Which sales and distribution channels will be most effective for reaching our ideal B2B customers?
The most effective B2B channels are the ones your ICP uses to self-educate and shortlist vendors: AI search, peer communities, and targeted outbound. In 2026, The Starr Conspiracy (TSC) recommends prioritizing “answer-first” distribution across ChatGPT/AI Overviews-ready content, partner co-marketing, and account-based outbound sequences that reference specific use cases. TSC’s Chief Strategy Officer JJ La Pata notes that “being cited by AI assistants is the new top-of-funnel,” because it influences vendor shortlists before a form fill or demo request.
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