04 · Channels & distribution - B2B Playbook

A useful offer still needs to reach the people it can help. You do not need to run every channel at once. Start with where your buyers already spend attention, then choose a route your team can maintain and learn from. Last reviewed: 2026-09-06 · Reading edit: 2026-09-12

Choose a main channel; Publish or participate; Learn what brings buyers

Start here

Choose where to focus — Match the channel to how your customers find and buy products.
Give a useful piece a route to readers — Plan where it belongs and who will share it.
Decide whether advertising is the next step — Set a purpose, budget, and review before launching.

Playbook map

Guide	What it helps you do
Channel strategy	Where should we focus our effort to reach suitable buyers?
SEO and AEO	How can useful answers become easier to find in search and AI tools?
Community	How do we participate in or host a group in a way members value?
Creator partnership	Which creator and collaboration would genuinely help the intended audience?
Product Hunt	How do we prepare for launch-day attention and useful follow-up?
Content syndication	When is distributing content through another publisher worth the cost?
LinkedIn organic	What can we share on LinkedIn that is useful to the people we want to reach?
Paid media	What should an advertising test achieve, and how will we review it?
Review sites	What do buyers need to find on our public product listing?
Paid search	Which search questions fit our offer, and where should the ads take readers?
Paid social	What deserves the attention of someone browsing their feed?
Retargeting	What useful information should a previous visitor see next?
PR and media	What makes our news relevant and verifiable for a reporter’s readers?
Content distribution	How will a useful piece reach the people it was written for?
Content repurposing	How can one strong idea help someone in another format?

Try one thing

Pick one audience and one useful piece of content. Name a place where that audience already asks the question it answers, then plan a relevant introduction.

Where to go next

Pick a guide above for the task you are working on, or browse Outbound & prospecting for a related part of the work. Back to the playbook index Status: Domain guide published · 15 tactic playbooks published

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