B2B media, planned and bought for revenue
Most B2B media looks busy. The dashboard fills with impressions, the click rate holds, the cost per lead ticks along, and none of it tells you whether the companies you actually want to win have heard from you.
Spanb2b runs media differently. We treat it as a channel into pipeline, planned and bought by the people accountable for the result, and measured against revenue rather than the platform's own scorecard.
We are a senior-led B2B agency. Media is one of the things we do, and we do it as part of a demand system, connected to strategy, creative, sales enablement and measurement, not sold as a standalone buy that reports to itself.
What we do
The work looks different depending on where a company is.
SaaS spending steadily, pipeline stuck
A SaaS business spending steadily on paid social, with a reporting deck full of green and a sales pipeline that has not moved in a quarter. The media is optimising to the wrong thing. We reset the plan around accounts and opportunities, and the numbers that matter start moving instead of the ones that look good.
ABM as the delivery system
An account-based programme where media is the delivery system for a named list of target companies. Generic media buying spreads budget across everyone the algorithm finds cheap, which is rarely the accounts you named. We build the media around the list, so spend concentrates on the companies with a genuine reason to buy.
Inherited an agency reporting on impressions
A marketing team that has inherited an agency reporting on impressions and clicks and cannot say which accounts the campaign reached. We rebuild the measurement first, then the media, so you can see account penetration and pipeline contribution rather than volume.
Launching into a new category
A brand launching into a new category that needs demand created, not just an existing audience retargeted. That is a different media job, weighted towards reach and education in the right places, and we plan for it as one.
Channels we plan and buy
We are channel-agnostic and plan the mix around the buying committee and the sales motion, not around whichever platform we prefer.
- Programmatic display and native: for reach and always-on presence against target accounts
- Paid social (LinkedIn and Meta): for precision against role, seniority and account
- Paid search: to capture demand at the point of intent
- Content syndication: to put gated assets in front of in-market buyers and feed the pipeline directly
- Connected TV and online video: for brand and category demand where it earns its place
- Account-targeted media: tying every channel back to the named list an ABM programme is built on
Why our media is different
The people who plan your media are the people who buy it. We have 35+ years of combined experience across the whole media chain, not just the agency side of it. We have worked in adtech ourselves, we have sat on the publisher and delivery side, and we have bought media in-house, which means we have seen first-hand the mistakes that get made and sat through the reports that underwhelmed. We build to avoid both.
We are independent of media owners.
We leverage technology and AI across the operating model, which means faster planning, testing and optimisation, with senior judgement deciding what to build, what to trust and when the machine is wrong. Technology makes good operators quicker. It does not replace the operator.
And media never runs on its own. It sits inside the wider programme, so the creative, the offer, the follow-up and the measurement are built to work together rather than handed between separate teams who never speak.
How we measure it
Before we spend a pound of media budget, we agree the KPIs with you: what matters to you and your business, and what you actually need to see. From there we measure and report against your needs rather than a generic template.
In practice that usually means answering the questions a revenue leader actually asks: which target accounts have we reached, how many have moved into and through pipeline, what did each opportunity cost, and how does that compare to what happened without the media. The platform metrics live underneath that, available when you want to diagnose, but they are never the headline number.
Frequently asked questions
Do you only run media, or the whole programme?
Both. Media is one of our capabilities and we can run it as a standalone engagement, though it works hardest as part of a full programme where strategy, creative, sales enablement and measurement are built alongside it.
Which channels do you buy?
Programmatic display and native, paid social on LinkedIn and Meta, paid search, content syndication, connected TV and online video, and account-targeted media for ABM. The mix is planned around your buyers and sales motion rather than a fixed channel list.
Do you work with our existing media, or replace it?
Whichever serves the result. Often we start by auditing what is running, fixing the measurement and reallocating budget before touching the channel mix. Sometimes the answer is a rebuild. We will tell you which, and why.
How do you measure B2B media?
Against revenue. Account penetration, pipeline sourced and influenced, cost per opportunity and velocity against your baseline, agreed before launch. Platform metrics inform the optimisation but are not the report.
How do you charge, and do you take media commission?
We are transparent on fees and independent of media owners. We do not take undisclosed commission from platforms or let media-owner incentives shape the plan. Media cost and our fee are shown separately.
Is there a minimum media budget?
It depends on the channels and the number of accounts in play. Talk to us about the programme and we will tell you honestly whether media is the right lever yet, or whether the budget is better spent elsewhere first.
Talk to the people who will run it
If your media looks busy and your pipeline does not, or you are standing up an ABM programme and need the media built around the accounts rather than the algorithm, we should talk. You will speak to the senior operators who will actually plan and buy it.