How to Understand What Digital Marketing Channels Are Even Working??

If you’re like most B2B marketers, you’re running campaigns across multiple channels – LinkedIn, Google, and Facebook. You’ve also got your organic content marketing (ideally leveraging thought leadership content) and your email campaigns. But here’s the question: do you know which of these channels are bringing in the right people? You might be getting tons of visitors, but how many of them are the decision-makers who match your Ideal Customer Profile (ICP)?

Seeing as this is something soooooo many orgs and marketers struggle with, I thought I'd take some time to outline how I tackle this issue and what my go-to tools and flow are.

I leverage a tool like DemandSense for this. Instead of looking at anonymous data, you can see the actual companies as well as B2B and B2C individuals visiting your site. But it goes beyond that – you can see the source they came from, their behavior on your site, and how long they’re engaging. This level of insight is crucial for evaluating your marketing channels.

Let me break down how you can use it to really understand the quality of your marketing channels.

Defining Your ICP: The Foundation of Quality Traffic

First things first – you need to know who you’re actually trying to reach. DemandSense makes this easy with powerful filtering capabilities that let you specify all the key attributes of your ideal customer. We’re talking industry, company size, job seniority, job function, and more.

The real power comes from being able to save these filters as custom segments that automatically populate with your ICP-fit leads. Once you’ve defined your ideal customer criteria, DemandSense continuously monitors your website traffic and automatically adds matching visitors to your saved segments.

This means you’ll always have an up-to-date view of the high-value prospects visiting your site, without having to manually review and filter your traffic. Plus, you’ll receive regular email notifications about new high-value visitors that match your criteria, ensuring you never miss an important opportunity.

How to Use DemandSense to Evaluate Channel Quality

Let’s break down how you can use this tool to assess your marketing channels:

1. Identify Visitors by Channel

DemandSense lets you see which companies and individuals are coming from each of your channels. Are your LinkedIn ads attracting C-suite executives or just junior staff? Now you’ll know.

You can see exactly which channels are bringing in the right people. DemandSense breaks down visitor engagement across the entire organizational spectrum – from C-suite executives to technical leads. You’ll see precisely how your channels perform across:

• Seniority Levels: Track engagement from Senior leaders (who make up the largest segment of visitors), C-level executives, Managers, and Directors
• Job Functions: Monitor which channels attract key departments like Administration, Product Development, Sales, Engineering, and Finance
• Industry Distribution: See which channels resonate with different sectors, including Computer Software, Marketing/Advertising, and Education Management
• Company Size: Understand if your channels are reaching your target company segments, from startups to enterprise (1-50 to 10k+ employees)

This granular breakdown helps you optimize each channel’s performance. For instance, if you notice your LinkedIn ads are successfully reaching Senior-level decision-makers in Computer Software companies while your content marketing resonates more with Technical leads in Marketing/Advertising firms, you can fine-tune your channel strategy accordingly.

2. Track Individual Visitor Activity

Beyond identifying who’s on your site, DemandSense reveals how they’re interacting with your content. For each visitor, you can see:

• Which pages they’re exploring
• Time spent on each page
• Number and frequency of return visits
• Content engagement patterns
• Complete visit history

These detailed engagement metrics help you understand visitor intent. For instance, someone spending significant time on your pricing page likely has different intentions than someone just skimming your blog posts.

3. Identify High-Intent Companies

It’s not just about individual visitors – DemandSense gives you a comprehensive view of the entire account activity. You can see how many people from each company are engaging with your site and how they’re interacting with your content. This account-level visibility is crucial for identifying high-intent organizations.

DemandSense shows you:

• Total number of visitors from each account
• Combined engagement time across all visitors
• Which pages different team members are exploring
• Frequency of visits from the account
• Top engaged individuals within each company
• Additional decision-makers within ICP-fit accounts who haven’t visited yet

This holistic view helps you spot patterns that indicate real buying intent. Key signals include:

• Multiple stakeholders visiting from the same company
• Engagement with high-intent pages (pricing, product features, case studies)
• Increased visit frequency and time spent on site
• Return visits across different days
• Total account engagement time

DemandSense also helps you identify other potential stakeholders within these high-intent accounts, expanding your reach to the entire buying committee.

Turn Channel Insights Into Revenue

Understanding which channels bring in quality traffic is just the beginning. With DemandSense, you’re equipped to make strategic decisions that directly impact your bottom line:

• Stop Wasting Budget on Low-Quality Traffic: Know exactly which channels are bringing in decision-makers and ICP-fit accounts, so you can optimize your spend accordingly.
• Focus on High-Intent Accounts: Identify and prioritize companies showing genuine buying signals through multi-stakeholder engagement.
• Continuously Improve: Use real engagement data to refine your targeting and channel strategy over time.
• Activate with LinkedIn + Email Flows: You can really improve middle and bottom of funnel conversions by moving from digital to good ol fashion human (sort of) interaction.

