5 ways B2B brands can master omnichannel advertising: Lessons from PrograMetrix and Computershare

In 2025, it’s never been harder to reach your target audience across the B2B buying journey. With just a small fraction of buyers in the market at any one point and an inherently complex, non-linear buying process, it’s often a daunting task to reach the right audience effectively.

• It’s estimated that only 5% of your target audience is in-market to buy at any time.
• The average buying committee includes 5-11 individuals, each of whom interacts with an average of 10 channels when making a purchase.
• B2B buyers typically have conducted 70% of their research before reaching out to a vendor.
• 80% already have a preferred vendor at the time of first contact.

B2B marketers have to deliver omnichannel experiences throughout the entire consideration journey – and that consideration journey starts well before most businesses even know about it. That’s why marketers need to build awareness and brand equity early, often, and all the time –  long before buyers are ready to buy.

Bombora recently held a webinar to explore these challenges in a session featuring Phil Parrish, Co-founder & President of PrograMetrix, and Rachel Young, Senior Vice President and Head of Marketing for Computershare Corporate Trust.

When Rachel joined Computershare, they had recently acquired Wells Fargo’s corporate trust business and needed to communicate the same trustworthy and quality-driven message that was delivered under the more-recognized Wells Fargo brand. To support their media efforts, Computershare turned to PrograMetrix to map their target audience, determine a strategy of how to best reach them, and deliver messaging to particular audience segments with the help of Bombora’s Digital Audiences.

Phil and Rachel shared their experiences creating and executing successful omnichannel campaigns to remain top of mind with their buyers, and shared the following takeaways:

1. The importance of diverse media channels: Each media channel plays a different role in reaching customers at different stages of the buying journey. Delivering effective omnichannel strategies from paid social to CTV to display ads is vital to ensuring your brand is visible and relevant in your buyer’s minds.
2. Refining your targeting: When you’re running programmatic campaigns, costs can quickly escalate. Narrowing your targeting not just by industry, but also by seniority, functional area, and buying signals can help you serve more impressions to the right audience.
3. Relevant, audience-specific messaging: Once you’ve refined your audience, you should create tailored messaging that strikes a chord with your target buyers and ultimately boosts engagement.
4. Emphasis on branding: Effective branding campaigns broaden your reach, evoke emotional connections, and ultimately ensure your brand is at the top-of-mind when buyers are ready to make a purchase. Investments in high-quality branding efforts are invaluable in the long run.
5. The power of measurement: Measuring campaign success is key to making data-driven decisions that optimize performance. Solutions like Intelligent Account-Based Marketing (iABM) enable PrograMetrix and Computershare to assess the impact of ads on specific companies and ensure they are allocating their ad budgets to the right channels.

The B2B marketing journey is complex and layered – but it’s not insurmountable. Omnichannel advertising strategies— used in combination with premium audience partners —can go a long way in ensuring success. With the insights shared, B2B marketers can uniquely position themselves to confront the realities of the buying journey and execute campaigns that drive lasting brand awareness, trust, and ultimately, land them on their buyer’s shortlist.

To listen to the full conversation, you can watch the entire webinar here.