Choosing the right channels for your B2B campaign

Posted bycristiancPosted inDemand generation, Growth, Marketing Planing

B2B marketers face tough decisions when determining which channels to use to reach their ideal customer profiles (ICPs).

According to DreamData, an average prospect requires 62.4 touches across 3.6 channels, involving 6.3 contacts over a period of 192 days. This highlights the complexity of customer journeys and the challenges of accurate marketing attribution.

Setting up attribution tools can be complicated, and even then, the picture remains incomplete. B2B sales often rely heavily on face-to-face interactions, especially when targeting larger accounts. Therefore, prioritizing the right channels is critical to ensure resources are allocated effectively.

While calculating the return on ad spend (ROAS) or return on investment (ROI) for each channel is relatively straightforward when targeting micro or small businesses at scale, it becomes nearly impossible as you shift towards enterprise-level clients.

Nevertheless, focusing on the fundamentals and understanding customer behavior is an effective way to assess which channels to prioritize.

To help guide this decision-making process, I’ve prepared the following table summarizing the effectiveness of various channels based on the segment you’re targeting:

SMBMid-MarketEnterprise
SEOGreatCan work
Paid searchGreatGreatCan work
ABMTry something elseCan workGreat
EmailGreatGreat
Referral programGreatCan workTry something else
LinkedInCan workGreatGreat
METAGreatGreatTry something else
TikTokGreatTry something elseTry something else
WebinarsGreatGreatGreat
EventsCan workGreatGreat
MeetupsGreatTry something elseTry something else
ChatbotGreatGreatTry something else
Content syndicationTry something elseGreatGreat
PRGreatGreatGreat
Channel B2B segmentation fit

This table is based on my experience and understanding of the effectiveness of each channel from an influencing perspective. It’s worth noting that some channels are better suited for generating awareness, while others are more effective for closing deals.

Here’s the process I recommend:

  1. Understand Your Target Audience
    Identify who your audience is and what motivates their decisions.
  2. Map the Decision-Making Journey
    Speak to your audience to uncover their decision-making journey. Understand how they hear about new solutions, conduct research, and consult colleagues.
  3. Test and Learn
    Experiment with channels and messaging to see what works best.
  4. Be Data-Driven
    Combine insights from digital attribution tools with feedback from your sales team for a balanced approach.

What do you think of this approach? Do you agree or disagree with the concept? Are there additional channels B2B marketers should consider? Share your thoughts in the comments below! 😊