The Top B2B Marketing Channels? The Ones You Aren’t Using

We’ve all seen the numbers on omnichannel marketing. Research published by LinkedIn shows that campaigns that use five or more channels are 35% more likely to drive large business results. Demandbase found that 71% of successful go-to-market teams have a multichannel strategy. And for account-based marketing, which by its nature integrates marketing across channels — ITSMA research shows that 80% of companies that use ABM see greater ROI than others.

Needless to say, when the CEO tells us we need to be everywhere our buyers are, we’ve always nodded in enthusiastic agreement.

But privately, we know the reality is different.

Omnichannel is an aspiration for many, but rarely the reality

So, let’s be honest: are any of us running fully integrated, omnichannel campaigns?

For most, the answer is no. The ambition is there, but the reality is that we’re stretched thin. Our teams are often siloed, our budgets are tight, and the sheer effort required to create, tailor, and deploy meaningful content across a wide array of channels feels insurmountable. We end up focusing on a few core channels we can manage and measure, and we hope for the best.

The problem is, “hoping for the best” is a poor strategy when we’re leaving so much opportunity on the table.

The growing gap between our marketing and their journey

The disconnect between our omnichannel ambitions and our day-to-day execution is creating a dangerous gap. Landmark research from McKinsey reveals that B2B buyers now use an average of ten different channels throughout their purchasing journey. Furthermore, these channels are unlikely to just result in a single interaction, as Forrester claims the average buying journey has 27 touches.

Think about that. While we’re struggling to coordinate content across email, social, and our website, our buyers are simultaneously seeking information in communities, watching on-demand videos, listening to podcasts, and reading third-party reviews. They are deep in what Gartner describes as a “non-linear loop” — that complex, back-and-forth journey of exploration and evaluation, where decisions are heavily influenced long before they ever fill out a form on our site.

Every channel we aren’t on is a blind spot where a competitor can build trust and gain an edge. This isn’t just a missed opportunity; it’s a threat to pipeline growth. We can’t win deals if we’re not even in the game.

How AI closes the omnichannel gap

For years, the solution to this complexity was to hire more people or buy more point solutions. That’s no longer sustainable. Today, the answer lies in making AI the central nervous system of your marketing engine. It’s the only practical way to bridge the gap between our limited resources and the unlimited channels our buyers use.

Here’s how you can start putting it to work right now:

• Solve the content bottleneck. One of the biggest barriers to a multichannel strategy is the relentless demand for content. According to ON24 research, The State of AI in B2B Marketing, 87% of B2B marketers are already using generative AI for a wide variety of assets. AI excels at atomizing your cornerstone content. A single research report or webinar can be instantly repurposed into a dozen social posts, a series of blog articles, a script for a short video, and copy for an email nurture sequence. The result is more content, far faster — with some cutting content creation time by 95%.

• Turn first-party data into personalized experiences. Being on more channels is useless if you’re just shouting the same generic message. AI is the key to personalization at scale. By feeding AI models with the rich, first-party engagement data you collect from digital experiences like webinars and content hubs, you can get a much clearer picture of buyer intent. AI can then help you tailor messaging and content for individual members of the buying committee, ensuring the CFO sees the ROI case while the IT manager gets a technical deep-dive.

• Automate and orchestrate your campaigns. The future of campaign management isn’t about manually building rigid workflows. It’s about creating intelligent, automated systems. Forrester calls this new approach “adaptive programs” — using AI to dynamically adjust messaging, content, and channel delivery in real-time based on a buyer’s signals. We are seeing the rise of AI agents and new platforms that can orchestrate these complex journeys, freeing up your team from manual execution to focus on strategy.

Your real omnichannel strategy starts now

For too long, omnichannel has felt like an impossible ideal. But with AI, it’s finally becoming a practical reality. The goal isn’t just to add more channels to your marketing mix. It’s to build an intelligent, responsive system that meets buyers wherever they are with a message that truly matters.

Start small and allow your marketing team to experiment. Ask them to take one cornerstone piece of content and have AI repurpose it for two new channels. Encourage them to take engagement data from your next webinar and harness it for a personalized follow-up campaign. See if AI can suggest variations of creative for your paid campaigns, based on your ideal customer profiles or personas.

The B2B leaders of tomorrow are using AI to deliver on the omnichannel promise of today. Now is the time to join them.