- Home
- Digital Marketing
- B2B Best Marketing Channels
We Found the Best B2B Marketing Channels for Your Business
On this page, we’ll take a look at why online marketing works for B2B companies, as well as 10 digital marketing channels you can start using today. Keep reading to learn more about the best B2B marketing channels, or give us a call at 888-601-5359 to speak with a strategist about our B2B marketing services!
10 best B2B marketing channels
Discover the top B2B marketing channels for companies today. Plus, learn how your business can start using these best B2B marketing channels to attract leads and revenue!
Here is an overview of each B2B marketing channel:
B2B marketing Channel | Purpose | Key metrics |
SEO | Improve visibility in search engines, drive organic traffic | Increase organic traffic, rankings on search engine results, time on site |
Online advertising/PPC | Immediate traffic and lead generation | Increase cost per click (CPC), click-through rate (CTR) and conversion rate |
Content marketing | Build authority, educate and nurture leads | Increase traffic, downloads and lead quality |
Web design | Enhance user experience, support lead conversion | Decrease bounce rate and increase time on page and lead form submissions |
Email marketing | Nurture leads, communicate directly with the audience | Increase open rate, CTR and conversions |
Videos | Showcase products, educate, and engage | Increase video views, engagement, and shares |
Social media | Build awareness and interaction with the audience and potential customers | Increase engagement rate, impressions, and leads |
Conversion Rate Optimization | Increase the efficiency of marketing funnels | Increase conversion rate, bounce rate, and revenue per visitor |
Webinars | Educate and engage, as well as generate leads | Registrations, attendance and engagement with audience |
Podcasts | Build trust, share thought leadership | Increase downloads, listener retention, reviews |
Jump to your B2B marketing channel of choice with these jumplinks:
- SEO marketing channel
- Online advertising/PPC marketing channel
- Content marketing marketing channel
- Web design marketing channel
- Email marketing marketing channel
- Video marketing channel
- Social media marketing channel
- Conversion rate optimization marketing channel
- Webinars marketing channel
- Podcasts marketing channel
1. Search engine optimization (SEO) marketing channel
Search engine optimization, or SEO, refers to several strategies designed to boost your website’s rankings in search results for keywords and phrases related to your business.
For example, with this B2B marketing channel, you can create and publish original content related to your industry and include the keywords your audience is searching for in strategic places like your title tags, headings, and copy.
You can also reach out to other reputable websites to earn links to your content. The more links your site has from authority sources, the higher you’ll be able to rank in search results.

How to get started with an SEO marketing channel
- Ensure your website loads quickly and is mobile-friendly
- Create high-quality content and develop a content strategy
- Research into keywords, focusing on long-tail keywords as they are less competitive
- Get an understanding of SEO basics by reading articles like those found in the WebFX SEO resource library.
SEO marketing channel example
NerdWallet is a great SEO marketing channel example for an effective way to reach new customers. They combine several best practices to achieve outstanding visibility, authority, and user engagement.
Looking at their content, it is clear and concise what their product is all about. You can also see they focus on specific search terms, such as ‘best credit cards for travel rewards,’ which are less competitive and bring in qualified traffic. The keywords are naturally incorporated through keywords and meta descriptions to make it organic and non-jarring when reading. They also have a good collection of evergreen content, such as financial guides, to keep their site relevant and rank consistently on search engine results.
2. Online advertising and Pay-per-click (PPC)
Pay-per-click (PPC) is a popular online advertising model and B2B channel that allows marketers to bid for placement in a search engine’s sponsored links.
With PPC, you bid on the keywords you want to trigger your ads. If your bid is among the highest, your ads will appear above organic search results. And as the name implies, one of the biggest benefits of PPC for B2B businesses is that you only pay when a user clicks your ad and visits your website.
PPC is extremely beneficial if you’re looking to quickly boost traffic to your website because it can start attracting traffic and leads as soon as you launch a campaign. It can also help you maintain a presence in search results while you work to earn organic rankings.

