B2B Experts Community Digest: Omnichannel in B2B (March, 2024)

A public knowledge platform on B2B digital commerce


In this digest we introduce Omnichannel in B2B collection.

B2B buyers expect the same level of omnichannel service and flexibility as when they shop in their personal lives. They want to be able hop from channel to channel as they advance in their buying journey. At the same time we see that it is quite difficult to find relevant materials for experts who want to work on building of new or better omnichannel experience for his B2B customers.

Here we introduce the materials that are included into the first release of Omnichannel in B2B collection and are now available on B2B Experts Wiki for everyone. There are not so many qualitative public materials on this topic in the web. So, if you have have some relevant materials, please use this contribution link to share it with the community.


How B2B Businesses Can Get Omnichannel Sales Right (with abstract) by HBR explains the nature of omnichannel approach in B2B, main mistakes in understanding B2B omnichannel, and explains how to create a seamless experience for customers and drive profitable growth for suppliers due to focus on comprehensive, cross-channel customer view. A very good article for getting a basic understanding of omnichannel in B2B (Harvard Business Review, 2022).

The new B2B growth equation (with abstract) is based on a large research by McKinsey that surveyed close to 3,500 decision makers in 12 markets in 2022. The research discloses real expectations of B2B buyers regarding omnichannel and explains how companies should approach these challenges. McKinsey announces that "the results are a wake-up call" for companies that assume that B2B customers are satisfied with their current omnichannel experience (McKinsey, 2022).

The future of B2B sales is hybrid demonstrates the growing trend in the number of different channels used in B2B sales (McKinsey calls this approach “hybrid”). The article explains how companies can use this trend and what outperforming sales teams do differently to get better results. The article includes many numbers charts (McKinsey, 2022).

Touchpoints and the Revolution in Omnichannel (with abstract) by Boston Consulting Group forecasts the future evolution of omnichannel interactions and opportunities that it opens, illustrates it with some examples for B2C and B2B, and gives recommendations on how to act in order to capture the true potential of omnichannel (BCG, 2023).

An Omnichannel Approach To B2B Sales (with abstract) is a quite lean and informative asset, that explains in details 5 key elements B2B companies need to consider in a price management perspective in order to successfully transit to an omnichannel model, such as customer segmentation, holistic approach, channel conflict management, sales enablement, and agile cross-functional collaboration (Revenue Management Labs, 2022).

Tech-powered growth: Three things growth leaders do differently (with abstract) by McKinsey explains how growth champions are turning tech innovation into impact by focusing on, among others, omnichannel experiences (McKinsey, 2023).

How To Leverage Omnichannel Data To Improve Customer Experiences (with abstract) explains how company can leverage data to improve and optimize omnichannel customer experiences. Dynamic data analytics help businesses understand diverse customer experiences beyond transactions, enabling better forecasting and informed decisions (Forbes, 2023).

B2B sales: Omnichannel everywhere, every time (with abstract) published by McKinsey is a large and fundamental article that was cited many during the next few years by different authors. It describes how the shift to omnichannel has permanently changed sales and suggests what companies can do to adjust. The article is based on B2B Pulse Survey conducted by McKinsey asked hundreds of questions to US-based B2B decision makers across dozens of industries (McKinsey, 2021).

How to master omnichannel B2B e‑commerce (with abstract) gives an overview of benefits and challenges that B2B companies my get due to building omnichannel B2B digital commerce. The article contains definitions, reasons of why digital commerce becomes more and more popular in B2B, and some thoughts on barriers on the way to providing omnichannel experience (Sana Commerce, 2023).

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