Best Omnichannel Software in 2026: How AI SDR Platforms Redefine Outbound Strategy

Introduction

Is your outbound sales strategy keeping pace with today’s omnichannel buyers? Modern B2B prospects jump between email, LinkedIn, phone calls, and even WhatsApp – often expecting a seamless experience at every touch. Traditional outreach, confined to one or two channels, risks missing these multi-touch customers. This is where an effective omnichannel strategy comes into play. Enabled by omnichannel software and increasingly enhanced by AI, it unifies communication across platforms. It’s not just a marketing buzzword,  it’s a revolution in how sales development representatives (SDRs) engage leads and nurture opportunities.

In this in-depth guide, we’ll explore why omnichannel software matters for B2B sales and marketing leaders, what key features to look for, and how AI  SDR platforms are redefining outbound strategy. You’ll also find a curated list of top omnichannel tools, real-world use cases spanning marketing, support, and messaging, a buyer’s guide, implementation best practices, and answers to frequently asked questions. By the end, you’ll understand how a strategic, AI-driven omnichannel approach can elevate customer experience, boost ROI, and keep your sales pipeline flowing – and how to get started confidently.

Definition of Omnichannel Software

What exactly is omnichannel software? In simple terms, it’s a platform (or tech stack) that lets businesses manage customer interactions across multiple channels in a unified, seamless way. 

When comparing omnichannel vs multichannel, the difference lies in how experiences are connected. Unlike traditional “multichannel” setups – where each channel (email, phone, social media, etc.) operates in a silo – an omnichannel system connects all touchpoints so that communications and data flow continuously from one channel to the next (2) (5). The focus shifts from the channel itself to the customer’s experience: your prospects or customers can switch between, say, an email to a LinkedIn message to a phone call, without ever having to repeat themselves or lose context. The result is a consistent brand message and up-to-date conversation history everywhere they interact (1) (5).

In practice, omnichannel software serves as a central hub that aggregates interactions from all channels. For example, an SDR might see in one dashboard that a particular lead opened your marketing email, clicked a link, then later engaged with your LinkedIn post and responded to a chatbot on your website. All these insights live in one place. By contrast, a multichannel approach might track those touchpoints separately (in disconnected email, social, and chat systems), making it hard to piece together the overall journey. Leading industry analysts emphasize that omnichannel communication delivers a “seamless brand voice and consistent experience across every touchpoint,” ensuring prospects feel recognized and understood no matter how they engage (5).

Omnichannel software isn’t a single type of tool, but rather an umbrella term encompassing various platforms that power this unified approach. It can include:

• Sales engagement platforms for outbound outreach (email, calls, social touches managed together).
  
• Marketing automation and campaign tools that coordinate messaging across email, SMS, ads, and more.
  
• Customer messaging and support platforms that unify channels like live chat, phone support, and social media DMs into one service experience.
  
• Customer Data Platforms (CDPs) and CRMs that store and sync customer information across all these channels, enabling personalization.
  

Crucially, modern omnichannel, sales and marketing software increasingly leverages AI – from chatbots and AI assistants that converse with leads on multiple channels, to machine learning algorithms that optimize send times and personalize content at scale. In the context of sales development, an AI-powered SDR platform is essentially an omnichannel system driven by intelligent automation: it plans and executes coordinated outreach across channels (like an expert human SDR would), but does so autonomously or with minimal human input. We’ll dive deeper into those in a moment.

For now, remember that omnichannel software is all about delivering a cohesive experience. It breaks down the walls between communication channels so that your team sees one unified view and your audience experiences one unified journey. The payoff, as we’ll see, is higher engagement, improved customer satisfaction, and more efficient sales cycles.

Key Features of Omnichannel Marketing and Messaging Platforms

What capabilities make an omnichannel platform truly effective? Whether you’re evaluating an omnichannel marketing software, a sales engagement tool, or a customer messaging platform, look for these key features:

• Multi-Channel Integration – The software should natively connect to all the channels your audience uses: email, phone, SMS/text, social media, live chat, WhatsApp, etc. This integration means you can orchestrate campaigns and conversations that span channels without missing a beat (6). For example, a sequence might start with an email, follow up with a LinkedIn message, then trigger a text reminder – all managed in one place.
  
• Unified Customer Data – Omnichannel platforms provide a single customer view by centralizing interaction history and data from every channel (5). This unified database ensures that when your SDR or support agent engages someone, they have the full context (past emails, chat transcripts, site activity, purchase history, and so on) at their fingertips. Unified data also powers consistent personalization – the message on one channel can intelligently reference what happened on another.
  
• Channel Orchestration & Automation – A hallmark of omnichannel software is the ability to coordinate communication across channels through automation. You can design workflows or cadences that automatically move the conversation to the optimal channel based on rules or AI decisions (for instance: if no reply to two emails, then place a call or send a LinkedIn InMail). The platform handles scheduling and sending on each channel, often using AI to optimize timing and messaging for engagement. This coordinated automation ensures prospects get the right touch at the right time, without manual juggling by your team (6).
  
• Content Management & Personalization Tools – Because consistent messaging is key, omnichannel platforms usually include an intuitive content editor or campaign builder to create and manage messaging across channels (6). You should be able to craft an email, a text, and a social message in one campaign module, using templates or drag-and-drop builders. Advanced platforms integrate AI content generation to draft emails or social messages for you, or suggest improvements. Personalization tokens and dynamic content (inserting each recipient’s name, company, relevant product info, etc.) are standard, often enhanced by AI that can tailor whole paragraphs based on customer data.
  
• Segmentation and Targeting – To make omnichannel outreach effective, the software will offer robust audience segmentation features. You can segment leads or customers based on attributes (industry, persona, stage in funnel) and behaviors (email opens, website visits, past purchases). These segments drive personalized, relevant messaging. For example, your omnichannel messaging platform might send one sequence to leads who clicked on a pricing page (indicating high intent) and a different series to those who only attended a webinar. AI can assist here by analyzing patterns and suggesting segment criteria you might not spot manually.
  
