With the help of Omnichannel eCommerce, B2B companies can adopt communications that will put their customer in a position to be satisfied. They would engage customers at different points during this process by using voice or social media, for example - depending on what is most convenient and best suited towards engaging with them as they see fit. It's essential not only to carry context forward throughout someone's journey but also to keep up an ongoing conversation, so those who want more information don't go thirsty!