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.  

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.

Adam Johsnton, FunnelFuel CTO, has been at the center of pressure testing the various omnichannel marketing tools and ensuring 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 mechanisms
• Key points to assess your current functions capabilities to take advantage of what seems an increasingly challenging environment
• 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
   

Key session takeaway

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