15 Agency Leaders Share Go-To Marketing Channels For A B2B Business
In the fiercely competitive world of B2B marketing, businesses are constantly seeking the most effective strategies to reach their target audience and drive growth. Among the myriad marketing channels available, it may be hard to decipher which will be the most impactful for your B2B enterprise.
Below, 15 Forbes Agency Council members share their go-to choices for businesses aiming to thrive in today’s marketplace. Read on to discover the channels that could revolutionize your B2B marketing approach and propel your business to unprecedented success.
1. Search Marketing
Search marketing is the most impactful marketing channel. No matter how niche you are in B2B, a lot of people start their info-gathering process with Google or another search engine channel. The best practice is to make sure all of your ducks are in a row concerning your search engine results first. – Spencer Hadelman, Advantage Marketing
2. It Depends On The Four C’s
Asking which B2B channel is most impactful is like asking, “What’s your favorite food?” Success in B2B marketing relies on being channel-agnostic. The most impactful channel depends on the four C’s: customer, creative, conversions and channel. Predictive modeling and post-campaign optimization tell us which B2B marketing channel is the most impactful. And whatever my favorite food (most impactful channel) is today, it may change the next day. – Thomas Zawacki, Data Axle
3. Client Testimonials
Existing and former clients are the most impactful marketing channel for our B2B business because they provide powerful testimonials with specific facts, and their strong recommendations allow us to borrow their personal brand to quickly build trust and credibility with new prospects. – Susan Thomas, 10Fold Communications
4. Virtual Events
Virtual events such as conferences and webinars are great because you are not only conveying real-world advice to needy prospects, but also discovering their needs through the topics they attend, polling results and the questions they ask during the engagements. Such data is helpful to have as you follow up afterward. – Eyal Danon, Ignite Advisory Group
LinkedIn is the most impactful channel for B2B marketing because of its targeted audience. It is the only platform where you can quickly connect and engage with the C-suite community—a community that is often tough to get in front of and influence. It is also a great place to showcase your thought leadership and company’s work and know that your target audience could be seeing your posts. – Marilyn Cowley, PREM – PR & Social
6. B2B Branding
B2B branding is my favorite marketing channel. It builds long-term awareness and facilitates conversion at every funnel level. According to a study conducted for the LinkedIn B2B Institute, only 5% of B2B prospects are active buyers at any moment in time, making long-term brand-building a critical pillar of B2B success. Pure lead-generation campaigns, a widespread and preferred industry practice today, are ineffective in the long run. – Oksana Matviichuk, OM Strategic Forecasting
7. Multichannel Marketing
The most impactful marketing channel for a B2B business may vary depending on factors such as the target audience, the industry and the product or service being offered. Generally, a well-executed multichannel marketing strategy that includes a mix of tactics, such as email marketing, social media and content marketing, can be effective in reaching and engaging B2B audiences. – Robert Nikic, Why Unified
8. Content Development
Content development is the best B2B marketing channel. It establishes authority, improves SEO and addresses customer questions. Valuable content builds credibility and trust, driving brand recognition and loyalty. Optimized content boosts search visibility, generating organic traffic and leads. Engaging content builds relationships and offers customer insights, fueling B2B success. – Darby Dwyer, Green Closet Creative
9. Email Drip Campaigns
LinkedIn used to be a powerful tool for B2B, but when it moved from a connection-based model to an open API, it flooded inboxes with sales spam, which has reduced its efficacy. We now lean much harder on segmented email drip campaigns to drive brand awareness with the goal of starting face-to-face or screen-to-screen conversations that build trust and open doors to new business. – Dan Kahn, Kahn Media, Inc.
10. Personal Branding On Social Media
Personal branding on social media has been a game-changer for my business. Elevating my profile on social media as a thought leader and consistently showing up on several platforms has helped us grow and bring in business. When people think of PR, our agency is top of mind due to our work on social and digital channels. Telling real success stories with authenticity is key. – Michelle Mekky, Mekky Media Relations, Inc.
11. Facebook Ads
Facebook ads are an impactful marketing channel in terms of both targeting precision and ROI. You can quickly split-test stuff with minimal ad spend, and the algorithms do most of the heavy lifting for you. The platform is easier to navigate, there is a plethora of targeting opportunities, the targeting is very precise and the pool of potential buyers is enormous. All of this makes it a go-to for our business. – Mohamed Elhawary, BeUniqueness
12. WOM Marketing
Word-of-mouth marketing is crucial. In the world we live in where people can buy friends, likes, reviews and even a blue check mark, WOM simply can’t be replaced. I always go above and beyond for each of my clients. I love what I do, but it’s also a great way to inspire clients to tell their network how amazing you are. Being in business for more than 21 years means that I have built a great channel. – Adrian Falk, Believe Advertising & PR
Podcasts are an unexpected yet powerful platform for building a B2B following. The marketplace has grown from general consumer shows (news, true crime, political or sports commentary) to a much more niche place where experts can establish themselves globally. Hosting a show with industry legends is a powerful brand builder and lead generator. – Megan Cunningham, Magnet Media, Inc.
14. Speaking Events
Speaking events are the most impactful marketing channel for our business. As a digital marketing agency, that may seem odd to say, but nothing can replace real face-to-face educational opportunities. – Hannah McNaughton, Metric Marketing
Sometimes the old ways still work, and for us, our monthly email newsletter delivers disproportionate results. Although not as cool as other channels, it’s a regular engagement with our clients and prospects that adds value. – Mike Maynard, Napier Partnership Limited
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