One of the most common questions we hear is: “Which marketing channels deliver the best results?”
It sounds simple. But without the right foundation, it’s the wrong place to start.
When it comes to channel decisions, many companies still operate on instinct, copy competitors, or default to what feels most familiar. The real challenge isn’t choosing between LinkedIn or events. It’s making sure your channel mix reflects your strategy, your customers, and how decisions are actually made in your market.
Why many channel strategies fall flat
On the surface, the typical channel plan looks fine: a bit of social, some PR, events, maybe ads. But behind the activity, three issues often appear:
- Budgets spread too thin across too many platforms
- Teams tracking clicks and impressions rather than outcomes
- Channels disconnected from customer behaviour
The result? Lots of movement, little momentum.
Three steps to finding your right channel mix
Step 1: Start with strategy
A channel mix is only as strong as the strategy behind it. Before asking “Which channels?” ask:
- What are our business and marketing objectives – and how do they connect?
- What gives us the right to take space in the market?
- What is our value proposition – and how does it make life better for customers?
- How do we communicate that value with clarity and consistency?
If these answers aren’t clear, the choice between LinkedIn or PR won’t move the needle.
Step 2: Define your Ideal Customer Profile
Not all customers create equal value. The smartest companies narrow their focus to those who:
- Gain the most from the solution
- Have both the budget and intent to buy
This is your Ideal Customer Profile (ICP). A sharp ICP doesn’t just filter prospects – it concentrates your marketing where it can have the highest impact.
Step 3: Follow customer gravity
Once you know who your customers are, the next step is to understand where they already spend their attention. That’s marketing gravity – the media, events, and communities they trust for information and inspiration.
Your channel mix should be shaped by those gravity points, not by internal comfort zones. The goal is not to be everywhere, but to be present in the right places. Two or three well-chosen channels executed with consistency will always outperform being thinly spread across ten.
So, what should your channel mix look like?
Your channel mix might include a variety of touchpoints, depending on your audience:
- LinkedIn advertising
- PR in relevant business media
- Strategic partnerships and alliances
- Speaking opportunities at industry events
- Networking groups and communities
- Targeted print
- And more…
But remember, it’s not about being everywhere – it’s about being in the right places. Start by choosing 2–3 key focus areas. It’s far more effective to gain real traction in a few targeted spaces than to spread yourself too thin across many.
Example: Building a trust-driven mix
When you combine the three elements – a clear strategy, a defined ICP, and an understanding of customer gravity points – the channel mix becomes obvious.
The most effective setups aren’t the ones chasing the most platforms. They’re the ones that focus. Often just two or three channels executed well create more impact than ten channels spread thin.
In B2B, the most powerful channels are often those that build credibility:
- Publishing in respected industry media
- Speaking at events your buyers already attend
- Joining the communities where they share knowledge
- Leveraging referrals and partnerships from voices they trust
The principle is simple: meet your customers where they already look for answers – and make sure your voice carries weight there.
Final thought: Smarter choices, stronger impact
A channel mix is not something you copy from a competitor. It’s a strategic reflection of your business, your customers, and your market.
When you get that right, the channel decisions become less about guessing and more about prioritising.
And the best companies don’t do more.
They choose smarter – and win trust where it matters most.
