel removes friction by ensuring prospects never have to repeat themselves and always receive relevant, contextual outreach. It builds trust through consistency. As one McKinsey report put it, the shift to omnichannel in B2B is now “the predominant path” for winning sales (5).

Consider the payoff in customer lifetime value: companies with strong omnichannel engagement not only close more deals, they keep customers longer and spend less to do so. Studies found omnichannel customers have a 30% higher lifetime value on average than those who engage through a single channel (4). And because they feel known and supported, they stick around – contributing to that 89% vs 33% retention gap we saw earlier. The bottom line? Omnichannel isn’t a “nice-to-have” for B2B; it’s a must-have competitive advantage that drives revenue growth and customer loyalty (4) (5).

How Do You Build an Effective Omnichannel Strategy Step By Step?

Below is a step-by-step plan to create a cohesive, data-driven omnichannel program for your B2B organization. Follow these steps to engage prospects across every stage of the journey – from initial awareness to final purchase – without missing a beat. We’ll break down each step with practical tips (and one key stat or insight per step) to help you execute with confidence.

Step 1: Identify Your Ideal Audience and Buyer Journeys

Every successful marketing strategy starts with a deep understanding of your target audience, and omnichannel is no exception. Begin by crafting detailed buyer personas and an Ideal Customer Profile (ICP) for your solution. Who are your ideal buyers? Consider their industry, company size, role/title, goals, pain points, and buying behaviors. In B2B, purchases often involve multiple stakeholders (e.g. a VP, an end-user, procurement), so you may need multiple personas. The more granular and data-backed your personas, the better you can tailor messages and channel tactics to resonate with each segment (15).

Next, map the buyer’s journey for each persona. Outline the typical stages they go through – for instance: Awareness (identifying a problem), Consideration (researching solutions), Decision (evaluating vendors). For each stage, map what questions the buyer asks, which information they seek, and which channels they tend to use. For example, a CTO persona might start by reading technical blogs and Gartner reports (awareness), then attend a webinar or download a whitepaper (consideration), and finally want a demo or ROI case study (decision). By visually mapping these journeys, you pinpoint the key touchpoints to influence (15).

Why this matters: Without clearly defined audiences and journeys, an omnichannel effort can easily miss the mark. Targeting the wrong contacts or blasting generic messages will yield “low-quality leads, weak engagement, and wasted resources,” as Martal’s VP of Sales Operations puts it (7). On the flip side, companies that leverage data to segment and personalize outreach see major benefits. One study found that 70% of B2B marketers using AI-driven personalization increased engagement by 35% (10) – a direct result of delivering the right message to the right person at the right time. Take the time to research your audience up front; it will guide everything that follows.

Step 2: Craft a Unified Brand Message Across All Channels

Omnichannel success hinges on consistency. Once you know who you’re targeting, define what you need to say to them – and make sure that core message is unified across every channel. Develop a clear value proposition and key messaging pillars that address your buyer’s needs and pain points. This messaging should carry through your website copy, email templates, LinkedIn outreach, cold call scripts, digital ads, and even trade show pitches. The tone and style should also remain consistent (professional, helpful, and authoritative, for instance) so that a prospect’s experience feels familiar at each touchpoint (15).

Tip: Create a simple messaging guide or playbook for your team. It can include your elevator pitch, product benefits, differentiators, and approved language to use in outreach. Also ensure your brand visuals (logos, colors, imagery) are consistent across platforms for easy recognition (16). An omnichannel journey might involve a prospect seeing a banner ad, then a landing page, then a series of emails – if each looks and sounds like a completely different company, it erodes trust. Consistency, by contrast, breeds credibility.

Stat – Consistency drives results: B2B brands that present a consistent message are 3-4 times more likely to enjoy brand visibility and trust (various industry studies show significantly higher brand recall when messaging is uniform). Even internally, alignment is key: companies with tightly aligned sales and marketing teams (sharing one message) achieved 36% higher customer retention and 38% higher sales win rates in one report (8). The takeaway? Same song, every channel. When your brand voice and value prop ring the same tune everywhere, buyers hear it loud and clear.

