Industrial Marketing

B2B marketing channels: Best lead generation practices

A marketing channel is the collection of individuals, companies, and activities that collaborate to move products (goods and services) from production to end customer.

Homepage » Industrial Marketing » B2B marketing channels

Pinterest LinkedIn Tumblr

Marketers now have more options than ever to reach customers. Unfortunately, there are too many choices, making it difficult to know where to begin. Naturally, you want to ensure that your money and effort are spent on the most effective B2B marketing channels and techniques.

However, it is all too simple to let fear prevent you from getting started without knowing what would work best.

You may hear a lot of talk about upcoming technologies such as artificial intelligence and chatbots. But, whether you’re a high-end marketer or work for a huge organization, it is very unlikely that you can conduct the kinds of strategies you’re thinking of. That’s fine since you don’t need the most innovative idea to succeed.

What matters is not to obsess over every new channel. Instead, it’s concentrating your efforts on the most effective B2B marketing channels to maximize your business’s growth. And in this post, you’ll learn where you should focus your efforts and attention to have the greatest impact.

B2B marketing channels must include both traditional and digital strategies

B2B marketing and lead generation

As a B2B company, you have quite a significant edge over B2C companies; You have access to more historical sales data. This is due to the reports of sales representatives, marketing expenses, and direct contact with your clients. With this insight, you can examine historical trends, sales lead sources, and efficient lead generation tactics to help you plan your future B2B lead generation strategy.

Want to gain an advantage over your competitors?

Then you have to be ahead of the game by early determining the most appropriate B2B marketing tools and lead generation techniques for your business. However, If it takes your sales and marketing teams an extended period to determine what works and what does not, you risk losing sales.

most effective marketing channels for B2B

B2B marketing is harder than B2C

Business-to-business (B2B) marketing and lead generation strategies are significantly more challenging than business-to-consumer (B2C).

With online platforms constantly evolving and updating, reusing the same material and techniques every year will eventually fail. Therefore, you should ensure that your organization stays current with industry developments in order to stay ahead of the competition.

It’s also critical to understand that not every B2B growth strategy you try will succeed. That’s just fine. This is also the case for B2C marketing strategies. On the other hand, the sooner you find out what your clients respond to, the better. The sooner you get results, the more profit you will make.

Myths about B2B marketing

B2B marketing is the process of selling to an individual or group of individuals in business. It is the process through which companies use a multi-layered strategy to convert identified business prospects into customers.

Here are what people believe about the differences between B2B and B2C marketing:

  • When some people consider B2B marketing strategies, they immediately think of direct and outbound sales techniques.
  • Longer B2B sales cycles need the use of several marketing channels. This diminishes the importance of online buying, impulse purchases, and point of sale.
  • Sales Representative is a critical component in B2B. They provide purchasers with vital information and essentially bring in the company.


While much of the preceding remains true, B2B marketing has evolved. In other words, these myths have changed over time and kept up with today’s world. The world has become more digital, which has resulted in significant changes to the design and execution of B2B marketing campaigns.

B2B vs B2C marketing channels

Importance of marketing channels for B2B

Marketers have already used B2C marketing channels for more than a century. However, B2B companies are just beginning to become familiar with these methods. On the bright side, many companies gravitate toward marketing solutions more than ever before in this era. Each company is trying to find a new and effective lead generation channel.

Businesses strive to optimize their conversion rate, sales cycle, and customer service performance by implementing the proper marketing channel strategy.

So, to keep ahead of the curve, companies should implement an effective B2B channel strategy that enables them to enhance the buyer experience and expand their online reach.

traditional advertising is still alive!

What are the primary B2B marketing channels?

  • Which strategies should companies employ to increase brand recognition and lead generation among their target market?
  • Which B2B advertising platforms provide the most cost-effective expenditures and the greatest profits?


While the majority of marketing channels may be used in all stages of the B2B sales cycle, a few stand out. These are the platforms on which B2B marketing teams should concentrate on improving lead generation and customer acquisition performance.

Marketing channels definition

A marketing channel is the collection of individuals, companies, and activities that collaborate to move products (goods and services) from production to end customer.

Functions of marketing channels aim to establish a connection between the corporations that generate a product or service and potential customers interested in purchasing it.

3 basic types of marketing channels for B2B

  • Direct selling is a method of marketing and selling products (goods or services) directly to end customers without using a fixed retail location or any intermediaries. Direct selling does not need any distribution channel.
  • Selling via intermediaries is a well-known B2B distribution channel strategy. Products are made at the manufacturing site and then sold to customers via intermediaries such as agents, dealers, wholesalers, and distributors. This method is based on utilizing the functions of distribution channels.
  • Dual distribution is a strategy in which manufacturers utilize various channels to offer their products to the end customer. Alternatively, it could imply that the manufacturer sells directly and indirectly to customers through distributors and retailers.


