Business-to-business (B2B) omnichannel is a sales and marketing approach in which a business creates seamless, flexible channels and pathways to purchase that boost other businesses’ engagement with that initial brand.
A business-to-business (B2B) ecommerce model is when one business sells directly to another business, rather than directly to consumers. When a manufacturer sells wholesale products to a retailer, for example, they’re engaging in B2B sales.
Business-to-business omnichannel strategies take that approach to the next level by ensuring the buying business has the most seamless, flexible, and streamlined experience possible.
Critical to an omnichannel strategy is ensuring that you have consistent and cohesive branding and messaging across all sales and marketing channels, including in-person locations, email marketing, websites, social media, and more.
When buying businesses encounter inconsistencies as they move from one channel to the next, they’re likely to shop elsewhere.
It’s also critical for brands to make the engagement and purchase pathway as smooth as possible for buying businesses. By fully integrating channels, the buying business can shift from one channel to another without experiencing disruptions or repetitive information.