The Top B2B Sales Channels for 2024
In the world of B2B sales, having the right sales channels and strategies in place is crucial for success. With so many options to choose from, it can be overwhelming trying to determine where to focus your efforts. Should you double down on tried-and-true tactics or explore emerging channels?
After researching the latest trends and surveying sales leaders, I’ve identified the top sales channels that B2B companies should prioritize in 2024 to drive growth.
In this post, we’ll explore the benefits and best practices for optimizing each one.
Cold Calling
While some view cold calling as an antiquated sales tactic, it remains one of the most effective channels for qualifying new B2B opportunities. The key is taking a strategic, targeted approach versus spraying and praying.
Before picking up the phone, sales development reps (SDRs) should thoroughly research accounts and identify key decision-makers. Calls should be personalized and relevant to each prospect. SDRs ought to articulate the value proposition quickly and schedule the next steps when interest is expressed.
To optimize cold calling in 2024, aim for depth rather than breadth of calls. Nurture promising leads through consistent, valuable follow-up versus one-and-done outreach. Track results in your CRM and adjust targeting accordingly.
Email is the top digital marketing channel for B2B organizations. From templated newsletters to highly personalized outreach, email enables companies to engage buyers throughout the funnel.
Best practices include sending targeted emails to niche buyer personas and lifecycle stages. Personalization is key—aim for a 50%+ unique content rate. Subject lines should be benefit-driven with emojis and power words.
To improve deliverability, monitor open and click-through rates, regularly scrub lists, and avoid spam triggers like oversized images. Integrate dynamic content and testing to optimize campaigns.
Social Selling
Social selling refers to leveraging platforms like LinkedIn, Twitter, and Facebook to connect with buyers and drive awareness. A strategic social approach is especially valuable for B2B brands.
Compelling company pages and employee profiles establish credibility. Sales reps can join relevant groups, share content, and engage directly with prospects. Automated nurture sequences keep your brand top of mind.
To maximize impact, post a mix of educational and promotional content. Participate consistently—not just when you want something. Build genuine connections and relationships versus overt self-promotion.
Account-Based Marketing
Account-based marketing, or ABM, focuses sales and marketing efforts on targeted strategic accounts. This concentrated approach helps you make a bigger impact with key decision-makers.
Thorough research and personas guide you in crafting highly relevant messaging and campaigns for each target account. Coordination between sales and marketing ensures consistent nurturing at every touchpoint.
ABM’s success depends on selecting the right accounts and deploying the resources to truly penetrate them. Be patient: breaking into enterprise accounts can take months or years. Measure progress through metrics like pipeline influence.
Events & Tradeshows
In-person events represent a significant investment but remain a staple B2B sales channel. From intimate gatherings to massive conferences, they provide invaluable face time with prospects and customers.
Assess your target audience and brand objectives, then select event sponsorship and speaking opportunities accordingly. Craft an eye-catching booth focused on engagement over overt branding. Arm reps with giveaways, demos, and talking points.
Follow up consistently after events to convert new leads into sales. Capture feedback to refine future events and identify upsell opportunities. Maintain community post-event through social media groups and content sharing.
Website
Your website is the foundation for many sales channels, so optimizing it to drive conversions is mission-critical. Compelling content and clear calls-to-action get visitors moving through your funnel.
Ensure your site loads quickly and is mobile-friendly. Use forms judiciously to capture lead information. Prominently display credentials like case studies, testimonials, and security badges to build trust.
Monitor web analytics to identify points of drop-off. Run A/B tests to optimize pages. Retarget visitors with relevant ads and offers across channels. Update content regularly to keep visitors engaged.
Content Marketing & SEO
Quality content that appears on relevant searches helps drive visitors to your site and positions your brand as an industry authority. Useful, educational content also nurtures prospects throughout their buyer’s journey.
Create content around topics your audience cares about. Optimize it for SEO with strategic keywords. Promote it through multiple channels like social media, email, and paid ads. Gate premium content behind opt-ins to capture lead data.
Consider a mix of formats like blogs, ebooks, webinars, and videos to provide value and engage prospects. Repurpose content into smaller assets that can be easily consumed on social media and mobile.
Paid Advertising
The above channels focus on organic or earned outreach. Paid advertising complements them by giving you instant visibility on key platforms. Options like pay-per-click ads and sponsored content put your brand in front of motivated searchers.
Determine goals and target metrics for each campaign–are you driving traffic, generating leads, or increasing conversions? Build ads and landing pages tailored to each goal. Continuously optimize based on performance data.
Focus spending on channels that deliver results, which often include LinkedIn, Twitter, Google Ads, and targeted display networks. Retarget engaged visitors across the web to multiply impact.
The Role of Your CRM
A CRM is the connective tissue that powers effective execution across all these sales channels. Leading options like Salesforce captures every interaction in one centralized database.
CRM automation triggers relevant, timely follow-up at scale. Sales reps access prospect history and preferences to personalize outreach. Dashboards and reports provide insight to refine strategies.
Integrations with marketing and sales tech stack systems streamline lead hand-off and communication. Mobile access enables sales reps to continue nurturing leads from anywhere.
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Key Takeaways
B2B companies shouldn’t put all their eggs in one sales channel basket. Utilizing a diverse mix based on your audience, resources, and strengths will widen your net and amplify your overall impact.
No two organizations are alike, but the above channels offer proven value for customer acquisition and retention. Measure performance diligently, double down on what works, and prune ineffective tactics.
With buyer behaviors and preferences changing rapidly, continually test and refine your sales channel approach. The future will likely include a shift toward digital, mobile, and self-serve options. However human relationships remain integral to B2B sales success.
What sales channels will you focus on in 2024? Share your thoughts and experiences in the comments below!
