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How to do Omnichannel

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Five layers required to do Omnichannel Marketing

In order to be successful with Omnichannel Marketing, B2B companies need to transcend the traditional challenges faced with aligning marketing teams, workflows, and technologies. This approach requires equally seamless implementation of internal processes that are built to deliver personalized 1:1 communications.

But executing an Omnichannel strategy is a formidable challenge even for mature marketing teams. Before diving into the process, B2B marketers should first evaluate the foundational layers surrounding this approach.


There are five key layers to keep top of mind when building your strategy:

1. Data

The whole purpose with Omnichannel Marketing is to reach your customer where they are (the right channel), at the right time, and with the right offer. In order to do this, you first need to build a high-quality foundational dataset that your marketing team can leverage to target customers.

Marketers need to account for the following factors when looking at data:

Collect relevant data for all customers across channels

Buyer’s by their very nature operate in an Omnichannel manner – they interact with your brand in multiple ways. For your marketing team, this means collecting data from all those different sources and channels.

But it doesn’t stop there. Marketers also need to make sure they can combine all this data – from different sources, each varying in the attributes they offer – to create a cohesive profile of their target buyer.

Manage data quality – ensure it’s accurate, fresh, and comprehensive

A common challenge across B2B companies is maintaining high-quality data that is actionable. It’s not enough to simply collect the data from your Omnichannel efforts – it needs to be clean, up-to-date, and complete.

This means making sure your data doesn’t have any duplicates, is highly accurate and reflects the most recent actions of your customer, and combines all critical attributes to build a robust buyer profile that you can act upon.

Radius’ The Network of Record introduces a significant new source to improve B2B customer and prospect data: actual sales and marketing interactions. Interactions show currently valid information for businesses and individuals. This information is otherwise very hard to find and o en is gathered well a er any change has occurred. As a result, interactions help to fix the biggest problems causing poor data quality: data that was wrong when it was entered; data that became wrong and was never updated; and slow updates from other data sources.

Radius has published figures that show The Network of Record outperforms traditional data sources. Moreover, the accuracy, scope, and coverage of The Network of Record will increase over time as Radius adds new clients.

Leverage a network-driven data set

One of the core challenges to implementing an omnichannel strategy has been that it is difficult to reach B2B buyers across digital channels. This is because digital requires advertisers to match a online profile in order to target a person online. Because the online profiles of most people were created using consumer or outdated data, it has been near impossible to use the standard business contact record to match to your target.


However, network-data sets combine many sources and data points to create an enriched business profile record. While more data, advertisers have a drastically higher likelihood of reaching their target audiences. See the visual to compare the standard profile versus a network-enriched profile. If you’re trying to target John Doe with Facebook ads, it is unlikely he signed up for Facebook using his business email and it’s much more likely he used his old AOL email.


2. Intelligence

The next layer marketers need to consider is gathering the necessary insights about their target audience. These insights are used to develop personalized and relevant offers that help buyers progress through their journey.

Here are the factors marketers should keep top of mind:

Segment audience into targeted groups

All too often B2B marketers operate with a limited view into their customers and market when developing strategies. So, prior to campaign planning & execution, you need to outline what your best customers look like and sort them into segments.

A critical component for Omnichannel success is to surface the important buying signals that help define marketing strategy – this includes demographic, firmographic, and behavioral attributes.

Identify business objective and offer

Next, marketers need to understand where their target audience is in the buying journey, how business objectives align with buyers, and what offer will compel them to progress.

In this case, the objectives and offer go hand-in-hand with the channels (next section) that buyers are active on. Every buyer is in a different stage of the customer lifecycle – identify where they are and build an offer that is relevant and compelling to them.

Create a plan to execute campaigns targeted towards key segments

Similar to the data layer, executing on these target segments is an essential piece for Omnichannel success. However, unlike most other marketing efforts, Omnichannel requires you to deploy unique segments consisting of various buyers and signals to multiple channels.

Marketers often struggle to deploy well-defined segments with all crucial data to digital channels. This can mean low match rates on B2B data and incomplete profiles resulting in less reach to your target audience. Besides data integrity, the richness of customer profiles plays a big role here.

3. Channels

Building the seamless experience for Omnichannel requires marketers to address the channels customers use to engage with their brand. The channels, along with customer data and audience insights, help define the message and the format in which it’s delivered.

This can be broadly broken up into the following areas:

Identify channels that are relevant for buyers

Marketers should select the channels they want to use for Omnichannel by identifying where their buyers are active. Focus on channels that buyers frequent, identify how they interact across these channels, and what kind of offers will resonate across each channel.

The goal is to fully understand the breadth of channels that buyers use to interact with your brand and then leverage them to build campaigns.

Build brand presence across selected channels

For the most part, marketing teams will be active on the channels their buyers frequent. If this isn’t the case then you need to develop a strategy to establish the brand in these new channels.

For all established channels, you need to re-engineer your approach. Most teams treat channels as swim lanes – each one with their own goals, KPIs, and owners. In an Omnichannel strategy, all channels need to align so they communicate the same message and experience to buyers. This involves aligning processes, teams, and infrastructure (hint: technology integrations are crucial).

Execute on channel strategy

Omnichannel execution can be daunting – use the seamless experience as your north star. Once your team is aligned on the core message and approach, it’s important to maintain that alignment with open communication, visibility across different functional workflows, and by tracking customer interactions on all channels.

Focus on building the ideal mix of channels based on prime business objectives and buyer needs. While the message is consistent across all channels, the important factor here is to align the core message in the context of each channel.

