Knowledge Hub
Evidence-based thinking for strategic marketers
IN BRIEF
Every paid media metric belongs to one of five layers: delivery, engagement, lead, pipeline and revenue. The Delivery layer proves the ads ran, the Engagement layer proves people noticed,
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IN BRIEF
Account-based advertising is media coordinated against a named list of target accounts, usually through an ABM platform that matches ads to companies. The job is concentrating demand creat
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IN BRIEF
The software review sites and category marketplaces are where buyers compare products side by side, read reviews written by other customers, and shortlist suppliers. Paid placement buys po
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IN BRIEF
Content syndication is paying a publisher or a syndication network to promote a gated asset, such as a research report or a guide, to that publisher's audience, with the advertiser paying
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IN BRIEF
Online video advertising in B2B runs as in-stream ads on the main video platforms, as video inside professional network feeds, and on streaming television, priced per thousand impressions
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IN BRIEF
An international B2B media plan is pulled by two forces that are both right. Consistency gives the company one brand, one strategy and comparable measurement across every market. Local fit
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IN BRIEF
Doubling a B2B paid media budget rarely doubles pipeline, and the reasons are structural rather than a sign of a failing media team. The number of in-market buyers is set by the market, ex
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IN BRIEF
Programmatic display buys banner and native placements across the open web through automated auctions, priced per thousand impressions, and delivers the cheapest reach in a B2B media plan.
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IN BRIEF
Retargeting shows ads to people who have already visited the website or engaged with the company's content. Retargeting is a mid-journey tactic rather than a channel: an audience of alread
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IN BRIEF
Paid social is the main demand creation channel in B2B. Professional social networks can put an ad in front of a chosen job role, at a chosen seniority, at companies of a chosen size and i
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IN BRIEF
Paid search is the purest demand capture channel in B2B. Paid search reaches a buyer at the moment the buyer types a problem, a category or a company name into a search box. Buyers who hav
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IN BRIEF
Paid media in B2B does two separate jobs. Demand capture converts the small share of buyers who are already looking. Demand creation builds familiarity with the far larger share who are no
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