Why does omnichannel matter now?

Long dismissed by B2B marketers as B2C vanity activity, omnichannel channels such as DOOH, connected TV and audio are now developing as credible ways to drive real commercial value, turning disconnected buyer moments into measurable account level influencer and greater ROI

Used effectively, they help engage in buying committees where they already are, on their own terms and can be effectively measured to demonstrate ROI. They are “B2B ready”.

The evolving challenge or…. Your opportunity! 

Dark search, reduced visibility, privacy changes, LLMs and walled gardens are making it harder to reach target accounts with confidence.

B2B marketers must rethink and continually adjust how they identify, influence and measure buying committees including channels previously considered the purview of B2C.

Adam Johsnton, FunnelFuel CTO, has been at the center of pressure testing the digital advertising ecosystem,  it’s omnichannel route to market, to ensure  they are fit for purpose in B2B terms by enabling effective targeting, execution, optimisation and measurable value is returned for agencies and clients in their ABM programs.

What will the audience learn?

•    Understand today’s realities of targeting, addressability, and measurability of emerging B2B ready omnichannel vehicles
•    Key points to assess your current functions capabilities to take advantage of what seems an increasingly evolving environment
•    New, varied and credible, success metrics in CTV, Audio and DOOH channels 
•     What to look for and of your team, agency, or supplier in leveraging these channels for best effect 
•    How the near-term future will develop and therefore you should get ready before your competitors take advantage

The changing digital landscape and buyer behaviour brings obvious challenges but also presents real opportunities for your function to deliver greater commercial value through ABM – learn how!