In the incredibly competitive world of B2B marketing, companies are constantly looking for the most effective strategies to reach and grow their target audience. Among the many marketing channels available, it can be difficult to understand which will be most effective for your B2B business.
Below, 15 Forbes consultants share opportunities for companies trying to succeed in today's market. Read on to discover the channels that can revolutionize your B2B marketing approach and propel your business to unprecedented success.
1. Research the marketing
Search marketing is the most effective marketing channel. Regardless of where your B2B business is located, many people begin their information gathering process through Google or another search engine. It's best practice to make sure all your ducks are relevant to search engine results. - Spencer Hadelman, Advantage Marketing
2. It depends on the four Cs
The most effective B2B channel question: "What's your favorite food?" B2B marketing success depends on channel independence. The most effective channels are based on four elements: customer, creator, conversion and channel. Predictive modeling and post-campaign optimization tell us which B2B marketing channels are most effective. Whatever my favorite food (most effective channel) is, it can change the next day. —Thomas Zawacki, Data Hub
3. Customer reviews
Existing and former customers are the most effective marketing channel in our B2B business because they provide strong feedback with accurate data and their strong recommendations allow them to lend their personal brand to quickly gain trust and credibility with new potential customers. - Suzanne Thomas, 10 fold communication
4. Virtual events
Virtual conferences, such as conferences and webinars, are great because you not only give real advice to unsuspecting prospects, but you learn about their needs through the topics they attend, survey results, and questions they ask while attending. This information is useful for this procedure. - Eyal Danon, Ignite Advisory Group
5. LinkedIn
LinkedIn is the most effective channel for B2B marketing because of its target audience. It's the only platform where you can quickly connect and interact with the C-suite community, which is often difficult to represent and influence. It's a great place to showcase your leadership, your company's work, and your target audience to see your posts. - Marilyn Cowley, PREM - Public and Social Affairs
The Forbes Agency Council is an invitation-only community of successful PR, media strategy, creative and advertising agencies. Am I right?
6. B2B brands
B2B branding is my favorite marketing channel. This creates long-term awareness and facilitates conversions at all levels of the funnel. According to research conducted for the LinkedIn B2B Institute, only 5% of B2B leads are active buyers at any given time, and long-term brands are a key pillar of B2B success. Mere lead generation campaigns, now a common and preferred industry practice, are ineffective in the long run. - Oksana Matvichuk, OM Strategic Forecasting
7. Multi-channel marketing
The most effective marketing channel for a B2B business can vary depending on factors such as the target audience, the industry, and the product or service being offered. In general, a well-executed multichannel marketing strategy that combines techniques such as email marketing, social media, and content marketing can be effective in reaching and engaging B2B audiences. - Robert Nickish, United Why
8. Content Development
Content development is the best B2B marketing channel. Builds authority, improves SEO, and answers customer questions. Valuable content builds credibility and trust, which leads to brand awareness and loyalty. Enhanced content increases search visibility, generates organic traffic and generates leads. Engaging content builds relationships and informs customers, leading to B2B success. - Darby Dwyer, Creative Green Closet
9. Email Campaigns
LinkedIn used to be a powerful tool for B2B, but when it moved from a contact-based model to an open API, it flooded its inbox with sales spam, which reduced its effectiveness. We now rely more on segmented email to build brand awareness, build trust and open doors for new business than we do face-to-face or on screen. - Dan Kahn, Kahn Media, Inc.
10. Personal branding in social networks
Personal branding on social media has been a game changer for my business. Raising my profile as a thought leader on social media and consistently being featured on multiple platforms has helped us grow and attract business. When people say PR, our agency stands out for our work on social and digital channels. The key is telling the truth about the success story. - Michelle Mackey, Mackey Media Relations, Inc.
11. Advertising on Facebook
Facebook ads are an effective marketing channel in terms of both targeting accuracy and return on investment. With minimal ad spend, you can run split tests quickly and the algorithms will do most of the hard work. The platform is easy to navigate, has many targeting options, targeting is very specific and the number of potential buyers is large. All this makes our work central. - Muhammad al-Khawari, Solitude
12. WOM Marketing
Word of mouth marketing is key. In the world we live in where people can get friends, likes, reviews and even a blue tick, there is no substitute for WOM. I always go above and beyond for each of my clients. I love what I do, but this is a great way to encourage clients to tell their network how great you are. Being in business for over 21 years means I've built a nice channel. - Adrienne Falk, Believe Advertising & PR
13. Podcast
Podcasts are an unexpected but powerful platform for B2B audiences. The market has moved from general consumer offerings (news, true crime, political commentary or sports commentary) to a place where experts from around the world can be prepared. Hosting a show with industry legends is a powerful brand builder and lead generator. - Megan Cunningham, Magnet Media, Inc.
14. It happens
Promotions are the most effective marketing channel for our business. As a digital marketing company, this may sound strange, but there is no substitute for hands-on learning opportunities. Hannah McNaughton, Marketing Metrics
15. Flyer
Sometimes the old ways still work, and for us, monthly e-newsletters produce inconsistent results. Although not as great as other channels, regular interactions with our customers and prospects add value. - Mike Maynard, Napier Partnership Limited
