Founders, what marketing channels are actually working for you in 2026?

Distribution feels like the real differentiator right now. The channel that works is almost never the obvious one.

For us at Zenskar (order to cash infrastructure for SaaS companies), the highest-signal channel has been showing up in the right communities at the right time. Not blasting content, just being genuinely present where our buyers are already having the conversation.

What's been working for us:

Niche Reddit communities over broad ones. Threads where someone is actively comparing tools or asking about a real problem. Being the founder with a real answer converts better than most other things we've tried.

Founder-led replies over polished content. A genuine comment on the right thread outperforms a blog post every time. Slower to scale but the trust it builds is different.

Direct conversations over funnels. When someone is in decision mode, they want to talk to someone who gets their problem. We've leaned into making that easy.

Curious what's working for others, especially in B2B or if you're selling to finance and ops teams.

What channels still have real signal for you in 2026?