Marketing Channel

Staying competitive in today’s crowded B2B landscape can feel overwhelming, especially when every channel choice directly impacts your ROI. It’s tough to justify investments if you’re uncertain which marketing channel will deliver the greatest performance.

This uncertainty often leads to wasted budgets and missed revenue targets, which places additional pressure on marketing executives tasked with delivering proven results quarter after quarter.

Fortunately, a well-defined marketing channel strategy can help you focus resources on the channels that truly matter for your target audience. In this guide, we’ll walk you through exactly what a marketing channel is, why choosing the right one is vital for B2B success, and how to align your channel mix with measurable ROI goals.

A marketing channel is a group of people, organizations, and actions that work together to move products from production to consumption. It includes the people, organizations, and activities that make goods and services available to consumers for their use and enjoyment, especially if you’re using project management software to align your internal teams and keep channel strategies on track.

According to the American Marketing Association, marketing channels serve as the primary pathways for delivering products and services to your target market. They form the backbone of your distribution strategy and significantly impact your bottom line.

For physical products, there are 4 basic types of marketing channels:

1. Direct selling, where products are marketed and sold directly to consumers without a fixed retail location.
2. Selling through intermediaries, where products are manufactured at the point of origin and sold to customers by downstream intermediaries such as agents, brokers, wholesalers and retail stores.
3. Dual distribution, where manufacturers combine multiple types of channels to sell products to the end-user. This could mean that the manufacturer sells directly to customers and also does business with wholesalers and retailers who sell to customers through their own distribution networks.
4. Reverse marketing, where products move from the customer back to the manufacturer. Typical cases of reverse marketing include recycling and product recalls.

Businesses that engage in digital marketing campaigns execute a special type of direct selling campaign that leverages many different types of channels to effectively market to prospects, nurture them through the sales funnel, and drive sales growth and revenue target attainment.

The first element of the marketing mix is the product itself. To succeed, a business must develop a product that customers want to purchase because it satisfies their needs and offers features that they want. It should be designed to deliver greater customer experience and effectively differentiated from competing brands with value-added features.

The second element is pricing. The organization must offer the product at a price that can be justified by the value of the product. Pricing should be competitive with similar products in the marketplace while accounting for differentiating factors and the value that prospective buyers might attach to them.

When it comes to the final 2 elements, place and promotion, understanding marketing channels is crucial.

To satisfy the third marketing mix element, place, an organization must understand where buyers are looking for their products and work to make their products available at these locations. For many technology companies, customers will seek out their products either online (direct-selling) or from a retailer (selling through intermediaries).

The final element of the marketing mix, promotion, deals with the identification of the best channels where an organization can best distribute messaging about its product to a target audience. Promotion is especially important for organizations that do direct selling, as they don’t depend on retailers or wholesalers to drive sales on their behalf. Organizations that sell their products online must identify the digital marketing channels that offer the best ROI for marketing dollars.

The overall ROI for any individual marketing channel may tend to diminish over time, as users begin to tune out or ignore advertisements that they see all the time. In addition to identifying optimal channels for generating marketing ROI, organizations should continuously test new marketing channels while leveraging marketing automation to avoid sending repetitive messages to the same prospects.

When developing your channel strategy, it’s important to understand the different types of marketing channels available:

Retail distribution: Selling directly to consumers through brick-and-mortar locations or e-commerce platforms.

Wholesale channels: Working with intermediaries who purchase in bulk and resell to retailers.

Franchise models: Expanding reach by licensing your business model to independent operators.

Direct selling: Marketing and selling products directly to consumers without intermediaries.

For B2B companies, the complexity of these channel decisions often requires executive-level strategic planning and careful ROI analysis.

While traditional marketing channels like print advertising, trade shows, and direct mail continue to provide value, digital channels have transformed how B2B companies connect with prospects:

As a VP of Marketing, accurately attributing conversions across multiple marketing channels is essential for justifying budget allocations. The right attribution model helps you understand which channels deserve credit for driving results:

• First-touch attribution: Gives full credit to the channel that initially brought the prospect to you
• Last-touch attribution: Credits the final touchpoint before conversion
• Multi-touch attribution: Distributes credit across all touchpoints in the customer journey
• Time-decay attribution: Assigns more credit to touchpoints closer to conversion

Making data-driven channel decisions requires understanding key performance metrics:

• Customer Acquisition Cost (CAC): The total cost of acquiring a new customer through a specific channel
• Return on Ad Spend (ROAS): The revenue generated for every dollar spent on marketing
• Customer Lifetime Value (LTV): The total revenue you can expect from a customer throughout their relationship with your business
• Conversion Rate: The percentage of visitors who take a desired action

Regular performance benchmarking helps you compare channel outcomes and budget allocations more accurately. The ideal LTV:CAC ratio should be at least 3:1 for sustainable growth, with some B2B organizations targeting 5:1 or higher.