Step 3: Develop Engaging Content for Every Stage of the Funnel

Omnichannel outreach isn’t effective without valuable content to fuel each interaction. To keep prospects moving forward in their journey, you need to serve up the right content at the right time. Start by conducting a content audit against your buyer journey map from Step 1. Identify what content exists for each stage and where the gaps are. Common content types include: blog posts and checklists (top-of-funnel education), whitepapers, ebooks, or webinars (mid-funnel consideration, providing in-depth insights), case studies, ROI calculators, demos (bottom-of-funnel decision support), and customer stories or onboarding guides (for post-sale nurturing).

Aim to educate and add value at each step – not just sell. For example, at the awareness stage you might publish a data-driven blog article about a key industry problem (attracting prospects searching for solutions). During consideration, provide an analyst report or webinar that compares approaches (positioning your solution subtly). By decision time, offer a case study that proves ROI or a live demo tailored to the prospect’s use case. Don’t forget micro-content as well, like social media posts, short videos, or infographics, to maintain engagement on lighter touch channels. The goal is to become omnipresent with helpful content so that whenever a prospect looks for information, your brand is there with answers.

Stat – Content influences B2B buyers: Nearly 47% of B2B buyers consume 3 to 5 pieces of content online before ever engaging with a sales rep (10). They are self-educating through digital content. Moreover, a large majority (75%+) of buyers say that the quality of content (relevance, trustworthiness) significantly influences which vendor they choose (13). This means your content marketing is directly driving outbound lead generation and pipeline. A consistent omnichannel content strategy – delivering white papers to those who attend your webinar, emailing case studies to those who read your blog, etc. – will nurture leads more effectively and shorten sales cycles. As Martal Group notes, “diverse content types engage prospects, build trust, and showcase your expertise” throughout an omnichannel campaign (5).

Step 4: Diversify and Integrate Your Outreach Channels

With your audience defined, messaging set, and content in hand, it’s time to choose and activate the channels that will carry your message. An omnichannel strategy calls for using multiple outreach channels in tandem, both digital and traditional, based on where your buyers are most active. Common B2B channels include: email, LinkedIn (and other social media like Twitter/X), phone calls (yes, even in 2026, a well-timed call can cut through digital noise), webinars and virtual events, content marketing/SEO (to capture search traffic), online ads (LinkedIn Ads, Google PPC, retargeting), chatbots or messaging apps (for real-time interaction), and potentially in-person events or direct mail for high-value accounts. The key is to meet your prospects on their preferred channels – on their terms (12).

Not every channel will be equally important for every business. Analyze your persona research: for instance, if you sell to IT developers, you might focus on content, community forums, and email, whereas selling to hospital executives might require more LinkedIn and phone outreach. Start with a core set of 3-5 channels and ensure you have the bandwidth and tools to manage them well. It’s better to execute on a few channels strongly (and interconnectedly) than to spread too thin on ten channels with no cohesion. That said, having at least a few channels is vital – studies show that relying on only one channel greatly limits your reach and touchpoints. In fact, marketing campaigns using 3 or more channels outperform single-channel campaigns by a huge margin: one analysis found multi-channel campaigns achieved a 494% higher order rate than single-channel efforts (4). The power of an integrated approach is real.

Integrate your channel efforts: Omnichannel isn’t about running disparate campaigns on each channel; it’s about weaving channels together. For example, you might run a LinkedIn ad that drives prospects to a landing page where they sign up for a webinar; then after the webinar, you send a follow-up email sequence and later a sales rep calls attendees who downloaded a particular asset. Throughout this process, all interactions are tracked in your CRM so the rep has full context. This is integration – channels supporting each other to guide the buyer forward. At Martal Group, such orchestration is standard: a campaign might start by warming a lead on LinkedIn, follow up with a personalized email referencing that interaction, then trigger a call if the lead shows high interest (5). The results speak for themselves. As one example, Martal’s omnichannel outbound campaigns (combining email + LinkedIn + calls) have been shown to double or triple engagement rates versus single-channel outreach (9). And Martal isn’t alone – B2B agencies increasingly use up to 12 touchpoints per prospect across channels to maximize engagement and conversion (7).

