5 platforms for  B2B demand generation campaigns 

I’m a B2B marketer defining my strategy. I have defined an audience, I know my budget, and I know what I want to say, but I still have one question left: where will I say it? Which platforms should I choose to post content on? And to implement a lead generation campaign? What about brand awareness campaigns?  

We have talked a lot about LinkedIn, which remains the best platform for B2B demand generation campaigns. But LinkedIn is not the only option: there are other platforms to take into consideration. Here’s  a list of the best five platforms for B2B demand generation campaigns, with their pros and cons:  

5. Facebook/Instagram 

Facebook and Instagram are still the most used social media platforms, so at a time when we are all prosumers, our audience will likely be active at one of them at some point. For B2B though, you might have two problems with these platforms: first, since they’re not platforms for work, it might be difficult to segment the right professionals, and second, people usually use them to have their minds off their work, so your audience might be less available to interact with work-related content. 

4. Twitter 

This platform is no longer what it used to be, but it is still one of the most used platforms in 2022. Although as brands it is sometimes difficult for us to generate leads and even involve people in our conversations, Twitter is still a good option to try retargeting campaigns, since its users usually spend a lot of time on it. 

3. Youtube/Tiktok 

If you have a brand campaign, you want to increase awareness, or simply want to gather views, probably you should be thinking about including these platforms in your strategy. Both are among the most used platforms, and they are not going anywhere. Tiktok is usually preferred when you target younger audiences, while YouTube gives a great segmentation tool based on keywords and topics, for example. An important number: this year, 80% of total web traffic will be for video visualisation

2. Google 

Yes, we know, this one isn’t a social platform like the others on this list, but we can’t avoid mentioning it. Google is the most used search engine and is a directory of all the websites in the world. Is the place where people go every time they want to buy a new product or change a vendor, so we can’t ignore it in our B2B strategy. 

1. LinkedIn 

LinkedIn still is the best platform available for B2B campaigns. 80% of the leads generated in social media come from here, and although is not the biggest in terms of audience, is one of the most trusted social media platforms and 97% of the B2B marketers use it for content distribution. Its segmentation tool is very powerful, and it’s 100% developed to target professionals. 

Bonus track: Xing 

Xing it’s a platform that connects professionals, and they use it to find new jobs and share knowledge. Basically, it’s the German equivalent to Linkedin. If you’re planning a campaign in Germany, Austria or Switzerland, you should consider Xing. In these three countries, LinkedIn has 19 million users, while Xing’s last count was 17 million. According to Xing, most of its users are experienced professionals, executives or managers, and more than a third have a university degree. If you’re a B2B marketer looking for decision-makers in German companies, you should definitely consider using Xing.