• Analytics and Performance Tracking – A strong omnichannel platform provides unified analytics across all channels to show what’s working. Expect dashboards for campaign performance, funnel conversion rates, response rates by channel, customer retention, and more (6). Crucially, multi-channel attribution is addressed: the software helps you credit the proper channel (or touch combination) for contributing to a conversion. Look for features like conversion attribution models, customer journey analytics, and channel comparison reports. These insights guide optimization (e.g. you might discover your prospects respond better on SMS mid-funnel than email, or that adding a phone call step boosts overall meeting bookings).
  
• Customer Interaction History (Timeline) – Omnichannel platforms maintain a historical record of each customer’s interactions across channels (6). This timeline view is invaluable for sales reps and support agents. Before calling a prospect, an SDR can quickly see that yesterday the prospect clicked an email link and chatted with a bot on the site. Such context enables more meaningful and informed conversations (“I saw you downloaded our guide – happy to answer any questions from that”). It also prevents embarrassing overlaps like contacting a lead who already unsubscribed via another channel.
  
• AI-Driven Insights and Assistance – Last but not least, modern omnichannel software comes with AI capabilities beyond just automation. This includes predictive analytics (e.g. scoring leads or predicting which channel a specific customer prefers), AI assistants or chatbots that handle routine interactions, and machine learning-driven optimizations (like suggesting the best time to call a lead based on past behavior). In AI-powered SDR platforms, multiple intelligent agents may collaborate – one AI writes personalized emails, another analyzes intent data and buying signals to prioritize leads, another adjusts the campaign flow in real-time based on replies. These AI features significantly amplify what your human team can accomplish, allowing for personalization and scale that would be impossible manually.
  

In summary, an omnichannel marketing or messaging platform should be integrated, intelligent, and insight-driven. It breaks down channel silos, automates coordinated outreach, and arms your team with the data and AI-driven guidance to engage prospects with consistency and relevance. Equipped with these features, B2B sales and marketing teams can deliver the kind of timely, personalized touchpoints that today’s buyers respond to.

Top Omnichannel Platforms and Tools (2026 Edition)

In the rapidly evolving landscape of omnichannel and AI-driven outreach, there are many tools to consider – from sales engagement software to customer support suites. Below we curate 7 top omnichannel platforms that B2B sales and marketing leaders should know. Each takes a slightly different approach, so we’ll highlight their strengths and ideal use-cases. Martal Group comes first as a category-defining solution that blends service and software, followed by other notable platforms.

1. Martal Group – AI-Powered SDR Platform & Sales-as-a-Service

Martal Group is a unique leader in the omnichannel outbound space, combining an AI-driven sales engagement platform with a seasoned human SDR team on-demand. In essence, Martal provides “Sales Executives on Demand” – a fractional SDR team – powered by proprietary AI SDR platform for outreach. For over a decade Martal has specialized in B2B lead generation, helping companies from startups to Fortune 500s fill their pipelines through targeted omnichannel campaigns. Here’s why Martal stands out:

• Omnichannel Outreach with Human Touch: Martal’s service executes coordinated outbound campaigns across email, LinkedIn, phone calls, and more, ensuring prospects are engaged on multiple fronts. Unlike DIY software tools, Martal delivers these touches through a managed team of SDRs who act as your brand evangelists. This means outreach is personalized and conversation-driven, not just automated blasts. Clients benefit from a seamless experience where Martal’s reps handle initial prospect interactions and book meetings with qualified leads on your behalf.
  
• AI-Powered SDR Platform: Behind the scenes, Martal runs on a proprietary AI sales platform (leveraging the GTM-1 “Omni” model) that automates and optimizes outreach timing, deliverability, and targeting. The AI verifies emails, tracks engagement, and even uses intent data signals to prioritize prospects who are “in-market.” By analyzing over 3,000 buying intent signals, Martal’s system identifies which prospects are most likely to convert and suggests the best channel to reach them. This tech augmentation allows Martal’s human reps to be far more efficient and effective than a typical in-house team.
  
• Data-Driven Personalization: Martal emphasizes quality over quantity in outreach. Their AI enriches prospect profiles (e.g. tech stack, recent funding, competitors’ customers) so that every message can be tailored to the recipient’s context. Instead of generic templates, Martal’s emails and LinkedIn messages reference specific pain points or triggers relevant to each prospect. This signal-driven targeting and personalization yield response rates that traditional mass outreach can’t match.
  
• Results & ROI: By engaging prospects on multiple channels and focusing on qualified conversations, Martal keeps clients’ sales pipelines consistently full of high-quality leads. Companies that partner with Martal have been able to accelerate growth without hiring in-house SDRs – scaling pipeline “quickly without scaling staff,” as Martal’s Sales-as-a-Service model delivers a ready-made team. With an award-winning track record and case studies across tech, software, MSPs and more, Martal offers both the technology and the human strategy to supercharge outbound sales.
  

Unlike pure software platforms that you buy and then figure out how to use, Martal is closer to a turnkey solution. It’s ideal for organizations that want immediate outbound impact via omnichannel campaigns, but lack the internal team or expertise to run them. Martal will particularly appeal to VPs of Sales or CMOs who value results and are open to sales and marketing outsourcing the top-of-funnel work to experts armed with AI. In contrast, the tools below are more hands-on – you’ll generally need your own team to operate them (albeit with AI assistance in some cases).

2. Outreach – Sales Engagement Platform

Overview
Outreach is a sales engagement platform designed to help internal SDR teams run structured, multi-channel outbound sequences from a single interface. It centralizes execution and tracking but relies heavily on the quality of inputs provided by the team.

