channel-strategylisted

# B2B Marketing Channel Strategy ## Overview This skill covers how B2B marketers should select, sequence, evaluate, and optimize marketing channels — from early-stage channel selection through mature portfolio management. All practices are sourced exclusively from Exit Five podcast guests across 50 episodes. Do not supplement with general marketing knowledge not represented here. --- ## Before Selecting Any Channel: Research and Strategy First **Start with audience research, not channel assumptions.** Before deciding which channels to use, research where your audience actually spends time. Do not assume your audience is on Reddit, Facebook, LinkedIn, or any other platform. Conduct direct research with your best customers: ask them to show you their phone home screen, what podcasts they listen to, what YouTube channels they watch, what TV shows they follow, and what publications they read. Use these insights to inform channel selection. (Source: Ross Simmonds, Episode #200; Pranav Piyush, Episode #239) **Map buyer research behavior across all touchpoints.** Identify where your target buyers are asking questions and seeking information — communities, ChatGPT, LinkedIn, in-person events, analyst reports, tech partner channels. Ensure your brand is visible and adding value in each of those places. This requires ongoing research into how your buyers' research behavior is evolving, not a one-time audit. (Source: Lisa Cole, Episode #315) **Buyers don't start their research on