B2B omnichannel campaigns are complex and unique to their respective organizations. Each aligns its channels, messaging, content, teams, tech, and buyer’s journey stages differently.
The effectiveness of a campaign hinges on how well these elements are aligned. When all facets work together seamlessly, the campaign resonates with the target audience. This relevance ultimately drives the campaign’s success.
So, instead of just listing examples that are impractical to mirror, we go into the “whys” behind the campaign’s success. Each section then concludes with a blueprint for implementing a similar strategy.
7 omnichannel examples for different campaign types
Because B2B omnichannel marketing encompasses a diverse range of campaign types, this list breaks them down by category — in the order they are generally needed — and then by subcategory:
- Digital and physical trade show presence
- Content marketing
- PR and media outreach
- Account-based marketing (ABM) programs
- Inbound and outbound marketing
- Lead nurturing sequences
- Product reveals
Brand awareness campaigns
Omnichannel brand awareness campaigns establish credibility and recognition among decision-makers. These are particularly effective when your organization needs to:
- Penetrate new markets
- Reposition your brand
- Lay the foundation to build thought leadership
Below are some real-life examples of omnichannel campaign types designed to increase brand awareness.
1. Digital and physical trade show presence
Rather than relying solely on booth traffic, modern trade show strategies integrate pre-show digital engagement, on-site experiences, and post-event follow-up to create a more cohesive customer journey.
Example: GE HealthCare
We worked with our client, GE HealthCare, to run pre-show campaigns and maximize their presence at multiple medical conferences, including RSNA. Securing pre-scheduled meetings was central to our strategy. The campaign we launched integrated the following:
- Tech tools with personal data: We built a tech and data infrastructure to protect sensitive information. We then used the contact and personal data to enrich attendee information, allowing for greater personalization while maintaining security standards.
- Belkins’ team with GE HealthCare’s: We aligned the teams to work closely together to analyze and prioritize attendee lists, allowing the sales team to focus on the most promising opportunities at the events.
- Physical presence with email: We launched a conference-specific email sequence that connected with the broader event presence. This evolved through continuous A/B testing to reach the more difficult segments, such as radiology decision-makers.
The results were 135 in-person meetings across 4 conferences, with conversion rates reaching as high as 13.8%. In the end, we far surpassed their target of 30 appointments by booking 52 face-to-face meetings.
Why it worked
Our integrated trade show marketing relied on its three-dimensional impact.
First, it created multiple touchpoints. Digital platforms built anticipation and engagement before the event, while the physical presence delivered immersive experiences.
Second, it enabled precise prospect targeting and qualification. We were able to identify and engage high-value attendees before the event, leading to meaningful conversations during the show.
Third, the marketing department created a buzz before the event with educational content, while the sales team leveraged this groundwork for face-to-face interactions on the day of.
Implementation blueprint
- Pre-show strategy:
- Perfect your pitch and train your booth staff thoroughly
- Launch targeted email campaigns to inform prospects
- Create buzz through social media and press releases
- Schedule pre-show appointments with key prospects
- On-site execution:
- Design an engaging booth that balances function and visual appeal
- Incorporate interactive elements like product demos and AR experiences
- Implement lead qualification processes
- Maintain consistent messaging across all touchpoints, digital and physical
- Post-show follow-up:
- Execute reminder campaigns
- Schedule virtual follow-ups
- Track conversion metrics
- Analyze campaign performance to inform similar future campaigns
2. Content marketing
In an omnichannel context, content marketing means crafting a narrative that flows naturally across multiple platforms while maintaining consistency in messaging and brand voice.
Example: IBM Watson
IBM’s team created blog posts and technical documentation explaining Watson’s capabilities, then built interactive demos and free trials to provide hands-on experience at conferences such as Think. They also developed a content management system using Watson Content Hub for cognitive tagging and multi-channel distribution.
Next, they aligned content delivery with the buyer’s journey. For early-stage prospects, they produced educational thought leadership content and research papers about the possibilities of AI.
Mid-funnel prospects received case studies showing practical applications, like H&R Block’s tax preparation improvements.
Decision-stage prospects received detailed ROI calculations and business outcome analyses.
Technical implementation focused on three key areas:
- Integrating Watson’s AI capabilities with marketing tools for personalized content delivery across mobile, web, and email.
- Setting up customer experience analytics to track engagement across touchpoints.
- Building journey mapping tools to understand how prospects moved between channels.
Campaign execution required a clear definition of roles between teams. Marketing created the educational materials and managed the content calendar. Sales used these materials in customer conversations and provided feedback on what resonated. Both teams coordinated closely on events like the Tribeca Film Festival, where marketing handled creating experiences that sales could use to demonstrate Watson’s capabilities.
