How can product-led companies determine the most effective channel mix for B2B marketing campaigns? How does that differ from a sales-led company?

By it's very nature, a Product-Led approach usually focuses on offering a free trial of a product that is relatively inexpensive. It focuses on volume and digital interactions - and marketing should be sourcing the majority of revenue for the company. This means higher marketing budgets, more marketing staff, and a lower number of sales reps. The term "Product-Led" is really a misnomer, because marketing is a key piece of the equation to drive folks in. The free trial itself needs to offer an excellent experience - but marketing also needs to be engaging with prospects every single step of the way before, during, and after their trial. This likely includes channels such as advertising, content, email, and utilizing in-app tutorials and banners.

Alternatively, a sales-led company likely requires strong relationship building with buyers, and has a longer sales cycle and a higher selling price. However, don't let the terms "sales-led" fool you - marketing needs to be there working hand-in-hand with sales to drive maximum outcomes. This usually just means marketing is sourcing less of the revenue directly (say, 40% instead of 80%) and there are less marketing heads per new business dollar brought in. Marketing channels used should be more highly targeted, and should incorporate more high-touch programs in collaboration with sales reps. ABM approaches are better fits for this environment.