Modern B2B buyers are tech savvy, channel agnostic and acutely aware of what they need—meaning brands need to work harder to get their attention and earn their loyalty. Buyers shift back and forth between channels and they spend 27% of their time during the buying process researching independently online.
To engage prospects in this nonlinear purchase journey, you need to understand how they interact with different marketing channels and then use multiple channels for outreach. This creates more touchpoints and increases the likelihood of them responding to your message.
According to a Gartner survey, marketers use over a half-dozen channels to drive brand awareness and generate pipeline opportunities (full report available for clients). Social media, Google ads, SEO, and other cogs work together to drive brand visibility, leads and revenue.
The larger question for marketers is, which channels to invest in and for what purpose? Below, we discuss the five most effective B2B marketing channels that drive results for Software-as-a-Service (SaaS) providers, and the best practices for each.