What are the best ways to test new B2B marketing channels?

The metric that you care about, probably won’t be selectable as a goal in a new channel. Therefore you have to make sure you get your utm or lead mapping sorted, giving you have some way of measuring quality over quantity. Cost per lead and cost per click is too vague to judge true effectiveness. At the very lead we should be optimizing for “quality web visits” and “quality leads”.

Something very important to consider is the ad creatives for the new channel. Its vital that your creatives are made for that channel and not just copy&pasted from another one (see Instagram story ads with a 16:9 format). If the creative doesn't fit the channel, you are set up for failure and you won't be able to test the potential of the new channel properly.

While tools like HubSpot are invaluable, the pairing of GA4 with Looker Studio can take your data analysis to a new level. By setting up simple events, you can break down data across various dimensions, such as country, device, and engagement levels. This granular information not only helps you visualize your efforts but also provides actionable insights that directly contribute to your ultimate goals, be it lead generation or sales.

I use the concept of finding the channels product market fit. Finding the right channels where our audience actually is, is as important as creating the best product. I believe it is part of the product market fit but it is often overlooked.

Yes, be confident but also don't get stuck in the honeymoon phase. Yes, a new channel can be exciting and fun but if the numbers don't add up at the end of the test, do not hesitate to move your efforts and budget elsewhere.

100% agree, @Andrea. Of course, there's a balance between giving a new channel a chance to breathe and prove value, but the leash shouldn't be too long. If things aren't working, that's still a positive result! Now you can move on and find something that does!

I love running small scale test until we have the channel-product market fit. We need the PMF but also CPMF. It can be the most daunting task

New channels are often very cheap to advertise on in the beginning, offering a big opportunity to be the first adopter and get great results. However, cheap isn’t the only thing you should be looking for. Is your audience on that channel? That should be first and foremost what you think about. Although I’ll add contrary to popular believe, adults do use TikTok. Don’t let your own behaviour cause biases.

To test new B2B marketing channels effectively, start with clear goals and target metrics. Conduct small-scale pilot campaigns, allocating a limited budget. A/B test different ad formats, messaging, and audience segments. Monitor engagement, click-through rates, and conversions closely. Leverage analytics tools for real-time data analysis. Collect feedback from participants. Evaluate ROI and scalability. Based on results, iterate strategies for optimal channel performance and scalability in future campaigns.

Other things that warrant consideration revolve around budget constraints and internal resistance. Budget can become a major concern when testing new channels, as there's much uncertainty around ROI and projecting performance. Advocating for a 'test, measure, and scale' approach can help ease concerns around spend and efficacy, but will also show your maturity and mindfulness as a b2b marketer. The matter of combatting internal resistance is a bit trickier, as resistance to change in organizations is common. Especially when it involves something new. Here are ways to tackle internal resistance: - Involve necessary teams early on - Gain endorsements from leadership - Educate and communicate with stakeholders frequently