What B2B Marketing Channels Are the Best for Lead Generation in 2024?

Written by Ashton Scriven / October 3, 2017 / 14 Minute Read
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In the competitive landscape of 2023, B2B companies leverage a variety of marketing channels for lead generation. This blog post explores these channels, offering insights on optimizing them for your industry’s needs. Dive into the expanding spectrum of B2B channels and learn how they can help drive your lead generation strategies.

Demand Generation

In today’s competitive business landscape, B2B companies need to generate new leads to grow and sustain their businesses. The key to this is leveraging the most effective B2B lead generation marketing channels. In this article, we will explore the top B2B marketing channels and how you can use them to generate high-quality leads for your business.

The financial growth goals of an organization should ultimately determine its marketing investment. Depending on the industry, each B2B marketing strategy and channel may differ in its effectiveness with your target audience. Some B-to-B marketing channels may work better than others for your industry, but that’s where optimization and testing come into play.

However, because the number of B2B marketing channels continues to grow year after year, so it’s easy to see how any B2B marketer would get overwhelmed. 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 Makes a B2B Marketing Channel “The Best”?

No two B2B companies are the same, so what works well for one company may not provide the same results for another. That’s why there is no one B to B marketing channel that is truly better than the rest.

Your company’s best B2B marketing channel is any repeatable, scalable channel that delivers a profitable return on marketing spend. In order to grow revenues profitably, you will need to invest in multiple marketing channels at the right rate and at the right return on marketing spend.

From there, it’s important to regularly test your active marketing channels to be sure that they’re continuing to provide the right return on marketing spend. This will allow you to adjust your campaigns as needed if you notice any performance issues after testing.

Marketing Channels for B2B Companies

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 tools and channels at your disposal for 2024 and beyond:

