In today’s complex B2B landscape, buyers are more self-directed than ever. According to Gartner, nearly 70% of the buyer’s journey is complete before a prospect engages with sales — and 75% prefer a rep-free experience altogether.
That means marketing is no longer just about filling the top of the funnel. It’s about driving outcomes throughout the buying cycle: building awareness, earning trust, accelerating consideration, and helping close the deal.
And that requires meeting your audience where they are, across the right mix of B2B marketing channels.
What Are B2B Marketing Channels?
B2B marketing channels are the platforms and pathways brands use to engage potential buyers — think webinars, email, social, digital ads and more. When chosen strategically, channels work together to build a cohesive brand narrative, drive lead generation and shorten the sales cycle.
But selecting the right ones starts with asking a bigger question: What goal are we trying to achieve?
13 B2B Marketing Channels That Drive Real Results
Let’s explore the most impactful B2B channels through the lens of outcomes — not tactics.
1. Webinars
Goal: Generate qualified leads and build authority
Webinars are one of the most powerful mid-funnel tools because they capture attention and intention. Time spent = intent shown.
You can run webinars in-house or through third-party publications. While publication-led webinars expand reach with built-in audiences, in-house versions give you more control over content and targeting.
💡 Best performing formats? Research presentations and customer case studies. One Walker Sands client partnered with a top-tier publication to present research findings, resulting in 700+ registrants and 124% above benchmark performance.
Don’t ignore product-focused webinars either. While attendance may be lower, they’re highly effective at engaging existing customers and bottom-of-funnel prospects.
2. Programmatic Display
Goal: Increase reach, frequency and brand recall
Programmatic display excels at targeting very specific B2B audiences — think job title, industry, company size or intent signals. It’s particularly effective at building brand familiarity across long buying cycles.
It’s also cost-effective. These formats are ideal for boosting frequency, especially when layered with higher-impact channels like CTV and video. However, programmatic isn’t just limited to banners — programmatic also powers targeting for digital video, audio, and even out-of-home.
3. CTV, Television + Video
Goal: Boost brand memorability and storytelling
Video is multi-sensory. That means it sticks.
Traditional TV offers broad reach, especially during high-engagement programming like sports or news. But CTV (connected TV) gives B2B marketers an even stronger value prop: audience targeting based on firmographics, not just demographics.
Digital video is also more memorable. Studies show streaming formats are 38% more memorable than traditional TV. Platforms like YouTube (over 2.5B monthly users) let you blend search intent with video engagement — great for explaining complex solutions or launching new narratives.
⚠️ Watch out for ad fatigue. Video should be part of a multi-channel strategy to avoid burnout.
4. Social Media
Goal: Build relationships and move prospects across the funnel
Social media isn’t just for brand awareness. It’s a versatile channel that supports engagement, retargeting and retention.
LinkedIn is the crown jewel of B2B social. It allows you to precisely target job titles and companies, while also showcasing executive thought leadership and customer content.
But don’t count out Reddit, X (Twitter) or even TikTok. Depending on your buyer demographics and campaign goals, broader social channels can drive unexpected reach and performance, especially in creative or tech-driven verticals.
5. Email Marketing
Goal: Nurture prospects and accelerate decision-making
Whether through your own CRM or via third-party sends, email works best when content is segmented and contextual. According to research, segmentation can boost email revenue by 760%.
Use nurture streams for top-of-funnel prospects, onboarding sequences for customers and re-engagement emails for leads who’ve gone cold. Test copy. Test subject lines. Always be optimizing.
Emails sent through third parties are also great opportunities to engage potential prospects. Partner with either a publication or an association to drive brand credibility and leads.
6. Out-of-Home (OOH)
Goal: Break through noise and amplify other campaigns
OOH isn’t just a brand awareness play. It’s a visibility multiplier. Billboards, airport ads, bus wraps, even digital signage at conferences — they all create physical touchpoints in a digital world.
Modern OOH also often includes digital components, allowing for targeted placements and reactive creative (e.g., weather-based or time-of-day triggers).
