Omnichannel In B2B Sales: The New Normal In A Year That Has Been Anything But
If you’ve ever questioned the effectiveness of publishing content, now is the time to put those doubts to rest. B2B buyers aren’t just moving to omnichannel marketing — a combination of in-person, remote, and e-commerce channels — purchasers have shown they now expect them all. Content is a significant influencer in those e-commerce channels.
A new report from McKinsey confirms that omnichannel is not simply a trend or a pandemic-driven fad but is now a critically important fixture for B2B sales globally. Even as in-person engagement reemerged as an option, buyers made clear they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure.
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