You’re spreading budget across 10 channels because somebody told you
0:03
diversification reduces risk when in actuality it adds to it. Research from
0:08
Insight Partners shows that 70% of marketing source pipeline comes from
0:12
just four channels. Events, search, social, and SEO. Not 10, not 15, just
0:20
four channels. And yet most B2B teams are running 8 to 12 channels and
0:24
wondering why nothing’s working. So let’s break down why these four channel
0:27
That’s eight. So let’s break down why these four channels actually drive
0:31
pipeline events, executive dinners, roundts, and industry events. These
0:35
aren’t just these random networking opportunities. This is you getting
0:38
actual facetime with decision makers who are actively looking for a solution. No
0:42
other channel is able to compress 6 months worth of nurture into one
0:46
evening. Paid search. This is where inmarket buyers are actively looking for
0:50
solutions. They’re typing best demand genen platform for B2B SAS into Google.
0:54
If you’re not there, you’ve already lost them. SEO. It’s the same logic as paid
0:58
search, but it’s at least compounding. You’re capturing demand that already
1:02
exists, except you’re not paying for every click. Social, especially on
1:06
LinkedIn, but it’s not the way that most companies do them. It’s not boosting a
1:09
post or running generic lead genen ads. I’m talking about employee advocacy
1:14
post, building authority, and building an audience of people who have been
1:17
following you for months. So, the question to ask yourself is, how many
1:20
channels are you running on? If it’s more than five, you know what your
1:23
problem is. Cut the noise and double down on what works.
View Transcript
You’re spreading budget across 10 channels because somebody told you
0:03
diversification reduces risk when in actuality it adds to it. Research from
0:08
Insight Partners shows that 70% of marketing source pipeline comes from
0:12
just four channels. Events, search, social, and SEO. Not 10, not 15, just
0:20
four channels. And yet most B2B teams are running 8 to 12 channels and
0:24
wondering why nothing’s working. So let’s break down why these four channel
0:27
That’s eight. So let’s break down why these four channels actually drive
0:31
pipeline events, executive dinners, roundts, and industry events. These
0:35
aren’t just these random networking opportunities. This is you getting
0:38
actual facetime with decision makers who are actively looking for a solution. No
0:42
other channel is able to compress 6 months worth of nurture into one
0:46
evening. Paid search. This is where inmarket buyers are actively looking for
0:50
solutions. They’re typing best demand genen platform for B2B SAS into Google.
0:54
If you’re not there, you’ve already lost them. SEO. It’s the same logic as paid
0:58
search, but it’s at least compounding. You’re capturing demand that already
1:02
exists, except you’re not paying for every click. Social, especially on
1:06
LinkedIn, but it’s not the way that most companies do them. It’s not boosting a
1:09
post or running generic lead genen ads. I’m talking about employee advocacy
1:14
post, building authority, and building an audience of people who have been
1:17
following you for months. So, the question to ask yourself is, how many
1:20
channels are you running on? If it’s more than five, you know what your
1:23
problem is. Cut the noise and double down on what works.
