Omnichannel Statistics 2026: Multi-Channel Trends Driving B2B Sales Success

Introduction

Is your B2B sales strategy keeping up with today’s omnichannel buyer? Modern buyers are more empowered and digitally driven than ever. They jump between channels – reading your blog, scrolling LinkedIn, opening emails, even attending webinars – all before ever speaking to your sales team. In fact, by 2025 an estimated 80% of B2B sales interactions will occur via digital channels (1). And buyer expectations have skyrocketed: over 75% of B2B buyers expect a seamless, personalized experience across channels, similar to what they get as consumers (2). If you’re still relying on a single outreach method, you’re leaving revenue on the table.

This post explores the latest omnichannel marketing statistics and multi-channel trends leading into 2026 – and how you can leverage them to drive B2B sales success. We’ll break down why omnichannel is mission-critical, how buyers engage across multiple touchpoints, the performance of channels like email, phone, and social, and the ROI gains from an integrated approach. Every section is backed by data (with sources) and actionable insights. Let’s dive in!

Why Omnichannel Marketing Is Essential for B2B Sales in 2026

B2B buyers have changed, and so must your approach. Gone are the days when a rep could rely on just cold calls or trade shows to hit quota. Today’s decision-makers are digital natives who fluidly navigate between channels – and they expect you to keep up. Research shows the average B2B buyer uses 10 or more channels on their journey (19). They might discover your solution via Google, read about it on a blog, see reviews on a third-party site, then chat with a rep on LinkedIn – all as part of one purchase process.

What does this mean for you? 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 strategies retain ~89% of their customers, versus only 33% retention for those with weak channel integration (28). This dramatic difference in customer loyalty shows how integrated outreach drives lasting relationships. Omnichannel leaders are also growing faster – for example, businesses with robust omnichannel engagement see revenue grow up to 3.5× faster than those without (21). The message is clear: to win and keep today’s B2B buyers, you must meet them wherever they are, with a consistent and personalized approach.

💡 Key Stat: B2B buyers often use 10+ interaction channels on their path to purchase (19). If you’re not present across the channels your prospects prefer, you risk missing out on opportunities. Omnichannel isn’t a buzzword – it’s the new baseline for B2B sales success.

B2B Buyer Behavior & Omnichannel Marketing Statistics

Understanding modern buyer behavior is the first step to crafting an effective omnichannel strategy. Today’s B2B buyers self-educate heavily through digital content before ever engaging with sales. Consider these engagement trends and omnichannel statistics:

• Multi-Touch Research: The average B2B buyer consumes 13 pieces of content during their buying journey (8 from the vendor and 5 from third parties) (22). In other words, prospects are reading blogs, whitepapers, case studies, and comparing solutions on review sites long before they’re ready to talk. In fact, 77% of B2B buyers won’t even speak to a salesperson until they’ve done their own research (23). They want to be armed with information and trust signals first. This means your marketing content (and presence on search and social) plays a huge role in shaping purchase decisions.
  
• Digital-First Preference: 64% of new-age B2B buyers prefer digital channels over traditional in-person interactions (22). They’d rather research and even transact through websites, email, or chat than sit through a classic sales presentation. And they’re not just at a desk – 80% of B2B buyers use mobile devices throughout the buying journey (22). This underscores the need for a strong online and mobile-friendly presence. If your website, emails, and social media aren’t engaging on a smartphone screen, you may be filtered out of the consideration set.
  
• Multiple Stakeholders & Lengthy Journeys: Most B2B purchases involve 3 to 4 internal decision-makers and take 2–6 weeks or more from initial research to final decision (22). The buying committee will interact with your brand across various channels and stages – from problem awareness, to solution comparison, to validation. You need an omnichannel strategy that provides relevant touchpoints for each stage and stakeholder. For instance, a technical evaluator might download a detailed ebook, while an executive sponsor might prefer an ROI calculator or an industry case study. Personalized, role-based content across channels is key to moving the whole group toward consensus.
  
