In the most recent years, marketing has shifted significantly with multichannel and omnichannel marketing. Even more so with the pandemic and businesses in the B2B industry have been forced to adapt. While they may have been hesitant before the pandemic, they were pushed into it and have noticed it works and exceeds the previous methods and approaches. It is now engraved into this new strategy moving forward. Now instead of just traditional interactions, they are tapping into remote human interactions and digital self-service and are seeing growth in both those categories. According to McKinsey and Company article discussing omnichannel in B2B sales, “Moreover, 83 percent of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, “face-to-face only” sales approaches—a notable sign of confidence, given the higher cost and hurdle of acquiring new customers.”
However, as a marketer working in the B2B world, a tribulation they face is adapting to the shift and moving forward from the learning curve as most were farther behind and have only excelled with the pandemic. This is a significant opportunity to shift their mindset and move forward to excel in their industries.