How to get started with an online advertising marketing channel
- Identify your target audience’s demographics, psychographics (interests, values, lifestyle and behaviors) as well as their online habits (platform preference, browsing behavior)
- Set a budget to determine your daily or monthly spend
- Craft compelling ad creatives with clear headlines, engaging visuals and highlights to your value proposition
- Use A/B testing to compare different versions of your ads to see which ones yield higher results
Online advertising marketing channel example
Snickers leveraged the insight that people often make mistakes when they are tired, distracted or, as their slogan suggests, ‘hungry.’ While their visual campaigns get the mark, you might not know the ‘trick’ of the campaign.
Snickers bid on over 25,000 common mispellings of popular search terms such as weahter, instead of weather, and newz, instead of news. When the results came up, so did a Snickers ad campaign suggesting that they might have done this error because they were hungry and perhaps a Snickers bar might help.
The misspelling keywords were cost-effective as no one else was bidding on them and the the engagement results were high, as it played on humor. The campaign also captured the attention from others for its creativity.
3. Content marketing channel
Content marketing is a great B2B marketing channel and one of the most effective ways to reach new leads online. It involves creating original articles, infographics, blog posts, guides, and eBooks. You can also create and share visual content like photos and videos.
Custom content helps people learn more about your business, industry, and services. It can also position your company as a leader in your field, and people will be more likely to want to learn about your services if they read a helpful piece of content you created.

How to get started with a content marketing channel
- Choose your primary content format and platform, such as a blog, video or podcast platform, or social media.
- Develop a content plan that includes targeted keywords, content calendar and topic research.
- Create high-quality content that maintains consistency in tone, style and branding
Content marketing channel example
Red Bull uses content marketing channel strategy to create an emotional connection with its audience, aligning the brand with adventure, adrenaline and pushing limits. This works in tie with slogan or ‘Red Bull gives you wings.’
Their content focuses on inspiring, awe-enducing stories abotu athletes and adventures, which they post on their site, social media and documentaries and films. Its a high form of production and quality, making it visually stunning and engaging.
You can see their marketing channel in action on their website as well as on streaming services, for example their documentary The Dawn Wall and Art of Flight.
4. Web design marketing channel
Your website is often the first point of interaction between your business and potential clients, and it needs to make a great impression.
Web design has a major influence on this impression and it also significantly impacts user experience. People expect to find information on your site quickly and easily, and custom web design can help.
The easier and more enjoyable it is to browse your website, the more time your visitors will spend reading your content and learning about your business. This also sends positive signals to search engines, which can help your SEO efforts.

How to get started with a web design marketing channel
- A web design would serve as a showcase of your skills, so be sure to include a portfolio, service pages, or product catalog.
- Leverage your content marketing with blog posts, videos and tutorials and e-books/guides if applicable.
- Optimize your website for local SEO and include local keywords such as your city and region in within your design
Web design marketing channel example
AirBNB is an excellent web design marketing channel as it uses it’s website as it’s primary contact with their clients. It has seamless user experience, the branding it present, and has innovative features to promote services and drive business growth.
The cores strategy includes the site being as easy-to-use as possible. The web design takes this into account with its simple naviagation and search functionality, which you can see on the home page. But, it also takes user-intent into consideration with a design is effective on desktop screens, mobile and tablet devices.
There are also multiple personalization options with location, language, and currency. Simple icons help narrow down searchs, with what kind of accomodation a user could be looking for and what type of experience they are looking for. Detailed reviews from guests and hosts builds trust with their audience, giving social proof of a location.
5. Email marketing channel
Email marketing is an effective way to build and maintain rapport with potential clients. But unlike email marketing for B2C retailers, B2B email campaigns focus on providing information and building relationships.
Instead of highlighting products and sales, you can offer your subscribers insight, tips, and other information relevant to your industry with this B2B channel. And as your readers progress through the sales funnel, you can focus on how your company can help them solve specific problems or achieve certain goals.

How to get started with a email focused marketing channel
- Do research into the different email marketing platforms, such as Mailchimp, Constant Contact and ActiveCampaign, to see which one suits your goals.
- Build an email list with sign-up opportunities from your clients and lead magnets in exchange for email addresses.
- Segment your audience into groups to ensure your campaigns can be personalized and relevant to your audience.
- Create an email with valuable content and attention-grabbing subject lines.
Email marketing channel example
Glossier is known for using email marketing channels to showcase their products with clients. The emails they create focus on simplicity and story telling.
The designs are clean, with cisually appealing product photos and easy to read campaign content. While they don’t use a lot of text, the content that is there tells a story about their product and brand values.
6. Video marketing channel
Creating and posting videos to your website can increase visitor engagement and boost the amount of time people spend on your pages. This digital marketing channel sends positive signals to search engines like Google and can help to improve your conversion rates.
YouTube is also a popular channel for B2B marketers because it allows them to get up close and personal with prospective clients. You can create videos about how your products and services work that provide viewers with instant, important, and practical information that they can use. In addition, you can create videos that feature interviews with clients, case studies, and explanations of new products or services.