• Channel Contact Preferences: Despite the digital shift, email remains the most preferred communication channel for outreach. About 77% of B2B buyers say they prefer to be contacted via email over any other channel (22). (It’s no surprise 73% of B2B marketers use email newsletters as part of their strategy (22) to nurture leads.) In comparison, fewer than half of buyers want to be contacted by phone, and only 21% appreciate voicemails (22). That said, don’t write off the phone – recent data shows 49% of B2B buyers actually prefer a phone call as the first touch and 82% will accept meetings from cold outreach calls, indicating openness when it’s done right (3). The takeaway: meet buyers on their terms. Use email as a primary thread, but supplement with calls and LinkedIn messages for those who are receptive. A well-timed phone call or voice message can cut through the inbox clutter – especially if the prospect already engaged with your content.
  
• Social Media & Peer Influence: B2B decision-makers are highly active on social networks for business insights – and LinkedIn leads the pack. 84% of B2B marketers say LinkedIn is the most valuable social platform for lead generation and networking (24). It’s easy to see why: an estimated 80% of B2B social media leads come from LinkedIn (22). Buyers use LinkedIn to read expert posts, ask for peer recommendations, and validate vendor credibility. Other social channels matter too (for example, many tech buyers congregate on Twitter or niche forums), but LinkedIn is a must for reaching professional audiences. Additionally, 60% of B2B marketers believe social media contributes directly to revenue – particularly in later stages of the funnel (24). The bottom line is that a strong social selling presence (sharing valuable content, engaging in industry conversations, and leveraging employees’ networks) can significantly boost your reach and trust with modern buyers.
  
• Self-Service & Rep-Free Trends: Today’s buyers increasingly want to drive the process on their own. Studies find that 60% of B2B buyers can make a final decision based solely on digital content without ever talking to a sales rep (22). Similarly, as much as 75% of buyers (especially younger ones) prefer a rep-free experience if possible (25). This doesn’t mean salespeople are obsolete – but it does mean your omnichannel digital touchpoints must do heavy lifting in educating and persuading. Your website, content library, product videos, and automated chatbots should provide answers on demand. By the time a prospect engages live, they’re likely well into their decision process. You’ll want to pick up exactly where their self-service journey left off (with full context of what they’ve seen or done).
  

Takeaway: The modern B2B buyer journey is nonlinear, buyer-controlled, and spans multiple channels and weeks of research. To stay in the game, you need to be everywhere your customer is – providing helpful content, consistent messaging, and quick responses. The stats make it plain: if you limit your presence to one or two channels, you risk falling behind competitors who are engaging prospects on every front.

Channel-by-Channel: Performance Insights for an Omnichannel Strategy

An effective omnichannel approach isn’t about adding channels for the sake of it – it’s about leveraging each channel for what it does best and creating a coordinated cadence. Let’s examine how key channels contribute to B2B outreach, backed by statistics, and why a combined approach amplifies results. (Notice how these channels complement each other – an omnichannel strategy uses them in tandem.)

• Email – The Workhorse of B2B Outreach: Email is often the cornerstone of B2B marketing, and for good reason. It’s direct, scalable, and easily personalized. 83% of B2B marketers rank email as one of their most important channels for engaging prospects (24). The stats around email effectiveness are impressive: on average, 88% of people check their email daily (24), and email drives a higher conversion rate (around 19%) than most other channels (the median conversion rate across industries is just ~6.6%) (24). For lead generation, 42% of companies say email is their top source of leads (4). We can attest to its power at Martal – our own cold email campaigns, when highly targeted and personalized, consistently deliver strong email response rates. However, volume blasting is not the answer; segmentation and customization are. By integrating email into an omnichannel sequence (e.g. email + LinkedIn + call follow-ups), you can reinforce your message and catch prospects in their preferred medium. Pro tip: Use email for sharing valuable content (reports, case studies) and setting up next steps (like meeting invites), and enhance deliverability by warming up domains and tailoring content – as our B2B cold email statistics guide explains. 

Explore our cold email service to see how we help teams maximize deliverability and response rates.

