What are the best marketing channels for B2B products?

When it comes to B2B products, the appropriate channels typically depend on what type of audience is being targeted and what kind of sales cycle is involved. Effective channels include LinkedIn, SEO, email marketing, trade communities, webinars, and word-of-mouth marketing. LinkedIn is particularly useful for connecting with decision-makers, while SEO is good at capturing potential customers who are already looking for solutions. For larger B2B products, you might consider using account-based marketing and developing a personalized approach as well. Initially, you should consider focusing on just two or three channels, measuring the quality of the leads produced before scaling successful campaigns.

I think that with B2B the best is to reach to the person directly

LinkedIn, industry-relevant slack groups, content, content, content. Most important, build an audience first. If you are going all-in on LinkedIn, post every day. Create useful content that people can actually get value out of (tips, tricks, etc). Continue to do that, build engagement, and then start writing content on a blog with a lead capture for a newsletter.

I know you mentioned LinkedIn but I thought I'd add my 2 cents on automated LinkedIn messages. It's a little grey hat I suppose but some of our clients have really good success with it.

You essentially send 100 automated messages each week to a specific audience segment (created in Sales Navigator). In my experience, about 20-30% accept. Then you can send another 2-3 automated messages to try and get them to initiate a conversation, book a call, etc. The automation stops whenever someone replies.

And then maybe 5-10 of them will reply and start a conversation. It's a bit of a numbers game but has worked well when our clients' audience tends to be very social or rely on networking.

For example, our one client is a luxury resort and we use LinkedIn to build partnerships with travel agents, who tend to do more networking than other professions. That's likely why it works so well with them. Other B2B audiences haven't worked as well though, such as electricians and doctors.

Hey Vikram,

Congratulations on the new product!

I personally rely on organic growth only for my clients, but I strongly believe that sometimes we need to invest in marketing to get quick results. That being said, I would highly recommend ProductHunt. Even if you are not among the top products of the day, ProductHunt acts as Social proof, which can help you get visibility in relevant PR websites, newsletters, etc.

Let me know if you try it out and how it goes for you.

All the best!

Tell me your target audience + some of the tools that they are using, and I will find free leads (with direct email add) for you.

Eg: companies using Mailchimp or Shopify

Industry associations, trade magazines if you have some budget. Are you only looking for free places to advertise or willing to pay? Which industry?

Hi Vikram,
I'd say it depends on the businesses you are aiming at. There are plenty small businesses on Facebook and Instagram so you can try classic paid ads, or you can post to groups where they are active. Focus on a specific group (eg online educators and try to find out where they are.
Or, here's a bit different idea: send a physical letter to small business with a made up review and with a message that says "if your customers like you, be proud of yourself and show it to others, we can help you with that (qr code or url). Probably takes more time and money, but I think it worth a try.