Companies that engage in a marketing channels strategy perform a unique direct selling campaign that may effectively utilize various channels to advertise to prospective customers. Then, they nurture them through the sales and marketing funnel and generate revenue growth and goal achievement.

primary promotion techniques

Types of marketing channels – digital & traditional

So, what is the difference between conventional and digital marketing, and which should you use? Choosing the appropriate marketing strategy is an age-old issue that challenges every marketer.

The primary distinction between digital and conventional marketing is how the marketing message is delivered to an audience. While traditional marketing relies on print media such as magazines and newspapers, online marketing relies on online platforms such as social media and websites.

Of course, traditional marketing has not been antiquated yet. It continues to play a significant role in people’s lives, despite the growing demand to escape the digital world. The exciting experience of a memorable television commercial is just as relevant today as they were 25 years ago due to their long-lasting effects on your memory.

Subconsciously, you emotionally connect with their brand, ensuring that they remain at the forefront of your mind.

Likewise, digital marketing channels are equally as critical as traditional marketing, if not more so. Online marketing reaches you through all of the touchpoints associated with your daily use of the internet.

lead generation and customer acquisition

Traditional marketing channels

Traditional marketing refers to any marketing techniques that existed before the internet revolution and continue to exist without the assistance of online media.

Traditional marketing is the bedrock of any B2B organization, as it thrives and generates leads even in the digital age. Although digital marketing has dominated the front line, traditional marketing remains vital, particularly for B2B enterprises.

Traditional marketing examples can be generally classified according to the media through which it is communicated. Published (print) media, radio, television, direct mail, telephone (telemarketing), alternative media (ex: billboards) are the most popular examples of traditional marketing. By the way, published media is still the most conventional and popular one.

digital marketing channels

Digital (Online) marketing channels

Ever since the buyer was freed from the seller as the main source of information, the B2B marketing world has changed and evolved.

However, over the last years, effective B2B sellers have had to shift their concentration even further away from channels and techniques in order to adapt to the new normal brought about by the Covid-19 pandemic’s social, cultural, and economic repercussions.

In many ways, the shifts in customer behavior that we have witnessed reflect a speeding of digital trends already underway before the pandemic.

However, the rate of change over the last few months has pushed us over the edge, and now there will be no turning back. The transition to multichannel selling, in-person sales, and e-commerce is accomplished.

Most popular examples of digital marketing channels are; company website, social media, technical content marketing, industry-related blog posts and eBooks, reviews and customer testimonials, email marketing, pay-per-click advertising (PPC), search engine optimization (SEO), etc.

Traditional and digital marketing channels are important strategies that need to be examined separately and in a very comprehensive way. Therefore, in this post, I only gave superficial information. I will write different articles for these two broad topics.

choosing the right marketing strategy

Why are B2B marketing channels so important?

With the variety of channels available for B2B marketing, it’s possible to become confused and spend money and time on each. However, that is not the case.

B2B marketing varies by industry, and any channel may perform admirably for one sector but not for another. Understanding when and where to spend your budget will result in a more effective lead conversion rate and, consequently, a healthy and effective B2B marketing strategy.

Each B2B marketing channel has its own set of pros and cons and should be optimized according to the company objectives. Some of the established marketing channels may be less effective than they were previously. So, it would be best to spend time and effort updating them and determining which channels to eliminate and which to improve.

Marketing channels aim for lead generation

Lead generation for B2B is not about finding a magical technique that generates a large number of leads. Rather than that, developing the finest lead generation plan for your business is more about examining tried and proven marketing channels and determining the most effective combination of techniques for your company goals.

When it comes to B2B marketing, a marketer needs to know what to expect from each lead generation channel in terms of complexity, budget, and requirements. However, the breadth of B2B marketing channels continues to expand year after year. As a result, any marketer could easily become overwhelmed.

Marketing channels vary in their efficiency with your target market based on the industry. As a result, some channels may be more effective for your company than others. Still, optimization and testing can help you figure out which ones are the most effective.

Furthermore, some of the channels on which you could dependably count on qualified leads, strong conversion rates, and a good return on investment may no longer be as reliable as they once were.

marketing channel strategy

Strategic use of different marketing channels

Marketing is regarded as the most effective technique available for promoting companies in the B2B market. Through marketing, targeted prospective customers will learn about the various services and products offered by your brand.

Numerous channels or promotion alternatives are currently available, from which you must select the most appropriate one that adequately defines your company’s offerings.

Choosing the ideal B2B marketing channel is not enough. You must also understand how to use it strategically to achieve the best results. In this regard, working with an experienced specialist is critical.

Only an expert can point you in the right direction for the most efficient fulfillment of your goals. In addition, you will find that an expert opinion will provide you with invaluable information on the strategic use of different marketing channels that affects your overall success.

Multi-channel hybrid marketing

In the modern-day, digital technology-based marketing techniques have been found to be more effective than older ones. Indeed, digital options remain within budgetary constraints, which is why new brands always prefer them. However, I do not find it sufficient to use only online resources.

