Leveraging omnichannel strategies to achieve B2B marketing objectives and strategic success

Abstract

This research explores how and to what extent business-to-business (B2B) organizations can effectively leverage omnichannel strategies to meet their marketing objectives and achieve strategic success. It examines key elements such as a company’s marketing goals, the proximity of marketing teams to communications and business development, and the differences between multichannel and omnichannel approaches. By conducting a systematic literature review and semi-structured interviews with senior marketing professionals from leading large for-profit B2B companies with a minimum of 500 employees, the study uncovers best practices, challenges, and the impact of omnichannel strategies on brand engagement, customer retention, and sales performance. The insights gained provide actionable recommendations for optimizing omnichannel marketing to enhance overall marketing performance and strategic outcomes.