• Cold Calling – Revived as Part of Omnichannel: The phone call is making a comeback in B2B, especially as part of a multi-channel outreach. Yes, cold calling can be challenging – connect rates are low and nobody likes rejection. But it remains one of the fastest ways to reach decision-makers directly. In 2025, over 50% of B2B sales leads still originate from cold calls, and 80%+ of sales leaders say the calling is essential to their outbound lead generation strategy (5). Critically, buyers will pick up for the right call: nearly half of B2B buyers prefer a phone call as the first contact, and 82% will agree to a meeting from a cold call when the outreach is relevant (3). Cold calls are especially effective at booking meetings and cutting through when email inboxes overflow. But the real magic comes when calling is used in coordination with other touches. For instance, a rep might leave a voicemail referencing an email they sent (“Hi Jane, I emailed you that industry benchmark report – wanted to briefly discuss how companies like yours are seeing 2x ROI…”) and then follow up with a LinkedIn message. This one-two-three punch dramatically increases chances of connection. Studies show reps who combine calls + email + LinkedIn outreach see at least 28–37% higher conversion rates than those sticking to one channel (6). The data is clear: cold calling works in B2B, but it works best as part of an orchestrated omnichannel campaign rather than in isolation. 

See how our cold calling services integrate with email and LinkedIn cadences for maximum impact.

• LinkedIn & Social Selling – The Power of Networks: Social media has become a critical channel for B2B engagement, and LinkedIn is the star of the show. It’s not just a recruiting site – it’s where prospects explore thought leadership and check a vendor’s credibility. 4 out of 5 B2B marketing leads from social media come through LinkedIn (22). Additionally, 84% of B2B marketers say LinkedIn delivers the most value among social platforms (24) in terms of content distribution and lead gen. An active LinkedIn presence (through both a company page and your sales reps’ personal profiles) can warm up cold prospects before you ever reach out. For example, if a target prospect has seen your helpful posts or company news on their feed, they’re more likely to respond positively to an email or connection request. Beyond LinkedIn, Twitter and Facebook have niches in B2B (tech news and community groups, for instance), and some industries even leverage YouTube or Instagram for product demos and branding. The key is to identify where your ideal clients spend time online. 60% of B2B marketers believe social media is a top driver of revenue now (24), and nearly 46% say social is contributing to bottom-of-funnel goals like conversions (24) – likely through tactics such as retargeting ads and social proof. In an omnichannel strategy, social media serves as both a discovery channel (attracting new prospects via content) and a trust-building channel (sharing client wins, testimonials, UGC). It can even be a direct outreach channel – e.g., using LinkedIn InMails or commenting on a prospect’s post to start a conversation in a non-intrusive way. 

The numbers make one thing clear, LinkedIn lead generation is crucial to outbound prospecting and building trust at scale. If you’re not actively visible on LinkedIn and relevant networks, you’re missing a huge touchpoint in the buyer’s journey.

• Other Channels (Web, Direct Mail, Events, etc.): Omnichannel truly means omni-channel – leveraging both online and offline tactics in harmony. Your website is arguably your most important “channel” as the hub of all information (and often the first impression). Ensure it’s rich with up-to-date content and easy ways for prospects to engage (chatbots, demo request forms, etc.), because your site, blog, and SEO efforts are the #1 ROI drivers for B2B marketing on average (7). Beyond digital, don’t overlook direct mail and events in a multi-channel mix. Surprising as it sounds, 86% of B2B marketers say direct mail attracts their highest-value customers (24) – often as part of Account-Based Marketing campaigns (think personalized mailers to key accounts). Physical mail boasts an engagement rate around 95% (people at least open or read it) (24), far higher than cold emails. While direct mail can be costly, when combined with digital follow-ups (e.g., mailing a creative package then emailing to schedule a discussion), it can yield impressive conversion lifts. Similarly, industry events and webinars offer channels to engage prospects live. Even if in-person trade shows took a hit in 2020, virtual event marketing has surged – 73% of organizations use webinars/virtual events for lead gen (8). These events become touchpoints you can integrate: invite prospects via email, engage during the event, then follow up by phone or LinkedIn. The best omnichannel strategies mix and match channels based on audience and context – for example, a tech company might integrate content marketing + SEO + LinkedIn + webinars, while a boutique firm targeting a few big clients might integrate personalized emails + direct mail gifts + executive events. The channels you choose should align with where your buyers are and differentiate you from the noise.
  

