The 14 Best Lead-Generating B2B Marketing Channels

Posted on September 20, 2023 | Updated on October 30, 2023

Advertising and marketing expand to more physical and digital regions yearly. Every conversation, retweet, and coffee shop flier is a chance to generate leads. A new social network or innovation in billboard marketing reminds small and large businesses to recognize what is new and trending. Technology advances, forging new opportunities for corporations to connect constantly, and crafting high-quality B2B marketing channels is the best way to establish brand reputation and long-standing relationships.

What Are B2B Marketing Channels?

Business-to-business (B2B) marketing channels are all avenues companies leverage to connect with corporate clients. They encompass on- and offline marketing strategies. The objective of B2B marketing channels is to diversify your advertising portfolios. Having a beautiful website is not enough anymore, despite how much helpful information it contains. Consider radio advertisements or a social media plan too.

Diversification and extended reach are the most prominent benefits, but high-quality channels demonstrate thought leadership and authoritativeness. It also improves the customer journey through omnichannel marketing.

You may have seen a social media post for a promising startup that could have been an ideal collaboration. Going to the “About” section of their Facebook does not include a website link, and digging through old posts and photos makes it hard to find consistent contact info. Roadblocks prevent customer engagement and discourage lead generation. 

Omnichannel marketing, which prioritizes analysis of all consumer touchpoints, fills the gaps that would otherwise present as obstacles. Decreasing resistance for B2B partners streamlines their experience while providing peace of mind to marketers. 

The 14 Life-Changing B2B Marketing Channels

Remember — the goal is to have plenty of quality B2B marketing channels, not necessarily possess every single one. Understand how your customers engage through their journey before determining which channels are the most important to them and perfect these first. So, which channels are the most profitable and tempting for B2B clients?

1. In-Person Events

Face-to-face interactivity between other leaders in the sector is the most impactful way to make an impression. Conferences, field marketing, and trade shows are more valuable than a follow-for-follow strategy on LinkedIn. In-person events forge meaningful connections and allow hands-on demonstrations and personalities to shine when pitching your ideas.

2. Search Engine Optimization

Find your way to the top of search engines with SEO. Strategies include writing user intent-focused content and providing helpful resources through smart keyword implementation. SEO strategies are data-driven, so execution can only happen with reliable analytics in your toolkit. Additionally, SEO changes all the time — you must stay on top of changes in the meta to stay relevant with B2B channels.

3. Word-of-Mouth and Community Engagement

In-person events provide a catalyst for community building. However, the difference in this B2B marketing channel is how it thrives. Community engagement leads to word-of-mouth, which only occurs if B2B consumers stay engaged and feel a part of the brand’s development. You want to create a family atmosphere despite the corporate language and desire for profit — it’s where the most successful and meaningful marketing channels flourish.

4. Account-Based Marketing

A marketing campaign can be too generalized, even if you research a target audience or base it on geography. Account-based marketing selects a few B2B prospects and designs marketing campaigns personalized to those top-tier accounts. They feel they receive more attention, which engages the marketer more with learning about the client.

5. Retargeting and Remarketing

These terms have coinciding goals, but the execution is unique. Retargeting focuses on placing advertisements in front of eyes that are familiar with your product but never turned into a lead. The retarget adjusts the ad based on customer interactivity. Remarketing attempts to reconvert and upsell prospective or interested customers, for example, through email marketing. The two work well together but have subtle differences that make them equally important.

6. Research and Case Studies

Collaborate with a research firm to perform some groundbreaking research. Filling a knowledge gap in your sector’s niche makes headlines and impresses B2B partners with your initiative. Undergo case studies, publish results in e-books, and work on whitepapers to spread the word about what you’re trying to unpack. The benefits are increasing publicity, continued relevance, better SEO through backlinking, and internal inspiration to keep working to unravel the mysteries of your industry.

7. Conversion Rate Optimization

CRO focuses on directing leads to act, such as signing up for a mailing list or adding something to their cart. Ultimately, guiding customers to do these actions increases the likelihood of lead generation. Designers and marketers make this successful with process improvement, website enhancements and testing workflow.

8. Pay-Per-Click

This is when advertisers only pay when prospective leads click on something. PPC is a cost-effective way to only pay for what you get in B2B marketing channels. Shelling out countless dollars for ads people block with extensions feels defeating, but with PPC, there is a certainty you only pay for a potential lead.

9. Mail

Whether email marketing or using direct mail, sending a letter digitally or physically never gets old. In 2021, direct mail earned almost $10 billion in revenue alone in the United States, asserting its continued value in the face of email trends.

10. Content Marketing

Online content is a great way to strut knowledge and participate in industry conversations. Blog writing, for example, can respond to B2B leads, suggest innovations, connect thought leaders, and boost reputations in Google while you’re at it. In content, you can blend other B2B marketing channels, like affiliate or video marketing, to maximize its value.

11. Social Media Marketing

It is the most classic B2B marketing channel nowadays — most businesses cannot survive without some form of online presence on social media. You don’t have to create a profile on every single one, but dedicating an entire team to this would not be a bad idea, especially when sliding into B2B DMs.

12. Online Events

In-person events are one thing, but COVID-19 normalized and popularized online webinars and digital workshops. It is an inexpensive way to connect with more individuals more sustainably and flexibly, especially when the aim is to gain more global B2B consumers.

13. Sponsored Content With Entertainment

YouTube and TikTok videos, podcasts, and all influencer marketing avenues are a prime opportunity for sponsored content within the lens of entertainment. Marketing segmentation helps with this because you understand what kind of content your B2B friends consume. 

14. Guerilla Marketing

This type of marketing incorporates the element of surprise. It is meant to induce shock or exhilaration, such as a random art installation or underground party. It is a way to share more interests and intrigue beyond what your brand does or sells. It is a conversation starter as new friends attempt to find where their Venn diagrams overlap.

Experiment With These Top B2B Marketing Channels

It is time to go outside of your marketing box. Every technique here has the potential to drive leads if they attach to your customers’ experiences and preferences. Becoming more familiar with them and testing the channels will lead to numerous insights over time — results are not immediate. 

However, they reward savvy companies in myriad ways as they hone in on what matters. Businesses cannot flourish without organizational partnerships — authentic, customer-focused B2B marketing channels make those connections impenetrable.

About The Author

Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her exploring the outdoors with her husband and dog in their RV, burning calories at a local Zumba class, or curled up with a good book with her cats Gem and Cali.

You can find more of Eleanor's work at

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