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How to Create a B2B Multi-Channel Demand Generation Strategy

Picture of Ian Spencer By  Ian Spencer  ·  3 minute read

For B2B startups, generating demand is about more than just attracting leads—it’s about creating a consistent, scalable process to build awareness, engage prospects, and convert them into customers.

A multi-channel demand generation strategy leverages diverse platforms and tactics to reach your audience wherever they are, ensuring your efforts are both broad and targeted.

This guide will walk you through the essentials of crafting a multi-channel demand generation strategy that aligns with your goals and maximises ROI.

What is Multi-Channel Demand Generation?

Multi-channel demand generation involves using multiple platforms and touchpoints to engage your target audience throughout their buying journey. Unlike single-channel strategies, a multi-channel approach ensures you can:

  • Increase Visibility: Reach prospects across the platforms they use most.
  • Enhance Engagement: Use varied content and tactics to keep your audience interested.
  • Improve Conversions: Nurture leads through a cohesive buyer journey.

Key Channels in a Multi-Channel Strategy:

  • Email marketing
  • LinkedIn and social media
  • Content marketing (blogs, whitepapers, case studies)
  • Paid advertising (PPC, LinkedIn Ads, retargeting)
  • SEO and organic search

Setting the Foundation for Your Strategy

A. Define Your Goals

What do you want to achieve with demand generation? Goals may include:

  • Increasing brand awareness.
  • Generating qualified leads.
  • Shortening the sales cycle.

Having clear, measurable goals will guide your choice of channels and tactics.

B. Know Your Audience

Start by defining your Ideal Customer Profile (ICP) and buyer personas. Identify:

  • Their pain points and challenges.
  • Preferred channels for consuming information.
  • Decision-making process and influencers.

Use tools like LinkedIn Insights, Google Analytics, or customer surveys to gather data.

C. Align Sales and Marketing

Demand generation sits at the intersection of sales and marketing. Ensure both teams are aligned on:

  • Target audience.
  • Lead qualification criteria.
  • Messaging and campaign objectives.

Regular check-ins and shared KPIs can prevent misalignment.

Choosing the Right Channels for Your Startup

Not all channels will deliver equal results. Prioritise based on where your audience spends time and how they prefer to engage.

A. Email Marketing

  • Why Use It? Email is cost-effective and ideal for nurturing leads over time.
  • Best Practices:
    • Personalise emails based on the recipient’s role and stage in the buying journey.
    • Use automation to send timely follow-ups.
    • Include clear CTAs like “Download this guide” or “Schedule a call.”

B. LinkedIn and Social Media

  • Why Use It? LinkedIn is a powerhouse for B2B outreach, allowing you to target decision-makers directly.
  • Best Practices:
    • Run targeted ads for specific job titles or industries.
    • Share thought leadership content to build credibility.
    • Use LinkedIn Sales Navigator for prospecting.

C. Content Marketing

  • Why Use It? High-quality content establishes your brand as a trusted resource.
  • Best Practices:
    • Create gated content like whitepapers or webinars to generate leads.
    • Optimise blog posts for SEO to attract organic traffic.
    • Use case studies to showcase real-world results.

D. Paid Advertising

  • Why Use It? Paid ads deliver quick visibility and targeted reach.
  • Best Practices:
    • Use PPC campaigns to capture high-intent keywords.
    • Run LinkedIn Ads targeting specific personas.
    • Retarget visitors who have interacted with your website.

E. SEO and Organic Search

  • Why Use It? SEO builds long-term visibility and drives traffic to your website.
  • Best Practices:
    • Focus on high-intent, low-competition keywords.
    • Optimise landing pages for conversions.
    • Invest in backlinks from reputable sources.
Creating a Cohesive Multi-Channel Campaign

A successful multi-channel strategy requires seamless integration across all channels. Here’s how to make it work:

A. Consistent Messaging

Ensure your messaging aligns across platforms, reinforcing your brand voice and value proposition. For example:

  • A LinkedIn post promoting a webinar should match the tone and details of your email invitation.

B. Unified Analytics

Track performance across all channels using tools like HubSpot, Google Analytics, or Databox. Focus on metrics such as:

  • Engagement rates (e.g., email open rates, social media likes).
  • Lead generation metrics (e.g., form fills, demo requests).
  • Conversion rates (e.g., from lead to opportunity).

C. Leverage Retargeting

Retarget prospects who interact with your content but don’t convert. For example:

  • Serve LinkedIn ads to users who visited your pricing page but didn’t schedule a call.

D. Create Cross-Channel Workflows

Integrate channels to guide prospects through a seamless buyer journey. Example workflow:

  1. Lead Generation: Run a PPC ad offering a free whitepaper.
  2. Lead Nurturing: Follow up with email campaigns tailored to the whitepaper topic.
  3. Outreach: SDRs reach out to leads who engage with the email sequence.
Measuring Success and Optimising for Growth

A. Key Metrics to Track

Measure performance at each stage of the funnel:

  • Top of Funnel: Website traffic, ad impressions, social engagement.
  • Middle of Funnel: Email open rates, form fills, webinar signups.
  • Bottom of Funnel: Demo requests, proposal submissions, closed deals.

B. Analyse and Adjust

Regularly review campaign performance and adjust based on what works. For example:

  • If LinkedIn ads drive high-quality leads, allocate more budget to that channel.
  • If email open rates are low, test new subject lines or segmentation strategies.

C. Scale What Works

Once you identify high-performing channels and tactics, scale them to reach a broader audience or new markets.

Common Mistakes to Avoid
  • Overloading Your Team: Start with 2-3 key channels and expand as you gain bandwidth.
  • Neglecting Mobile Optimisation: Ensure emails, landing pages, and ads are mobile-friendly.
  • Ignoring Data: Use analytics to inform decisions, not just for reporting.

Conclusion

A multi-channel demand generation strategy is essential for B2B startups looking to attract and nurture high-quality leads.

By leveraging diverse platforms and integrating efforts across email, LinkedIn, content, paid ads, and SEO, you can create a cohesive buyer journey that drives measurable growth.

Ready to build your multi-channel demand generation strategy? Contact us today to get started with customised solutions tailored to your startup’s goals.