Lead Generation Channels You Need to Know About

Generating quality leads is an important part of B2B marketing. In order to find and interact with potential customers, marketers need to use effective marketing channels. There are tons of different lead generation channels to choose from and new ones are appearing frequently. As digital marketing continues to evolve, so do the channels used to reach customers. In this article, we will discuss what B2B marketing channels are and the benefits of using them. We will also take a look at a list of marketing channels that are the best for lead generation.

What are B2B Marketing Channels?

B2B marketing refers to the market where businesses purchase goods and/or services from other businesses. In order to attract leads that will turn into potential customers, businesses must use lead generating strategies. The best strategies to attract new leads involve B2B marketing channels. These channels are changing all the time. Some have been popular for years and have stayed consistent, while new forms are growing frequently. The channels that are the best for generating leads ultimately depend on the business or brand using them. It also depends on the target audience. There are many benefits to knowing how to effectively use marketing channels, including increased ROI and a boost in traffic.

Benefits of Using B2B Marketing Channels


Compared to traditional marketing methods, using digital B2B marketing channels can provide a greater return for a lower cost. There are many different methods you can use that are low cost. Some may even be free. In addition, digital marketing efforts make it easy to keep an eye on spending and adjust when necessary.

Trackable Data

Another great benefit of using marketing channels is that they are easily trackable. Thanks to platforms like Google Analytics, marketers can now keep track of a variety of different data metrics. With a few easy steps, you can track site visits, engagement, and even conversions.

Find High-Quality Leads

Lead generation channels are a great way to interact with people who have already shown some interest in your business. Compared to traditional marketing, digital marketing channels are more specific and easy to customize. This gives them higher quality benefits when it comes to reaching a specific audience.

Quick Returns

Lastly, marketing channels are a great way to quickly increase traffic, qualified leads, and conversions. However, it is important to use a mix of different channels to see which have the greatest benefit. These kinds of channels are also highly customizable. This means that you can put more emphasis on one channel over another based on your current needs.

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Top 10 Lead Generation Channels

There are many different kinds of lead generation channels that marketers can choose from. Like most marketing strategies, the ones that provide the most benefits change all the time. That being said, there are many lead generation channels that have proven to be very effective. Below is a list of marketing channels you should know about.

#1: Content Marketing

Content marketing continues to be one of the most important lead generation channels. Having creative, quality content is a great way to attract new leads. To maximize your content, consider tracking which content performs the best. Use this information to build your content calendar. Repurpose your most popular posts and change them up to keep things fresh. Also, make sure that your content is useful for viewers. To turn visitors into leads, you need to provide content that they would consider helpful and relevant.

#2: Social Media Marketing

Social media marketing has been growing steadily into a very important piece of the digital marketing puzzle. In fact, there are around 3.78 billion social media users worldwide as of 2021! If your business is not taking advantage, then you are missing out on a very valuable lead generation source. Social media is one of the best ways to generate leads organically. This is because social media posts make it easier for potential leads to find your business. There is also the option to run ads on social media, which doubles your lead generation potential.

#3: Website Landing Pages

Landing pages are the web pages that potential leads can reach from a variety of traffic sources. They play a very important role in the digital marketing process. There are many ways to design landing pages to attract more qualified leads. These include having good UX design, trust signals, and an effective call-to-action. Having effective website landing pages is a great way to boost traffic and increase conversions. Leads may come from many different sources, but you want them all to act on the content of your landing pages.

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#4: Brand Partnerships

Another great lead generation channel for B2B marketing is to make use of brand partnerships. There are most likely already large brands in your niche that have become successful. Take advantage of their reach by partnering with them. This can bring in a wider audience and useful connections. It can also help to establish brand authority. Likewise, you can employ influencer marketing techniques. Allow popular influencers to partner with your brand so that you can reach their audience of potential customers.

#5: Retargeting

A great way to find qualified leads is to target users who have already shown interest in your business! There are lots of ways to track who visits your site and what kind of information they have interacted with. Use this information to create ads that retarget these users. With retargeting, you can build up a list of the target customers and/or businesses that are most likely to do business with you. You can even double up on your returns by targeting these same users with an email campaign.

#6: Organic Search (SEO)

Organic traffic from search results is a major marketing channel for businesses. Successful marketers know that one of the best ways to increase organic traffic is to optimize your site for search engines. With effective SEO, you are better able to target customers who are searching for businesses like yours. Optimize your on-page and off-page SEO to build a cohesive website. Don’t forget to do your keyword research and include relevant keywords throughout your site.

#7: Paid Search/PPC

Paid search (or pay-per-click advertising) is another fantastic lead generation channel for businesses. Just like organic search, you need to implement audience targeting and keyword research. With paid ads, your site will appear at the top of the search results where the advertisements are listed first. You also have the option to run paid ads on social media. With a little research, you will be able to find the types of ads that work best for you. Many of these ads can also benefit your ROI. They will provide great returns for a relatively small investment.

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#8: Webinars and Podcasts

Webinars and podcasts have been exploding onto the marketing scene in the last few years. Many experts believe that competition with podcasting will get even tighter in the future. This is why it is crucial to get your business in on the action now. Webinars and podcasts are a great way to talk about your business and interact with your target audience. Here you can talk about your products or services, answer questions, and even interview guests. Taking advantage of this growing platform will give your business a boost.

#9: Event Networking

This type of marketing channel is not new, but it does not seem to be going away any time soon. Building trust and authority is an important part of B2B marketing in any industry. Networking and/or giving presentations at events can do just that. Like webinars and podcasts, this is also a great place to talk about your business. There is also the potential to meet leads and give them more information. This may seem old-fashioned, but it is a great compliment to all of your other digital marketing efforts.

#10: Email Marketing

Last but not least, there is email marketing. Building a list of your target audience and other qualified leads is a great way to round out any marketing plan. Email marketing is unique in that you can use it to follow up after your other marketing strategies. For example, you can use email marketing to target users who gave you their email on a landing page. You can also use it to reward existing customers with deals and let them know about future events.

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Lead Generation Channels for Better Marketing

Lead generation channels are a great way for B2B marketers to find potential new customers. They provide lots of ways to engage and interact with these customers as well. The best way to employ these channels is to use a mix of different marketing strategies. Check out some of the ideas in the list of marketing channels in this article. Try them out and see what works best for you and your business. SEO Design Chicago provides a host of different marketing services that can help you get started. If you want some help creating and marketing content, contact the content marketing strategy team today!


  • What is B2B marketing?
  • What are B2B marketing channels?
  • How can I use marketing channels to find potential customers?
  • What are the best ways to find new marketing leads?
  • Is content marketing a good lead generation channel?

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