You're launching a complex B2B product. How do you decide on digital marketing channels?

Selecting the right digital channels will be crucial for the launch. Analyzing online behaviors, platform preferences, and content consumption patterns, associated demographics, you'll be able to identify channels that resonate most effectively. Create messaging/content to align with audience preferences to maximize impact. Apply a data driven approach during selection to ensure efforts are focused on where the target audience is most engaged to increase reach and chances of converting potential customers.

Start by analyzing your Ideal Customer Profile (ICP) to understand the characteristics of your target audience. Once you have a clear picture of who they are, you can identify where they spend their time online. This insight allows you to choose the most effective platforms and tailor your content to meet their specific preferences. By aligning your marketing strategy with the platforms your audience frequents and customizing your content accordingly, you ensure that your message reaches the right people in the most impactful way.

Considero o maior desafio do meio digital, definir como atingir, tanto em canal e tipo de conteúdo, o público-alvo B2B. Me pergunto o tempo todo se, os tomadores de decis?o de empresas de médio e grande porte, est?o nas mídias sociais utilizando como imaginamos. óbvio que posso estar equivocado.

Conduct a channel fit analysis and align digital channels with target audience preferences and product complexity and determine how to communicate the value proposition. This will involve assessing audience affinity, channel capabilities, message alignment, and competitive landscape. Creating a channel matrix and conduction pilot testing will help you determine which direction to take in the early stages.

Pode ser cansativo criar conteúdo, principalmente em diferentes canais. Por isso é importante definir bem o público-alvo, o canal e o tipo de conteúdo que impacta este público. Há certa press?o para os resultados positivos acontecerem, e caso n?o aconte?a em determinado período, mais o processo cansativo de produzir conteúdo, pode ser frustrante.

It can take time in B2B to get a clear sense of ROI from your marketing channels. While it's possible to get industry benchmarks for various channels, for me, I find that they're never quite right. I prefer to focus on past channel performance and testing new channels or formats. Looking at which channels provided the best ROI in the past is a good indicator of future success. Especially if it's the same audience/product. If you don't have past data to work from, talk to your agencies or partners to get their opinion. For new channels or formats, I start with a small spend and a wide range of messages to see what sticks. I'm a big fan of Meta's ad text/headline variations and Google's responsive ads to quickly test multiple messages.

Each marketing channel has their pros and cons. It's often possible to make them work in harmony across your full marketing funnel. Channels that are low cost but widely used by your target audience are a great place to fill the top of your funnel. Media coverage, Google, Meta and programmatic. Then incorporating different channels or content types as users move through the buying process. Start with tactics that are quick and easy to consume - videos, display ads, newsfeed ads. Then focus on educating your audience - explainer videos, blog posts, webinars. Now you want to switch more into convincing engaged users that your product is the best option - case studies, testimonials. Keep your content connected and easy to move between.

Testing and iteration are crucial in digital marketing. Start with pilot campaigns—launch small-scale efforts on selected channels to test their effectiveness. We often run limited LinkedIn ad campaigns targeting specific industry segments and closely measure engagement rates. We then analyze and adjust by tracking performance metrics like click-through rates and conversions, tweaking the strategy based on where the audience responds best. This feedback loop helps refine our approach. By focusing on audience analysis, you ensure your digital marketing efforts are targeted, efficient, and more likely to convert prospects into customers, maximizing your ROI and building strong customer engagement and loyalty.

Analytics is where we see what worked (and didn't) and use that information to make the next iteration even better. This is your opportunity to get buy-in from your stakeholders and secure future investment. Stick to just the one or two most important key performance indicators (KPIs) when presenting to execs or stakeholders outside of marketing. And always make it as easy to follow as possible. Avoid jargon and acronyms and use comparisons to make it easy to understand. Put metrics into perspective - how do these results compare to last quarter or last year? Did you improve performance by 10%? How much did the cost per acquisition change? Which new channel that you tested has the most potential and why? What are you going to do next?