What digital marketing channels have you found most effective for demand generation?

When it comes to demand generation, there truly isn’t a one-size-fits-all “most effective” channel. The right mix depends on various factors—the company, audience, industry, and product. For instance, a business selling consumer goods like cell phones will leverage an entirely different set of channels than a company like mine that sells B2B software solutions to developers. In my experience, channels like Google and LinkedIn have consistently performed well, but I also believe it’s critical to keep experimenting with new avenues.

The key to long-term success is understanding your three-tiered approach to marketing channels: your blue-chip channels, which are the most reliable and proven performers; your growth channels, which show promise and are somewhat reliable, though not always part of your primary mix; and your experimental channels, where you test emerging platforms or strategies. The idea is to continually experiment across these tiers. If an experimental channel shows positive results, test it again, and if it consistently delivers, promote it to a growth channel. Over time, channels that demonstrate sustained performance can be elevated to blue-chip status. This iterative approach ensures you are maximizing proven opportunities while staying agile and open to innovation.