Pro Tip: Ensure each channel plays to its strengths. Email is great for detailed content and direct offers, LinkedIn for thought leadership and networking, phone for high-value conversations, webinars for education, etc. By diversifying outreach and keeping it coordinated, you prevent “all your eggs in one basket” and also avoid prospect fatigue on any single channel. As one Clutch B2B report noted, an omnichannel cadence prevents any door from closing – “if one door (say email) closes, another (like a LinkedIn touch or a chat) is open” to keep the prospect engaged.

Step 5: Unify Your Data and Deliver a Seamless Experience

Executing on multiple channels creates a lot of interactions – now you need to tie it all together. Step 5 is about ensuring the experience truly feels seamless to the buyer, which requires unifying your data and systems behind the scenes. All channels should feed into a single customer view so that no matter where a prospect engages, your team has the full context. This is typically achieved by integrating your CRM with your marketing or AI sales automation platform, social media tools, email system, etc. For example, if someone clicks a link in your email and later visits your website chat, your system should recognize them and maybe prompt a relevant message (rather than treating them as a new stranger). Centralized data also means sales reps are always up to date on a lead’s activity. Nothing is worse than a rep calling a prospect unaware that the prospect just downloaded a whitepaper or filled out a form – it signals disorganization. Avoid that by logging every touchpoint in one place accessible to all customer-facing teams (12).

Real-time responsiveness: A hallmark of omnichannel excellence is responding to buyer behavior in real time. For instance, if a prospect visits your pricing page, your system might automatically alert their assigned SDR to reach out promptly (when interest is high). Or if they abandon a trial sign-up form, it could trigger an instant chat outreach or a personalized email offering help. This kind of cross-channel responsiveness can increase meeting booking rates significantly (5). In 2025 and beyond, AI-powered tools make it easier – they can analyze intent signals and automate responses faster than a human. Leading B2B teams are already using AI for tasks like lead scoring and follow-up timing so no hot lead slips through the cracks.

To unify data and workflow, invest in the right tech stack. Many teams use a combination of CRM (e.g. Salesforce, HubSpot), marketing automation (Marketo, HubSpot, Pardot), and possibly a Customer Data Platform (CDP) that aggregates data across sources. The goal is that when a buyer moves from one channel to another, they shouldn’t have to “start over.” All context travels with them. As an example, IBM’s omnichannel sales approach blends offline and online interactions: they host live events, then retarget event attendees with digital content and empower sales reps with data on attendee behavior for personalized follow-ups (12). Everything is connected, so when a sales rep reaches out, they already know which sessions the prospect attended or which content they downloaded. This level of insight is only possible when data flows seamlessly through integrated systems.

Customer experience at the center: Always view your strategy through the customer’s eyes. They don’t care what your internal silos are – they just want a smooth experience. For example, if a customer starts a conversation on your website chat but it needs to move to email, ensure the handoff is smooth (perhaps the chat agent emails a summary of the issue and next steps). If a prospect talks to one rep at a trade show and another rep on a follow-up call, those reps should be on the same page. Consistency and continuity build trust. Remember, companies that excel at this seamless omnichannel experience are 2.1x more likely to be the buyer’s first choice according to McKinsey’s research (5). Make it feel like one unified journey even though many channels are involved.

Step 6: Measure, Analyze, and Optimize Continuously

The final step is an ongoing one: monitoring performance and refining your approach based on data. An omnichannel strategy has many moving parts, so you’ll want to track a range of metrics to understand what’s working and what’s not. Key performance indicators (KPIs) may include: lead volume and quality (MQLs, SQLs), conversion rates at each stage of the sales funnel, engagement metrics (email open/click rates, ad CTRs, social interactions), response rates to outreach, meeting/demos booked, pipeline created, and ultimately revenue won. Also measure channel-specific ROI – for example, compare the cost per lead or conversion rate of LinkedIn vs. email vs. events, etc. Modern analytics tools and CRM dashboards can attribute leads to touches (often using multi-touch attribution models to give credit to all channels that influenced a deal) (12).

Regularly review this data with your team. Identify bottlenecks or drop-off points in the journey (e.g., lots of webinar sign-ups but few sales calls booked could indicate the follow-up process needs tweaking). A/B test different messages or sequences to see what improves engagement. The beauty of omnichannel is you have rich data across many touchpoints – use it to iterate. For example, if you find that prospects who engage on 4+ channels have much higher close rates, you might decide to intentionally diversify touches for high-value targets (ensuring they see at least 4 channels). Or if certain content offers (like an ROI calculator) produce faster conversions, allocate more resources to promoting those.

