B2B Marketing Channels

Selecting the right B2B marketing channel to focus on for your business can be challenging and confusing. With the constant changes and overlaps between different channels, it’s understandable that you feel unsure where to invest your time, effort, budget, and resources.

You have to consider a lot of factors when making a decision, more than just which marketing channels to invest in. You also need to think about how to develop lasting relationships with your target customers, how to effectively educate them about your products or services, and how to address any concerns they may have.

In B2B, the sales cycle is longer because the investment involved is usually greater. This is why you need to have a more strategic approach in the way you communicate you information. It’s essential that you choose which marketing channels are best suited to reach your target customers.

B2B marketing channels refer to the ways you reach out to your target audience and share information about what your business has to offer. These channels can vary based on factors such as age, education, occupation, industry, location, income level,  and other important demographics, as well as your marketing campaign goals.

For example, if your products or services require more in-depth information, you may find it more effective to host webinars, or producing a podcast series. On the other hand, if your target audience is young, you may want to consider to use visual aids such as video tutorials or reels to get your message across more effectively.

In short, marketing channels are the means by which your brand messages reach your target audience. You have to use specific channels to effectively connect with your target audience by appealing to their preferences.

Importance of Selecting Your Ideal B2B Marketing Channel

Every B2B business is unique. The channels and strategies that may be effective for others may not give you the same result. This is why it’s important for you to understand that there is no single B2B marketing channel that can be considered better than the others. The effectiveness of your strategy and the channels that you use will depend on your specific needs and business goals.

Your ideal B2B marketing channel is one that is scalable, repeatable, and will provide a profitable ROI. In order for you to increase your revenue while maintaining your profitability, you need to invest in multiple marketing channels, and balance the level of investment with the expected return on your marketing spend.

It’s also important for you to regularly assess the performance of your active marketing channels. This will ensure that they’re delivering an acceptable return on your marketing spend. Additionally, you will be able to identify issues through testing, and make adjustments whenever necessary.

Traditional B2B Marketing Channels

Traditional marketing are the tactics that existed before the internet. They don’t require the use of online media. Even in the digital age, traditional marketing remains a key aspect for your B2B business. It remains relevant and still continues to generate leads despite the rise of digital marketing.

Trade Shows and Events

Trade shows and events give you an opportunity to directly engage with your target audience, boost your brand recognition, generate leads, and foster relationships. The personal interaction at a B2B marketing event gives you an effective platform to show the value of your products or services to potential customers.

In fact, 65% of attendees said that these events have been helpful for them to understand a company’s product or service  better. By participating in B2B events and trade shows, you can potentially bypass certain stages of the marketing funnel, speeding up the process of converting leads into sales.

Participating in events offer a lot of benefits for your B2B business such as lead generation and networking opportunities. These events also serve to enhance the visibility of your brand within your industry.

Direct Mail and Print Advertising

Direct mail refers to a marketing tactic that involves sending physical materials such as letters, packages, mailers, brochures, or postcards to your potential or existing B2B customers.

It also gives you the chance to be creative in your marketing approach. Direct mail presents an opportunity to create personalized experiences for your audience, whether it’s through postcards, gifts, or handwritten notes.

Print advertising also remains a valuable tool for B2B businesses, despite the prominence of the internet. Its value will vary based on the efficacy of your advertisement and how you’ll integrate it across other channels. Since print advertising comes at a cost, it’s crucial for you to implement best practices so you can maximize its impact and boost the results across all your marketing channels as well.

Digital B2B Marketing Channels

Digital B2B marketing channels are necessary for your business, although traditional methods are still relevant. However, in an increasingly global market, digital channels are essential for you to remain competitive.

Compared to traditional marketing channels, digital marketing channels have several advantages. One major benefit is cost-effectiveness. Traditional methods such as physical advertising or billboard space can be costly for your business. On the other hand, digital channels like SEO and social media are often free to set up and require less of your time.

Digital marketing gives you a more targeted and less intrusive approach to reach your target audience. It becomes more valuable because the number of people using the internet for daily activities continue to rise.

In the United States, digital advertising expenditure is projected to increase by 85% between 2018-2023. This just shows how effective digital marketing is for the growth of your business.

Digital marketing can help you reach a wider audience and generate higher quality leads. Let’s explore the various digital B2B channels and find out which suits the needs of your business.

Content Marketing

Content marketing is a powerful tool for you to increase brand awareness through storytelling and information sharing. It’s a crucial part of inbound marketing, which draws customers to you instead of you actively seeking them out. The key is to consistently produce engaging, informative, and valuable content.

Content marketing isn’t as straightforward as it may seem. You need to develop an effective strategy because it’s a complex process. Additionally, you need to regularly track your content analytics to achieve your content marketing goals.