Bottom line: Each channel has its strengths – email for scalability and nurturing, calls for personal connection, social for awareness and credibility, content/SEO for inbound pull, and so on. But no single channel is a silver bullet. The real multiplier effect comes when you run coordinated campaigns across multiple channels. One famous statistic found that campaigns using 3 or more channels outperform single-channel campaigns by up to 494% in terms of engagement (an eye-popping figure) (9). While results will vary, the core insight stands: a prospect who sees your message on LinkedIn, receives an email, and hears a voicemail – all with a consistent story – is far more likely to respond than if you only ping them once in isolation. In the next section, we’ll quantify these results with ROI stats.

Omnichannel ROI: Statistics on Sales Growth, Retention and Revenue

What tangible benefits can you expect by embracing an omnichannel approach? The data paints a compelling picture of stronger customer retention, higher lifetime value, and accelerated growth for companies that master multi-channel marketing. Here are key omnichannel statistics that underline the ROI of a cohesive strategy:

• Higher Customer Retention: Companies with robust omnichannel strategies keep an average of 89% of their customers, compared to only 33% customer retention for those with weak omnichannel efforts (28). In other words, omnichannel marketing companies retain ~2.7× more customers. This makes sense – when you engage customers consistently across their preferred channels, they feel supported and stick around. Conversely, a disjointed experience drives buyers away (they’ll switch to competitors who do deliver consistency).
  
• Greater Lifetime Value: Omnichannel customers are more valuable over the long term. Studies show buyers engaged on multiple channels have a 30% higher lifetime value than single-channel customers (20). They buy more and buy more often. For example, a B2B client who interacts through your webinars, reads your email newsletter, and attends your user events is likely more invested (and will spend more) than one who only gets a phone call once a year. The multiple touchpoints deepen the relationship and trust, translating into upsells, renewals, and referrals.
  
• Increased Average Spend: Similarly, multi-channel engagement boosts immediate sales. Harvard Business Review found that omnichannel shoppers tend to spend 10–15% more per purchase than those who only engage on a single channel (26). In B2B terms, an account that you connect with via various media (adding value at each step) is often willing to commit to larger contracts or more products. It’s the difference between being just another vendor versus a familiar partner present in their professional ecosystem.
  
• Faster Revenue Growth: Omnichannel isn’t just about keeping customers happy – it’s about capturing market share. Companies with strong omnichannel customer engagement see **annual revenue growth rates that are **. For instance, one analysis showed businesses with integrated omnichannel customer strategies achieved +179% revenue growth compared to those without such strategies (21). That’s nearly triple-digit growth driven by omnichannel excellence. Another source noted that in 2021, B2B companies using more channels were far more likely to have gained market share than those sticking to one channel (27). The ability to reach and serve customers wherever they are provides a competitive edge that directly impacts the top line.
  
• Higher Conversion Rates: Multi-channel campaigns convert better. We’ve seen this in practice at Martal, and industry stats back it up. Sales teams that use coordinated sequences (combining calls, emails, LinkedIn, etc.) see significantly higher conversion rates – one report says up to 37% more conversions compared to single-channel outreach (10). Another study by Omnisend found that truly omnichannel campaigns (integrated messaging across 3+ channels) can achieve 250% higher purchase rates than single-channel campaigns (18). The reasoning: each channel interaction reinforces the next, reducing friction and building credibility until the prospect finally takes action (e.g. booking a demo or signing a contract). It’s the cumulative effect of gentle “touches” across multiple media that nudges buyers over the line.
  