Key Features

• Multi-step sequences combining email, calls, LinkedIn tasks, and manual touches
  
• Sequence templates, A/B testing, and activity analytics
  
• CRM synchronization and AI-assisted prioritization
  
• Requires in-house ownership of targeting, messaging, and ongoing optimization
  

Ideal For
Organizations with established SDR teams, defined ICPs, and sales operations resources to manage outbound strategy internally.

3. HubSpot – CRM with Marketing and Sales Channels

Overview
HubSpot is an all-in-one CRM platform that connects marketing, sales, and service interactions across channels using a shared contact database. Its breadth supports alignment, though outbound depth varies by use case.

Key Features

• Unified CRM across marketing automation, sales sequences, and support
  
• Email, chat, social, website, and task-based sales workflows
  
• Strong segmentation and lifecycle-based personalization
  
• Outbound prospecting effectiveness depends on internal process design and data quality
  

Ideal For
Teams seeking a single system to manage inbound, outbound, and customer lifecycle activity with moderate outbound complexity.

4. 6sense – Intent Data & ABM Intelligence Platform

Overview
6sense is an account intelligence platform that identifies in-market accounts using intent signals and predictive analytics. It informs where to focus outreach rather than executing outreach itself.

Key Features

• Account-level intent detection and buying-stage modeling
  
• Trigger-based ABM play orchestration across ads, sales, and marketing tools
  
• Deep CRM and marketing automation integrations
  
• Value depends on having teams and content ready to act on insights
  

Ideal For
Mid-to-large B2B organizations running account-based strategies with coordinated sales and marketing execution.

5. Intercom – Omnichannel Messaging Platform

Overview
Intercom centers on real-time, conversational engagement with website visitors and product users, maintaining continuity across chat, email, and in-app messaging. It primarily supports inbound and post-engagement flows.

Key Features

• Unified conversation threads across chat, email, and in-app messages
  
• Qualification bots and automated routing to sales or support
  
• Targeted campaigns based on user behavior
  
• Not designed for large-scale cold outreach or proactive prospecting
  

Ideal For
Product-led or SaaS companies focused on converting inbound interest and guiding users after initial engagement.

6. Zendesk Suite – Omnichannel Support Platform

Overview
Zendesk Suite is a customer support platform that unifies service interactions across channels. Its role in revenue is indirect, supporting retention and expansion rather than initial pipeline creation.

Key Features

• Centralized handling of email, chat, voice, and social inquiries
  
• Automation and AI bots for common support questions
  
• CRM integrations for account visibility
  
• Limited relevance for proactive sales development activities
  

Ideal For
Organizations prioritizing consistent post-sale service experiences across multiple customer touchpoints.

7. Salesforce + Einstein / Agentforce – Enterprise CRM & AI Agents

Overview
Salesforce is an enterprise CRM ecosystem supporting omnichannel sales, marketing, and service workflows. Recent AI agent additions aim to automate parts of engagement, though deployment complexity remains high.

Key Features

• Sales, marketing, and service clouds with shared data architecture
  
• AI-driven agents for lead engagement, routing, and support
  
• Extensive customization and integration options
  
• Requires significant configuration, data readiness, and ongoing administration
  

Ideal For
Large organizations with mature processes and resources to manage a highly configurable, enterprise-grade CRM environment.

Use Cases for Omnichannel Software (Marketing, Support, Messaging)

Omnichannel software isn’t one-size-fits-all; its applications span across departments. Let’s explore a few core use cases – in marketing, customer support, and sales messaging/outbound – to see how an omnichannel approach is applied in practice.

1. Omnichannel Marketing Campaigns: Marketing teams use omnichannel software to run campaigns that fluidly connect with prospects wherever they are in the buying journey. As one of many examples of omnichannel execution, consider a B2B marketing campaign promoting a new product feature:

• The team might start by sending a personalized email announcement to a segmented list (e.g., prospects in relevant industries). Using an omnichannel marketing software, they ensure that if the email isn’t opened, an automated follow-up SMS or in-app message goes out two days later with a catchy summary.
  
• In parallel, those prospects begin seeing retargeting ads on LinkedIn and Google that reinforce the email’s message – the marketing platform coordinates the audience syncing so that email recipients are added to the ad audience list.
  
• A few days later, an invitation to a live demo webinar is sent via email and also as a WhatsApp message for those who opted in to messages (6). The prospect can register right from their phone.
  
• Crucially, all these touches are tracked and influence each other: if the prospect registers from the WhatsApp link, the system stops showing the retargeting ads and instead might trigger a reminder notification on the day of the webinar.
  
• After the webinar, the marketing team leverages the platform to send an email follow-up with resources, and also alerts the sales team (perhaps via Slack or CRM update) to follow up with engaged attendees by phone.
  

This coordinated, multi-channel campaign ensures the prospect experiences a consistent narrative. Studies show this approach pays off: Omnichannel campaigns have a purchase rate 287% higher than single-channel campaigns on average (6). By meeting prospects on their preferred channels (email for some, messaging app for others) and reinforcing the message across those channels, marketing maximizes reach and conversion.

2. Unified Customer Support Experience: In the customer service realm, omnichannel software addresses the modern customer’s expectation of instant, informed support. Imagine a scenario:

• A customer first tries to find help by searching your website’s FAQ. Not finding the answer, they use the website’s live chat (powered by an AI bot) to ask a question. The bot provides a basic answer but the issue is complex, so it logs a support ticket and assures the customer a human will email soon.
  
• The customer, growing impatient, then calls the support phone number an hour later. Thanks to an omnichannel support platform, the phone agent who answers can see the transcript of the earlier chat and the context of the issue (7). There’s no need for the customer to repeat themselves – the agent can pick up where the bot left off: “I see you were asking about X, let me help with that.”
  
