The investment market uses an old metaphor to emphasize the importance of asset diversification: don’t put all your eggs in one basket. But to expand this reflection in the B2B universe, I propose another image: imagine the dynamics of a food festival.
In such events, there are plenty of options for all tastes: from the most sophisticated and original recipes to dishes designed for audiences with dietary restrictions or specific preferences. To attract different types of attendees, chefs and exhibitors must bet on variety, creativity, and a good dose of strategy to draw the right crowd with the right dish, through the right channel.
In B2B, the logic is similar. Corporate buyers are looking for solutions to satisfy their business appetites. And in the face of an ever-expanding menu of products, services, and platforms, it is essential that brands know how to present themselves. The multichannel strategy thus functions as the curation of this festival. Each social network and marketing channel represents a different booth, with its own language, format, and experience.
Therefore, it is interesting and vital for achieving success—to keep in mind that diversifying the choice of platforms and networks requires very well-defined criteria in terms of language and use of available resources. These are the flavors that will win over B2B consumers.
First and foremost, this recipe must include the company’s overall objectives, whether it’s increasing revenue or the authority of the brand or an executive, for example. Then, based on a core message, the mission will be to adapt the tone according to the profile of each platform, respecting the characteristics of each one.
These particularities are usually evident. LinkedIn is the main channel for professional content, lead generation, and relationship-building with decision-makers: 80% of B2B leads come from it, justifying its prioritization as the central axis of the multichannel strategy. In terms of formats, the platform calls for long-form content, videos, employee interactions, and posts with hashtags and tags.
In turn, X (formerly Twitter) is ideal for real-time quick interactions, support, and sector news dissemination, with mentions of influencers and timely trends whenever possible. YouTube, on the other hand, is recommended for educational videos, case studies, and tutorials, occasionally tackling more intricate topics. Facebook and Instagram work well for targeted campaigns and driving traffic to the company’s website.
A varied menu of networks for B2B interactions is also a way to reduce dependence on any single platform. A warning about this risk was highlighted when TikTok—even though it’s not a significant B2B platform—went offline in the United States earlier this year.
These incidents reinforce the need to have alternatives to avoid sudden substantial losses in audience access, as well as to build resilience against changes in external rules.
One way to address crises like platform blockages or algorithm changes is by real-time monitoring of network performance, accompanied by a contingency plan to, if necessary, redirect efforts to other platforms. Crucially, it’s also important to invest in owned assets, such as a business website—an environment fully controlled by the company and a direct communication channel with its customers.
They are more demanding. After all, we live in times of hyper-personalization, with increasingly demanding customers, and therefore, B2B relationships need to go beyond just technical offerings. You must create memorable experiences at every touchpoint. And this can only be achieved with data, integration, and flexibility.
A well-structured multichannel strategy expands the touchpoints in the consumer journey—this decision-maker who ultimately brings to B2B the selection criteria established in B2C. In short, it’s about delivering added value and engagement at every interaction, always with message consistency, integration, flexibility, and a strong data-driven culture underpinning every move.
In summary: whether at a festival or in the corporate market, the secret lies in understanding the audience, offering variety with consistency, and delivering value in every interaction.
So, ready to serve the best of your brand? Because in B2B, the appetite for great experiences is always open, and whoever delivers the best menu wins the client.
