In order to truly adapt to a world that is rapidly being changed by newer and newer forms of communication, it’s best to use as many as you can. While they say that a jack-of-all-trades is a master of none, it doesn’t eliminate the reasons for why businesses must use various forms of communication. Such reasons include:

• Diversity of Prospects – Some products have a market that tends to resemble a spectrum. For example, many people define accounting software to varying degrees. Some who see it only from a consumer perspective don’t expect an application that’s very high-end. Personal accounting software exists for this type of market but that doesn’t stop vendors from targeting them. Meanwhile, it’s not much of a stretch for these same companies to develop larger and more advanced B2B versions.
• Diversity of Communication Preferences – As you’re well aware, both B2B and B2C tend to have very contrasting approaches to communicating with their market. B2B alone comprises of decision makers who use multiple channels as well.
• Need for High Response-Rate – By response rate, this isn’t just about the rate that prospects respond to outbound marketing attempts. It also about how quick you are in making your own response. Sticking to one channel might pose as a hindrance when your prospect is not always available through a single, particular channel.