Choosing a channel mix: B2B and B2C start from different questions
The same six channels serve very different roles depending on whether you're selling to a committee or a consumer.
B2C purchases are frequently decided by one person in a single session; B2B purchases are usually decided by a committee across weeks or months. That single difference should reshape your channel mix more than any platform trend.
For B2C, channels that can carry a full decision in one exposure — high-intent search, well-targeted social, a fast-loading landing page — tend to do the heaviest lifting. Measurement can stay close to last-touch because the journey is genuinely short.
For B2B, a single-touch model undercounts almost everything. Content and search terms further from a 'buy now' intent are often what starts the committee's research, even though they'll rarely show up as the final converting touchpoint. Multi-touch or stage-based attribution isn't optional here — without it you'll systematically defund the channels doing the most valuable work.
The practical test: map your last ten closed-won deals and count genuinely distinct touchpoints before close. If the average is above two or three, your channel mix and your measurement model both need to account for a longer, more collaborative decision.
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