From my point of view, you should take a hybrid approach by utilizing both traditional and digital marketing strategies. This multi-channel hybrid strategy enables your business to benefit from the best outcomes.

how to choose the right advertising platform?

How to choose the right B2B marketing channels?

Not every marketing channel is appropriate for every business. So you have to avoid squandering your time and money by jumping on the newest fashionable channel that fails to reach your target B2B market.

So, how can you create a strategy that has a high return on investment(ROI) while also utilizing the most effective marketing channels for your B2B company?

Everything begins with a strategy

To be effective at any type of marketing, you must have a good plan that guides you. Feeling your way around in the dark is not the best approach in the business world, and B2B marketing is no exception. Check out the following five variables to assist in developing your plan and determining which marketing channels are most effective for your B2B organization.

With so many options available today, selecting the optimal marketing channel can be challenging. However, the most important element of your marketing strategy is the channels you will distribute your message.

Frequency and reach are two concepts you should be familiar with when considering marketing methods. The frequency of your message is defined as the number of times it is aired. The term reach refers to the size of your intended audience.

For example, suppose a channel does not reach your target audience or communicate your marketing message frequently enough. In that case, it is not a good fit for your channel strategy.

paid advertising PPC

Niche marketing strategy

An important factor that distinguishes B2B marketing from B2C is the targeted customer base. B2B marketing addresses a specific customer base and target market based on the products your company produces or sells.

Determining the best marketing channel requires a definitely targeted B2B strategy. Therefore, although we use a general expression as a B2B market, it is divided into numerous sectors and segments within itself.

You should make sure that you do the market segmentation correctly in the previous stages of your marketing strategy. Otherwise, all your efforts will be in vain. The important thing for a B2B company is to determine a plan for the right target market. This brings us to the marketing channels that should be applied to niche B2B markets.

Specialized niche targeting is the most critical aspect of your B2B marketing strategy. My research consistently demonstrates that the most rapidly rising businesses are typically specialists in a narrowly defined area. This should be an industry segment that you are intimately familiar with, one in which you have the potential to establish yourself as an undisputed expert and leader.

Specialization simplifies your marketing efforts by clearly defining what you do and instantly distinguishing your company from the competition. A specialty is a demonstrable differentiation.

which strategy to use?

What are the best marketing channels?

No one can answer this question for you because there is no accurate answer. As I mentioned earlier, B2B industry segments have niche market behaviors.

Each marketing strategy is unique to the company itself. Therefore, the best marketing channels will differ according to the seller company’s sector, industrial segment, target market, financial strength, and most importantly, the purchasing behavior of its customers.

Any B2B firm should determine the best marketing channel for itself by considering these factors. At this point, my job is to provide you with a list of marketing channels you can use.

The first step is to investigate all of your possibilities thoroughly. While B2B organizations today have access to a wide range of traditional and digital marketing channels, the following are ten of the most often used lead generation examples.

Examples of marketing channels you can use

  • Email marketing
  • Social media platforms
  • Paid search advertisements (PPC)
  • Display advertising on the internet
  • Search engine optimization (SEO)
  • Customer referral marketing
  • Company web page
  • Technical content marketing (blog posts)
  • Industry events
  • Direct marketing (cold/warm calling)
best marketing channels for both B2B and B2C

You need to analyze how much time and money you can and should dedicate to each marketing channel. Creating a cost-effective marketing strategy depends on the right answers to these questions.

  • Do the channels you prefer enable you to reach the right target customer portfolio?
  • While you may have a social media presence, how much of your marketing budget and effort should you devote to it?
  • Is it more cost-effective to invest in SEO or display advertising?


Multiple marketing channels

B2B companies, on the other hand, typically use multichannel marketing strategies, not just one. I assure you this is the best. This is effective, as your clients and prospects will likely have unique demands, habits, and preferences regarding their interactions with your organization. Additionally, each channel performs a distinct purpose throughout the customer purchasing journey.

For example, display advertising can be an effective strategy to increase brand awareness and create leads from another market-related website (ex: industry directory) on which your prospective customers spend time. On the other side, email marketing effectively cultivates loyalty among customers who are already familiar with your business.

The benefits of multiple marketing channels are that it allows you to reach your target customer base in various environments and creates higher brand awareness in the minds of your potential customers.

multichannel marketing plan


You probably already have a sense of which marketing channels will be most effective for your lead generation and customer acquisition targets. However, it does not end there. Marketing is not a set-and-forget activity. It must be regularly tested, optimized, and updated in order to produce the greatest outcomes.

Utilize analytics and insight tools to help you see the performance of your marketing strategy. If you do not receive the response you intended, alter your approach and try again.

I know this is difficult to achieve but not impossible. All you have to do is research and analyze non-stop. The better you know your company, customers, and industry, the more effective marketing strategies you can determine. This is how you can choose the most effective B2B marketing channels.

As you know, regardless of whether one is a freelancer or running a large corporation, marketing strategy is critical in any situation.