Forrester research shows that today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels. And they are accessing these channels from an increasingly diverse array of devices. Without debate, the business from business buyer is already much more multichannel than the business-to-business sellers are. Buyers of business products and services are online, in social channels, on YouTube, going to events, and evaluating options on their iPads and smartphones. The buyer’s journey looks a lot more like this than the linear models (e.g., the funnel) that we usually use as a graphical representation.
Understanding the customer journey across these touchpoints is essential to the success of any marketing program. B2C marketers are much more prepared than B2B marketers to engage their multi-touchpoint customers with a multichannel approach. B2C marketers have reacted to the multi-touchpoint customer with multichannel marketing strategies; these strategies use a combination of process, technology and organizational alignment to engage current and prospective customers in all of the digital, social and offline channels that are part of the buyer’s purchase process.