B2B Marketing is often overwhelming. There are so many channels, asset types, and AI tools that it’s often challenging even to know where to start. Taking a step back and breaking marketing down into four key channels, then working through each channel one by one, is a great way to bring structure and clarity to your marketing strategy.
01. Owned: The foundation you can’t skip
Owned content is everything you create and control. That means your website, blog, email newsletter, videos, eBooks, webinars, checklists, templates, diagnostic tools, any asset that lives in your own ecosystem.
The beauty of owned content is that it compounds over time. Yes, it’s slow to build. But every piece you create adds to your credibility, brand equity and discoverability.
What to focus on:
Example to emulate: Check out Gong’s LinkedIn. Their sales insights on LinkedIn (especially from their senior team) have helped them dominate the conversation in the revenue intelligence space.
02. Paid: The accelerator
Most SaaS companies rely too heavily on paid (without enough content in the other channels) or don’t use it at all. Both are a mistake. Paid marketing is your fuel. It gives you reach, speed and laser-focused targeting, especially if your organic channels are still ramping up.
If your paid strategy is just “book a demo” ads or driving cold traffic to a landing page, you’ll likely end up burning budget and blaming the channel. Instead, use paid to amplify your owned content.
What to focus on:
03. Earned: The trust multiplier
Earned content is what others say about you. You can’t fake it. You can’t buy it. But you can influence it. This includes customer reviews, media mentions, word of mouth, referrals and even influencer shoutouts. In short, it’s credibility you can’t manufacture.
You don’t need to be perfect. But you do need to be present across all four. The SaaS brands that scale are the ones that show up everywhere their audience looks. Start there. Want help creating campaigns across all four growth channels? Book a free marketing strategy call with Rocket SaaS and find out how we become your full-service B2B SaaS marketing team.