Top B2B Marketing Channels of 2024: The Surprising Results

Jacob Stewart

The latest analysis reveals the top-performing B2B marketing channels of 2024. This year’s data offers some unexpected insights that could redefine your marketing strategies.

Industry Shakeup: Rapid Shifts in B2B Marketing

B2B marketing has seen some dramatic changes in recent months. Cold email response rates have plummeted, leaving many companies, including FindMyCustomer.ai, to rethink their strategies. On average, response rates are now five to ten times lower than they were just six months ago.

Fortunately, by working across a broad range of B2B channels for over 100 small to medium-sized businesses (SMBs), we’ve identified which channels are performing the best and where your marketing budget can make the greatest impact. Let’s dive into the results and what they mean for B2B marketers.

Data-Driven Insights: Top Marketing Channels for 2024

Our analysis includes insights from over 2 million cold emails, 48,000 cold calls, and substantial ad spending. Here’s how each channel ranks in terms of cost-effectiveness and results:
 

1. Telemarketing

• Performance: Surprisingly, cold calling has made a comeback, emerging as the top B2B marketing channel in 2024.
• Demo Booking Rate: 0.82%
• Lead Rate: 3.9%
• Cost per Lead: $45.50
• Cost per Demo: $262.18
• Minimum Spend to Test: $2,450

Interested in telemarketing? Book a demo with our telemarketing expert.
 

2. LinkedIn Ads

• Performance: LinkedIn Ads remain a reliable, cost-effective choice, despite slight cost increases.
• Click-Through Rate: 0.36%
• CPC: $8.41
• Cost per Demo: $194.30
• Minimum Spend to Test: $3,681

Learn more by chatting with one of our LinkedIn Ads experts.
 

3. Cold Email

• Performance: While response rates have declined, the low costs make cold email a viable option, especially if you can target large audiences.
• Open Rate: 55%
• Reply Rate: 0.42%
• Demo Booking Rate: 0.01%
• Cost per Demo: $245.16
• Minimum Spend to Test: $3,063

Interested in cold email? Talk to our cold email experts.
 

4. LinkedIn Messaging

• Performance: A great option for businesses needing a few quality leads, though LinkedIn’s messaging limits keep monthly outreach low.
• Connection Limit: 200 per week (with Sales Navigator)
• Acceptance Rate: 23%
• Demos per Month: 2
   

5. Google Ads

• Performance: Google Ads provide high-quality leads, though cost-effectiveness varies by industry.
• Click-Through Rate: 8.6%
• CPC: $4.12
• Cost per Demo: $305.25
• Minimum Spend to Test: $3,681
   

6. Meta Ads

• Performance: Meta Ads fell short, with low-quality leads and a persistent issue with bots booking demos.
• Click-Through Rate: 0.82%
• CPC: $5.41
• Cost per Demo: $51.45
• Minimum Spend to Test: $3,681

The Takeaway: Where to Invest in 2025

The decrease in cold email performance has shifted focus to other channels, increasing competition and costs. According to our data, telemarketing, LinkedIn Ads, and cold email continue to be the most cost-effective B2B marketing channels, especially for companies aiming to maximize ROI.

To discover the most effective channels for your business, book a free call with FindMyCustomer.ai. We’ll show you customized insights based on businesses similar to yours.

As the B2B landscape evolves, we’ll continue to update you with the latest industry insights.