✅ Success story: Walker Sands used event-specific OOH to boost CommerceTools’ Naysayer campaign. This contributed to the success of the campaign — resulting in a 308% increase in brand conversations on LinkedIn and features in AdWeek and MediaPost.
7. Print Advertising
Goal: Reach niche, high-trust audiences
Print still holds weight, especially in verticals like finance, healthcare and manufacturing, where trust and authority matter.
Newspaper readers skew higher-income and more educated, while magazines offer extended shelf-life and pass-along value. Use targeted placements to reinforce credibility and complement digital campaigns.
8. Content Syndication
Goal: Deliver MQLs at scale
B2B content syndication helps you get whitepapers, webinars and eBooks in front of new prospects by partnering with industry publications.
Most syndication programs offer lead guarantees, with options to filter by account, industry or job title. While these are typically upper-funnel leads, they can feed nurture streams that warm them for sales.
9. Paid Search (PPC)
Goal: Capture demand and drive conversions
Nearly 98% of B2B buying journeys start on Google. Paid search lets you appear at the moment prospects express intent.
It’s especially useful for bottom-of-funnel queries, competitor terms and branded campaigns. It also plays well with content promotion — think “download white paper” or “register for webinar.”
📈 Case in point: Our campaign for NewsCred used paid search to drive an 11.8% conversion rate, with leads from major enterprises like Visa and SAP — all on a modest monthly budget.
10. Audio: Podcasts + Radio
Goal: Reinforce messaging and reach niche audiences
Audio is underutilized in B2B — but it’s highly effective. Radio delivers $6 in return for every $1 spent, and podcast ads reach highly engaged, topic-specific audiences.
Both are ideal for storytelling, especially when paired with visuals or direct response campaigns.
11. Associations
Goal: Build trust and access targeted networks
Associations provide credibility, access and community. Their audiences are already engaged, and though ad options may be limited, the impact is high.
From email blasts to webinars to event sponsorships, association partnerships help brands align with trusted voices in specific industries or geographies.
12. Direct Mail
Goal: Create memorable, tactile moments
Direct mail is a high-impact differentiator, especially in an inbox-saturated world. It allows for creativity and personalization and often gets through where email doesn’t.
💡 Example: For a campaign targeting STEM leaders, Walker Sands created a mailer with a branded Rosie the Riveter bandanas and a branded postcard — driving 10K+ microsite views and 600K social impressions.
13. In-Person Events
Goal: Deepen relationships and drive bottom-of-funnel acceleration
Events offer the rare opportunity to connect face-to-face. They’re perfect for building trust, showcasing thought leadership and accelerating deals already in progress.
And they work. 31% of B2B decision-makers say events influence purchasing decisions.
Don’t go in without a plan. Pre-event nurture, booth experience and post-event follow-up are just as important as the handshake.
Final Thoughts: Start With Outcomes, Not Channels
Choosing B2B marketing channels isn’t about checking boxes — it’s about building a system that works toward a shared business goal. The right mix depends on your industry, audience, sales cycle and growth priorities.
If you’re not sure where to start, we’re here to help. Walker Sands brings together strategy, creative, and media to build programs that connect, convert and scale. Let’s talk outcomes.
Frequently Asked Questions
What channel is best for B2B marketers?
The best channel for a B2B marketing campaign will depend on the industry and goals of the campaign. Each marketing channel offers different benefits, but it’s also important to consider how a target audience likes to consume media and what sources they trust for information.
What are the 4Ps of marketing B2B?
The four Ps of B2B marketing include Product, Place, Price, and Promotion.
What is the rule of 7 in B2B marketing?
According to the rule of 7, B2B buyers will need to encounter seven touchpoints before converting.
What is the difference between B2B and B2C marketing?
B2B marketing focuses on business-to-business, while B2C focuses on business-to-consumer. While there are some differences between the two, it’s important for marketers to remember that all campaigns should focus on the person-to-person connection.
