In 2023 and beyond, revenue growth will not come from investing in a single channel.
Outbound sales email campaigns can be effective, but only when combined with powerful intent data and complemented with outreach across other channels (like LinkedIn).
Going all in on SEO content can be a great way to deliver a ton of traffic to your site, but you’ll need downloadable content assets, email nurture campaigns, and on-site engagement (like chatbots) to convert those visitors.
We're saying here that you shouldn’t put all your eggs in one basket. You’ve got to be across the entire field to win the game.
But it’s not just about being across all channels.
It's about making sure that your activities and messaging across each channel contribute to a cohesive experience on the customer end.
Of course, there are many ways you can achieve that end, so it's always a good idea to take a leaf or two out of the pros' books.
In this guide, we’re going to dive into 4 real-life examples of omnichannel sales and marketing playbooks, giving you a tangible map for building your own omnichannel approach.
What Do We Mean When We Say “Omnichannel?”
Before we dive into our omnichannel examples, let's quickly make sure we’re on the same page.
At the etymological level, omnichannel literally means “all channels” (a channel, in this case, being a method of reaching prospects, e.g., email, display ads, social media).
But that doesn’t really mean that you have to use every channel imaginable.
You can neglect display advertising, for example, and still run a solid omnichannel motion across email, social, outbound calling, and conversational chat.
The important thing is not which channels you choose to use (or not use).
What matters with omnichannel is cohesivity across channels.
A potential customer should be able to read an article you published on your blog, see a post from you on LinkedIn, and see an email from you in their inbox, and all of those activities are interconnected.
They share messaging (though the actual words and approach may differ by channel) that is relevant to that person’s role, goals, and stage in the buying cycle.
Ideally, this is highly personalized based on the contact and intent data you have at hand.
Check out our walkthrough of Warmly’s own omnichannel sales playbook (just below) to see what we mean.
A Quick Note On Omnichannel Retailing
Omnichannel is a term that can also be used in the context of retail sales, where customers have multiple ways to purchase a given product.
Omnichannel retail means that customers can choose to head to a mall for the store experience or buy online through ecommerce stores.
Take Dollar Shave Club.
You can buy their products:
- At a brick and mortar store like grocery retailers and drug stores
- At mass retailers like Target and Walmart
- On their online store
- Via subscription
Below, we dive into a selection of B2C and B2B omnichannel marketing and sales strategies. We will not be using the term omnichannel in the context of omnichannel retail examples.
1. Warmly’s Hyper-Personalized Intent-Based Omnichannel Sales Motion
Keegan Otter, our Head of Revenue and Operations, has built Warmly’s sales motion to be as personalized, contextual, and customer-relevant as possible.
That means that our targeting has to be super narrow.
Rather than trying to capture the whole total addressable market and asking reps to engage anyone who matches our ICP (ideal customer profile), our sales targeting is all about intent.
Intent could be demonstrated when someone is looking at our competitors or solutions that we work with and integrate tightly with, or, of course, if they are directly looking at our own site.
But it can also be signal-based, like a recent job change or if there is evidence that the organization is growing.
The point is that only prospects with demonstrable intent get dropped into sequences, meaning we’re not wasting any resources on customers who aren’t in the market.
Prospecting: Keeping The Sales Funnel Full
Our outbound team adds about 25-30 new prospects into outreach sequences per day.
But only half of these are identified and added manually by SDRs. The other half is added automatically using Warmly’s AI prospector.
Here’s how that works:
- We use our 6sense and Bombora to reveal accounts that are in-market to buy. We combine this account list with the accounts we reveal on our site exhibiting high engagement levels via Warmly.
- We then use Seamless.ai to find the right buyers and stakeholders for each of these accounts
- Our sales team then personalizes outreach to VIP contacts and adds them to relevant sequences via email through our Outreach integration or LinkedIn via our Salesflow integration.
The important thing about that last step—adding other people from the same company to sequences as well as the person who demonstrated intent—is that each sequence is role-relevant. We aren’t just adding everyone to the same email campaign.
For example, the messaging a VP sees from our reps speaks to Warmly’s benefits at the executive level, which differs from the sequence that, say, an SDR team leader would see.
Below is a message that a revenue leader would see.
Vs. a message a stakeholder might see.
This helps keep communication contextualized and prospect-relevant, improving engagement.
Email: Personalized Outreach with Dynamic Video
Once a prospect is in an email sequence, what they receive is also highly personalized. And we’re not talking about just using the prospect’s name in the email subject line.
