The executive summary

There was a time when a successful marketing strategy was all about maximizing the ROI of each channel individually, with marketers putting all their focus on something like paid search to drive traffic to their website.

But the complexity of today’s business-to-business (B2B) buying journey demands a far more holistic approach, orchestrating multiple channels so your whole omnichannel environment works together to generate and capture demand, and create leads. It’s all about recognizing how channels relate and interact with each other, and building a curated path for your prospects that leads them to your best content and most compelling message – however they find you.

So how can you do that?

In this guide, we’ll explore six key channels: organic search and SEO, paid social, email, webinars, paid search and PPC, and website.

Each has a vital role to play in the (often lengthy and complicated) B2B purchasing cycle, from building awareness of your brand, to educating about your offering, to converting interest into intent. In each section, we’ll highlight the channel’s role in building pipeline, the content that works best, and some advice for making the most of that channel’s demand-building potential.