How to Overcome B2B Multichannel Marketing Challenges

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In the contemporary marketing landscape, multichannel and omnichannel marketing strategies have become indispensable for B2B marketers to ensure a seamless customer experience across various touchpoints. But developing and implementing an effective multichannel strategy isn’t a walk in the park.

According to a recent survey by ZoomInfo1, a significant number of B2B marketers are struggling to create a robust multichannel strategy.

multichannel marketing
The Importance of Multichannel Marketing
Only 20% of respondents consider their multichannel marketing strategies to be very successful. The vast majority (75%) feel they are only somewhat good. That’s a problem because there’s a strong consensus on the importance south korea whatsapp data of multichannel marketing–39% say it’s very important and 50% say it’s somewhat essential.

Multichannel Marketing Challenges
The challenges that encumber the deployment of a fruitful multichannel strategy are numerous. Top among these challenges are:

Creating an effective strategy: 57%
Insufficient budget/resources: 46%
Data quality: 44%
Data quantity: 26%
Ineffective marketing attribution: 16%
Disconnected technology stack: 15%
Siloed/conflicting data: 9%
Moreover, aligning sales and marketing efforts remains an elusive goal for many. Just 19% believe they are in sync to a great extent, while a concerning 32% admit to having little to no alignment.

multichannel marketing challenges
Email is King
Email emerged as the go-to channel for connecting with prospective buyers, with a whopping 73% rating it as the most effective channel.

most effective multichannel marketing channel
Email marketing is also seen as the most impactful channel; 50% of respondents ranked it number one. Social media was a distant second at 33%. Content marketing came in third at 26%.

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Good Data is Critical
Unsurprisingly, data is hailed as the linchpin for successful multichannel marketing. Yet, many B2B firms struggle with harnessing data across multiple channels for a consistent customer experience. The challenges in collecting and analyzing data for multichannel efforts include:

Lack of resources or expertise in data analysis: 42%
Difficulty in tracking and consolidating data from different sources: 36%
Incomplete or inaccurate data: 34%
Lack of an overall data strategy: 33%
Privacy and security concerns: 27%
Despite these challenges, B2B marketers are keen on deploying data to achieve personalization, with 47% using data to personalize product recommendations and promotions, and 42% using it to segment their audience for targeted marketing campaigns.