• During the call, the agent resolves the issue, and notes in the ticket. The customer then tweets something about your company later that day. Your support tool flags the tweet (since the customer’s social account is linked to their profile) and the agent, using the same platform, responds on Twitter promptly, thanking them for reaching out and glad the issue was resolved. The tone and info are consistent with the call.
  
• A week later, the support team sends an automated check-in email (via the platform’s workflow) asking if everything’s still okay, which the customer appreciates.
  

From the customer’s perspective, they used three channels – chat, phone, and Twitter – but it felt like one continuous conversation with a brand that knows them. This is the power of omnichannel support. In fact, omnichannel marketing companies that implement true multichannel support report significantly higher customer satisfaction and retention. One real-life example: Hyundai (the automaker) unified their previously fragmented support channels and saw a 98% improvement in response time along with an 11% increase in positive customer service reviews (7). When support is fast and seamless, customers stick around – and in B2B, that can mean big dollars in renewal and expansion revenue.

3. Outbound Sales and SDR Messaging: For sales development teams, omnichannel software enables what we might call “surround sound” prospecting. The use case here is reaching cold or warm prospects through a combination of channels in a coordinated way. For instance:

• An SDR is targeting a list of high-value accounts. Instead of just cold emailing them, she uses an AI-powered SDR platform (like Martal’s or Outreach) to create a sequence: Day 1 a personalized email, Day 3 a second follow-up email, Day 5 a LinkedIn connection request and message, Day 7 a phone call attempt, Day 10 a voicemail plus a text message with a quick intro, etc. These touches are spaced and varied so the prospect sees the company’s name in multiple places, increasing the chance of engagement.
  
• The messaging is kept consistent: the LinkedIn message references the email (“I sent an email last week – thought to reach out here as well in case that’s easier for you.”). The voicemail reiterates a similar value prop. Because one platform coordinates it, the SDR ensures they don’t accidentally overstep (such as calling after the prospect already booked a meeting from an earlier email – the sequence would automatically pause).
  
• Suppose the prospect replies to the LinkedIn message saying “Sounds interesting, call me next week.” The SDR logs that, the platform stops further automated emails to avoid redundancy, and schedules the call. On the call, the prospect mentions they also saw an article by the SDR’s company on Twitter. That’s possible because marketing and sales coordinated to target that account with content across channels – a subtle omnichannel play reinforcing credibility.
  

This use case highlights how outbound sales can dramatically improve results by not relying on a single channel. Prospects are busy; an email might get buried, but a LinkedIn ping or a well-timed call can cut through the noise. According to one study, sales teams using three or more channels in their outreach see a 494% higher response rate (order rate) than those using just one channel (2). Additionally, companies strong in omnichannel engagement experience on average a 9.5% yearly increase in revenue, nearly triple the growth rate of those with weak omnichannel strategies (10). The outbound SDR function is directly tied to that top-of-funnel growth. In short, more conversations = more pipeline = more revenue, and omnichannel outreach leads to more conversations.

4. Proactive Customer Messaging: A slightly different use case is proactively messaging existing customers or users to drive upsells, renewals or product adoption. This blurs the line between marketing, sales, and support. For example:

• Your customer success team uses an omnichannel platform to send automated but personalized “health check” messages. If a customer hasn’t logged into your SaaS product in 30 days, they might receive an in-app notification and an email offering help or a training session.
  
• If a major feature release is coming, you send a coordinated message: an email announcement, an SMS alert for those who opted in, and a banner inside the app, all with the same core info but tailored to the medium.
  
• For upsells, say you have a premium tier to pitch – the account manager could use a sequence that includes an email, then a LinkedIn message sharing a case study, then a friendly check-in call. Because the messaging on all channels stays aligned (the platform might provide templates for each channel for consistency), the customer hears a cohesive story about the value of upgrading.
  

This use case ensures you’re reaching customers on the channel they prefer for important communications. Some might ignore marketing emails but pay attention to SMS or vice versa. The outcome is better engagement and ultimately higher lifetime value. In fact, engagement data often shows that customers who interact with you on multiple channels tend to be more loyal and spend more. According to omnichannel statistics,  companies with strong omnichannel customer engagement retain 89% of their customers, versus 33% for companies with weak engagement – a dramatic difference in loyalty that directly impacts revenue (4).

In summary, omnichannel software empowers use cases across the board:

• Marketing can run synchronized multi-channel campaigns that dramatically boost lead conversion rates.
  
• Sales/SDRs can execute multi-touch outbound plays that break through prospect apathy and generate more meetings.
  
• Support/Success can deliver responsive service and proactive outreach, increasing customer satisfaction and retention.
  
• Messaging (whether to prospects or customers) becomes more conversational, timely, and effective when it’s orchestrated in an omnichannel way.
  

The unifying theme is meeting people where they are, with context. Whether it’s a prospect seeing consistent messages in their inbox and social feed, or a customer getting help without repeating themselves, the experience feels frictionless. And frictionless experiences tend to translate to positive business outcomes.

Buying Guide: How to Choose Omnichannel Software

If you’re convinced your organization needs to embrace omnichannel (or level up your current approach), the next step is choosing the right software solution(s). This can be daunting – there are many overlapping tools and buzzwords. Here’s a practical guide on what to consider when evaluating omnichannel software:

• Business Needs Fit: Start with your specific goals and constraints. Are you trying to empower a small SDR team to do more outbound, or unify communications across a 100-person support center? Different tools fit different needs. Carefully balance cost vs. capabilities for your situation (7). For example, a startup might prioritize an affordable all-in-one platform like HubSpot, whereas an enterprise might invest in specialized systems for each department (plus a way to integrate them).
  