Last, their social media strategy involved regular industry-specific posts, particularly in healthcare, finance, and retail. Each post connected to more detailed content, allowing prospects to learn more about the topics that interested them.
Why it worked
Channel integration helped social media generate initial awareness and engagement, while blog content delivered the technical insights that decision-makers needed. Live events completed the experience by providing hands-on demonstrations.
Unlike in multichannel campaigns, each channel did not work in isolation — they reinforced and amplified each other, creating a multiplier effect on campaign reach.
The content was crafted to evolve alongside the buyer’s decision-making process. Early-stage content helped them envision applications. As interest grew, the content shifted to practical use cases and real-world success stories, building confidence in the solution provided. Finally, decision-stage content presented concrete business value propositions, ROI calculations, and implementation roadmaps, all of which facilitated the final purchase decision.
The synchronized approach between sales and marketing ensured consistent messaging regardless of the prospect’s point of contact. This created a unified brand experience that built trust and credibility throughout the buyer’s journey.
Implementation blueprint
- Laying the foundation
- Audit existing content assets
- Map content to stages of the buyer's journey
- Define channel-specific goals
- Create a unified content calendar
- Content development
- Develop pillar pieces
- Adapt content to each channel
- Review for consistent messaging
- Create channel-specific variations
- Distribution strategy
- Schedule coordinated releases
- Monitor engagement metrics
- Adjust timing and messaging
- Provide sales team with relevant content
- Measurement and optimization
- Track cross-channel performance
- Measure content attribution
- Gather audience feedback
- Refine strategy based on data
3. PR and media outreach
Omnichannel PR and media outreach combine earned media, social platforms, and strategic content distribution. They build credibility and amplify brand messages through trusted third-party endorsements.
Example: Maersk Line
Maersk Line transformed the typically "robotic" shipping industry perception by leveraging a variety of social media platforms.
On LinkedIn, Maersk established itself as a thought leader in the shipping industry. It shared company updates and customer interactions while fostering engagement through specialized groups. One such group, “The Shipping Circle,” connected shipping experts and customers for ongoing discussions.
X (Twitter) served as Maersk’s industry news outlet. A panel of employees, including executives and ship captains, brought diverse perspectives and expertise to the platform. This approach worked to humanize the brand.
On Facebook, Maersk took a more visual and conversational approach. They weren’t afraid to share both positive and negative stories, demonstrating transparency and credibility. User-generated content, including photos of Maersk containers and ships from around the world, became a cornerstone of their Facebook strategy, giving off a sense of global community.
Perhaps most surprisingly, Maersk had significant success on Instagram. Visually striking containers and ships became the subject of a global “#maersk spotting” trend, with users sharing photos of Maersk equipment spotted in various locations. This organic, user-driven campaign boosted brand awareness and engagement.
Within just two years, the company amassed over 1 million Facebook fans, 40,000 Twitter followers, and 22,000 Instagram followers. This was achieved with a relatively modest budget of $100,000.
Why it worked
B2B buyers spend more time now than ever before on self-directed research.
Maersk’s omnichannel success stems from its creation of a continuous flow of authentic communication that reinforced brand messaging and credibility across social channels.
Each platform served a distinct purpose while reinforcing the overall brand message:
- LinkedIn established thought leadership and company updates.
- Twitter provided timely news and stories.
- Facebook encouraged visual engagement.
- Instagram sparked user-generated content.
Early-stage content helped prospects envision applications, while later-stage content focused on use cases, industry insights, and concrete business value propositions, pushing prospects toward the final purchase.
Implementation blueprint
- Foundation setup
- Define communication objectives
- Identify key media contacts and influencers
- Develop messaging framework
- Create content calendar
- Channel integration
- Establish presence on relevant platforms
- Align visual branding across channels
- Create platform-specific content strategies
- Build media relationships
- Content development
- Create shareable visual content
- Develop thought leadership pieces
- Prepare crisis communication plans (for negative publicity)
- Design engagement strategies for each platform
- Measurement and optimization
- Track media coverage metrics
- Monitor social engagement
- Measure brand sentiment
- Analyze conversion impact
Lead generation campaigns
Omnichannel lead generation campaigns now serve as the cornerstone of B2B growth strategies. They focus on identifying and nurturing potential customers through personalized messaging across multiple channels. They are particularly crucial when organizations need to:
- Expand their pipeline
- Enter new markets
- Accelerate revenue growth
4. Account-based marketing (ABM) programs
Omnichannel ABM programs integrate personalized content, targeted outreach, and multi-channel engagement to create tailored experiences for high-value accounts, moving beyond generic lead generation approaches. They involve precise coordination between marketing and sales to personalize engagement for key decision-makers.
