Posted by Chad S. White on August 19, 2025
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Consumers have been omnichannel in their behavior for at least a decade, seamlessly shifting from one channel to another on their journey toward getting what they want. And B2B buyers have also gone omnichannel. To their frustration, however, most brands have struggled to move beyond their siloed multichannel operations. That has meant disconnected experiences and outdated messaging, which has been to the detriment of customer satisfaction and profits.
Thankfully, brands now have the tools available to them to finally catch up to the channel-hopping speed of their customers. With the following three components in place, brands are finally able to use real-time customer data from cross-channel behaviors to drive coordinated and cohesive customer experiences across channels with visibility into the impact on customer lifetime value.