Leverage AI and automation here as well. AI tools can crunch engagement data to predict which leads are most likely to convert (lead scoring) and even suggest next-best actions. According to HubSpot, sales teams using AI see a 50% increase in leads and appointments due to faster response times and smarter targeting (10). AI can also help optimize send times, personalize content, and detect patterns too subtle for humans. Martal Group, for instance, uses an AI-driven sales platform to analyze 3,000+ intent signals and optimize outreach timing, which has boosted their clients’ appointment rates significantly. The lesson: continuously improving your omnichannel engine will compound results over time.

Finally, keep the feedback loop open. Talk with your sales reps regularly – they can provide qualitative insight into the quality of leads from different channels. Also, consider surveying won and lost prospects about their buying experience. Their feedback can illuminate gaps or standout moments in your omnichannel journey. Continuous improvement is the name of the game. The omnichannel marketing companies that thrive in 2026 will be those that treat omnichannel not as a one-off campaign, but as an evolving strategy that adapts with their buyers. Keep testing, learning, and fine-tuning, and you’ll stay ahead of the curve.

Real-World Examples of Omnichannel B2B Journeys

How do these strategies play out in practice? Let’s explore a couple of omnichannel examples in B2B – one hypothetical journey to illustrate a seamless buyer experience, and two real-world cases that show the impact of omnichannel campaigns.

Example 1: SaaS Buyer’s Seamless Journey – Imagine a mid-market software company targeting CIOs as buyers. Here’s an omnichannel journey that prospect might take:

1. Initial Research (Content & SEO): The CIO searches for “cloud cost optimization strategies” on Google. She discovers your company’s blog post on the topic and reads it (Channel: Website/SEO).
   
2. Retargeting & Social Engagement: A few days later, while browsing LinkedIn, she sees a targeted LinkedIn ad from your company promoting a free Cloud Cost Optimization whitepaper (thanks to a retargeting cookie from her blog visit). She clicks “Download” and submits her email to get the guide (Channels: LinkedIn + Landing Page).
   
3. Email Nurturing: Now that she’s in your system, an email sequence kicks in. Over the next two weeks, she receives a couple of personalized emails – one with a case study on cloud cost savings in her industry, and another inviting her to a webinar on Best Practices for Cloud ROI (Channel: Email). She opens and engages with these emails, indicating growing interest.
   
4. Webinar to Demo Transition: She attends the live webinar along with colleagues (Channel: Webinar/Virtual Event). There, your experts share insights and answer questions. After the webinar, your team sends a follow-up email with the slide deck and a prompt to book a tailored demo. Intrigued, the CIO clicks and schedules a demo meeting for next week (Channels: Email + Website Scheduler).
   
5. Sales Call with Context: Ahead of the demo, the sales rep reviews the unified CRM record of this lead – seeing her content downloads, webinar questions, LinkedIn ad interaction – and tailors the call accordingly. The rep conducts a highly relevant sales call (Channel: Video call) demonstrating the software’s fit for her company.
   
6. Continued Multi-Channel Touches: After the call, the rep connects with the CIO on LinkedIn to keep the relationship warm and shares a quick thank-you video message (Channels: LinkedIn + Video messaging). Meanwhile, the company’s chatbot on the website checks in with the CIO when she later revisits the pricing page, instantly offering to answer questions (Channel: Chat). All these touches reinforce each other, building her confidence. Finally, the CIO loops in procurement and, with all questions answered across various channels, proceeds to purchase. Deal won!

Notice how in this example the prospect’s experience was cohesive and smooth: each interaction felt like a continuation of the last, not a disconnected outreach. This is true omnichannel. If any stage was removed (say no follow-up to the webinar), the journey might have stalled. Instead, by orchestrating content, ads, email, events, and personal outreach into one narrative, the company moved the buyer seamlessly through the funnel. And importantly, the messaging and context stayed consistent throughout – the CIO was never treated like a stranger even as she switched from one platform to another. This builds immense trust.

