Effective Strategies for Successful B2B Channel Marketing

There are many challenges that get in the way of implementing an effective omni-channel marketing strategy. There’s the misnomer that it’s expensive and time consuming (not if you have the right tools), that the analytics are too complicated (not if you have the right platform) and that customer habits are too varied to mount an effective channel strategy.

This last point is true: customer habits are different. But with the right strategies in place, marketing across various devices and platforms is simple. To this end, we look at three fundamentals to creating the ideal channel-marketing strategy.

Leverage automation platforms

Automation is the friend of the modern marketer, not the foe. Case in point: channel marketing. With so many digital channels, social media platforms, etc., the idea of a single person or even an entire marketing team trying to manage it all is impractical if not impossible. To get the most out of your channel marketing, you need to adopt a solid automation platform.

This is going to benefit your channel marketing in different ways. You can easily conceive and execute marketing campaigns for video, email, mobile, social — all of it. The functionality these platforms offer is invaluable, especially for features such as lead scoring/nurturing, analytics, ROI projections and more. They will also segment your target audience down to the individual, no matter how many channels you’re utilizing, and allow for greater personalization throughout.

There are many solid automation platforms out there. So, you’ll have no problem finding a suite that includes the features that are ideal for your particular operation.

Create data-driven marketing campaigns

The general viewpoint is that “big data” is a tool more suited to B2C. But there’s something to be said for B2B operations analyzing mass amounts of unstructured data. For starters, it helps eliminate sales and marketing silos by giving both departments the same 360-degree view of existing and potential customers.

It also does wonders for account-based marketing. More data signals allow B2B marketers to deliver more personalized advertising campaigns to key stakeholders. This results in more conversions and greater ROI.

So, what does this mean for channel marketing? Well, there are tools and strategies to better assist marketers to analyze all those data sets and thus drive marketing initiatives. These include:

  • Artificial intelligence. Yes, AI can process all those seemingly numberless data signals that would be impossible for humans. Moreover, AI can feed predictive analytics, which can predict future sales trends and thus help streamline marketing budgets.
  • Dashboard overview. Easily scalable dashboards give marketers a full overview of the insights gleaned from their various marketing channels, plus it allows them to develop cross-channel tactics to boost interaction.
  • Remarketing. By merging data collected from websites, email, apps and social media interaction, marketers can appeal to existing customers in the audience stream via personalized remarking campaigns.

Other benefits include the ability to personalize website experiences based on past customer behavior and customize product recommendations according to the buyer

Develop an effective content-distribution strategy

There’s a cogent argument to be made that distribution is the most vital part of any content marketing strategy. After all, great content is no use to anyone if it can’t find the right sets of eyeballs. And in a world where over 4.4 million blog posts are published every day, it’s easier than ever for your content to get lost amid the competition.

That begs the question, then, what is the right multi-channel content distribution strategy for you? To determine this, you need to first understand the three different types of content distribution channels.

  • Owned content distribution (the content channels you are directly in charge of, such as your company website, blog, etc.)
  • Earned content distribution (channels where third parties share your content, such as journalists, guest bloggers, review sites, social platforms, etc.)
  • Paid content distribution (pay-per-click advertising, influencer marketing, etc.)

Just like having a well-rounded stock portfolio means greater returns, you should make sure your content distribution strategy incorporates a robust combination of the above types of channels.

To get going on this, first research your target audience. Who is your ideal customer? Then select your content channels, decide what type of content you will be distributing (blogs, vlogs, webinars, ebooks, white papers, etc.), create an editorial calendar and adhere to it, produce the content, distribute it, and select the appropriate KPIs to measure.

To give you an even better idea of how you should be focusing your content efforts, consider that a good rule of thumb is to spend 20 percent of your time actually creating the content and the other 80 percent promoting it. This is the essence of the 80/20 rule.


At the intersection of technology, data and content, is where you need to focus your efforts to create great multi-channel marketing strategies. With the right tools and the proper application of effort, this isn’t a problem — the real challenge for B2B marketers lies in embracing this new high-tech reality. Is your operation up for it?

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