Incorporating this into your B2B marketing strategy is highly recommended. It’s cost-effective, generates high-quality leads, and can help you position your business as a thought-leader in your industry. All of which are crucial for effective brand building.

If you’re new to content marketing, creating a blog is an excellent starting point. With a blog, you can share insights on industry trends, offer helpful tips, and write about topics of interest to your target audience. This type of content may not immediately generate leads. However, it can be beneficial to a B2B prospect who may require your products or services in the future.

Email Marketing

Email marketing is a strategy that relies on email as its primary medium. It enables you to reach out to potential clients with information and business offers while also nurturing existing ones. It’s also considered as one of the most effective methods to retain and acquire new customers.

Rather than emphasizing products and sales, you can use this B2B channel to provide your subscribers with industry tips and other relevant information. As your readers move through the sales funnel, you can shift your focus towards how your company can assist them in solving specific problems or achieving particular goals.

You can start by sending out weekly or monthly newsletters, especially if you’re just new to email marketing. Your newsletters should be well-designed, informative, and sent on a regular schedule. You shouldn’t bombard your subscribers with sales pitches. A monthly email can be enough to maintain your business in their thoughts and motivate them to learn more about what you provide.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) involves various techniques intended to enhance your website’s ranking in the search results for keywords and phrases relevant to your business. With this channel, you can create content associated with your industry, and then incorporate the keywords that your target audience is looking for in your title tags, headings, meta descriptions, and copy.

Content marketing and SEO complement each other. While calls to action in marketing emails can attract your readers, it’s also important to attract organic traffic to your website through search engine queries. This is where your links appear in the SERPs, improving your website’s visibility.

You can also enhance your website’s authority and improve its ranking by acquiring links from credible websites. This will allow more people to discover and contact your business, leading to more customer acquisition.

Pay-Per-Click (PPC) Advertising

PPC or pay-per-click is a common B2B online marketing method. It involves bidding for ad placements in a search engine’s sponsored links. Through this channel, you bid on specific keywords that can trigger your ads to appear above organic search results. One of the significant advantages of PPC advertising for B2B businesses is that you are only charged when a user clicks on your ad and lands on your website.

PPC is highly beneficial if you want to quickly increase your website traffic. You can see results soon after launching your campaign. Additionally, PPC can help you maintain a strong presence in search results while you focus on improving organic rankings.

Social Media Marketing

Social media platforms provide a strong digital marketing channel that enables you to reach a wide network of users worldwide. Over half of the world’s population spends an average of two hours daily on social media. These platforms give you a great opportunity to raise brand awareness and market directly to your desired audience.

You can use social media platforms such as LinkedIn, Facebook, and YouTube to create brand awareness and attract potential B2B customers. Having a social media presence enhances your accessibility and keeps your clients informed about your business. You can share links to new content, informative articles, photos of company events, instructional videos, and more.


Podcasting gives you an opportunity to discuss your business conversationally with your audience. Some B2B firms offer weekly or monthly podcast downloads, while others reserve them for special occasions or as an accompaniment to new products or services.

According to Statista, the podcast industry is worth billions of dollars . Marketing through podcasts is an effective means of connecting with your target clients in a personal and versatile manner. Since your users are not required to look at a screen, podcasts can be consumed during a broader range of activities.

In case you’re uncertain about the topic for your podcasts, you can consider covering industry trends, proprietary data, new initiatives, or anything else relevant to your business.

Choosing the Right B2B Marketing Channels

Selecting the appropriate B2B marketing channel is important to reach your target audience effectively. The more qualified leads you can generate through these channels, the better exposure your company will receive, resulting in increased revenue.

There are a number of factors to consider when choosing the best channels for your businesses.

Your Target Audience

You should choose channels that align with the interests and preferences of your target audience. You must understand where your audience are and which channels they prefer to use. This allows you to effectively reach and engage with them.

Your Budget

The cost of using different marketing channels vary. Some channels need significant financial resources so that you can execute it. Others can be used with little to no costs at all. Before selecting which channels to use, you should evaluate your budget and consider the expenses of each one.

Your Goals

Your marketing goals should guide your choice of channels. For example, if you aim to generate leads, you may want to consider channels that can offer measurable outcomes, like PPC or social media advertising. If your goal is to increase brand awareness, you may choose to focus on content marketing, such as blogging or social media.


B2B marketing channels are important for you to reach your target audience and achieve your marketing objectives. While traditional marketing channels remain relevant, digital marketing channels have become increasingly popular because you can reach a wider audience and generate more highly-qualified leads.

By using multiple channels, you can increase the chances of converting your leads into customers. Remember that the B2B marketing landscape is constantly evolving, so you must stay up-to-date with the emerging trends and adjust your strategies accordingly.

By carefully considering your options and consistently adapting, you can drive success for your business in 2023 and beyond.

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Fractional Chief Digital Officer

Fractional Chief Marketing Officer

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