  • Account-Based Marketing: Ever felt like casting a wide net doesn’t always catch the right fish? Account Based Marketing (ABM) is your solution! This targeted strategy focuses on high-value accounts, treating each as its own market. Dive deep into the world of ABM, and you’ll see a boost in your sales pipeline and a stronger ROI. Ready for a bullseye?
  • Conferences/Trade Shows: Want to make a splash in the B2B world? Dive into conferences and trade shows! These events are perfect for networking, showcasing your products, and learning from industry experts. Get ready to shake hands, exchange ideas, and leave a lasting impression on potential clients.
  • Content Marketing: Are you spinning a compelling story with your brand? Content marketing is the key to engaging and educating your audience. From blog posts to infographics, content marketing provides valuable information that keeps your audience hooked. Want to reel in more leads? It’s time to get creative with your content!
  • Direct Mail: Remember the excitement of receiving a physical letter in the mail? Direct mail brings that personal touch back to B2B marketing. Direct mail helps you stand out in a sea of digital noise, from postcards to catalogs. Ready to make a memorable impression?
  • Display/Retargeting: Ever felt like ads are following you around the internet? That’s display and retargeting at work! This clever strategy serves ads to people who’ve shown interest in your brand, keeping you top of mind. Want to reel in those elusive leads? Give display and retargeting a try!
  • Email Marketing: Want to make your inbox work for you? Email marketing is your secret weapon! With personalized campaigns, you can nurture leads, share news, and keep your audience engaged. Ready to hit “send” and watch the magic happen?
  • Field Marketing: Craving a little face-to-face interaction? Field marketing brings your brand to life through events, demonstrations, and more. With this hands-on approach, you can create lasting connections and win over your target audience. Ready to step out of the office and make a splash?
  • PPC/Paid Search: Want to see your brand at the top of search results? Paid search and PPC (Pay Per Click) advertising can help! By bidding on specific keywords, you can drive traffic to your site and boost your brand visibility.
  • Partner Marketing: Two heads are better than one, right? Partner marketing combines your strengths with those of another company to reach new audiences. From co-branded campaigns to joint events, partnership opportunities are endless. Ready to team up for success?
  • SEO (Search Engine Optimization): Want your website to be a star in the search engine universe? SEO is your ticket to success! Optimizing your content and website structure will make it easier for search engines and potential clients to find you.
  • Social Media Marketing: Looking for a more human approach to B2B marketing? Social media marketing lets you engage directly with your audience. From LinkedIn to Twitter, these platforms help you build relationships, share content, and showcase your brand personality.
  • Traditional Media: Don’t forget the power of traditional media! From print ads to billboards, these tried-and-true channels still pack a punch. By incorporating traditional media into your strategy, you’ll reach a diverse audience and make a lasting impact.
  • Webinars: Want to share your knowledge and connect with your audience? Webinars are a perfect platform for delivering valuable content and demonstrating your expertise. From product demos to expert panels, webinars offer a unique opportunity to engage with your audience from the comfort of their own home or office.
  • Word-of-Mouth/Referrals: Who doesn’t trust a good recommendation from a friend or colleague? Word-of-mouth and referrals are powerful marketing tools that tap into the power of personal connections. By encouraging happy customers to share their experiences, you’ll create a ripple effect that attracts new clients.
  • Podcasts: Ready to lend an ear to your audience? Podcasts are an audio-based marketing channel that lets you share your expertise, tell your brand story, and connect with listeners more personally. Podcasts provide an intimate and engaging platform to reach your target audience, from interviews to roundtable discussions. Are you prepared to make some noise in the B2B world?
  • Influencer Marketing: Want to harness the power of trusted voices in your industry? Influencer marketing leverages industry thought leaders to amplify your message and boost credibility. By partnering with these influencers, you’ll reach new audiences, build trust, and gain valuable endorsements. Ready to make influential connections?
  • Video Marketing: Looking for a dynamic way to showcase your brand? Video marketing brings your message to life, captivating your audience with engaging visuals and storytelling. From product demos to customer testimonials, videos help you communicate complex ideas quickly and effectively. Ready to hit ‘record’ and make an impact?
  • Mobile Marketing: Want to reach your audience on the go? Mobile marketing targets users on smartphones and tablets with tailored ads and content. From in-app advertisements to SMS campaigns, mobile marketing ensures you’re always just a touch away from potential clients. Ready to tap into the power of mobile?
  • Native Advertising: Tired of intrusive ads? Native advertising seamlessly blends your promotional content with the platform it appears on, providing a non-disruptive user experience. You’ll gain trust and improve engagement by integrating your message into your audience’s content. Ready to go native?
  • Affiliate Marketing: Interested in rewarding your brand advocates? Affiliate marketing is a performance-based strategy that compensates partners for driving traffic and conversions to your site. Creating an affiliate network will expand your reach and encourage others to promote your brand. Ready to share the love?
  • Podcast Advertising: Want to ride the wave of the podcast boom? Podcast advertising reaches your target audience through sponsored messages within popular shows. By aligning your brand with relevant and engaging content, you’ll boost brand awareness and connect with listeners on a personal level. Ready to tune in?
  • Remarketing: Want to keep your brand on your audience’s radar? Remarketing targets users who have previously interacted with your brand, serving them tailored ads to reignite their interest. By reminding potential clients of your value proposition, you’ll increase the likelihood of conversions. Ready to stay top of mind?
  • Press Releases and PR: Ready for the spotlight? Press releases and public relations (PR) tactics help you share important news and updates about your company with media outlets and industry publications. You’ll raise your brand’s profile and establish authority by crafting compelling stories and building relationships with journalists. Ready to make headlines?
  • Sponsored Content: Want to provide valuable content that aligns with your brand? Sponsored content is a strategic partnership between your company and a publisher to create and promote material that benefits both parties. From articles to videos, sponsored content helps you reach new audiences while delivering useful information. Ready to collaborate and create?
  • Guerilla Marketing: Looking to make a bold statement? Guerilla marketing uses unconventional tactics to grab attention and create buzz around your brand. From eye-catching street art to unexpected events, guerilla marketing strategies help you stand out from the competition and make a lasting impression. Ready to turn heads and get people talking?
  • Virtual Events: Want to create memorable experiences without geographical constraints? Virtual events bring people together online for conferences, expos, and workshops. By hosting or participating in virtual events, you’ll connect with your audience, showcase your expertise, and foster relationships. Ready to break down barriers and go digital?
  • Co-marketing: Want to double your marketing power? Co-marketing brings together two complementary brands to create and promote content or campaigns that benefit both parties. By sharing resources and expertise, co-marketing helps you tap into new markets and amplify your message. Ready to join forces for mutual success?
  • Case Studies: Looking to showcase real-life success stories? Case studies provide a detailed look at how your product or service has helped clients overcome challenges and achieve their goals. By presenting tangible results, case studies boost your credibility and demonstrate the value of your offering. Ready to let your success speak for itself?
  • Interactive Content: Want to make your content more engaging? Interactive content invites your audience to participate, whether it’s through quizzes, polls, or calculators. By creating a dynamic user experience, interactive content boosts engagement, collects valuable data, and educates your audience. Ready to level up your content game?
  • E-books and Whitepapers: Ready to share your in-depth knowledge with the world? E-books and whitepapers provide valuable, long-form content that showcases your expertise and addresses your audience’s needs. By offering insightful information, you’ll build trust, generate leads, and position your brand as an industry leader. Ready to write your way to success?
  • Branded Merchandise: Want to make a lasting impression? Branded merchandise puts your logo on everyday items like apparel, stationery, and drinkware. You’ll create brand ambassadors by giving away or selling these products, keeping your company top-of-mind. Ready to wear your brand with pride?
  • Blogging: Want to become an authoritative voice in your industry? Blogging allows you to share insights, news, and opinions on relevant topics, building trust and credibility with your audience. Regularly updating your blog will drive organic traffic, improve SEO, and establish thought leadership. Ready to put pen to paper (or fingers to keyboard)?
  • Community Building: Looking to create a loyal following? Community building focuses on nurturing relationships with your audience by engaging in conversations, providing support, and fostering a sense of belonging. Through forums, social media groups, or even in-person meetups, you’ll create lasting connections that fuel growth. Ready to bring people together?
  • Live Chat and Chatbots: Want to be there for your customers 24/7? Live chat and chatbots provide instant support and assistance, answering questions and guiding users through your website. By offering real-time help, you’ll improve the user experience, build trust, and increase conversion rates. Ready to chat your way to success?

