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Building an omnichannel strategy

How digital channels
influence pipeline

As marketing becomes an increasingly revenue-focused function, marketers need to engage more deeply with metrics around pipeline generation, including qualified leads, opportunities, and closed won deals. To build a cohesive omnichannel strategy that actively contributes to those metrics, marketers need to understand how each channel contributes to demand generation and capture.

Which channels have you already activated?

Organic search and SEO
Paid social
Email
Webinars
Paid search and PPC
Web

Unlocking demand in complex B2B buying cycles

You may have heard that the modern B2B buying journey involves around eight touchpoints. But, according to some industry experts, that number can be as high as 50 for cold prospects.

If you’re hoping to cater to that lengthy, complex journey, you can’t just be available on a handful of disconnected channels – especially if your competitors have an active omnichannel strategy.

Always measure channel efficiency against your total marketing spend, to make sure you’re not overinvesting in a particular funnel stage.