Breaking Down Silos for Omnichannel Success
Integrated Approaches to B2B Sales & Marketing
Silos can lead to a fragmented customer experience, missed sales opportunities, inefficient processes, and inaccurate data. By breaking them down and creating a culture of collaboration and communication, B2B companies can improve the buying journey, personalise content and messaging, and measure and optimise their efforts to achieve sales and marketing excellence.
At Broadley Speaking, we’ve already eradicated silos and mastered omnichannel sales and marketing, helping us drive new business success for our clients worldwide. By integrating all of our sales and marketing channels, we’ve created a seamless, consistent, and personalised customer experience for our clients and their prospects. In this article, we’ll explain why this is so critical for B2B sales and marketing success, and how you can do it too.
Why Silos are a Problem
Silos refer to the separation of different business functions and departments within a company. In many businesses, sales, marketing, customer service, and other departments work independently of each other, creating silos that can prevent collaboration, limit visibility, and hinder efficiency. In complex B2B sales, silos can have a significant impact on the customer experience and the bottom line, resulting in:
Fragmented Customer Experience: When different departments are working in silos, they may not have a complete understanding of their target buyers, leading to inconsistent messages across different channels.
Missed sales opportunities: The marketing team may not be aware of a potential buyer’s recent interest via telephone, so may stop sending them marketing, for example. Or the sales team may not be aware that a potential buyer has highly engaged with a recent ad, and not reach out to them.
Inefficient Processes & Inaccurate Data: Silos can lead to redundant processes, duplication of effort, wasted resources and worse – the mismanagement of data, risking a GDPR nightmare.
The Benefits of an Omnichannel Approach
An omnichannel approach integrates various communication channels to provide seamless and consistent messaging and branding across all channels so that the buyer has a cohesive experience, irrespective of how they choose to interact. Essentially, it’s about meeting buyers where they are and making it easy for them to engage in the way that works best for them.
It also involves tracking buyer interactions and behaviours across all channels to gain insights into their preferences and needs. This data can then be used to personalise communications and offers, improving their experience and increasing the likelihood of a successful sale.
How to Implement an Omnichannel Approach in Complex B2B Sales
The first step is to break down silos and create a culture of collaboration and communication. This involves aligning goals, creating cross-functional teams, and establishing processes for sharing information and feedback. It’s important to note that this requires a big cultural shift which can be challenging to implement. It also requires a robust (and costly) infrastructure of technology to enable seamless communication, including data sharing and tracking, such as CRM systems, marketing automation platforms, e-commerce platforms, and other tools that integrate different channels and provide a single view of the buyer.
At Broadley Speaking, we do this through our bespoke platform, OMNIA®. Our clients have access to their own, personalised Total Prospect ManagementDashboard, which pulls together the granular intelligence we source from all of our different channels to give our clients one cohesive, user-friendly view of their sales and marketing pipeline.
Once you have the culture and technology in place, you then need to create a consistent and personalised customer experience for your buyers. This involves mapping out the touchpoints and interactions that buyers have with your company and creating personalised content and messaging that speaks directly to their needs and preferences. Here, excellent data and intelligence teams are integral to understanding job roles and functions, as well as their behaviours and purchasing history, so that you can tailor content and messaging accordingly.
At Broadley Speaking, our Social Intelligence team works with our Data & OMNIA® team on our clients’ behalf, investigating the platforms and environments that their potential buyers visit, and collecting granular information on their interests and behaviours – from what time they wake up to how often they interact with posts and which community groups they interact with.
To pull all of these strands together, and to ensure the success of your omnichannel approach, you must then be able to measure and optimise your efforts continually. This involves monitoring key performance indicators (KPIs) such as conversion rates, email open rates, and social media engagement metrics, to make data-driven decisions and improve the customer experience.
At Broadley Speaking, our Total Prospect Management Dashboard displays this information like a heat map, enabling our Business Development Managers to identify highly engaging individuals who are key decision-makers within our target organisations. They use these spikes in engagement to help focus their activity and increase the quantity and quality of leads they generate for our clients.
The Bottom Line
When it comes to complex B2B sales, adopting an omnichannel approach is critical for sales and marketing success. But breaking down silos and implementing a seamless, consistent, and personalised customer experience supported by the cutting-edge technology necessary is time, resource, and cost heavy – we know because we’ve done it.
Take advantage of the innovations and investments we’ve made and to discover how Total Prospect Management can deliver top and bottom line results for you.