"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."
"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."
Customer journeys are increasingly complex and non-linear, requiring interconnected platforms rather than isolated presences. Omnichannel strategy enables a unified and consistent experience across channels and touchpoints. Recent B2B research shows impressions and touchpoints required to close deals rose 9.5% and 19.8% from 2023 to 2024. The number of channels needed depends on business stage, goals and budget; a hierarchical single source of truth prevents chaos. Nearly 97% of buyers check vendor websites first, making the website the controllable anchor of digital presence. The website should contain core messaging, design assets and narrative, while other channels echo its style and visual identity to maintain cohesion.
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