
Today’s B2B buyers don’t follow a linear path, and your go-to-market (GTM) strategy shouldn’t either. Whether you’re trying to launch faster, scale pipeline, or break into a new market, your GTM success depends on getting your channels right.
But here’s the kicker: there’s no magic bullet. The best-performing strategies aren’t built on one perfect channel, they’re built on intentional, coordinated plays across several. They’re powered by insight, aligned to the buyer journey, and executed across a coordinated set of touchpoints designed to convert interest into action.
In this guide, we’ll break down the core B2B GTM channels, explain what they do best, and show you how to assemble the right mix based on your audience, goals, and GTM motion. Then we’ll show you why the most effective GTM strategies are anchored in data and executed through cohesive, orchestrated buyer experiences.

What Are GTM Channels in B2B?
GTM channels are the methods and mediums through which you deliver your value proposition to the market. They go beyond just “marketing platforms” and include any vehicle that connects your message to your ideal customer, from digital advertising and outbound sales to events, content syndication, and partner co-marketing.
Each GTM channel plays a different role depending on your strategy. Some drive reach. Some accelerate deals. Others build long-term brand equity. The key is understanding what each does well and how it fits into the bigger picture.

Core B2B GTM Channel Types
Let’s look at the most common GTM channels in B2B and when to use each.
Digital Marketing Channels
Digital GTM includes paid search, paid social, display advertising, and retargeting across platforms like LinkedIn, Google, Meta, and programmatic networks.
Best for:
- Top-of-funnel awareness
- Product-led GTM
- Driving traffic to landing pages or gated content
Strengths:
- Fast to launch and scale
- Precision targeting by persona, behavior, and firmographics
- Highly measurable
Watchouts:
- Can be expensive without tight targeting
- Requires creative and message testing to optimize
Outbound Sales Engagements
This includes SDR/BDR outreach via email, phone, LinkedIn, and direct mail. Often paired with sales-led GTM or ABM campaigns.
Best for:
- Complex buying committees
- High-value or enterprise deals
- Mid- to late-funnel acceleration
Strengths:
- Personalized and direct
- Enables two-way conversation and qualification
Watchouts:
- Resource intensive
- Must be coordinated with marketing to avoid overlap
Content Syndication and Targeted Email
This includes live events, virtual summits, partner webinars, lunch-and-learns, and user groups.
Best for:
- Mid-funnel engagement
- Lead qualification
- Scaling reach beyond owned channels
Strengths:
- Personalized and direct
- Enables two-way conversation and qualification
Watchouts:
- Drives known leads into nurture or sales
- Can be highly targeted by job title, industry, and intent signals
Events and Webinars
A demand gen staple, this channel distributes your content to high-intent or matched-audience lists via third-party networks or owned email lists.
Best for:
- Building relationships and trust
- Influencing deal cycles
- Positioning thought leadership
Strengths:
- High engagement and interaction
- Good for driving post-event sales action
Watchouts:
- Logistically demanding
- Not always scalable for SMB or early-stage teams
SEO and Content Hubs
Your website, blog, and resource center are foundational for inbound discovery and long-term engagement.
Best for:
- Always-on brand presence
- Inbound lead generation
- Educating buyers at their pace
Strengths:
- Cost-effective over time
- Fuels nurture and retargeting
Watchouts:
- Takes time to rank
- Needs consistent publishing and optimization
Partner and Channel Marketing
This includes co-marketing campaigns, channel partner enablement, affiliate referrals, and OEM deals.
Best for:
- Expanding into new segments or regions
- Leveraging existing audiences or credibility
Strengths:
- Access to new accounts
- Shared costs and execution
Watchouts:
- Hard to coordinate
- Must align on value and execution quality
Social and Community Engagement
Beyond just publishing on LinkedIn, this includes active participation in forums, Slack groups, user communities, and social selling by your team.
Best for:
- Building brand affinity and authority
- Organic lead generation
Strengths:
- Human, peer-driven credibility
- Fast feedback and dialogue
Watchouts:
- Difficult to measure
- Requires consistency and authenticity