• Marketing & Sales Efficiency: Omnichannel strategies also improve your team’s efficiency and ROI on spend. 86% of marketers agree that multichannel campaigns are increasing their marketing effectiveness (24). And in the realm of targeted marketing, account-based campaigns (which are inherently omnichannel) deliver outstanding ROI – top marketers using ABM report 81% higher ROI and deals that close 67% faster than traditional broad marketing (11). This is because ABM/omnichannel focuses resources where they matter most and hits the same high-value prospects from multiple angles, shortening sales cycles. Additionally, companies with tightly aligned marketing and sales achieve 208% higher marketing revenue and close deals 67% more effectively (12). In short, breaking down channel silos not only boosts conversion rates but also reduces wasted effort and budget.

🔢 Quick Stat Recap (Single- vs Multi-Channel):

• Customer Retention Rate – 33% (single-channel) vs 89% (omnichannel) (28)
• Average Customer LTV – +30% higher for omnichannel users (20)
• Revenue Growth – 179% faster with strong omnichannel engagement (21)
• Purchase Frequency – +10-15% per order increase for multi-channel shoppers (26)
• Conversion Rate – Up to 250-500% higher in omnichannel campaigns vs single-channel (13)

All these numbers boil down to a simple truth: omnichannel drives better business outcomes. By meeting customers across many touchpoints (and integrating those touchpoints), you create a sum greater than its parts – more likelihood to convert, to stick around, and to spend more. It’s not just marketing theory; it’s reflected in revenue and ROI statistics. If you’re pitching omnichannel to your executive team, cite these stats – the case practically makes itself.

Implementing a Successful Omnichannel Strategy: Best Practices & Data-Backed Tips

Knowing the why and what of omnichannel is one thing – executing it well is another. Many organizations still struggle to break free of silos and orchestrate a truly unified approach. In fact, only 23% of marketers rate their current multichannel marketing strategy as “very successful” or best-in-class (24). The majority feel there’s ample room for improvement. Here, we’ll outline best practices for omnichannel success, backed by data and examples. Follow these guidelines to join the ranks of high-performing, integrated teams:

• Unify Your Data and Tech Stack: A seamless omnichannel experience starts with a single customer view. Every interaction – whether it’s a website visit, an email click, or a sales call – should feed into a unified database (CRM, CDP, etc.) that your marketing and sales teams share. Data silos are the enemy of personalization. It’s telling that 37% of marketers say poor data quality is one of the top challenges of omnichannel marketing execution (another 27% cite lacking data quantity) (24). Cleansing and integrating your customer data is foundational. Use tools and integrations to connect your cold email platform, marketing automation, CRM, social listening, and support systems. That way, when a prospect interacts on one channel, your next touch on another channel can reflect that context. (E.g., if they downloaded an eBook on your site, your SDR who calls them can reference that interest.) Additionally, consider AI and automation to manage this complexity: 80% of marketers report that marketing automation software generates more leads and conversions for them (4) – not surprising, since automation can trigger the right message at the right time on the right channel. For instance, if a prospect visits your pricing page (signal of interest), your system could automatically send an email follow-up or notify a rep to reach out. In 2026, leveraging AI-driven tools for things like intent data, chatbots, and predictive analytics will be increasingly standard to coordinate omnichannel engagement at scale.
  
• Personalize Messaging Across Channels: Modern B2B buyers expect you to know them and address their specific needs. That means personalization is non-negotiable. According to recent surveys, 80% of buyers say personalized content makes them more likely to convert, and 71% expect personalization in outreach (14). This goes beyond inserting a name in an email – it’s about tailoring the message to their role, industry, and where they are in the journey. Best practice is to develop buyer personas and segment your audience accordingly, then map content to each stage of the funnel. For example, a CTO might get a technical whitepaper via email, while a CFO gets a one-page ROI summary – each followed by a relevant call from an SDR who understands their perspective. Keep your branding and value prop consistent across channels (omnichannel doesn’t mean reinventing the wheel on each platform), but do adapt the format and depth of information to fit the medium. A LinkedIn message might be short and insight-driven (“Hi, saw you commented about X, here’s a relevant stat…”), whereas a webinar follow-up email can be longer and more detailed. Use merge fields, dynamic content, and even AI writing assistants to help scale personalization. Remember, the goal is to have every touchpoint feel like part of one continuous conversation – picking up where the last left off.
  