How to get started with a video marketing channel
There are a number of platforms that you can choose for your video marketing channel. Here are a few of the top ones, as well as a little insight into which one will work for you:
- YouTube: Great for long-form content and building a subscriber base. Easy to use and good for a broad audience.
- Instagram and TikTok: Can be used for short, engaging videos that are creative and visual.
- LinkedIn: Suitable for professional and B2B audiences
- Facebook: Ideal for those looking for a diverse audience and to create community engagement.
- Your website: You can embed videos to enhance your site’s user experience and SEO.
Video marketing channel example
If your product is a camera, such as GoPro, then using a video marketing channel is going to make a lot of sense! They have levereaged their user-generated content by focusing on storytelling of their customers and their products.
They have been engaging with their audience from day one, asking for product suggestions and how to they can improve for their customers needs. Adventurerers, athletes and creators use their GoPro to showcase their own story, while demonstrating the capabilities of the camera.
7. Social media marketing channel
Social media is a valuable marketing channel for almost all businesses, and B2B companies are no exception. Even if you only post a few times per week, you can still engage and interact with potential clients.
Maintaining a social media presence also makes you more accessible and keeps your clients in the loop with your business. For example, you can post links to new content, informative articles, photos of company events, industry awards, and more.

How to get started with a social media marketing channel
- There are a number of social media platforms to choose from. Don’t feel that just because you are B2B you have to use LinkedIn. LinkedIn is a great choice for most, but if you are reaching visual businesses, then Instagram might be better, as an example.
- Develop a content strategy for your social platform of choice, that works. Use photos, videos and blog post extracts to create engagement.
- Plan content in advance to maintain consistency. For example Instagram and TikTok work best with new content three or four times a week. LinkedIn and Facebook focus more on quality and you might only post once or twice a week.
- Ensure your profile is accurate, with a high-quality logo profile pic, a good bio description and a call-to-action (CTA) for the next step.
Social media marketing channel example
Wendy’s are on-point with their social media marketing channel. Their content has high-visuals, their copy is tongue-in-cheek and they also create premium videos.
While content is important when using a social media marketing channel, you need to also take into consideration your engagement. That includes how you communicate to your clients interacting with your posts, but also what others (including competitors) are posting. Wendy has caught a lot of attention from the quick commentary and responses they have had with other brands and even with their customers.
While your campaigns don’t need to be as aggressive as Wendy’s, think about how your own brand’s voice can be used to create engagement with your target audience.
8. Conversion rate optimization (CRO)
If you want to convert more visitors on your website, conversion rate optimization (CRO) can help.
CRO involves testing elements on your website to see which versions result in more conversions. For example, you can test multiple versions of a call to action button, with different colors or phrasing, and see which version generates the most clicks.

How to get started with a CRO marketing channel
- Analyze current performances with Google Analytics, heatmaps and session recordings to observe real users navigate your site.
- Identify bottlenecks that users are experiencing and where they are dropping off.
- Implement CRO tactics, such as optimizing landing pages, streamlining navigation and simplifying forms.
- Leverage data to also deliver personalized experiences for your users.
9. Webinars marketing channel
Webinars are one of the newest ways to reach and engage with audiences online, and they’re increasingly popular among B2B marketers as a B2B marketing channel. Hosting a webinar gives you the chance to present information, and it gives you the opportunity to engage with potential clients in real-time.
You can also publish your webinar on your site when it’s over, and offer it as a resource for your visitors. This means you have the chance to generate traffic and leads from a one-time event for years to come.

How to get started with a webinar marketing channel
- Choose a relevant topic that aligns with your audiences needs and your business goals.
- Choose a format, such as a live webinar, on-demand, a panel discussion or a Q&A.
- Plan you content, from presentation, visual aids to practice delivery.
- Make sure to promote your webinar with email marketing and social media.
Webinar marketing channel example
TEDx events are independently organized programs under the umbrella of TED (Technology, Entertainment, Design). The platform’s goal is share ideas through short, impactful talks.
TEDx is different as these are community-driven and operate under a free license granted by TED, allowing local organizers to host TED-like experiences.
While they do not operate a webinar channel in the traditional sense, there are still lessons to be learnt, as they have effectively used webinars and online platforms to expand their reach. This was especially effient during the COVID-19 pandemic when in-person events were limited.
They are effective as they are high-quality content, fostering engagement through discussions with the audience. Webinars allowed a global reach, promoting networking and exchanging ideas across borders.
10. Podcast marketing channel
Like webinars, podcasts allow you to conversationally discuss your business with your listeners. Some B2B companies offer downloads of podcasts on a weekly or monthly basis. Others restrict podcasts to special times of the year or use them to accompany new products or services.
If you’re not sure what to talk about during your podcasts, you can cover industry trends, proprietary data, new initiatives, and virtually anything else relevant to your business. Not a dynamic speaker? The odds are pretty good that someone in your company enjoys speaking, so put their voice to good use!

