Digital Marketing Channels for B2B Startups: Lead Generation VS Brand Awareness

To succeed as a B2B (business-to-business) startup, you must carefully consider which digital marketing channels to invest in. For some companies, lead generation should be the primary focus. Others may prioritize brand awareness above all else.

The right mix of digital channels depends on your specific business goals and target market. Keep reading to see which solution is right for your startup business!

Lead generation versus brand awareness – the definitions

Lead generation and brand awareness are two integral components of success for any business. Lead generation focuses on proactively seeking out potential customers, engaging them in convincing conversations, and nurturing relationships to convert them into paying customers.

Brand awareness, meanwhile, is more about positioning your company so that when prospects come looking for a solution to their needs, they will be aware of yours and know the benefits it offers over the competition. 

Both require clever marketing tactics to be successful, but when done correctly will help build both customer engagement and sales volume.

Why B2B startups need both lead generation and brand awareness

B2B startups need both lead generation and brand awareness to succeed. Lead generation provides potential customers with valuable information about these businesses’ products and services that can lead to sales or other types of conversions. On the other hand, brand awareness enables B2B startups to gain recognition within their target market and stand out from the competition. 

Investing in cultivating appealing brand recognition allows B2B startups to stand out in the crowded marketplace and increase sales over the long term. When combined, lead generation and brand awareness give small business owners a competitive edge that can help them reach new heights of success.

The most effective digital marketing channels for lead generation

Qualified leads are crucial to any B2B startup’s success, and digital marketing channels offer a range of tools to reach and engage with potential customers. Here are some ways digital marketing channels can benefit B2B startups in lead generation:

Search Engine Marketing (SEM) is a powerful way to attract potential customers to your website through search engines. You can reach a wider audience and generate more leads by targeting specific keywords that your target audience requests with buying intent. Combining SEO and PPC campaigns will allow you to refine your strategy for better results.

Account-Based Marketing (ABM) and Outreach Campaigns – are personalized approaches to lead generation that involve targeting specific accounts or individuals with customized messaging. These tactics allow you to create a more targeted and personalized experience for potential customers, which can lead to more qualified leads and higher conversion rates.

Email Marketing is a cost-effective way to send targeted messaging to your potential customers. By segmenting your email list by industry, job title, or location, you can create customized messages that resonate with specific groups of people.
Additionally, email marketing for startups allows you to track and analyze engagement, refining your messaging and improving your results over time.

Marketplaces and platforms (such as Clutch and Capterra) are online directories that allow potential customers to search for and compare B2B products and services. Listing your startup on these platforms and optimizing your profile can increase your visibility and attract more leads.

Content marketing involves creating helpful and informative content like blog posts, videos, and whitepapers that attract potential customers and help establish your startup as a thought leader. By creating high-quality content that addresses your target audience’s needs and pain points, you can attract more leads and build a relationship with potential customers over time.

The most effective digital marketing channels for brand awareness

Digital marketing channels provide a range of tools to make a brand more recognizable and reach a wider audience. Here are some ways that digital marketing channels can benefit B2B startups in brand awareness:

Influencer marketing involves partnering with industry leaders and experts to promote your brand and reach a wider audience. By leveraging the audience and reputation of influencers in your industry, you can create brand awareness and establish your startup as a trusted and reputable company.

PR and Public Media: Publishing in such media as Forbes and TechCrunch within the complete PR strategy might help B2B startups reach a wider audience and establish credibility in their market niche. By sharing industry expertise and corporate news/updates about your startup, you can create brand awareness and establish yourself as a thought leader.

Video marketing has been one of the leading digital promo trends during the latest couple of years. It’s a powerful way to create engaging content to share across specific platforms such as Youtube, Vimeo, and sometimes TikTok (but not always). Creating high-quality videos showcasing your startup’s products or services can increase brand awareness and generate interest among potential customers. But be careful about CPM campaigns – you might easily waste your budget with no benefit.

Social Media Marketing (SMM) involves using social media platforms like LinkedIn, Twitter, and Facebook to reach potential customers and create brand awareness. By sharing valuable content, engaging with your audience, and promoting your startup’s products or services, you can establish a solid social media presence and show that your company is genuine and has a corporate life.

To save you time and simplify your understanding, we’ve put together an infographic that outlines the digital marketing channels for lead generation and brand awareness in one scheme. You may save it for later. 

How to track the success of your digital marketing efforts

Once you’ve identified the appropriate channels to promote your startup, monitoring performance to ensure you’re achieving desired results is crucial. An effective plan with clear objectives is essential for evaluating success. 

Key performance indicators (KPIs), such as conversion rate, cost per lead (CPL), click-through rate (CTR), and cost per thousand impressions (CPM), are valuable metrics for assessing progress toward lead generation campaigns.

However, measuring brand awareness is more complex, as many indicators are indirect. Direct website visits, the number of brand requests in search engines, organic visits caused by brand terms, and brand mentions on external platforms (without your involvement) are all valuable metrics for gauging visibility. It’s also important to analyze customer engagement, such as social media interactions and email sign-ups, to assess the effectiveness of your campaigns.

Measuring digital marketing performance requires businesses to track short-term and long-term objectives to make informed decisions about future strategies.

Conclusion

Establishing an effective digital marketing strategy for a B2B startup requires careful planning, research, and budgeting. Consider the ten digital marketing channels from our list when targeting lead generation and brand awareness goals.

Each group of channels has its advantages and specifics. SEM, ABM/Outreach campaigns, email marketing, marketplaces and platforms, and content marketing are great for achieving lead generation goals; meanwhile, influencer marketing, PR and public media, Video Marketing, and SMM are great for increasing brand awareness.

You’ll also need to measure success regularly with data analytics tools to track your returns on investment effectively. It will help you decide which channels work best for your B2B startup’s business objectives. With the proper research, tools, and implementation plan, you can achieve excellent results in using digital marketing strategies. 

Need help with all this marketing stuff? Contact the Glorium Marketing team, and we will find the best solution for your startup!