The wide range of B2B marketing channels continues to grow year after year.
It would be easy to see how any B2B marketer would get overwhelmed.
Imagine you’re at your favorite restaurant and you love the entire menu of options individually.
But together when making decisions about which courses you want for your meal you may think twice about what you order.
The same goes for choosing the right channels for your B2B marketing strategy.
Depending on the industry, each B2B marketing channel may differ in its effectiveness with your target audience.
Some B2B channels may work better than others for your industry, but that’s where optimization and testing comes into play.
And some of those channels you could always bank on for qualified leads, high conversion rates, and big ROI may be not be as reliable as before.
In this guide, we unpack the expanding spectrum of B2B channels, the growing emphasis on digital marketing channels compared to traditional marketing efforts, and how each channel can help your lead generation strategies.
Ready to dive in? Let’s get started.
What Are B2B Marketing Channels?
We know B2B marketing refers to a market where businesses are the purchasers of goods and services from other businesses.
In order to attract interest in those goods and services, B2B marketers use a slew of channels to maximize returns.
Here is a list of the most common B2B marketing channels at your disposal heading into 2019:
- Conferences/Trade Shows
- Content marketing
- Direct mail
- Email marketing
- Field marketing
- Outbound calling
- Paid search/PPC
- Partner marketing
- Social media
- Traditional media
But which channels are the best for generating leads?
B2B marketers are working with more budget than ever before, which means they have stronger revenue growth expectations.
Top-of-the-funnel metrics aren’t as important as they once were, and now the emphasis has shifted to revenue-based quotas and lead quality over lead quantity.
The pressure is on now for coming up with a revenue-driven marketing strategy that delivers.
Building a Qualified Sales Pipeline Using B2B Marketing Channels
When you look at it from an individual business’ perspective, each will have specific dynamics and distinctive requirements for their sales process.
What works for one brand can’t be duplicated.
Because of the differences in the way each B2B business operates, one couldn’t duplicate a marketing strategy and expect it to work.
A DemandWave report surveyed 179 B2B marketers from multiple industries, and asked which channels drove leads and revenue for their company.
Email marketing, SEO and social media were the leaders in driving leads.
When it came to driving revenue, email marketing, SEO and PPC were the top three.
In another recent report, B2B marketers were asked which tactics, through any marketing channel, helped convert bottom-of-the-funnel leads and which generated qualified top-of-the-funnel leads.
The findings suggest any B2B marketer should focus strictly on events to fill their funnel with MQLs, and case studies to convert them.
Pump the brakes.
If there’s anything we know for certain, it’s this…
B2B marketing strategies focusing on lead generation aren’t plug and play — each one need to be unique to the business and their audience.
But there is a common trend that any B2B marketer held accountable to expected revenue numbers and lead quality goals.
The Use of Digital B2B Marketing Channels Is Growing: Here’s Why
We’re not suggesting traditional media, events and postcards are dead.
The traditional marketing efforts of print, broadcast, billboards and direct mail still have effectiveness in today’s marketing mix.
But there are several reasons why B2B companies need to shift their attention to digital B2B marketing channels.
Compared to traditional advertising or field marketing efforts, you can get a bigger bang for your buck focusing on digital B2B marketing channels.
You can easily monitor your spend and adjust on the fly to help you get the most out of your B2B digital marketing at a higher exposure rate.
Thanks to Google Analytics, you can track every click, every visit, every conversion, and every dollar spent.
This puts you in the driver’s seat to optimize your budget and campaigns for better ROI.
3) High Quality
The beauty of using digital marketing channels is it allows you to reach prospects who are already kicking your tires online.
Rather than banking on broad general awareness strategies to convert, put your money towards people actively looking for your services or products.
4) Quick Returns
If you’re looking to increase site traffic, MQLs and revenue quickly, digital marketing channels can help.
PPC campaigns, for example, can quickly be customized and optimized to hone in on potential customers and see data immediately for effectiveness.
It’s important to remember that any B2B marketing strategy shouldn’t have all eggs put into one channel.
You need to find the right mix of channels, usage, and budget for your strategy in order to hit those revenue goals we know you have.
It can feel overwhelming with all of the channels at a B2B marketer’s disposal which ones to choose.
It really comes down to hitting the right audience with the right message and the right moment.
The hard part is testing and figuring out how to do that exactly.
At Valve+Meter, we understand how much pressure this can cause and help many B2B businesses find the right mix for success.
As a performance marketing agency, we build, test and maintain different strategies using a multitude of channels on a daily basis for our clients to ensure they generate as much recurring revenue as possible.
We use a unique testing strategy to uncover the campaigns that deliver the results that either meet or beat your cost per acquisition goals.
Let us know if you’re interested in a unique customer acquisition strategy for your B2B business today.
Get more return on your B2B marketing spend.