From Channels to Journeys: What Actually Drives Pipeline
Here’s where most GTM strategies fall short: they treat channel selection as a checklist exercise. But the reality is, B2B buyers don’t move in a straight line. A one-size-fits-all channel plan rarely works.
The most effective GTM strategies are anchored in audience insight and executed through orchestrated multichannel journeys that align to the way real people buy.
What does that look like?
- Start with data. Use intent signals, ICP attributes, and engagement trends to prioritize.
- Think in sequences. Map out how touchpoints build on each other to create momentum.
- Align marketing and sales. Make sure every handoff and follow-up reinforces the message.
Winning teams don’t just “run campaigns.” They design buyer experiences that move people forward, and they adjust based on what the data shows.
That’s how you go from touches to traction.

Case Spotlight: Forcura’s Pipeline Surge with Integrated GTM Strategy
Forcura partnerd with DemandScience to build a targeted GTM channel mix using digital ads, early-stage content syndication, and retargeting—all anchored in buyer intent data.
Key Results:
• Marketing-sourced 48% of pipeline and influenced 75& of closed-won deals
• Doubled MQL-to-SQL conversion rate through aligned sales + marketing handoffs
• Generated 215 new MQLs within two weeks of campaign activation
What Worked:
• Sales and marketing aligned on goals and follow-up
• Targeted campaigns reached key buyers at the right time
• Agile optimization kept performance ahead of target
Read the Full Case Study➜

How to Choose the Right GTM Channel Mix
No two GTM motions are the same. The right mix depends on:
Your GTM Strategy Type
- Product-Led Growth (PLG): Lean heavily on digital, content, SEO, and user communities
- Sales-Led Growth: Combine outbound sales, webinars, ABM, and content syndication
- Partner-Led: Focus on co-branded campaigns, enablement, and shared events
Your Buyer Journey Complexity
- Long deal cycles or multi-person committees need more touchpoints across sales and marketing
- Shorter cycles can often be supported with lighter, high-velocity channels
Audience Behavior and Preference
- Are they digitally native or relationship-driven?
- Do they engage more via email, events, or peer content?
Funnel Priorities
- Top of Funnel: Digital, SEO, social, content syndication
- Middle of Funnel: Webinars, targeted email, sales outreach
- Bottom of Funnel: Events, 1:1 ABM, intent-triggered outreach
Use your data to map which channels work at each stage, and how they should connect.



Real-World GTM Mix Examples
For a Mid-Market SaaS with PLG Motion:
- Paid search and social to drive trial signups
- SEO and content to nurture and educate
- Email nurture for activation and upsell
- Community engagement to build advocacy
For an Enterprise ABM Campaign:
- Intent data to select in-market accounts
- SDR outreach + 1:1 LinkedIn campaigns
- Direct mail or virtual events for influence
- Targeted content syndication for engagement
For a Rapid Pipeline Build Campaign:
- High-volume content syndication to get known leads
- Mid-funnel webinar + nurture track
- SDR follow-up on engaged leads with personalized outreach

Common GTM Channel Pitfalls to Avoid
Over-Reliance on One Channel
If you’re only running paid ads or only doing outbound, you’re leaving pipeline on the table.
Misalignment Between Sales and Marketing
Disconnected messages and timing confuse buyers. Align your teams on who’s doing what, when.
Lack of Data-Driven Prioritization
Budget and headcount should follow opportunity, and that comes from real buyer signals, not gut feel.
Failure to Optimize Across the Journey
Testing isn’t just for ads. Continuously optimize across email, content, offers, and handoffs.

Wrapping It Up: Build Smarter, Not Broader
There is no universal GTM channel playbook. But there is a smarter way to build yours.
Start with your audience. Let intent data and behavior shape your strategy. Choose channels not because they’re trendy, but because they map to how your buyers move.
Most of all, think in terms of journeys, not just touches. Success doesn’t come from being everywhere. It comes from being relevant in the places that matter.
At DemandScience, we help B2B marketing teams build the right mix, with the right data, to grow pipeline predictably.
Let’s build yours.
Ready to Build a Smarter GTM Channel Mix?
Let’s map the right strategy to your buyers, your goals, and your pipeline priorities.