Top Marketing Channels for Your Next B2B Product Launch

Launching a B2B product—especially in today’s saturated SaaS and tech markets—requires more than just hype and hope. With sales cycles stretching, buyer committees expanding, and noise at an all-time high, you need to meet your audience where they are with a carefully considered marketing mix.

Whether you’re introducing a new feature, platform, or solution, choosing the right marketing channels for your launch can dramatically impact early adoption, brand perception, and revenue acceleration. In this post, we’ll walk through the most effective B2B product launch channels, how to combine them for maximum reach, and when to invest based on your goals and budget.

Why Channel Strategy Matters More Than Ever

Recent data shows the average B2B buyer now consumes 13 pieces of content before making a purchase decision, confirming that a single email or LinkedIn post is far from sufficient. This reflects broader shifts—88% of buyers watched a video during their decision process, and 66% use organic search as their primary discovery method .

Together, these stats highlight an important reality: modern buyers are deliberate, digitally savvy, and methodical. To reach them effectively, you need a coordinated, multichannel strategy—one that includes a mix of short- and long-form content, video, and search-optimized assets. A single touchpoint won’t just underwhelm—it will likely be ignored.

For product marketers, the channel decision comes down to a few key questions:

• Where does your audience actively consume content?
  
• What mix of paid and organic touchpoints makes sense based on your budget?
  
• Which internal teams and external partners can support execution?

Let’s break down some of the most effective channels and how to use them.

1. LinkedIn Campaigns: The B2B Demand Engine

If you had to pick one B2B channel to prioritize for most launches, LinkedIn would top the list. According to Statista, more than 1 billion professionals use LinkedIn worldwide, with especially high concentrations of decision-makers in enterprise tech, finance, healthcare, and software.

How to use it:

• Sponsored content to promote product benefits, launch videos, or analyst coverage
  
• Conversation ads for mid-funnel engagement or demo scheduling
  
• Thought Leader Ads that amplify internal SMEs or executives
  

What it’s great for:

• Generating brand awareness and qualified leads simultaneously
  
• Supporting account-based marketing (ABM) programs
  
• Building credibility with content-rich campaigns
  

🔍 Try this: Use a 3-part LinkedIn nurture sequence that starts with a launch teaser, follows with a product walkthrough, and ends with a customer story or demo CTA.

2. Paid Ads: Speed + Specificity = Awareness at Scale

Search and display ads might not drive the majority of B2B conversions, but they’re still invaluable for amplifying visibility and capturing intent-based traffic during launch windows. The key is precision—knowing who you’re targeting, with what message, and when.

Where to invest:

• Google Search Ads for high-intent queries like “best SaaS CPQ for manufacturing”
  
• Display Ads for retargeting site visitors with launch content
  
• YouTube Pre-Roll to promote product explainers or launch sizzle reels
  

Pros:

• Quick to deploy and scale
  
• Excellent for testing messaging variations
  
• Supports demand capture and retargeting
  

💡 Launch tip: Create a dedicated “launch landing page” and drive all ad traffic there. Include gated and ungated content, and track conversions by source.

3. Influencer Marketing: The Underrated B2B Channel

Modern B2B influencer marketing isn’t just gaining popularity—it’s delivering real results. According to TopRank Marketing’s 2025 report, 43% of B2B marketers say they’re achieving “outstanding” results from their influencer programs, an increase of nearly ten points year over year. Meanwhile, eMarketer data shows 53% of U.S. B2B marketers plan to increase their influencer budget in 2025, highlighting growing confidence in this channel.

What works in B2B:

• Industry analysts reviewing your new product or feature
  
• Creators or consultants posting real use-case content on LinkedIn, Substack, or YouTube
  
• Co-hosted launch events or webinars
  

Advantages:

• Increases reach and trust, especially in skeptical markets
  
• Adds a human voice to technical products
  
• Often more cost-effective than big-budget ads
  

💡 Launch tip: Look for “niche reach.” A data governance expert with 15K engaged followers is more valuable than a generic “tech influencer” with 150K.

4. Email Marketing: Still the Highest ROI Workhorse

Despite all the new platforms, email continues to deliver the best bang for your buck. According to Litmus, email marketing returns $36 for every $1 spent, making it essential for both pre- and post-launch engagement.

How to structure your email mix:

• Pre-launch: Teasers, waitlists, beta invites
  
• Launch week: Announcements, benefits highlights, and a clear CTA
  
• Post-launch: Case studies, webinars, nurture series
  

Segmentation ideas:

• By role (e.g., CFO vs. head of engineering)
  
• By lifecycle stage (prospect vs. upsell target)
  
• By vertical or firmographics
  

📚 Further reading: This Mailchimp guide walks through how to craft compelling B2B emails.

💡 Launch tip: Add urgency by using “early access,” “founding customer,” or “limited-time pricing” language—especially with new SaaS products.

5. Webinars + Virtual Events: Engagement with a Purpose

B2B buyers want education—not just promotion. That’s why webinars remain a powerful tool in your product launch arsenal. They give you space to dive deeper into value propositions, host Q&A with your product team, or spotlight early adopter success.

Use cases for launch:

• Product demos with live walkthroughs
  
• Joint sessions with partners or influencers
  
• “Ask Me Anything” (AMA) with product leadership
  

Best practices:

• Keep it under 45 minutes
  
• Include live interaction (polls, chat, giveaways)
  
• Follow up with the recording and key resources
  

💡 Launch tip: Use webinars as gated content for lead capture. Then plug those leads into your post-launch nurture flow.

6. Content Syndication: Extend Your Reach

If you’ve invested in great launch content—like a whitepaper, case study, or explainer video—why stop at your own channels? Syndicating that content through third-party publishers or lead-gen networks can dramatically expand reach.

Where to syndicate:

• Industry-specific media outlets (e.g., TechTarget, VentureBeat, CIO.com)
  
• Partner marketplaces or app ecosystems
  
• Paid lead-gen platforms like NetLine or Integrate
  

When it works:

• When you need pipeline fast and have budget to burn
  
• When brand trust is already strong, and you’re ready to scale
  

💡 Launch tip: Optimize syndication assets with strong CTAs and pre-qualified lead forms to ensure high-quality contacts.

7. Owned Media: Your Best Long-Term Asset

Don’t underestimate the power of your own blog, newsletter, and website. While they may not deliver the overnight impact of paid media, these channels build long-term trust, improve SEO, and provide a stable home for launch content.

What to include on your website:

• A dedicated product page or microsite
  
• Clear CTAs to book a demo, download a resource, or talk to sales
  
• Embedded customer testimonials, videos, or analyst validation
  

💡 Launch tip: Create an internal checklist of all the places your launch should be surfaced—from your homepage banner to your blog sidebar.

Final Thoughts: It’s All About the Mix

There’s no silver bullet when it comes to channel strategy. Your ideal launch mix depends on:

• Your product maturity and buyer stage
  
• Your internal resourcing (do you have an ad budget? PR partner?)
  
• Your audience’s content habits
  

At Aventi, we’ve supported hundreds of successful B2B product launches. One thing we’ve learned? The most successful campaigns align product, marketing, sales, and customer success around a shared message—and a smart, sequenced channel plan.

Need help building a go-to-market roadmap that includes the right mix of launch channels? Let’s talk.

Ready to build your own channel mix?

Download our Product Launch Checklist for a step-by-step guide to planning, activating, and optimizing your next B2B product launch.