In B2B the decision is made not by whoever saw an ad but by whoever has the problem right now. The job of this channel is to be nearby when that happens.
Where they sit
Professional communities, industry chats, procurement and tender groups, local business chats. Not in channels about your own service — that is where your competitors are.
How the contact differs
The cycle is longer than in retail: weeks pass between first touch and contract. So there will be no quick numbers, and judging the channel by month one is pointless.
In exchange the order value is higher and the client returns. An expensive contact pays for itself because it produces more than one deal.
What to write first
Not an offer but an observation on the substance of the question asked. B2B audiences are particularly allergic to a direct pitch: «we have a solution for your problem» reads as spam, while a concrete analysis reads as expertise.
Profile and proof
They will check. A clear name, a company, a website, examples — everything that lets someone confirm in a minute that you are real. Their absence kills the contact even after a good conversation.
What to automate
Finding communities and maintaining presence. The conversation itself is better run by you, with automation on the first reply and clarifications. Costing a long cycle is in the lifetime value piece.