{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"B2B Marketers on a Mission","title":"Ep. 213: How Rethinking Paid Media Can Drive More Efficient, Sustainable B2B Growth","html":"","width":"100%","height":180,"duration":2478,"description":"How Rethinking Paid Media Can Drive More Efficient, Sustainable B2B Growth\nIn this competitive environment, the fundamentals of effective B2B marketing are more crucial than ever, yet many brands are losing sight of them. As platforms become more inundated with noise, organizations are increasingly over-investing in paid media while under-investing in the strategic groundwork that makes paid campaigns perform. This imbalance leads to wasted spend, mixed messages, and weaker results, just as B2B audiences are becoming more selective. So, how can marketing leaders leverage paid media to drive more efficient, sustainable B2B growth?\n That’s why we’re talking to Andrea Ness (Head of Media, ddm marketing + communications), who shares her expertise on how rethinking paid media can drive more efficient, sustainable B2B growth. During our conversation, Andrea emphasized the importance of integrating paid media with owned and earned media to creative a holistic customer journey. She stressed that B2B paid media should amplify strong messaging rather than being the sole focus of a marketing campaign. With sales cycles often lasting 6-18 months, Andrea highlighted the need for consistent messaging across all channels and the importance of building long-term trust. She also underscored the significance of long-lasting assets such as website and thought leadership for sustainable ROI. Andrea advocated for a strategic approach to measurement, leveraging full-funnel metrics that go beyond immediate conversions to capture the true impact of a brand’s digital presence.\nhttps://youtu.be/HdpEGsfjxuI\t\t\n\nTopics discussed in episode:\n[00:00] Why a weak narrative just means broadcasting confusion at scale \n[02:44] Why teams skip to conversions and why it backfires in 6–18 month buying cycles \n[05:45] The problem found when sales, PR, web, and leadership aren’t saying the same thing \n[09:19] How B2B buyer behavior has changed, and why sales calls are the last resort \n[13:24] How to...","thumbnail_url":"https://img.transistorcdn.com/lqDFOjY_18gJt4I76gxX3JmOttH4oA_lMtWtb_95PgY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85NGUw/NWFlYjI2ODMzNTVm/OWUwMmM0ZWM1YTRh/ZWYzOC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}