• Key Features & Channel Support: Identify any must-have features or channels. If SMS engagement or WhatsApp outreach is critical in your region, ensure the platform supports that channel out-of-the-box. If you absolutely need AI-driven dialing for phone outreach, check that it’s included. Make a checklist of your essential channels (email, phone, live chat, social media, etc.) and desired capabilities (AI bots, sequence automation, analytics) and match it against the platforms you demo (7).
  
• Integration with Existing Systems: Unless you’re starting from scratch, your omnichannel software will need to play nicely with what you already use – notably your CRM, but possibly also your ERP, e-commerce platform, or others. Verify the platform has native integrations or open APIs for your critical systems (7). For instance, if your sales team lives in Salesforce, an outreach tool that seamlessly syncs contacts and activities to Salesforce will save you headaches (and ensure adoption). Similarly, integration to your email and calendar (for scheduling meetings or sending from your domain) is important.
  
• Scalability and Flexibility: Think about not just your current needs but also growth. Can the platform scale with you as you add more channels or significantly increase volume? Scalability considerations include technical capacity (e.g. can it handle sending millions of emails if needed, or scale to thousands of concurrent chats) and also pricing model (will costs skyrocket if your user count or contacts double?). Choose a solution that can grow with your business to avoid disruptive switches later. Cloud-based SaaS platforms usually handle scaling seamlessly, but it’s worth asking for references of similar-sized customers to be sure.
  
• User Experience (for Your Team): An oft-overlooked factor is how easy and enjoyable the software is for your team to use. Omnichannel work often means team members juggling multiple conversations – a clean, intuitive interface can make a huge difference in productivity. During trials or demos, have the actual end-users (SDRs, support agents, etc.) give feedback. Features like a unified inbox, quick shortcuts, or AI assistance (surfacing relevant info to the agent) can reduce training time and errors.
  
• Analytics and Reporting: Data-driven improvement is key to omnichannel success. Ensure the software provides the kind of reporting you need. For marketing, that might be multi-touch attribution dashboards; for sales, sequence step conversion rates; for support, channel-wise CSAT scores. Also consider if it allows custom reports or easy export of data to your BI tools if needed. If you have specific omnichannel KPIs (say, first response time or pipeline generated per rep), make sure you can track them with the tool or with an add-on.
  
• Security and Compliance: Omnichannel platforms inevitably handle sensitive customer data and communications, so security is paramount. Ask about data encryption, compliance certifications (GDPR, ISO 27001, SOC 2, HIPAA if health data, etc.), and access controls. If you operate in regulated industries or regions, confirm the vendor’s compliance stance (7). For example, if sending SMS, do they help with adhering to TCPA regulations? If handling EU customer data, do they have proper GDPR compliance and EU data centers? The last thing you want is an outreach campaign that violates privacy laws or a data breach that erodes customer trust.
  
• Vendor Support and Roadmap: Evaluate the support you’ll get from the software provider. During the sales process you can gauge their responsiveness. Check reviews or ask peers about their customer support quality. Also, consider the company’s roadmap – are they innovating in AI and omnichannel features? This matters because the space is evolving quickly. A vendor actively investing in new capabilities (like adding new messaging channels or better AI) will keep you ahead of the curve. You may even ask about their recent feature releases or frequency of updates to see how actively the product is being improved.
  
• Budget and ROI Justification: Cost is always a factor. Prices for omnichannel solutions range widely – from freemium models to enterprise contracts in the six or seven figures. It’s important to consider ROI: how will this software either increase revenue or reduce costs? Perhaps it allows one rep to do the work of two (saving hiring), or increases conversion rates by 20% (boosting revenue). Identify those value drivers and model them. Many vendors will help with ROI calculators or pilot programs. Ensure you’re comparing not just sticker prices but the total cost of ownership. For example, a cheaper tool might require more manual admin work (hidden cost), whereas a pricier one might include dedicated support or automation that saves you money elsewhere. The “best” platform is the one that meets your goals within a budget that makes sense for the expected return (7).
  
• Trial with a Small Project: Once you’ve narrowed it down, if possible, do a trial or proof-of-concept. Run a small campaign or integrate one channel first. This hands-on approach often reveals things you can’t discover in sales demos. See how the platform handles real-world conditions of your data and workflows. This also helps build internal buy-in, as your team gets to experience the benefits firsthand.
  

By weighing these considerations, you’ll be equipped to choose an omnichannel software solution that aligns with your strategy. For instance, a B2B SaaS CMO might conclude: “We need a unified platform for marketing and sales with strong analytics and HubSpot’s free CRM isn’t cutting it, so we’ll invest in HubSpot Marketing + Sales Hubs Professional”. Or an enterprise VP might decide: “To really leverage our data we’ll use 6sense for intent + Outreach for sequences, and ensure both connect to Salesforce which remains our source of truth”. The right choice will differ, but following this guide helps ensure you don’t overlook a critical factor in the decision.

One final tip: involve all stakeholders (marketing, sales, support, IT, compliance) in the evaluation, since omnichannel strategy by nature cuts across departments. A collaborative selection process prevents surprises later and sets the stage for smooth implementation.

Implementation Challenges and Best Practices

Implementing omnichannel software and strategy can be transformative – but it’s not without challenges. Many companies stumble by underestimating the changes required in processes and mindset. Here we outline common challenges of omnichannel marketing and how to overcome them with best practices:

Challenge 1: Data Siloes and Integration Difficulties – One of the fundamental hurdles is connecting disparate systems so they share data in real time. If your CRM, email marketing, call center, and chat platforms all store customer information separately, delivering a unified experience is tough. Integrating them often requires technical work with APIs or middleware.

Best Practice: Start by auditing your existing tools and data flows. Consider implementing a Customer Data Platform (CDP) or ensuring your CRM will act as the central repository that all other tools push/pull data from. During implementation, allocate resources for data mapping and integration development – possibly bringing in a solutions engineer or consultant specialized in the platforms you’re connecting. It can be helpful to phase the integration (e.g., integrate two systems first and test, then add another) rather than a big bang. Always maintain backup of data and plan for data cleansing, as merging sources can reveal inconsistencies. The end goal is a single source of truth for customer data accessible by all channels (7).