Example: Drift
Drift improved their market position through an ABM campaign that included:
- Content marketing
- Event participation
- Video content
- Industry influencer partnerships
The campaign focused on establishing Drift as a category leader in marketing technology while also generating qualified leads from specific accounts.
Their approach centered on 3 core elements:
- Data-driven account intelligence to inform targeting
- Cross-functional team alignment
- Omnichannel content distribution
The marketing team developed educational content and thought leadership pieces, while the sales team leveraged this material for personalized account outreach. They maintained consistent messaging across all channels, from social media to direct communications.
Advanced targeting capabilities let them identify and engage account decision-makers. They followed engagement with customized content that addressed specific pain points.
Why it worked
First, it created a unified narrative across all channels. Consistent messaging and branding helped establish Drift as an authority in conversational marketing.
Second, the data-driven approach enabled precise account targeting. By leveraging behavioral data and account intelligence, they could craft highly relevant messages for specific buying committees.
Third was the tight alignment between marketing and sales teams. Both departments worked from the same playbook, sharing insights and coordinating their efforts to move accounts through the pipeline.
This campaign demonstrates how strategic account-based marketing can generate higher ROI than traditional lead generation methods by focusing resources on the accounts with the greatest potential value.
Implementation blueprint
- Account selection and planning
- Define the ideal customer profile
- Identify and prioritize target accounts
- Create account dossiers
- Develop account-specific goals
- Content strategy
- Create personalized content assets
- Design account-specific campaigns
- Develop multichannel content mix
- Plan engagement sequences
- Channel orchestration
- Select appropriate channels
- Coordinate timing across platforms
- Prepare personalized messaging
- Enable sales team engagement
- Measurement framework
- Track account engagement metrics
- Monitor pipeline velocity
- Measure conversion rates
- Analyze ROI by account
5. Inbound and outbound marketing
B2B marketing now requires a combination of inbound content and targeted outreach to gain attention and nurture engagement through multiple channels.
Example: Startup investing platform (Belkins client)
We partnered with a startup investing platform to develop a lead generation campaign that integrated multiple touchpoints across email, LinkedIn, and phone outreach.
Our primary focus was creating an omnichannel outreach process.
We began with cold email campaigns using three approaches:
- Referral-based messages seeking decision-makers
- Case study-driven value propositions
- Networking-focused collaboration invitations
To ensure email campaign success, we implemented deliverability protocols by:
- Building high-quality verified contact databases
- Gradually warming up new email domains
- Continuously refining email templates
- Monitoring and rotating domains as needed
When email engagement cooled, we launched coordinated LinkedIn outreach with connection requests and targeted messaging. For prospects that have shown initial interest, we added intent-based calling to reengage and deepen the conversation.
Finally, we implemented reengagement email sequences for leads that hadn’t converted, navigating a substantial do-not-contact list.
Here’s an example of what a typical workflow looks like at the start of an outbound campaign:
The results exceeded our client’s expectations:
- 346 appointments booked in 15 months
- 9% lead conversion rate
- $434K in potential revenue
- 125% ROI (the industry average being 107%-110%)
Why it worked
By aligning both inbound and outbound touchpoints with the prospect’s stage of the buyer’s journey, we increased engagement and conversion opportunities throughout the campaign.
We set up infrastructure and processes to address deliverability challenges, including building quality databases, warming up email domains, iterating message templates, and implementing proactive domain monitoring. This ensured that our outreach actually reached decision-makers.
In terms of internal operations, we aligned the research, content, and outreach teams. Research informed targeting and messaging, while campaign performance data drove continuous improvement. This helped us manage targeting requirements on the backend while maintaining a steady flow of qualified leads.
Implementation blueprint
- Strategy development
- Define the ideal customer profile
- Map customer journey touchpoints
- Identify key messaging themes
- Set campaign KPIs
- Content creation
- Develop educational resources
- Create outbound templates
- Design follow-up sequences
- Prepare sales enablement materials
- Channel integration
- Align inbound and outbound messaging
- Set up tracking mechanisms
- Configure automation workflows
- Establish lead scoring criteria
- Execution management
- Launch coordinated campaigns
- Monitor response rates
- Adjust targeting parameters
- Optimize messaging based on feedback
6. Lead nurturing sequences
Lead nurturing sequences have grown from simple follow-up processes into personalized journeys. For omnichannel campaigns, that means guiding leads through their preferred channels into higher-converting ones.