As an organization prepares to bring a specific product or service to market, it must develop and define the appropriate marketing mix that will be used to promote its product in the marketplace. An effective marketing mix must account for the 4 P’s of marketing: product, price, place, and promotion.

When developing your marketing mix, consider how each of the 4 P’s influences your channel strategy:

• Product: Complex B2B solutions may require educational channels like webinars or white papers
• Price: Premium products often benefit from more personalized, high-touch channels
• Place: Your channel strategy is fundamentally about placing your product where your ICP can find it
• Promotion: Different channels require unique promotional approaches and content formats

If you sell or market a digital product online, chances are that you’re working in the “direct selling” model of marketing channels. For companies with technical product management needs, direct selling can simplify distribution, eliminating the need for complex networks of agents and retailers. Rather, your focus should be on effectively promoting your product and driving sales through the appropriate digital channels. Aligning your product operations within a robust multichannel strategy ensures consistent brand messaging and maximizes your market presence.

It’s stressful when you have to decide between building new distribution networks or doubling down on digital-only channels—especially when every decision impacts your budget and your credibility with the C-suite. The following five channels have proven particularly effective for B2B companies seeking sustainable growth:

Company Website & Landing Pages

If you are engaged in online direct selling, your company website will most likely act as the main distribution channel for your product or service. This is where your bottom-of-the-funnel prospects will come to request a demo or purchase your product directly. While your website acts as a primary distribution channel for your product, it can also be a promotional tool. Marketing automation tools can be used to deliver customized landing pages and sales copy depending on where a visitor originates from, the information you have collected about them, and whether they fit a buyer persona you have previously defined.

SEO & Content Marketing Essentials

Search engines are one of the most valuable marketing channels for promoting your business. In fact, there is an entire marketing discipline called search engine optimization (SEO) that focuses on implementing techniques to help your website rank more highly on search engine results pages (SERPs).

Content marketing is all about producing informative and interesting material that helps your customers solve their problems while positioning yourself as an authority. Alongside articles and blog posts, educational webinars can capture leads seeking in-depth insights, particularly for complex B2B solutions. This type of content can be posted on your website, used to make weekly updates to your blog, or distributed through other channels (social sharing websites, social media, etc.). Promotional videos marketed through platforms like YouTube are also a possible means of promoting your brand or product.

Like many savvy marketing executives, you’re striving to become the go-to thought leader in your segment. That’s why high-value content isn’t just another campaign, but a way to differentiate your brand and fuel sustainable growth. Use Google Analytics 4 to observe customer journeys across multiple channels and refine your approach.

Email Marketing

91% of American internet users have an email account, making this one of the best marketing channels for communicating directly with prospects. By leveraging content marketing automation tools, you can segment and personalize email campaigns more efficiently, delivering tailored content to different buyer personas. Email marketing can also be automated and customized to deliver targeted content based on your history of interactions with each prospect. Prospective customers can opt-in to your mailing list by subscribing on your website or filling out an email submission form in exchange for exclusive access to some content or information.

It’s frustrating to chase leads across countless touchpoints. We’ve walked in your shoes—and by automating personalized email workflows, you give your team the time and data needed to close deals faster. For B2B companies, integrating Mailchimp for email automation with your Salesforce CRM can seamlessly track lead progression and conversion metrics.

Social Media

Social media is one of the most cost-effective marketing channels for brands that wish to stay at the top-of-mind of prospective customers by providing interesting and informative content that drives engagement. Social media also plays a pivotal role in brand authority building, especially for B2B companies vying for market leadership. Social media also facilitates two-way interaction between your brand and your prospects, allowing you to participate in conversations about your niche and position yourself as an authority.

We know how overwhelming social media can feel when your board expects immediate engagement results. Having a robust social strategy helps you stay top-of-mind with prospects and confidently report performance to leadership. In this case study, we highlight how channel-specific KPIs drove targeted improvements for a SaaS client, resulting in a 43% increase in qualified leads from LinkedIn campaigns.

Target the Right Marketing Channels with Directive Consulting

At Directive Consulting, we’re experts at developing ideal customer profiles and targeting the right customers through digital channels to generate more leads and opportunities for your sales team. We use closed-loop marketing techniques along with advanced analytics to identify the most profitable marketing channels for your product, accounting for factors like customer acquisition costs and customer lifetime value (including paid search, paid social, organic SEO/content, programmatic, GEO, etc.)

We apply our Customer Generation methodology to optimize marketing spend and target the most profitable marketing channels, ensuring that our customers achieve revenue targets while increasing marketing efficiency, every time.