• Coordinate Timing and Cadence (Sales-Marketing Alignment): Omnichannel success requires tight sales and marketing alignment. Your SDRs, AEs, marketers, and even customer success team should work from a shared playbook of touches. Organizations with aligned teams see dramatically better results – they grow revenue 24% faster and achieve up to 36% higher customer retention when sales and marketing coordinate on account strategies (15). Tactically, this means setting up agreed cadences for outreach. For instance, marketing might kick off with a targeted LinkedIn ad and email, an SDR follows up with a call a day or two later, and if there’s no response, marketing triggers a retargeting ad or a direct mail gift the next week, and so on. Use a multi-touch sequence plan (often facilitated by multichannel marketing platforms or CRM workflows) so that each rep knows when to use each channel and what content to reference. Also, establish rules of engagement: if marketing generates an inbound lead, sales should follow up within minutes – literally. Data from Lead Response Management shows you’re 100× more likely to connect with a lead if you respond within 5 minutes vs. 30 minutes (16). Our own sales follow-up statistics research echoes this – leads are 9× more likely to convert if contacted within 5 minutes of their inquiry (4), yet 42% of sales reps feel too busy to respond that fast. Don’t let leads go cold; speed-to-lead is critical. Make sure your marketing-to-sales handoff is tight (notifications, SLAs for follow-up) so the omnichannel experience doesn’t drop the ball when a human touch is needed. Additionally, plan persistent follow-ups: most deals require multiple touches to win. If a prospect goes silent after an email, queue up a phone call; if they miss your call, try a LinkedIn message, and so forth. It often takes 6–8 touches to get on a busy executive’s radar. Be politely persistent – data shows reps who persist with at least 5 follow-up attempts significantly outperform those who give up after one or two (yet most reps do stop too early) (17). An omnichannel cadence helps you follow up without feeling overly repetitive, since you’re mixing channels and content.
  
• Focus on Quality Content and Value: In omnichannel outreach, content is the fuel that powers each channel interaction. Buyers will quickly tune out if every touch feels like a pure sales pitch. Instead, approach your omnichannel strategy with a mindset of adding value at each step. Share insights, not just offers. This is where your marketing content library (blogs, reports, infographics, videos) becomes incredibly useful for sales enablement. Equip your team with a range of content to send depending on prospect interests. For example, if a prospect clicks on an email about “AI in Supply Chain”, your SDR can follow up by sharing a relevant case study or inviting them to an upcoming webinar on that topic. Statistics support this approach: 65% of B2B buyers say they find much more value in a series of content that speaks directly to their company’s needs (22). By delivering the right content at the right time, you build credibility and momentum. Also, incorporate social proof and personalization into content – e.g. personalized microsites or videos for key accounts can drastically increase engagement (some ABM programs report 5× higher engagement on personalized content). Remember, the goal is to make the prospect feel understood and helped by every touch, not harassed. When they view you as a helpful guide rather than just another vendor, you’re far more likely to get that meeting or deal.
  
• Measure Everything and Iterate: Finally, bring a data-driven mindset to omnichannel execution. This is where many companies falter – they adopt multiple channels but don’t track the combined impact or learn from the data. Establish KPIs that span channels: response rate per sequence, conversion rate by account, sales cycle length, touchpoint attribution, etc. Use multi-touch attribution models in your CRM/analytics to understand which sequences drive outcomes. For example, you might discover that a combo of “Email 1 + LinkedIn touch + Call” yields a 15% meeting rate, whereas those who only got Email 1 had a 5% rate. These insights let you refine your playbooks. Also monitor channel-specific metrics (open rates, call connect rates, ad CTRs) and optimize each channel continuously. A/B test your messaging and cadences – e.g., does a LinkedIn touch work better before the first call or after? Let the data inform you. The good news is that omnichannel leaders are using advanced tools here: 1.7× more likely to increase market share when blending personalized experiences with AI for analytics (19). Even if you’re not using AI yet, you can start with regular team huddles to review what’s working across channels and what’s not. Build a feedback loop between sales and marketing: when SDRs have qualitative feedback (“prospects keep asking about X after our email sequence”), marketing can adjust the content or sequence accordingly. Continuous improvement is the name of the game. The era of “set and forget” campaigns in one channel is over – omnichannel requires agility and tweaking. The payoff, however, is worth it: when you dial in a data-optimized omnichannel engine, competitors relying on one-size-fits-all tactics won’t stand a chance.
  