Challenge 2: Channel Coordination and Strategy Alignment – Implementing omnichannel isn’t just a tech install; it requires a coherent strategy. Some companies struggle when marketing, sales, and support each have their own way of communicating with customers, leading to inconsistent messaging or even conflicting outreach. For example, a sales rep might unknowingly call a prospect the same day marketing bombards them with emails – annoying the prospect.

Best Practice: Develop an omnichannel playbook and governance. This means getting key stakeholders from each department to agree on communication cadences, messaging guidelines, and lead/account assignment rules. Set up regular syncs between teams: marketing should inform sales of campaigns that might drive inbound responses; sales should inform marketing if prospects mention certain pain points so campaigns can be adjusted, and so on. Using the software, implement safeguards – e.g., if a lead is actively engaged in a sales sequence, maybe suppress them from marketing emails temporarily (many systems can do this automatically with proper configuration). Essentially, plan the customer journey holistically first, then configure the platform to follow that plan. Sales training sessions across teams on the new omnichannel approach are critical so everyone understands the big picture.

Challenge 3: Change Management and Team Adoption – No matter how great the software, if your team doesn’t use it properly, you won’t get results. Transitioning to an omnichannel platform might be a big change for reps and agents. They might be used to working from email and spreadsheets, and now have to learn a new system that automates some of their tasks. There can be resistance (“the bot is taking my leads” or “this is too complicated”).

Best Practice: Over-communicate the “why” and invest in training. Clearly explain to the team how the omnichannel approach will make their lives easier (less grunt work, better quality leads, fewer angry customer calls because history is known, etc.) and how it ultimately helps them hit their goals/earnings (more sales conversions, higher bonuses, etc.). Involve some team members early as “power users” or ambassadors who can champion the tool and help peers. Provide comprehensive training, but also allow a learning curve – perhaps run the new system in parallel with old processes for a short period until confidence is built. Set realistic KPIs for adoption (like 80% of outbound communications handled through the new platform by X date). Finally, gather feedback and be ready to iterate – sometimes small tweaks in configuration or additional integrations can smooth the workflow and increase adoption.

Challenge 4: Personalization at Scale – Omnichannel promises personalized experiences, but implementing that can be challenging. You need content variations, dynamic templates, maybe AI assistance, and plenty of customer data. Some organizations falter by either over-automating (impersonal spam across all channels) or under-utilizing the software’s capabilities (treating it like a blast tool because setting up personalization seems hard).

Best Practice: Start with simple segmentation and grow in sophistication. You don’t have to personalize every word from day one. Begin by segmenting your audience into a few key groups (e.g., industry, persona, or behavior-based segments) and craft slightly tailored messages per segment. Use the platform’s dynamic fields to at least insert basics like name, company, etc., and gradually layer on more advanced personalization as you gather data. Leverage AI content tools if available – many omnichannel platforms now have AI writing assistants that can generate message variations. But always review AI output for tone and accuracy. Also, monitor engagement metrics closely; if something isn’t resonating, adjust quickly. A/B testing is your friend here – test more personalized content against generic to prove the lift internally, which will justify the effort spent on personalization. Remember that relevance is the goal – and even minor tweaks to speak to a segment’s needs can significantly boost that.

Challenge 5: Maintaining Consistent Customer Experience – With multiple channels and perhaps multiple team members interacting with customers, consistency can slip. One common challenge: tone and branding might differ between a marketing email, a sales call, and a support chat, which confuses customers. Another: over-contacting or contradictory information (e.g., customer gets a promo offer email right after being told something different by their account manager).

Best Practice: Establish brand and communication guidelines that apply across channels and train every user on them. Your omnichannel platform likely allows creating templates and scripts – curate a library of approved messages for common interactions (welcome emails, follow-up call scripts, apology messages, etc.). Encourage personalization but within guardrails (for example, use merge fields for name, but maybe not for guessing details you might get wrong). Utilize features like content approval workflows if your tool has them, so that nothing off-brand goes out. Additionally, use suppression lists and logic rules to avoid conflicting communications (such as pausing marketing emails to an account that is deep in sales negotiation). Many companies find it useful to have a customer journey map visible to all teams, showing what touchpoints and messaging a customer gets at each stage – this visual can align everyone on delivering a unified experience. Regular cross-team meetings to discuss customer feedback can highlight any consistency issues (like sales hearing “your email said this, but then on chat I was told that” – a cue to fix the discrepancy).

Challenge 6: Technical Glitches and Channel Nuances – Implementing new software can bring technical hiccups: emails going to spam if not set up properly, chatbots misrouting, CRM sync errors, etc. Each channel also has its quirks (SMS length limits, email deliverability considerations, social platform APIs changing).

Best Practice: Take a pilot and iterate approach. Don’t flip the switch on all channels full blast on day one. Maybe start with email and chat first, iron out issues, then add SMS, and so forth. Ensure you’ve authenticated domains for email (SPF, DKIM) to improve deliverability. Test the system thoroughly – simulate customer interactions across channels to see if data logs correctly. Have contingency plans for critical channels: e.g., if the chat system goes down, have a notice redirecting users to call or email. Working closely with the vendor’s support during implementation is key; they’ve likely seen the common pitfalls with their platform. Also, educate your team on channel etiquette: for example, how to write concise yet effective SMS, or how often it’s okay to call someone versus email (the software won’t automatically know your business’s acceptable contact frequency unless you configure rules). By anticipating and addressing these technical and channel-specific issues early, you prevent customer-facing blunders.