4. Buyer’s Journey

Marketing strategy is intimately connected to where buyers currently reside in their journey. Sending the wrong offer or message to a buyer can result in loss opportunity and a negative experience – both of which neutralize the value of an Omnichannel approach.

Marketers need to understand where their buyers are in the journey by:

Keeping track of all customer interactions

Whether it’s a website visit, form fill, or Facebook message, it’s critical for marketers to capture and keep track of all customer interactions.

The purpose of tracking all interactions is to understand what channel the buyer is actively using to talk to your brand, what action they’re taking on that channel, and how you can use this information to inform your Omnichannel strategy.

Building a logical and positive journey for the buyer

Next, you need look at what stage of the buyer’s journey your customer is in, what information you can draw from their interaction, and how you can use both insights to plan your next steps.

As a marketer, your goal is to help the buyer find value and move to the next stage of their journey – all while maintaining a positive brand experience. Use the information that you collected across customer interactions to figure how you can help buyers get to the next phase of their journey quickly and easily.

Deploying the right offer at the right time

Marketers will attest that there’s no one-size-fits-all approach to building a campaign or creating an offer that resonates with buyers. Each buyer’s needs varies based on where they are in the funnel and what information they need to move forward.

A crucial part of Omnichannel is to account for where your buyers are in their journey when creating channel- or campaign-specific offers. Tailor your messaging across each channel based on the buying journey and focus on giving the right offer at the right time.

5. Engagement

Omnichannel is a two-way street built on a customer-centric focus. The goal is to support buyer-led behaviors by positioning your brand across various channels.

With an Omnichannel approach, marketers need to focus on their own programs and customer-led interactions. Broadening your marketing approach to account for both perspectives is a crucial aspect of Omnichannel and a cornerstone to the success you can experience with it.

Let’s look at both perspectives and what they entail:

Customer-driven interactions

As we’ve mentioned in the earlier layers, customer-driven interactions vary across a myriad of channels. B2B companies need to leverage these interactions in multiple ways:

  • Identify relevant customer attributes from each interaction
  • Highlight the source/channel of this interaction
  • Map all customer interactions across their journey
  • Capture what action took place across each touchpoint

Your Omnichannel strategy is largely influenced and determined by customer-led actions. Keep track of all such interactions, collect information about the customer, and use the insights to build a positive experience. Remember – customer-centricity is key for revenue success.

Brand-led programs

From a brand perspective, marketing teams need to use customer interactions, foundational data, and key audience insights to identify & target their best opportunities with the highest likelihood to convert.

In order to accomplish this, marketers should focus on:

  • Who to target – audience
  • Where to focus their efforts – channels
  • What to say – message
  • When to reach out – buying journey
  • How to target buyers – offer

Build your strategy with the marketing trinity in mind – right message, right time, right channel.

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Getting started with Omnichannel

Omnichannel Marketing is a fairly new practice for B2B marketers and it will vary across different companies. But the overall process is very similar to most traditional marketing efforts. We’ve outlined the 6-step process that you can follow to execute Omnichannel.

1. Identify your audience

Start by identifying your target audience. While this can seem fairly straightforward, incomplete customer data and lack of adequate insights can often mislead your marketing efforts before they even begin.

2. Uncover insights

Learn as much information as you can about your target audience. In most cases, this step defines the level of personalization and relevance you can achieve with your marketing campaigns. Marketers usually tend to fall short here due to limited insights from their systems of record.

3. Select your channels

Next, ensure you’re reaching all your customers by identifying all online and offline touchpoints where they interact with your brand. However, identifying this is just part of it, you also need to connect your efforts across all channels to truly be successful.

4. Generate relevant messaging

Once you know who you’re targeting and where they are, it’s time to create offers that resonate with your audience. But, you need to account for where they are in the buyer’s journey and what information they need to move forward.

5. Reach your audience

After you have finalized the message, it’s time to deploy your campaigns and begin reaching out to your audience. A common roadblock most marketers face here is figuring how to align the same message across different channels.

6. Measure and optimize

Lastly, marketers need to measure performance and optimize their efforts. Omnichannel like most other marketing approaches needs to be perfected over a period of time. But in order to truly find success, marketers need to know how buyers are interacting with them across their entire brand and use it to inform future strategy.

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How Radius can help?

The Radius Revenue Platform enables marketers to discover, engage and convert buyers with the best data, the best targeting, and a seamless way to execute campaigns across any channel. Continually enhance your CRM data with The Network of Record™, target the right audience for each campaign using powerful segmentation and targeting, and be everywhere with your target customers and prospects using integrations with leading CRM, MAT, and ad platforms.

Radius omnichannel integrations enable marketers to leverage the powerful segmentation and targeting features of the Radius Revenue Platform across multiple channels, including telesales, field, email, social, search and digital.


“The Radius Platform allows us to track how our customers move through different stages of the funnel more efficiently – from brand awareness with social and digital to conversions with email and telesales.

As a result, Textmaxx Pro is able to take a more holistic approach in reaching our ideal customers and fully embrace an Omnichannel Marketing strategy.”

Source: Make Your B2B Marketing Thrive In The Age Of The Customer, July, 2016, Forrester

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Additional Resources


The B2B Marketer’s Definitive Guide to Omnichannel

Everything a B2B marketer needs to know about Omnichannel Marketing.


Double Conversions with Demand Unit Waterfall & Omnichannel Marketing

Join SiriusDecisions and Infusionsoft to see the blueprint


Radius Omnichannel Datasheeet

Target your most valuable audiences across multiple channels to drive revenue


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