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B2B advertising is competitive and the goal remains the same: earn enough exposure and relevance that your brand is top of mind when buyers enter a decision-making moment.
The challenge is that this window is often short and fragmented. Buyers move quickly across platforms, devices, and contexts. Relying on a single channel makes it easy to miss that moment entirely.
That’s where account-based marketing (ABM) shines.
ABM focuses on identifying your ideal accounts, monitoring for buying signals, and engaging decision-makers with timely, relevant messaging. But to truly maximize mindshare, ABM works best when it’s paired with an omnichannel approach.
An omnichannel ABM strategy ensures your brand shows up consistently across the places your buyers already spend time, reinforcing awareness, trust, and recognition long before sales outreach begins.
Going omnichannel isn’t just about adding more channels. It’s about increasing your visibility across the buyer journey so your brand feels familiar, credible, and relevant when decisions are being made.
When buyers consistently see your brand across platforms, trust builds over time. That trust shows up as engagement, such as clicks, views, site visits, content downloads, and eventually conversations with sales.
In practice, omnichannel visibility helps move accounts from cold to warm to sales-ready by:
Mindshare is earned by showing up where your buyers are, not just where it’s easiest to advertise.
ABM performs best when your brand is consistently present across various channels, rather than relying on a single channel like LinkedIn or Facebook. Diversifying your channels allows you to extend reach, control frequency, and stay visible throughout the buying journey.
Below are some of the most effective channels to include in your omnichannel ABM strategy.
Programmatic ads are the backbone of most omnichannel ABM strategies. They allow you to reach target accounts across thousands of websites through automated, data-driven placements.
Programmatic display helps maintain visibility even when buyers aren’t actively engaging on social platforms. Your message follows them as they research, read, and browse, keeping your brand top of mind in the background.
LinkedIn remains one of the most effective channels for reaching B2B decision-makers. Its professional context and targeting capabilities make it ideal for sharing thought leadership, product education, and brand messaging tailored to specific roles and accounts.
LinkedIn works especially well for mid- and bottom-funnel ABM plays where buyers are already researching solutions.
Facebook and Instagram offer a more casual environment that complements professional channels like LinkedIn. It allows you to reach the same buyers in a different mindset, reinforcing your messaging without feeling repetitive.
With its broad reach and advanced targeting options, Meta is a valuable channel for expanding awareness and increasing frequency across your target accounts.
TikTok has quickly become an important top-of-the-funnel for B2B.
While it’s not typically a direct conversion driver, TikTok excels at early-stage awareness. It allows you to introduce your brand, educate buyers, and build familiarity long before they actively enter a buying cycle.
For ABM teams, TikTok works best when used to:
When layered into an omnichannel ABM strategy, TikTok helps you reach buyers earlier and makes downstream channels more effective. It builds familiarity early, so later touchpoints feel recognizable rather than interruptive.
Email remains a critical reinforcement channel within ABM.
Once buyers begin engaging, email allows you to deliver personalized, targeted messaging that speaks directly to their challenges, interests, and stage in the journey. It’s an effective way to nurture accounts and support sales outreach with relevant context.
Direct mail adds a physical, memorable touchpoint to an otherwise digital experience.
When done thoughtfully, it can cut through digital noise and make a lasting impression, especially for high-value accounts. Direct mail works best as a coordinated omnichannel strategy, reinforcing the same message buyers are seeing online.
Omnichannel ABM doesn’t have to start when buyers are already in-market.
By layering contextual and geofencing into your strategy, you can reach relevant audiences earlier, before traditional intent signals appear.
These early signals can then feed into your broader omnichannel ABM campaigns, where you retarget engaged contacts across social, programmatic, email, and direct mail. The result is a full-funnel targeted marketing strategy that captures attention early and reinforces it consistently.
ABM works best when your brand is impossible to ignore, but still feels relevant and intentional.
By diversifying your channels, aligning your messaging, and committing to an omnichannel approach, you create a consistent presence that supports every stage of the buyer journey.
The result is more than just visibility. It’s trust, recognition, and momentum that carries your brand into the moments that matter most. And in many cases, layering channels together is more cost-effective than over-investing in a single channel.
Propensity supports over 20 channels across programmatic, social, email, direct mail, and more. This flexibility makes it easier to run robust omnichannel campaigns and own more mindshare across your target contacts.
Book a demo to learn how to build an omnichannel ABM strategy, or explore our Omnichannel ABM Campaign Playbook for creative best practices.
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