Challenge 7: Measuring ROI and Optimization – After implementation, some companies struggle with omnichannel measurement or don’t utilize analytics to continuously improve. They might have lots of data but no clear insight into what to do next, or they might not have set benchmarks from before to compare against.

Best Practice: Define success metrics upfront and use your omnichannel software’s analytics to track them rigorously. For outbound sales, metrics could be email response rates, call connection rates, meetings booked per sequence, etc. For support, first contact resolution and CSAT. Establish a baseline (even if it’s rough) from pre-omnichannel performance to gauge improvements. Then, set up dashboards within the tool or in your BI software that combine key metrics across stages – for instance, how does an increase in multi-channel touches correlate with pipeline creation or NPS score changes. Omnichannel platforms often allow custom funnel reports; take advantage of those. Importantly, adopt a test-and-learn culture: run experiments (maybe one quarter you try adding a new channel like WhatsApp to the mix for APAC region prospects and compare results) and use the data to inform strategy. Share successes widely – if, say, incorporating SMS nudges lifted event attendance by 30%, let the whole team know. This not only proves ROI but also reinforces adoption (people like using tools that demonstrably work).

In tackling these challenges, a common thread emerges: strategy and people are as important as technology. Omnichannel software is an enabler, but you need alignment, training, and ongoing management to fully realize its benefits. Nearly half of companies have reported losing substantial revenue (over $1 million) due to the complexities of omnichannel enablement and missteps along the way. But those who overcome these hurdles reap big rewards – smoother operations and a loyal, growing customer base (8).

One way to mitigate risk is to leverage a SDR outsourced company or services (like Martal for outbound or consultants for technical deployment) especially in the early phase of implementation. They can provide expertise and extra hands to get things right.

To summarize best practices in a few points: Plan thoroughly, integrate systems, align teams, train users, personalize smartly, ensure consistency, and continuously optimize with data. With that approach, you can navigate the challenges and set up an omnichannel operation that becomes a true competitive advantage.

Benefits of Omnichannel Platforms for Customer Experience and ROI

When executed well, an omnichannel strategy isn’t just a nice-to-have – it delivers tangible benefits both for your customers and your bottom line. Let’s highlight some of the key advantages, backed by data:

• Higher Customer Retention and Loyalty: As shown above, companies that engage customers consistently across channels dramatically improve retention. By providing a seamless experience (where the customer feels known and valued no matter how they interact), you foster loyalty. Customers don’t have to re-explain issues, and they receive relevant communications rather than random spam – so they stick around. The 89% vs 33% retention statistic is staggering (4). Even improving retention by a few percentage points can mean millions in revenue in B2B, due to higher lifetime value per customer. Additionally, omnichannel personalizes the relationship, and people tend to stay loyal to brands that “get” them. In fact, 83% of consumers say a personalized experience increases their loyalty to a brand (2). Those personalized experiences are hard to deliver without an omnichannel approach tying together all customer touchpoints.
  
• Greater Revenue Growth and Customer Lifetime Value (CLV): Retention is revenue in recurring business models, but omnichannel also drives more new sales and higher spend. A study found that companies with strong omnichannel customer engagement see a 9.5% annual increase in revenue, versus only 3.4% for weak omnichannel companies (10). This delta accumulates significantly over time. Why more revenue? Omnichannel strategies often lead to customers buying more frequently and spending more per transaction. For example, consumers who interact with a business on 3 or more channels purchase 2.5 times more often than those on only one channel. They also tend to spend more per order (8). Essentially, an omnichannel customer is more valuable. This makes sense – if your brand is present and consistent in many places, you stay top-of-mind and make it convenient for the customer to buy when they’re ready. The unified experience reduces friction that might otherwise cause a prospect to drop off. Moreover, an internal case study by Google showed omnichannel shoppers (those engaged both online and offline) have a 30% higher lifetime value than single-channel shoppers (3). For B2B, omnichannel engagement can similarly shorten sales cycles and increase deal sizes by nurturing confidence and consensus across different stakeholder touchpoints.
  

• Improved Customer Experience (CX) and Satisfaction: Omnichannel software’s biggest benefit might be qualitative but is measurable in customer sentiment. By delivering a smooth journey, you inherently boost satisfaction. Metrics like CSAT (customer satisfaction score) and NPS (Net Promoter Score) often rise after implementing omnichannel improvements. For example, when a support experience goes from disjointed to unified (as in the Hyundai example, with 98% faster responses), customers feel the difference and perceive the brand as more professional and caring (7). In sales scenarios, prospects who receive timely, relevant follow-ups instead of generic drips are more likely to come away impressed rather than annoyed. One metric to watch is customer effort score – how easy it is for a customer to get what they need. Omnichannel excels here by removing effort (no channel repetition, no restarting conversations). Lower effort correlates with higher satisfaction and loyalty. As a concrete figure, 79% of business leaders believe offering an omnichannel experience (especially in support) leads to increased customer loyalty and satisfaction. And loyalty in B2B often means repeat contracts, renewals, and positive word-of-mouth.
  
• Higher Conversion Rates and Sales Efficiency: For sales and marketing, an omnichannel approach typically yields better conversion at each funnel stage. We’ve mentioned how multi-channel touch patterns can quadruple response rates in outbound campaigns. Additionally, by integrating data and channels, omnichannel platforms help you target the right leads at the right moments, improving efficiency. Sales teams also report increased productivity: one reason is that omnichannel systems automate many low-level tasks (logging data, sending follow-ups, prioritizing calls via AI). Reps spend more time selling and less time toggling between tools. Salesforce noted that their clients’ sales reps were spending only ~30% of time on actual selling, due to manual tasks – something their Einstein AI SDR aims to correct (9). Even before full AI, just having a unified platform can eliminate duplicate work and let reps focus on high-value interactions. The result is more pipeline generated per rep and more deals closed per quarter.
  