We’re sending dynamic videos embedded within emails that act as a pattern-breaker. They stop the scroll, standing out against a sea of boring and unimaginative B2B emails.
That’s because they look like they’re personally created by the sales rep as a screengrab.
In reality, that video is pre-recorded, and the inclusion of their website as a dynamic video background is automated using Sendspark 😉
LinkedIn: Going Behind The Scenes
At the same time that prospects start receiving those personalized outbound emails, they’re also added to outbound LinkedIn InMail campaigns using Salesflow.
It's important to note that this is not just a duplicate of the email content; it's designed to be complementary.
The messaging is similar, but the style is different (LinkedIn tends to be a little less formal than email—think texting style), and we even include a few GIFs as another sort of pattern-breaker.
The idea here is that we want to surround sound our prospects.
They’re receiving emails, InMails, and outbound calls from our reps, and the messaging is consistent across the board (though tailored to the channel).
One unique piece we added to our LinkedIn sequences is a short tour of the Warmly platform via Tourial.
We’re not trying to hide anything behind a paywall or forced demo. We want prospects to see the goods upfront, letting them see and imagine exactly how Warmly would work in the context of their day-to-day, thereby promoting psychological ownership.
Conversational Chat: AI-Led Website Engagement
With outreach firing from all angles, prospects inevitably end up on our site—a marketing channel in and of itself.
Then, they’re met by Warmly’s AI chatbot (think of it as a smart, more dynamic Drift alternative).
Fed by account, prospect, and intent data, our AI chatbot looks to engage with website visitors using dynamic, conversational language.
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Once we get a few bites and the prospect is engaging with the AI chatbot, the relevant rep is notified via our Slack integration and can take over the conversation from there (contextually, of course), with the end goal of booking a personalized demo.
During demos we use Fathom to record all our calls so we can review the transcripts and provide feedback (though we really should be using tools like Gong.io or Nayak.ai to give deeper insight into deal health)
The results for our latest quarter (Q3 2023)?
- Close rates above 32%
- SDRs are seeing 110%+ quota attainment
- 30%+ increase in meetings booked month-over-month
2. Supermetrics’ Contextual Retargeting Campaigns
Supermetrics, a data analytics platform, makes heavy use of retargeting to deliver omnichannel experiences to prospective customers.
Retargeting (also known as remarketing) is a strategy where you push communications to people who’ve previously been browsing your website, but didn’t convert.
Typically, this communication is a paid advertisement using marketing automation tools, though you can also take advantage of other marketing channels, such as email, to create a truly omnichannel customer experience.
Here’s how Supermetrics does it.
Beginning With The Website Channel Experience
It's easy to forget that your website is a marketing channel and one that’s critical to the broad user experience.
For Supermetrics, the website is where their omnichannel strategy kicks off. Take their LinkedIn Ads landing page.
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This page is the perfect blend of product-based messaging that speaks to their target audience’s pains and needs, educational content recommendations, and conversion opportunities.
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The page is packed with helpful content like the above video clip or links to relevant blog posts (contextual in that they are purely LinkedIn-related), as well as conversion opportunities like this set of CTAs:
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The page does a solid job of maximizing customer engagement by providing elements that speak to prospects at all stages of the buyer journey.
Then, once you leave the page, Supermetrics kicks off their B2B omnichannel marketing strategy.
Retargeting Ads Across Multiple Channels
Supermetrics uses a combination of customer data and browsing behavior on its site to create retargeting ads that serve the goal of omnichannel personalization.
This ad (served on Facebook) speaks precisely to the goal of prospective customers who have already been checking out their LinkedIn Ads product: improving campaign performance.
This same ad, by the way, is served across other social media platforms (Instagram and LinkedIn) to create a cohesive omnichannel experience and maximize the opportunity to capture attention.
Into The Content Marketing Funnel
When one of Supermetric’s multiple marketing channels captures a click, customers are led back to the website, but this time to a detailed blog page that provides deep support on how to optimize your LinkedIn channel strategy and improve campaign performance.
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On the page, there are a few different ways that Supermetrics can convert.
Their most promising (and the option they are clearly directing users to) is a free trial CTA, though there is also an option for prospects to book a demo with a sales rep.
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Improvements Supermetrics Could Make To Their Omnichannel Marketing Approach
Supermetrics creates a seamless experience that neatly guides potential customers down the funnel while providing plenty of opportunity for buyers to “choose their own adventure.”