It can be difficult to decide where to begin in utilizing B2B marketing channels for your company. The best place to start is generally in a channel that you believe is most likely to win quickly with the lowest amount of risk, while also reaching the greatest audience.

Expert B2B Marketing Services

You’re trying to understand the vast universe of marketing options for B2B companies. Buying marketing isn’t like ordering from the McDonald’s menu. Our team can analyze what you’re doing now and suggest a plan to move forward. Schedule a no-obligation meeting now!

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What is B2B Marketing?

B2B marketing, or business-to-business marketing, promotes products or services to other businesses rather than individual consumers. This marketing strategy focuses on understanding the unique needs and challenges faced by businesses and providing tailored solutions to help them grow and succeed. In this comprehensive guide, we will dive deep into the world of B2B marketing, exploring its various aspects, techniques, and benefits.

Understand Your Target Market

A crucial aspect of B2B marketing is identifying and understanding your target market. This includes researching and analyzing your potential customers’ industries, company sizes, and specific business needs. Gaining a deep understanding of your target market will enable you to tailor your marketing efforts and create compelling content that resonates with them.

Build Strong Relationships

In B2B marketing, building strong relationships with your clients is essential for long-term success. This involves fostering trust and credibility and consistently delivering high-quality products and services. Businesses often invest significant time and resources into their partnerships, so establishing a solid foundation is crucial.

Master Content Marketing

Content marketing plays a vital role in B2B marketing strategies. Creating informative, engaging, and relevant content can demonstrate your expertise, showcase your products or services, and provide valuable information to your target audience. Content marketing can take many forms, such as blog posts, whitepapers, case studies, webinars, and more.

Measure The Success Of B2 B Marketing Efforts

To ensure the effectiveness of your B2B marketing strategies’ effectiveness, tracking and analyzing key performance indicators (KPIs) is essential. These can include metrics such as website traffic, conversion rates, lead generation, and customer acquisition costs. Regularly monitoring and adjusting your marketing efforts based on these KPIs will help you optimize your strategies for maximum success.