Example: GoHealth Urgent Care
The campaign integrated the following touchpoints:
- Email campaigns (achieving 80% open rates)
- Phone calls for direct follow-up
- Appointment scheduling systems
- Proposal delivery platforms
Our team started by analyzing GoHealth’s existing sales process. We identified the gaps in their follow-up system and the challenges of having just 4 SDRs covering 9 states. We then established performance metrics to track email engagement and lead quality.
Next, we achieved the following:
- Expanded the ICP beyond traditional healthcare targets
- Developed a lead scoring system
- Built a database of 20,700 prospects across various industries
Our outreach strategy followed a precise timeline:
- Days 1-2: Initial contact through multiple channels
- Days 3-5: Pause for prospect consideration
- Follow-up: Reengagement with added value propositions
The team customized content to highlight partnerships with local hospitals in specific states along with proposals for HR departments. The results were 570+ appointments over 29 months and multiple high-ticket deals, including their largest sale to a school with 20,000+ students.
Why it worked
Decision-makers in healthcare require time to evaluate solutions and build internal consensus. Creating multiple touchpoints helped to maintain engagement without overwhelming prospects.
Additionally, data-driven personalization capabilities enabled each interaction to build upon previous messages, which allowed for relevant ongoing dialogues.
Alignment between sales and marketing resulted in an effective balance of educational content and personal outreach throughout the buyer’s journey.
Finally, by offering engaging proposals and leveraging partnerships with local hospitals, our team established credibility and trust with prospects.
Implementation blueprint
- Strategy development
- Define the nurturing journey stages
- Create prospect segments
- Set engagement triggers
- Establish conversion goals
- Content planning
- Develop stage-specific content
- Create multichannel assets
- Design follow-up sequences
- Prepare sales enablement materials
- Automation setup
- Configure workflow rules
- Set up tracking parameters
- Define scoring criteria
- Establish notification systems
- Optimization process
- Monitor engagement metrics
- Analyze conversion patterns
- Test message variations
- Refine targeting criteria
Product-launch campaigns
Product launches in B2B require orchestrating multiple channels to create buzz, demonstrate value, and drive adoption. These campaigns are particularly crucial when introducing innovative solutions, entering new markets, or releasing major updates that alter your product offering.
7. Product reveals
Product reveals in an omnichannel context turn simple announcements into multi-touchpoint experiences that build anticipation and demonstrate real-world value. The goal is to give decision-makers the detailed information they need to make purchasing decisions.
Example: Slack’s “So Yeah, We Tried Slack”
Slack created a YouTube-based narrative to drive adoption.
First, there was a mockumentary-style video addressing common workplace communication challenges. Rather than focusing on features, they used humor and relatability to demonstrate real-world applications. Their core content piece garnered over 1.3 million YouTube views.
The campaign messages were then adapted across platforms, creating different touchpoints for different audience segments. Each channel maintained the campaign’s light-hearted tone while addressing specific user pain points.
The integrated channels included:
- YouTube for the main video content, generating viral sharing and organic reach.
- Social media to adapt the story into shorter segments and shareable posts.
- Press relations to generate invitation requests.
- Email marketing with a progressive invitation system that controlled user onboarding and gathered feedback.
- Live events to showcase the platform in action.
Why it worked
Video content served as the foundation. The content was repurposed, adapted, and formatted to each channel the target audience was active on. This strategy allowed Slack to move prospects through a complicated array of touchpoints while the core messaging remained anchored within the YouTube narrative.
Technical infrastructure played a crucial role. Slack implemented an invitation system for onboarding, analytics tracking, and content management systems. Marketing automation and CRM integration further enabled precise tracking.
Team coordination was equally important. Content creators, PR teams, technical staff, sales representatives, and marketing coordinators worked in concert to deliver a unified message across all channels.
Implementation blueprint
- Pre-launch phase
- Define campaign objectives
- Identify key audience segments
- Create core messaging framework
- Develop teaser content
- Content creation
- Produce hero content piece
- Develop supporting materials
- Create channel-specific variants
- Design sales enablement tools
- Launch execution
- Coordinate channel releases
- Activate influencer partnerships
- Enable sales team outreach
- Monitor social conversations
- Post-launch activities
- Track engagement metrics
- Gather customer feedback
- Optimize channel mix
- Measure conversion impact
Build your omnichannel strategy with Belkins
Omnichannel success hinges on how well you combine your sales and marketing teams, your tech tools and data, and your use of channels with the buyer’s journey.
Instead of attempting to copy the examples above, use them to draw insights from and inform your own omnichannel marketing strategy.
If you’d like to discuss what an omnichannel campaign tailored to your business goals would look like, contact us.