In summary, executing omnichannel well comes down to integrated systems, aligned teams, personalized content, and relentless optimization. It’s certainly a challenge – but the statistics and case studies show that those who master it see exponential returns. Start small if needed (e.g. coordinate just email + LinkedIn at first, then layer on other channels) and build up your capabilities. The companies nailing omnichannel didn’t get there overnight; they iterated into it. By following these best practices, you’ll be on your way to delivering the kind of cohesive, customer-centric journey that today’s B2B buyers not only expect, but reward with their business.

Conclusion: Embrace Omnichannel to Drive B2B Sales Success

Omnichannel marketing is no longer a luxury or experiment – it’s a must-have strategy as we head into 2026. The data is conclusive: B2B companies that engage prospects and customers through multiple, coordinated channels see higher returns across the board – from lead conversion rates to customer retention to revenue growth. Equally important, by delivering a unified experience you build a stronger brand reputation. Buyers trust and remember suppliers who consistently show up with value, regardless of channel. On the flip side, if you’re absent from the channels where conversations are happening (or your messaging is fragmented), it’s difficult to stay relevant in the buyer’s mind.

The multi-channel trends we’ve explored – digital self-service, the enduring power of email and phone when combined, the rise of social selling, personalization, and integrated tech – are all converging to redefine how B2B sales and marketing teams operate. Success today means breaking down the old silos between “marketing channels” and “sales activities” and viewing it all as a holistic journey from the buyer’s perspective.

The good news? You don’t have to navigate this transformation alone. This is exactly where we at Martal Group thrive. We’ve built our B2B lead generation approach around omnichannel outreach, blending the art of human sales with the scale of technology. We use a synchronized mix of cold calling, targeted cold emailing, and LinkedIn lead generation (plus intent-driven ads and more) to engage your ideal prospects across touchpoints. Our team has seen first-hand that a coordinated cadence – say, a call and LinkedIn note following a marketing email – yields far better results than any single channel on its own. We practice what we preach: for example, Martal’s omnichannel campaigns have helped clients achieve conversion lifts of over 3× and fill pipelines faster than ever.

Moreover, we don’t just execute – we empower. Through the Martal Academy, we offer sales training to help your sales reps master omnichannel prospecting and outreach. We’ll train your team on crafting compelling multi-channel messaging, using AI and data to target the right prospects, and following up like pros. In short, we give you the playbook and skills to succeed in this omnichannel era.

And if you need additional bandwidth or expertise, Martal can act as an extension of your team. Our services cover everything from B2B appointment setting (booking qualified sales meetings for you) to full sales outsourcing with fractional SDR teams. We bring the people, process, and technology to run your outbound engine, so your in-house team can focus on closing deals. It’s the ideal way to scale your sales pipeline quickly without scaling your staff.

Ready to boost your B2B sales through omnichannel excellence? Let’s talk. We invite you to a free consultation with our team. We’ll assess your current strategy, share how our omnichannel approach (spanning calls, emails, LinkedIn and more) can be tailored to your business, and show you examples of results we’ve driven for clients in similar industries. Whether you want to outsource sales and marketing or uplevel your internal team’s capabilities, we’re here to help you capitalize on these trends and outperform your competition.

In 2026, the companies that win will be those that create personalized, everywhere-you-need-to-be buyer experiences. Let’s ensure you’re one of them. Contact Martal Group for a free consultation and let’s craft a data-driven omnichannel game plan to hit your revenue goals. Here’s to your multi-channel sales success!

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