The Benefits Of B2B Marketing

B2B marketing offers numerous benefits for businesses of all sizes. By focusing on the unique needs and challenges of your target audience, you can:

  • Drive targeted traffic to your website
  • Enhance brand awareness and credibility: Effective B2B marketing helps position your company as an industry leader, making it more attractive to potential clients and partners.
  • Generate high-quality leads: By targeting businesses that are genuinely interested in your products or services, you can attract leads that are more likely to convert into customers.
  • Improve customer retention and loyalty: B2B marketing can help you retain existing clients and encourage repeat business by building strong relationships and consistently delivering value.
  • Increase revenue and profitability: With targeted marketing efforts, you can improve the efficiency of your sales funnel, leading to increased revenue and profitability for your business.

B2B Marketing Best Practices

To maximize the effectiveness of your B2B marketing efforts, consider the following best practices:

Personalization And Segmentation

Personalizing your marketing efforts by segmenting your audience based on factors such as industry, company size, and job title can significantly improve your conversion rates. By tailoring your content and messaging to resonate with specific segments, you can better address their unique needs and challenges.

Test And Optimize

Regularly testing and optimizing your marketing strategies can help you identify what works best for your target audience. This may involve A/B testing different ad creatives, tweaking your website’s design, or experimenting with various email marketing strategies.

Align Sales And Marketing

Aligning your sales and marketing teams is essential for a cohesive and effective B2B marketing strategy. By working together, these teams can share insights, coordinate efforts, and ensure that leads are nurtured and converted effectively.

Invest In Marketing Automation

Marketing automation tools can streamline your B2B marketing efforts, saving you time and resources. These tools can help you manage and track your leads, automate email campaigns, and analyze the performance of your marketing strategies.

Continuous Learning And Adaptation

The world of B2B marketing is constantly evolving, and staying informed about industry trends and best practices is crucial for success. Regularly attend industry events, read articles, and participate in online forums to keep your knowledge up-to-date and adapt your strategies as needed.

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 its sales process. That’s why one cannot duplicate another’s marketing strategy and expect it to work.

Any B2B marketing strategy aims to attract qualified prospects and leads that your sales team can turn into business customers. This can be achieved by allocating your marketing budget to areas that consistently provide you with high success rates. 

The chart above shows roughly 72% of marketing funds are allocated to digital channels. This is because digital channels are among the most effective ways to drive relevant leads and create a qualified sales pipeline.

In particular, Account Based Marketing (ABM) is a channel that helps business-to-business companies fill their sales pipelines by locating and engaging with highly valuable accounts. With ABM, you can keep your sales and marketing teams on the same page and provide them with the resources they need to close high-value accounts and prospects. ABM is often one of the most effective B2B SaaS marketing channels, as software-as-a-service businesses tend to do well with these types of programs.

The Use of Digital B2B Marketing Channels Is Growing: Here’s Why

We’re not suggesting traditional media, events and postcards are dead. In fact, it’s far from it. The traditional marketing efforts of print, broadcast, billboards, and direct mail still have effectiveness in today’s marketing mix.

There are, however, several reasons why B2B companies need to shift their attention to other B2B marketing strategies. Digital B2B marketing channels are:


Compared to traditional advertising or field marketing efforts, you can see a larger return on your marketing spend by focusing on digital B2B marketing channels. You can easily monitor your investment and return on marketing spend to ensure that you’re getting the most out of your B2B marketing strategy.


You can track clicks, visits, conversions, and leads all the way through your CRM to help determine the B2B marketing channels that are best for your business This puts you in the driver’s seat to optimize your budget and campaigns for a higher return on marketing spend.


The beauty of using digital marketing channels is that they allow you to reach prospects 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.

Quick Returns

If you’re looking to boost web 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 should continually be tested to ensure that it still provides the expected results. You need to find the right mix of channels, usage, and budget for your strategy in order to hit your revenue goals.

Contact Valve+Meter for B2B Marketing Services

At Valve+Meter, we understand how difficult it can be to find the best B2B marketing channel for your company’s needs. We 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.

The marketing team at Valve+Meter uses a unique testing strategy to uncover the campaigns that deliver the results that either meet or beat your cost-per-acquisition goals. From email marketing and PPC to SEO and content marketing services, our team is equipped with the knowledge and experience to help your B2B company experience repeatable, scalable, and profitable results. 

Get in contact with Valve+Meter today to create a unique customer acquisition strategy for your B2B business today.

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