How to Activate These Insights with Smart LinkedIn + Email Flows

Identifying high-value visitors and engaged companies is just the beginning. To drive meaningful outcomes, you need to activate this data with targeted outreach and nurturing flows that guide these prospects through the buying journey.

A. Website Visitors: Connect With Your Silent Prospects

Your website is often the first point of contact for potential customers, but most visitors leave without filling out a form or initiating contact. Using tools like DemandSense or similar vendors, you can identify the companies and individuals behind these anonymous visits and take proactive steps to engage them.

Here’s how you can activate these insights:

• LinkedIn Outreach: Target decision-makers from these companies with personalized LinkedIn connection requests or InMail messages. Reference their recent visit to your website to make your outreach timely and relevant.

• Email Sequences: Add identified visitors to automated email campaigns tailored to their stage in the funnel. For example, If they viewed your case studies, send follow-up emails showcasing similar success stories. If they explored your pricing page, deliver a breakdown of ROI and benefits specific to their industry.

B. Highly Engaged Companies: Build Multithreaded Relationships

When multiple stakeholders from a single company engage with your site, it’s a clear buying signal. This is your opportunity to move beyond individual outreach and focus on multithreaded strategies:

• LinkedIn ABM (Account-Based Marketing): Use LinkedIn’s robust targeting to run account-specific ad campaigns highlighting your value proposition. This keeps your company top-of-mind for the entire buying committee.
• Team-Based Email Flows: Set up coordinated email outreach to different stakeholders, addressing their specific needs and challenges. Marketing leaders: Focus on campaign effectiveness and ROI for stakeholders: Emphasize cost-effectiveness and budget optimization.Technical leads: Highlight ease of integration and product features.

🔍 Pro Tip: Companies with active engagement from 3+ stakeholders are 3 times more likely to convert into customers (source: Forrester).

C. LinkedIn Profile Viewers: Engage the Curious

Your LinkedIn profile viewers often represent warm prospects who are evaluating your expertise. Don’t let these opportunities slip through the cracks:

• Personalized Connection Requests: Reach out with a message tailored to their role and interest. Mention your shared network or industry challenges to establish rapport.
• Retargeting Campaigns: Set up LinkedIn retargeting ads to deliver content specifically designed for profile viewers, such as a downloadable guide, webinar invitation, or case study.

Leveraging Respect Studio Expertise for Scalable Outreach

With our acquisition of Respect Studio - LinkedIn + Email Lead Generation Agency, we’ve integrated sophisticated LinkedIn and email nurturing flows into our strategy. This approach ensures that every prospect, whether they’re a website visitor, an engaged company, or a profile viewer, is nurtured through a structured and efficient process.

For example:

• Hyper-Personalized Outreach: Respect Studio’s expertise enables us to craft tailored messages that resonate with prospects, improving response rates by up to 30%.
• Automated Follow-Ups: We deploy automated, multichannel follow-ups that engage prospects without overwhelming our team, ensuring no lead falls through the cracks.

Nurturing Flows That Scale Efficiency

The ultimate goal of any activation strategy is scalability. With DemandSense and Respect Studio’s capabilities, we ensure that nurturing flows are efficient and repeatable:

• Segmented Email Campaigns: Use ICP-fit data to segment audiences by intent, ensuring each group receives highly relevant content.
• LinkedIn Messaging Cadence: Automate LinkedIn outreach while maintaining a personal touch, enabling your team to focus on high-priority conversations.
• Multichannel Orchestration: Align LinkedIn ads, email sequences, and retargeting campaigns to create a seamless buyer journey across all touchpoints.

Click Image Below to see how we approach multichannel Orchestration.

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By combining granular data insights with strategic outreach flows, you can nurture leads at scale—turning high-intent prospects into long-term customers while maintaining efficiency and reducing manual effort.

That's it for today! I know 2025 is going to be even more pressure for startups and marketers to do more with less, so this is how our team at Impactable is tackling the problem.

Let me know if you have questions or want additional deep dives into specific areas here!

Additional Resources:

Website - LinkedIn Ads Agency

Website - Respect Studio - LinkedIn + Email Outreach/Nurture Flows

Website - DemandSense - LinkedIn Ad Scheduling + Controls + Website Visitor Identification

Strategies + Frameworks

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