What Is Omnichannel Marketing and How Do You Succeed with It

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Omnichannel marketing gives B2B companies a 360-degree presence across every channel – delivering a consistent, personalised message whether a prospect encounters you on LinkedIn, via email, on your website, or through paid ads. When executed well, omnichannel marketing creates synergies where 1+1 equals 3, not 2. This article covers what omnichannel marketing is, how it generates sales, its key benefits, how to set it up in HubSpot, and a practical B2B example.

What Is Omnichannel Marketing?

Omnichannel marketing is a strategy that gives customers a 360-degree experience, meaning they receive a consistent message regardless of which channel they use. That could be through a physical store, an online website, a mobile app, social media, or even phone communication.

The core idea is to unify these channels so they serve the customer in a consistent and personalised way. In simple terms, omnichannel marketing is about making different channels work together and creating synergy effects between them.

One channel might excel at top-of-funnel demand generation and driving website clicks, while another performs better for retargeting ads, and a third is stronger at demand capture. By thinking across all of these, you unlock the real benefits of omnichannel – covered further below.

Most companies already run some form of omnichannel activity. Where it gets difficult is in the synergy between sales and marketing.

How Omnichannel Marketing Helps Generate Sales

Omnichannel marketing is about reaching customers in multiple places with a unified message. If you work with a marketing funnel, you know that B2B marketing involves longer customer journeys that demand greater engagement from both sales and marketing.

By streamlining your message across channels, you do not just get 1+1=2 – you get 1+1=3, because adding channels creates synergy and mutual reinforcement. Some of the specific ways omnichannel marketing helps generate sales include:

• A consistent, streamlined message across all touchpoints
• Tailoring content to buyer intent on each specific platform
• Using data to sharpen sales outreach

When your messaging is consistent, brand awareness increases. When you factor in the buying mindset of leads on different platforms – for example, LinkedIn audiences tend to be in a knowledge- and solution-oriented mode – you naturally produce more engaging content.

By ensuring sales teams use data from marketing – for example, tracking who clicks on ads directly in HubSpot – sales can reach out to leads with a more tailored approach from the very first touchpoint.

The Benefits of Omnichannel Marketing

Omnichannel marketing is a total upgrade of your marketing efforts. It helps you create a consistent, personalised customer experience where your messaging remains the same regardless of which platform your prospects are on. Greater recognisability leads to better conversion rates.

For example, you can create a dynamic list in HubSpot, connect it to LinkedIn Campaign Manager, and continuously target specific prospects. This kind of integration between email and paid social is where omnichannel marketing pays off most clearly in a B2B context.

Setting Up Omnichannel Marketing in HubSpot

There is no single fixed path to omnichannel marketing – how you approach it depends on which channels you want to combine. Below is an example of how to combine email marketing and LinkedIn ads in HubSpot.

1. Start by identifying the list you want to target via email and LinkedIn ads.
2. Go to Marketing and then Ads in the main navigation.
3. Click Create Audience in the top right corner.
4. Choose between a company-based or contact-based list.
5. Select the list you have already created.
6. Go back to Marketing and then Ads.
7. Create your ad by clicking Create Ad Campaign in the top right corner.
8. Fill in copywriting, visuals, and other details until you reach the audience settings – then select the audience you created in the previous step.
9. Finalise the ad and publish the campaign. Your audience will now receive both your ad and your emails, creating a genuine omnichannel experience.

You can read more about omnichannel marketing on HubSpot's omnichannel blog.

A Practical Example: B2B SaaS

Imagine a B2B SaaS company selling project management tools to busy project managers. By implementing omnichannel marketing, the company can reach its target audience across multiple platforms simultaneously – with messaging tailored to the buyer intent on each channel.

On LinkedIn, content focuses on knowledge and solution-orientation. In email, it follows up on specific actions the prospect has taken on the website. Retargeting ads re-engage visitors who did not convert. Together, these channels reinforce one another and shorten the sales cycle by keeping the brand consistently visible and relevant throughout the buyer journey.

How Radiant Can Help You Get More from HubSpot

Omnichannel marketing becomes significantly more powerful when your CRM and marketing tools are properly integrated and structured. Radiant is a HubSpot Platinum Partner and Certified HubSpot Trainer with 100+ HubSpot implementations, helping B2B companies in Tech, Finance, and Professional Services turn HubSpot into a genuine growth engine.

Whether you need help implementing marketing funnels, connecting ad audiences to your CRM, or building the sales and marketing synergy that makes omnichannel work in practice, get in touch with Radiant to explore how we can help.

Key Takeaways

Omnichannel marketing is a strategy that unifies your channels – email, ads, social, web – into a single consistent customer experience. For B2B companies, it creates synergies between marketing and sales that increase conversion rates, improve data quality, and drive higher retention. HubSpot makes it practical to implement by connecting lists directly to LinkedIn Campaign Manager and tracking cross-channel behaviour in one place. The companies that do this well differentiate themselves clearly from those running isolated campaigns on separate channels.