How to get started with a podcast marketing channel
The first step is to choose a podcast format. Here are a few that are common:
- Interview shows: Features experts, industry leaders or influencers
- Solo show: Share your insights, stories or expertise.
- Panel discussion: Engage multiple guests for diverse perspectives.
- Storytelling: Create narrative-based episodes, ideal for brands or creative content.
- Educational/how to: Provide step-by-step guidance on specific topics
Why use digital B2B channels?
Now that we’ve looked at the strategies, let’s look at five reasons to use the top b2b marketing channels.
1. It’s cost-effective
Compared to traditional marketing strategies, online marketing for B2B companies is extremely cost-effective. And, it allows your business to get the best possible ROI for your campaigns. You can maximize your B2B marketing budget to get better returns for every dollar spent.
You can also easily monitor your spending and make adjustments to help you get the most out of your online marketing campaigns.
2. It’s easy to measure
With tools like Google Analytics, online marketing is also easy to measure. You can use Google Analytics to evaluate site visitors, time spent on your pages, conversion rates, and more.
This means that you’ll be better able to pinpoint the strategies that earn you the most money. You can test various strategies, find out what works best for your company, and optimize your campaigns to earn an even greater ROI.
3. It increases brand awareness
Online marketing also helps your business appear higher in search results for keywords and phrases related to your business.
Ultimately, this will help more potential customers find you online and learn more about your business. Even if they aren’t ready to buy, they will be more likely to remember you in the future or even recommend your business to colleagues.
4. It can earn more qualified leads
Since digital marketing targets people who are already searching for your products or services online, it will earn you more qualified leads.
This means that you will avoid spending money trying to reach people who aren’t interested in your products or services, and the people who visit your site will be more likely to become customers in the future.
5. It can start generating results quickly
Certain online B2B marketing channels also work quickly, so if you’re looking to boost web traffic, leads, and revenue fast, they can be great options.
For example a B2B search marketing strategy like pay-per-click advertising, or PPC can start earning you qualified leads in a matter of hours. And you can always optimize your strategies based on the data you gather as you start to reach more customers and earn more revenue online.
While strategies like SEO, email, and content marketing can take several months before you see significant results, they set you up for long-term success. And they are the perfect complement to shorter-term strategies like PPC.
Need help using B2B marketing channels? Ask WebFX!
WebFX is a full-service Internet marketing agency that specializes in helping B2B companies generate leads online. Our team of experienced Internet marketers knows what it takes to create a strong online presence, and they’ll help increase your client base and overall revenue through the best B2B marketing channels.
Contact us today to start improving your website and growing your business!
Our digital marketing campaigns impact the metrics that improve your bottom line.
See Our Approach$10 billion
24 million
7.14 million
Related Resources
- B2B Partner Marketing: 7 Tips for Successful Partner Programs
- B2B Search Marketing Guide: How to Do B2B Search Marketing
- B2B Social Media Marketing
- B2B Web Development: Your Guide to Web Development for B2B
- Case Study: 3 B2B Marketing Campaigns by IBM
- Content Marketing for B2B Companies
- CRO for B2B Companies
- Demand Generation Strategies
- Digital Marketing for B2B Companies: 6 Strategies You Should Be Using
- Navigating the B2B Sales Funnel: Strategies for Each Stage
Marketing Tips for Niche Industries
- Augmented Reality in Manufacturing
- Automotive & Transportation
- Best Bank Marketing Ideas
- Best Manufacturing Marketing Agencies
- Best Outreach Strategies for Apartment Managers
- Best Real Estate Marketing Agencies to Partner with in 2025
- Best Student Recruitment Strategies
- Carpet Cleaning Marketing Ideas
- Catering Marketing: 7 Must-Try Catering Marketing Ideas
- Construction Marketing Agency
Additional Reading
- 5 Steps to Find a Great B2B Marketing Agency
- B2B Inbound Marketing
- B2B Internet Marketing Basics
- B2B Lead Nurturing Ideas
- B2B Marketing Companies
- B2B Marketing Solutions
- CRO for B2B Companies
- Demand Generation Strategies
- How B2B Companies Can Use Account-Based Marketing
- What to Expect from a Good B2B Marketing Agency