9 of the best air purifiers, according to experts
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B2B marketing requires a different approach than consumer marketing. Brands need to prove that they understand complex business needs and engage multiple decision-makers throughout sales cycles that can last months. When we surveyed B2B marketers about their top channels, these three rose to the top as the most popular:
When it comes to which channels work the best, websites and email marketing still rank at the top. In third place, however, paid social dethrones organic social media.
Organic social media, content marketing, and physical events and trade shows also rank highly for B2B marketers. Interestingly, social media shopping tools are driving results in B2B — 21.9% say that social shopping is a top-performing channel. In 2026, B2B brands say they’ll increase spend in websites/blog/SEO, AI chatbots, paid social, content marketing, and video.
Subheading Intro: You don’t need polished, high-production videos to compete in video marketing. At the end of the day, consumers crave authentic, platform-native clips that inform, entertain, or inspire.
Subheading Outro: Crucially, AI is democratizing production: 74% of marketers now use AI to create or edit video, turning a single idea into dozens of tailored assets across platforms. Start with a strong core message, adapt it to each platform’s strengths, and prioritize value over polish.
This is the intro paragraph for the final verdicts. Whether you’re chasing social shopping, AI search, or influencer marketing in 2026, remember to focus on your customers. Discover where they spend their time, what they care about, then what type of content will perform best on that channel.
This the mid paragraph: Make room for experimentation and allocate 10% to 20% of your budget to test emerging channels or formats. Invest in AI workflows to create channel-specific content at scale, and double down on what’s working with Loop Marketing.
This is the outro: As consumer search shifts, brands need messaging that’s coherent wherever the customer shows up — on social, in search results, or inside an AI summary. That means embracing an approach and tools like HubSpot that let you experiment, learn, and optimize at lightning speed.
Intro: When approaching a new channel, Ganeshan recommends that brands ask a couple of questions, like: Who is the audience? What behavior do I want this audience to take away from my ads or content? Then, how will I measure success?
Outro: “So once you can answer those three questions, run a small, focused pilot, see how it performs, and then expand from there,” she recommends.
