OpenView Publishes New eBook on Marketing Channel Discovery and Prioritization

OpenView Labs, the operational consulting arm of OpenView Venture Partners, released a new eBook today entitled, “Discovery Channel: A Guide to Identifying and Prioritizing Optimal Marketing Channels.”

Intended for senior executives at expansion-stage companies, OpenView’s latest eBook was written to help them make sense of the wide and complex range of marketing channels available, and pinpoint the best ones for effectively engaging their customers.

“There are literally hundreds of different marketing channels that companies can use to deliver their message to customers and prospects,” explained OpenView Managing Director, Brian Zimmerman. “Knowing which channels to use to deliver that message makes all of the difference in terms of if and how it is received. Use the wrong channels, and you dramatically reduce your chances of being heard.”

The eBook provides a high-level overview of a marketing channel selection process that expansion-stage companies can implement as they look to scale. It concludes that striking the right mix of marketing channels can help companies communicate better with their customers, while optimizing their marketing dollars for maximum impact.

“It’s not a question of whether a B2B company should be using a multi-channel approach to reach their customers effectively,” Zimmerman added. “Rather, the questions that need to be addressed are which channels provide the best opportunity for customer engagement and acquisition, and how many should you be using.”

OpenView’s eBooks support its mission of building great companies by providing expansion-stage companies with the operational support they need to succeed. The firm’s recent eBooks span a variety of topics, including sales forecasts, competitive messaging, operating reviews, influencer marketing, keyword generation, and outbound prospecting. To find out more, visit

About OpenView Labs

OpenView Labs is the strategic and operational consulting arm of OpenView Venture Partners, a global venture capital fund that invests in expansion-stage technology companies. The Labs team consults to the management of OpenView’s portfolio companies across an array of functional areas, including recruiting, go-to-market support, and research and analytics. Together with its network of senior advisors, the team supports OpenView’s portfolio companies on a range of initiatives ranging from methodology incubation and market research, to providing strategic coaching.

About OpenView Venture Partners

OpenView Venture Partners is an expansion-stage venture capital fund based in Boston that is focused on high-growth software, Internet, and technology-enabled companies. Through its staff of seasoned operating executives, who collectively bring several decades of technology and management experience to the firm, OpenView is able to help portfolio companies quickly optimize their product, go-to-market, and organizational and operational functions. Founded in 2006, the firm invests globally and has approximately $440 million in total capital under management.