There are, though, a couple of ways that this omnichannel marketing example could be even better:
- Their blog posts should look include a non-product CTA that has them sign up to receive email communications. That would add to the multiple marketing channels they’re already using and allow them to create a personalized experience using contextual email marketing methods.
- A live chat function on their website (driven by AI, like Warmly’s AI chat solution) would help improve the overall customer experience by providing an opportunity for instance engagement. This would also be a solid conversion opportunity for Supermetrics’ sales team.
- A little ad personalization (using something like Segment) would go a long way to delivering a more immersive experience.
3. TestGorilla’s Omnichannel Advertising Assault
TestGorilla, a pre-employment testing platform, has an interesting approach to the omnichannel customer journey.
They take one take (advertising) and apply it across multiple channels, using behavioral data to create personalized offers throughout the buyer journey.
The First Hit Through Google
TestGorilla goes big on PPC (pay per click), which is another term for Google Ads.
Basically, they run paid advertisements against key search phrases that show intent for the product.
For example, if you search “hire developer test” in Google, you’ll see this PPC ad:
That’s step one.
Once you click through and check out the landing page it directs you to, TestGorilla’s website identifies you as the site visitor and stores your details for the next step.
Next Up: Email Advertising
A fairly underused channel in the B2B world is email advertising.
Yes, we use email a lot, but it tends to be the kind of cold email outreach we discussed as part of Warmly’s omnichannel marketing strategy.
Here, we’re talking about ads that pop up under the Promotions tab in Gmail, like this retargeting ad from TestGorilla.
Third Strike, You’re out
Like us, TestGorilla clearly believes in the idea of surround-sounding prospects with relevant content, which is why the third arm of their omnichannel customer engagement strategy attacks social media, this time with a Facebook Ad.
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Where TestGorilla Could Improve Omnichannel Customer Experiences
There are a few small changes that TestGorilla could make to inject a whole lot more personalization into customer experiences, which would help to capture more attention and likely deliver better conversion rates:
- Use platforms like Warmly or 6sense to dive into customer insights and gain a 360-degree view of buyer behavior on their website
- Personalize the website and ads based on buyer behavior (for example, the email ad should be related to developer testing specifically rather than the idea more broadly)
- Align their ad strategy with the customer journey map (“hire developer test” is a bottom-of-funnel search term, so it should be supplemented with BOFU ad content rather than TOFU educational blogs)
4. Divatress SMS and Email One-Two Punch
Divatress, an online wig store, provides a great example of how unique customer insights, plus the combination of a capable ecommerce platform and a solid customer communications tool, can deliver a powerful omnichannel strategy.
Divatress’ is built on Shopify, and they’ve plugged in Omnisend to manage an omnichannel campaign across email, SMS, and push notifications.
Getting Customer Onboard With SMS
SMS is largely an underutilized platform, which means its much easier to cut through the noise.
So, Divatress puts a focus on capturing customer phone numbers with a website pop-up box containing a special offer.
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Note that the pop-up asks for both an email and a phone number, enabling a multichannel approach.
From there, the team can access an untapped channel to promote upcoming sales:
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Recovering (Almost) Lost Revenue
In particular, they’ve designed a powerful abandoned cart recovery series, using several channels to generate a 29% conversion rate and drive over a quarter of the site’s total revenue.
Here’s what that simple campaign looks like:
- One hour after the cart is abandoned, an automated email is sent
- 10 hours later (if there is no activity), a second email is sent
- 24 hours post-abandonment, a one-two punch is sent: an email and either an SMS or a web push notification, depending on what the customer is subscribed to
That web notification, in particular, is seriously effective. 98% of those who click on it end up buying.
How Divatress Could Go Above And Beyond
This is a solid playbook and, clearly, one that is working for Divatress.
Their website chatbot, however, is taking a very reactive approach.
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Divatress could improve on-site conversion rates by taking a more proactive approach, using an AI-driven chat solution to initiate the conversation rather than waiting for a question from the customer.
Steal These Omnichannel Marketing Examples
Each of the omnichannel marketing strategies we’ve covered above, from TestGorilla’s ad-based approach to our own combination of AI-driven social media and email outreach, can easily be replicated in your own organization.
All you need is the right combination of processes and technology. We’ve given you the playbooks, so now you just need the latter.
Warmly, our AI-powered account-based orchestration platform can help you deliver omnichannel experiences to target high-intent prospects at key accounts.
Dive in here: Warmly: The Account Based Orchestration Platform.