How to, “Stand out from the Crowd” in the Current Business Environment

 Embrace an "Omnichannel Sales & Marketing Strategy"

In today's VUCA (Volatile, Uncertainty, Complexity and Ambiguity) business environment, chances are UK business leaders don't know which way to turn and potentially face unprecedented challenges in every aspect of trying to continually grow their business. Economic uncertainty, rising costs, and shifting customer behaviours are just a few of the hurdles we all face today. Therefore, to not only survive but thrive, it's crucial to review and then adapt your Sales and Marketing activities.

To ensure you continually innovate, one powerful strategy is to consider adopting an Omnichannel Sales Channel approach.

In my business blog below, I'll share why engaging with new prospects and existing customers across at least 10 different sales channels can be a game-changer.

Note, I don't use all of these channels myself, but based on some recent consultancy work for clients, and the knowledge I've gained, I'm also currently reviewing the opportunity for each for my own businesses, hence why I've written and shared my findings in this article.

Understanding the Current Business Landscape

The UK economy is navigating through turbulent times. Nearly a third of businesses report concerns about supply chains, and rising costs are squeezing margins. In this current environment, staying ahead requires you to have agility, and you the business owner and your frontline team also having a keen understanding of today's and the potential future market dynamics.

The traditional Sales Funnel isn't effective today – It's evolved

AIDA has become AICEDPRLA

For years I've used the simple AIDA Sales & Marketing Sales Funnel model effectively (Awareness, Interest, Desire and Acceptance). Basically, the more concerted effort (activities) you put into the top of the sales funnel to raise Awareness, and the better you become at efficiently managing conversion rates, traditionally the more business revenue you create.

However, this approach is no longer valid in today's fast moving and competitive environment.  New customers now engage through increasingly more touch points, do a lot more research before buying and it's also so important in B2B sectors to proactively keep in touch with existing customers to try and obtain repeat business.

In a 2019 study "consumers, from thinking of changing their car to actually buying a new car can engage and interact with potential suppliers, on average, through 24 touch points, 19 of which are digital". (Google's own research).

Today's customers journey has a lot more touch points or in the car sales world they call these "friction points". Hyperlink to recent report -  2025_Friction_Points

The New 9 Step - Sales & Marketing Funnel Model - AICEDPRLA

(Awareness, Interest, Consideration, Evaluation, Decision, Purchase, Repeat, Loyalty, Advocacy).

The buying decision is much more complex now and you as a business, "have to stand out and be heard" through all the noise. Note the last step "Advocacy" is so important today, because if you get all the previous steps right you'll create Advocates for your business, which will help you sell more to new and existing customers through customer referrals - which is the most powerful and effective Sales Tool!.

The Power of Omnichannel

Omnichannel sales strategies integrate multiple touchpoints—online, offline, mobile, social media and print even, into a seamless customer experience. It's essential for survival today for B2Cs but also B2B businesses, as customers expect consistent and personalised interactions across all channels, and businesses that fail to deliver this consistency risk falling behind their competition.

3 Reason why you need an Omnichannel Strategy.

1. Enhanced Customer Experience - Omnichannel provides a unified experience, meeting customers where they are and offering what they need, when they need it. This will lead to higher customer satisfaction and longer term loyalty.

2.  Increased Sales and Revenue – Businesses that have robust omnichannel strategies, repeatedly see higher sales, as they can engage customers across various platforms. This holistic approach maximises touchpoints interactions and drives and improves sales conversions rates.

3.  Better Data Insights - Integrating channels allows you, your business, to gather comprehensive data on customer behaviours, preferences, and pain points. These insights will be invaluable for refining your own Sales & Marketing Strategies and improving your brand positioning and offerings too.

Which 10 Channels should your B2B business engage across?

To truly leverage the power of omnichannel, I suggest you try to aim to engage with customers across at least 10 channels.

Here are some key channels to consider: (there's a lot more and I'd be interested to hear what 's effective for your business)

1. Website -So important as it's your digital "Shop front". Ensure it's optimised (SEO) for user experience and continually track and measure conversion rates.

2. Email - Personalised and targeted communication by email is much more effective, than blanket marketing email campaigns. Whilst it takes more time, personalised email communication is authentic and therefore will nurture leads and retain existing customers.

3. Social-Media – I use LinkedIn frequently, however, Twitter and Facebook can also support B2B brand awareness and prospect engagement – Find out what social media channels your clients prefer to use and engage through.

4. Mobile Apps – something on my list to explore further – whereby we could offer convenience and personalised experiences "on-the-go". Imagine a "Peter, in your Pocket!"

5. Physical place (On Site / In Store/ Product Placements) - Physical locations providing excellent opportunities to create tactile experiences with your product or brand, plus the chance for personal interactions with your business and people too.

