As customers’ journeys grow more complex and non-linear, I’ve found that it’s no longer enough to simply appear on multiple platforms: The platforms must be interconnected. A true omnichannel strategy allows business leaders to present customers with a unified and consistent experience across multiple channels and touchpoints.
HockeyStack’s recent B2B research indicates that the number of impressions and touchpoints required to close a deal increased by 9.5% and 19.8%, respectively, from 2023 to 2024. Considering these numbers will likely continue to grow, let’s look at how you can keep pace by using an omnichannel strategy to turn your brand into one continuous story, whether audiences are reading your blog, scrolling through your LinkedIn feed or attending a webinar.
Unifying Brand Experience Through Your Website
The number of channels and touchpoints a brand needs in order to reach its target audience depends on many factors, including the business’ development stage, goals and even budget. However, having a hierarchical structure with a single source of truth can help you avoid chaos. Nearly 97% of buyers check the vendor’s website first. Since your website is the only platform you can fully control and customize, use it as the anchor of your digital presence.
Your website should house your core messaging, design assets and narrative. All other channels (social media, emails, sales collateral, etc.) can then echo this “digital hub’s” style. For instance, use the same logo, color palette and tone in LinkedIn posts or conference slides as on your site. As IBM notes, each touchpoint should reflect “the same tone, branding and messaging to maintain a cohesive user experience.”
As your business grows, the rules that keep your brand’s voice, look and feel consistent should naturally evolve into guidelines. However, the term “rules” doesn’t imply rigidity. Instead, these principles should give you flexibility to adapt your brand expression to each platform and stage of the customer journey.
For example, a serious tone may work on LinkedIn but fall flat on TikTok. And a user who’s never heard of your product shouldn’t be exposed to insider jargon or feature names that they don’t yet understand. Clear, channel-aware communication can help keep your message both consistent and natural. In practice, even if you need a more playful tone for TikTok, I’ve found that consistent messaging and visual cues tied back to your website can help prevent brand fragmentation and build recognition and trust. This way, all points of contact between your brand and customers feel like part of the same story as your blog article.
However, remember that you shouldn’t aim to make every touchpoint identical; instead, aim to make it unmistakably yours. Ask yourself, “Could this piece of content just as easily belong to another brand?” If the answer is a confident “No,” you are on the right track.
Frameworks And Tools For A Lean Omnichannel Strategy
In my experience, the challenge isn’t finding frameworks for omnichannel execution; it’s choosing the right ones without overcomplicating your approach. Gradually building up the complexity of frameworks and tools may sound intuitive, but many tech companies fall into the trap of pulling in all directions at once.
Based on my own experiences, here are three frameworks you can build upon each other to begin crafting your omnichannel strategy.
1. The Jobs-To-Be-Done Framework
Start with the jobs-to-be-done (JTBD) framework. Beyond basic buyer personas, map what your customers are actually trying to accomplish at each touchpoint. For B2B companies, this might include goals such as “justify this purchase to my CFO” or “prove ROI to stakeholders.” Visual collaboration tools can help you connect these jobs across the customer journey, showing which channels best serve each need. JTBD can keep your content focused on real customer goals, not assumptions.
This step alone can form a solid content strategy around your customers’ real needs. Build a unified content calendar showing all channels at once. Color-code by content pillar or campaign theme for consistency, and add notes on how each core message adapts for various channels. I’ve found that this type of overview can help prevent channel silos and point out content gaps early.
However, avoid jumping into overly complex content plans or long-term projects right away. Work in agile marketing sprints instead. Rather than mapping out an entire quarter, run two-week cycles: Set your themes, produce content and review the results at the end. This agile marketing approach can help your team test ideas quickly and pivot before committing to a plan that may soon be outdated.
2. The Paid, Earned, Shared And Owned Model
Once you find formats that work for your business, squeeze the most out of your content using the paid, earned, shared and owned (PESO) Model® created and owned by Gini Dietrich of Spin Sucks. This framework can help you balance your channel mix without duplication. Map each piece of content to its primary PESO category, then identify amplification opportunities. For instance, a thought leadership article (owned) can become social media posts (shared), be pitched to industry publications (earned) and be boosted through targeted ads (paid). I’ve found this systematic approach helps ensure that every piece of content works harder across multiple channels.
3. The Impact, Confidence and Ease Prioritization Framework
Introducing more channels and content formats is enticing, but you aren’t running them all at once, right? I’ve found that choosing which paths to focus on is easier with the impact, confidence and ease (ICE) prioritization framework.
Score each channel and content initiative on its impact, confidence, and ease. For example, a webinar series might score high on impact but low on ease while social posts score high on ease but moderate on impact. Calculate scores monthly, and allocate resources to initiatives that score 7+ out of 10. This helps prevent the common trap of maintaining channels simply because they exist.
Conclusion
Omnichannel marketing doesn’t have to mean juggling endless platforms or overwhelming your team. When anchored by your website and grounded in clear frameworks, each channel can reinforce the others rather than competing for attention. The key is to prioritize consistency and adaptability and ensure that every touchpoint, from a LinkedIn post to a sales demo, tells a cohesive story while meeting customers where they are in their journey.
As your B2B tech brand grows, think of it as a living, evolving system. While being everywhere at once seems enticing, omnichannel brands thrive on intentional communications that focus on strategy rather than tactical sprawl. Start lean, test fast and expand thoughtfully.
This article was originally published at Forbes.com, by author Andrey Insarov. Original article >>
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