Example 2: Omnichannel Campaign Results – B2B Tech Firm – For a real-life illustration, consider a B2B software company that partnered with an outreach and demand generation agency to boost their sales meetings. The agency implemented an omnichannel cadence combining personalized emails and LinkedIn touches aimed at banking industry executives. The result? The campaign increased key prospect engagement metrics by 100% (doubling their KPIs) and added an extra 10 qualified sales meetings per month to the software company’s calendar (11). The coordinated email + social outreach meant prospects heard consistent messaging on multiple fronts and responded enthusiastically. This is a concrete example of how a strategic omnichannel approach can directly translate into more pipeline. (Notably, the agency ensured the messaging was tailored to the client’s ICP and leveraged data to time touches optimally – reaffirming the steps we outlined above.)

Example 3: IBM’s Offline + Online Integration – IBM, a global tech enterprise, provides a great case study in blending channels. IBM hosts many industry events and roundtables (offline channel) to engage prospects in person. But they don’t stop there – IBM then retargets those event attendees with digital content and nurtures them via email afterward, referencing the event topics. Sales reps armed with data from the event (e.g. which sessions a prospect attended) reach out for follow-ups with highly relevant talking points. This omnichannel approach – combining in-person experiences with sustained online and human touchpoints – has been credited with improving IBM’s enterprise conversion rates, as interactions are timely and personalized to each prospect’s interests (12). It’s a reminder that omnichannel in B2B often means bridging traditional channels (events, phone) with digital ones (web, social, email) for a truly integrated strategy.

These examples scratch the surface, but they underscore a key theme: when done right, omnichannel marketing drives better engagement and better results. Whether it’s a mid-market SaaS or a global enterprise, the principles hold. In fact, more than three-quarters of B2B marketers who adopted omnichannel have increased their lead generation in the past year, versus fewer than half of those sticking to single-channel (13). The proof is in the numbers and the success stories – omnichannel is helping B2B organizations large and small create buyer journeys that feel convenient and compelling for customers, which in turn yields more conversions.

Accelerate Your Omnichannel Journey with Martal Group

Achieving a seamless omnichannel buyer journey can be complex – but you don’t have to do it alone. Martal Group is a B2B lead generation and sales outsourcing agency with over a decade of experience acting as an extension of our clients’ teams. We specialize in orchestrating omnichannel outreach campaigns that combine targeted email, LinkedIn, cold calling, and more into one cohesive strategy. Our award-winning team of sales executives and outsourced SDRs know how to engage decision-makers across multiple touchpoints, delivering personalized interactions at scale. In fact, Martal’s omnichannel approach typically involves up to 12 touchpoints per prospect, leveraging data and AI to time each interaction for maximum impact (5).

When you partner with Martal, you get immediate access to our Sales-as-a-Service model – meaning a trained team that can plug into your organization and start multi-channel outreach quickly, without the long ramp-up of hiring in-house. We handle everything from ideal customer profile research and content creation to email cadences, social selling, and call follow-ups. The result? A steady flow of qualified B2B leads engaged across channels and ready for your closers to convert. Our clients have seen their sales pipelines grow and revenue accelerate thanks to our strategic omnichannel campaigns (all while saving the cost and effort of doing it themselves).

If you’re ready to elevate your B2B marketing and sales through a proven omnichannel strategy, Martal Group is here to help. Let’s discuss your goals and how our team can deliver a seamless buyer journey that drives results for your business. Contact us today for a free consultation and see why over 2,000 companies trust Martal to generate high-quality leads that convert. Together, we’ll craft an omnichannel game plan to fill your pipeline and ignite your growth in 2026 and beyond.

Ready to get started?  Book your free consultation with Martal Group now and put your B2B lead generation on the fast track.

References

1. McKinsey & Co.
2. Gartner
3. Forrester
4. Uniform Market
5. Martal Group – B2B Omnichannel Strategy
6. Omnisend
7. Martal Group – Why Lead Why Omnichannel Lead Generation Works
8. MarketingProfs
9. Martal Group – What Is B2B Sales?
10. Trinity42 B2B Sales Stats
11. Clutch.co
12. Pangea Global
13. Jones PR
14. Reputation Ink
15. Brew Interactive
16. KeyScouts