6. Chatbots – today are becoming a lot more common. I'm sure with the development of AI this will drive further support for instant customer service and engagement in B2B sales.

7. SMS – I get so many of these (NHS Appointments, Trainline, Parcel deliveries, Utilities etc.) Using SMS can be direct and timely communications not just for updates, but for promotions too.

8. Webinars (information shares) – Remember how many of these we held/attended during Covid. Online Webinars are still relevant today, are educational and delivering interactive sessions will build authority and help you connect with new prospects.

9. Podcasts – Again something I need to explore myself further. I listen to many podcasts which i find are a great way to obtain insights and stories and I'm sure can help engage a broader audience.

10. Online Marketplaces – these are behind the firewall Portals and Platforms akin to Amazon or eBay. Many B2B business have then too – such as Travis Perkins, which I use regularly. They can also help reach new customer segments too, whilst they carry out market research.

Some UK business examples and Success Stories – (based on my research)

• BigChange is a company that provides all-in-one mobile workforce management, vehicle tracking, and transport management systems. Their innovative solutions have driven rapid growth, with annual revenue increasing by up to 80%
• CDL is a leader in the retail insurance sector, who have grown significantly by investing in technology and innovation. Their InsurTech Incubator has fostered new solutions using AI, chatbots, and machine learning.
• CR Worldwide specialise in employee recognition and incentive services. They've expanded their customer base and increased client value through innovative and configurable solutions.
• Paddle is a revenue delivery platform for B2B SaaS companies. Paddle helps businesses grow across acquisition, renewals, and expansion. Their comprehensive approach has made them a market leader in this sector.
• Informa is in business intelligence company and also an events group. They excel in providing valuable insights and knowledge to various industries. Their strong market position is a testament to their effective omnichannel strategies.
• HSS Hire is a supplier of tools, equipment, and related services who have leveraged omnichannel strategies to enhance customer engagement and streamline operations.
• TransferGo offer international money transfers. They use a digital account-to-account business model to provide seamless and efficient services.
• WorkCast is an online platform providing cloud-based online events, webinars, webcasting, and virtual event solutions. WorkCast has successfully integrated multiple channels to engage customers.

There are many other good examples out there so, do your research and learn from other industry sectors.

The final section in this blog is about "Continual improvement" - To improve, you must measure the success of your omnichannel strategy, and it is also essential to create and track key performance indicators (KPIs) that provide you, your team, insights into customer engagement, sales performance, and your overall business health.

10 examples of critical Sales & Marketing metrics:

1. Sales Revenue – Measure total revenue generated across each channel. Know what works for you, your business.

2.  Conversion Rates - The percentage of leads converted into sales across all channels, which is so important to understand your Return on Investment (ROI)

3.  Customer Acquisition Cost – clearly Understand the cost of acquiring a new customer across each channel.

4.  Customer Lifetime Value (CLV) – We used this in the truck industry. It's the total value of a customer across all interactions for the life cycle of your product/service. Think beyond what you just make on the initial transaction.

5.  Average Order Value (AOV) - The average amount spent by customers per order. If you segment your customers, this will help you understand better who your most profitable target audience is and least hassle too.

6.  Customer Retention Rate – "Stopping the leaking bucket". It's the percentage of customers who continue to do business with you over a specific period of time.

7.  Return on Investment (ROI) - The profitability of your omnichannel strategy relative to its cost – a detailed exercise but so valuable in today's squeezed, low margin business world.

8.  Customer Satisfaction (CSAT) – Goes without saying "Happy Customers spend more". measure of how satisfied customers are with your products and services (eNPS)

9.  Net Promoter Score (NPS) – Happy employees will improve customer loyalty and the likelihood of them recommending your business to others – by becoming "Advocates".

10. Channel Performance – Worth doing quarterly – Determine individual performance metrics for each channel, such as website traffic, email open rates, social media engagement, and in-store/onsite footfall

Overcoming your Challenges

Implementing an omnichannel strategy isn't without its challenges. Businesses often face issues like complex decision-making processes, integration difficulties, and the need for advanced personalisation. However, leveraging advanced technology (AI), enhancing data integration, and focusing on a customer-centric approaches can help overcome these hurdles

I trust this blog was of value to read and should you wish to explore or discuss any of the content please do reach out.

Remember - Peter Drucker's quote.

"The greatest danger in times of turbulence is not the turbulence itself, it is to act with yesterday's logic."

So, by developing your own omnichannel sales strategy is not just about having a competitive advantage—it's a necessity survival tactic too.

A final thought from me,

By engaging with new prospects and existing customers across multiple channels, you and your business can stay ahead, grow profitably, and build lasting customer relationships.

The future and the prosperity of our businesses belongs to those of us, who are proactive, and can develop a seamlessly blend of digital and physical worlds, which create continual exceptional customer experiences.

Author; Peter Fleming 20/0425

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