• Cost Savings and Operational Efficiency: On the service side, omnichannel platforms can reduce costs by increasing agent productivity and enabling automation. A consolidated platform often replaces several point solutions, saving licensing costs and IT overhead. For example, Cedar Financial (a case study from Nextiva) was paying seven different vendors for various communication services; by moving to an AI-powered omnichannel platform, they cut costs by 30% immediately (7). They also handled 471% more call volume without sacrificing quality by leveraging the platform’s efficiencies (7). That’s a dramatic operations improvement. Similarly, businesses with strong omnichannel practices have been shown to reduce their cost per customer contact by about 7.5% year-over-year, whereas those with poor omnichannel barely see any cost improvement (2). Automation (bots, AI routing) and handling multiple interactions in one thread both contribute to lowering the effort and cost per interaction.
  
• Stronger Brand Consistency and Trust: Intangible but important, omnichannel ensures your brand voice and values are uniformly conveyed. Over time, this consistency builds trust. Customers come to know what to expect from your communications and experiences. Trust, in turn, influences buying decisions and long-term loyalty. A coherent omnichannel presence (e.g., same key messaging on your website, in sales outreach, in social content, etc.) makes your brand appear reliable and aligned. For B2B companies, where purchase decisions often involve risk and big investments, that consistency can tip the scales in your favor. It also helps differentiate from competitors who may have scattered messaging. Think of it as brand reinforcement through every micro-interaction. When a prospect hears the same core story from an email, a webinar, and a sales call, it sinks in far more than if each was disjointed.
  
• Better Insight and Decision Making: Finally, omnichannel platforms provide a comprehensive view of customer behavior, which is a goldmine for strategy. By analyzing combined data, you might discover, for instance, that customers who engage on certain pairs of channels have higher lifetime value – informing you where to invest more. Or you may see that a particular message resonates across the board, suggesting it’s a key value prop to double down on. In essence, omnichannel analytics give you a 360-degree view of the customer journey. This leads to smarter marketing spend (putting money where multi-channel touchpoints drive ROI) and better product decisions (understanding customer needs via their interactions). It’s a virtuous cycle: insight leads to actions that further improve CX and ROI.
  

In summary, the omnichannel software revolution offers a compelling win-win: Customers get a frictionless, personalized experience, and businesses reap higher retention, revenue, and efficiency. We’ve moved beyond theory – multiple studies and real cases back these benefits. To put it bluntly, companies that lag in omnichannel will be at a competitive disadvantage. Their customers will gravitate to those who offer the convenience and coherence they increasingly expect.

By contrast, companies that embrace omnichannel and AI-driven engagement are seeing outsized gains – from major jumps in response and conversion rates, to cost reductions and revenue growth that outpace competitors. The investment in an omnichannel platform often pays for itself many times over through these improvements in both top-line and bottom-line metrics.

As you consider your own organization, ask: Where could we delight customers by being more seamless? Where are we losing potential sales due to channel gaps or slow follow-ups? The benefits outlined above provide a strong case to identify those areas and tackle them with an omnichannel approach.

Final Thoughts  

The way businesses connect with prospects and customers has changed forever. The days of single-channel outreach or fragmented customer journeys are fading. In their place, an integrated, AI-enhanced approach is rising – one that we’ve termed The Omnichannel Software Revolution. This revolution is not just about adopting new tools, but about a mindset: customer-centric, data-driven, and agile across every touchpoint.

Adopting an omnichannel strategy, powered by the right software, can feel like a big step. But as we’ve explored, the rewards – more engaged prospects, higher conversion rates, stronger customer loyalty, and better ROI – make it a step worth taking. Companies that hesitate may find themselves outpaced by competitors who offer smoother, smarter experiences. On the flip side, those who lead with omnichannel and AI will find it easier to open doors with cold prospects, nurture leads through a complex B2B journey, and keep customers delighted for the long haul.

If you’re reading this and wondering how to put these insights into action, Martal Group is here to help. As a leader in AI-powered omnichannel outreach, Martal combines an advanced SDR platform with a skilled human touch to deliver results for B2B companies like yours. We’ve helped countless organizations accelerate their sales pipelines through our omnichannel lead generation campaigns – and we can do the same for you. Whether you need to augment your in-house team with on-demand Sales Executives or want to leverage our AI SDR technology to scale your outbound strategy, Martal is equipped to be your sales partner in growth.

Ready to redefine your outbound strategy and drive more revenue? We invite you to take advantage of Martal’s expertise. Book a consultation with our team to discuss your goals and challenges. We’ll walk you through how our omnichannel AI SDR platform and seasoned sales team can plug into your business and start delivering sales-qualified leads. No pressure, just a conversation about what’s possible for your unique situation.

In this consultation, we can perform a quick audit of your current outreach approach, share case studies of how we’ve helped companies in your industry, and give you a preview of our platform in action. Even if you’re just in exploration mode, you’ll leave with actionable ideas for improvement. And if there’s a mutual fit, we can outline a pilot program to prove the value of Martal’s omnichannel approach for you.

Don’t let your outbound strategy stagnate in the one-channel past. The future is omnichannel – unified, intelligent, and highly effective. Martal’s team and technology are at the forefront of this future, ready to deliver pipeline and growth to your organization.

It’s time to join the revolution. Connect with Martal Group today and let’s chart a path to consistent outbound success. Your next wave of customers is out there on multiple channels – together, we’ll ensure your message reaches them at the right time, in the right way, to drive results.

Let’s make your outbound sales and marketing as advanced and customer-centric as the world we all now live in. Book your Martal consultation now, and take the first step toward an omnichannel transformation. 🚀

References

1. ROI Revolution
2. UniformMarket
3. Invesp
4. 8×8 Executive Insights
5. Sobot
6. Leal
7. Nextiva
8. Oracle NetSuite
9. Salesforce
10. Markopolo