Customer expectations and buying journeys constantly evolve, and manufacturers can no longer rely on traditional sales channels alone. B2B buyers are increasingly digital-first, exploring options online before ever speaking with a sales rep. To stay competitive, manufacturers must adopt a multichannel marketing approach that integrates digital ads, eCommerce platforms, trade shows, and print catalogs into a cohesive, consistent brand experience.

Manufacturers face a unique challenge: balancing complex product lines, regional variations, and multiple stakeholder needs. Multichannel marketing provides the agility and reach needed to engage decision-makers across touchpoints while keeping internal processes streamlined and efficient. However, executing multichannel marketing effectively takes more than being present on different platforms—it requires centralized tools, smart asset management, and the ability to personalize messaging using data insights.

The Power of Multichannel Marketing in Manufacturing

Manufacturers are discovering that multichannel marketing is not just a nice-to-have—it’s essential for growth. Today’s B2B customers expect the same personalized, consistent experience as consumers. That means your eCommerce site, trade show booth, digital advertising, and even print catalogs must deliver a seamless narrative.

Print is still very much alive in manufacturing, especially in the form of technical catalogs or product spec sheets. But digital channels like email, search advertising, and programmatic display ads allow brands to engage customers earlier in the buying cycle. Trade shows, meanwhile, offer the opportunity to build relationships and gather real-time feedback.

The key is not choosing one channel over another but ensuring each contributes to a unified customer experience. This experience is where manufacturers often struggle, mainly when marketing teams operate in silos or lack a single source of truth for product information.

For context on why omnichannel is critical in B2B, McKinsey’s research on B2B digital transformation highlights how customers now use ten or more channels to interact with suppliers, up from just five in 2016.

Coordinating Across eCommerce, Trade Shows, Digital & Print

Marketing teams must coordinate across departments and platforms to ensure consistent messaging. For example, a new product launch may involve a landing page, email campaign, trade show booth graphics, digital ads, and catalog inserts.

This type of coordination is where centralized systems like Comosoft LAGO make a difference. LAGO integrates PIM and DAM capabilities into a powerful multichannel marketing platform, enabling cross-functional teams to collaborate in real time. Whether you’re producing a print catalog for a regional distributor or launching a digital campaign across Europe, LAGO keeps your messaging, specs, and visuals consistent.

Comosoft’s article on personalized print marketing emphasizes the importance of centralization for consistency and customer engagement. With LAGO, manufacturers can automate print and digital content production, reducing time-to-market and ensuring every piece aligns with the brand’s standards.

Centralizing Content with PIM and DAM

Streamlining asset creation with centralized tools like PIM and DAM is essential for efficiency and brand consistency. A Product Information Management (PIM) system is critical for manufacturers managing extensive catalogs with thousands of SKUs. A PIM centralizes product data, specifications, pricing, descriptions, and digital assets, making pushing accurate information across all marketing channels easy.

Paired with Digital Asset Management (DAM), which stores and organizes imagery, video, and creative assets, manufacturers can create, update, and publish campaigns quickly and accurately. The team at BetterCommerce explains that PIM solutions empower B2B manufacturers to centralize product data, improve time-to-market, and ensure consistency across channels and regions.

Rather than recreating assets for every campaign, teams can repurpose approved creative from the DAM system. This efficiency saves time, reduces redundancies, and prevents inconsistencies that could damage brand trust.

Personalizing Messaging with Data Insights

Multichannel marketing goes beyond reach and forges genuine connections that resonate with your audience. With today’s tech stack, manufacturers can use behavioral and transactional data to personalize marketing messages to specific segments and effectively target B2B audiences. For instance, a prospect downloading a product guide can be served with retargeted display ads highlighting the product’s benefits or regional availability.

Data from eCommerce platforms, CRM systems, and trade show badge scans can all feed into a centralized database, allowing teams to craft relevant, timely content for their audiences. Contentserv highlights how centralizing product information with PIM enhances personalization and delivers seamless omnichannel experiences.

According to Salesforce’s State of Marketing report, 73% of high-performing marketers say their organizations always lead with customer needs, demonstrating the value of data-driven personalization in B2B.

Managing Complexity with LAGO

Manufacturers often deal with hundreds of product lines and multiple regions, each with regulations, language requirements, and market preferences. LAGO is purpose-built to handle this complexity. By integrating with your existing ERP, eCommerce, or CRM systems, LAGO becomes the backbone of your multichannel marketing operations.

Need to localize a catalog for the German market? Or update product specs for a new industrial line? LAGO allows you to do this at scale while maintaining data accuracy and design integrity.

Instead of reinventing the wheel for each campaign, marketing teams can build templates, workflows, and modular content that can be easily adapted for each market or channel.

The Competitive Advantage of Multichannel Execution

Incorporating a system like LAGO gives manufacturers a significant edge. With centralized control, you can reduce time-to-market for new products. You can also repurpose and personalize content for different channels while ensuring brand consistency across print, digital, and in-person experiences. This setup helps minimize costly errors and rework while allowing teams to make data-driven decisions based on channel performance.

As noted in the article Streamline B2B Manufacturing with PIM Software Solutions by BetterCommerce, companies that leverage centralized platforms and multichannel execution will outpace competitors who rely on disconnected tools and manual processes.

Adobe’s 2025 AI and Digital Trends report also reinforces that companies prioritizing connected customer experiences across channels report higher revenue growth.

Ready to streamline your marketing across all channels? Book a Demo of Comosoft’s LAGO platform to see how you can centralize your data, automate content production, and lead the way in modern manufacturing marketing.