E92: Scaling Multichannel Strategies
from B2B Marketing Futures Hosted by Adzact
Too many B2B teams are still treating channels like silos—paid over here, organic over there, brand in a different room entirely. But buyers don’t move that way. And if we want to build meaningful pipeline, neither should we. In this episode of B2B Marketing Futures, we explored what it really takes to scale multi-channel strategies—and why alignment, simplicity, and creative discipline matter more than ever. We covered: – Why brand and performance aren’t a trade-off—they amplify each other – How high-quality creative, powered by first-party data, fuels performance – Why suppression is one of the most underrated tools in your targeting strategy – How to approach attribution as contribution—not just credit – What makes YouTube and CTV surprisingly effective for B2B – And why “doing fewer things, better” might be your competitive edge in 2025 🎙️ Featuring: – AJ Navarro, Marketing Operations Manager at Sprout Social – Alex Venus, Head of Digital & Web Marketing at Personio – Abhishek Karkamkar, Manager, Marketing Analytics & Operations at Cohesity – Lauren Vasu, Sr. Global Demand Generation Manager at Alteryx – Mike Braund, Sr. Director, Marketing Operations & Digital Marketing at Iterable – Hosted by Joaquin Dominguez, Head of Marketing at Adzact
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