Most B2B media plans start with channels. The best ones start with buyers.
We help B2B organisations plan, activate and optimise media programmes designed around how modern buying committees discover, evaluate and select suppliers.
Media that starts with channels.
Most B2B media plans begin with a channel list and a rate card. Budget gets split by habit, reach gets bought, and the plan ends up disconnected from the strategy, the creative and the number it is meant to move. You pay for impressions in front of people who are not buying, and learn very little about what actually worked.
Media planned around channels optimises for media metrics. Media planned around buyers optimises for pipeline. That is the whole difference.
Plan around the buyer.
We plan media around the buyer, not the channel. We start with who you need to reach and how they actually buy, then design a channel mix that meets the buying committee where they discover, evaluate and select suppliers. We activate across paid social, search, programmatic, content syndication and more, keep brand and demand working together rather than competing for budget, and optimise against commercial outcomes, not just cost per lead.
Two facts shape every plan. Most of your market is not buying at any given moment, which the LinkedIn B2B Institute calls the 95-5 rule, and the decision involves a group of six to ten people, according to Gartner. Media built around buyers plans for both: reaching the whole committee, and staying memorable until the moment they are in market. The senior people who set the strategy stay close to where the money goes.
Strategy through to spend.
- Media strategy
The plan built around buyers, not channels.
- Audience and account targeting
Reaching the right people and accounts.
- Channel planning
The right mix for how your buyers actually buy.
- Activation and buying
Bought well, trafficked properly, live on time.
- Brand and demand balance
Building future demand and capturing current demand.
- Optimisation
Spend moved towards what creates pipeline.
- Media measurement
Reporting tied to commercial outcomes.
Media planned by channel, not buyer.
For teams whose media is planned by channel rather than buyer: spend under scrutiny, media disconnected from the rest of the programme, or an ABM effort that needs media built around named accounts.
Where the budget goes.
Media is where a lot of the budget goes, so it is the last place you want junior buyers optimising to whatever is easy to count. We keep experienced people on the plan and the numbers, so spend follows commercial logic, not channel habit. It is also how media avoids becoming a full dashboard and an empty pipeline.
Connected pieces of the same system.
Frequently asked questions.
What is B2B media planning and buying?
It is the work of deciding where to spend media budget to reach B2B buyers, then buying, activating and optimising that media. Done well, it starts with how the buying committee buys, not with a list of channels.
Why should media start with buyers, not channels?
Because channels are a means, not a plan. Starting with the buyer, who they are, how they buy, and when they are in market, leads to a mix that creates pipeline, rather than one that simply spends the budget.
Which channels do you use?
The mix depends on how your buyers buy. It can include paid social, paid search, programmatic, content syndication and connected TV, among others. We choose by buyer, not by default.
How do you measure media in B2B?
Against pipeline and revenue contribution, not just impressions or cost per lead. We track the brand effect and the demand effect together, so you can see what the media is really doing.
Stop planning media by channel.
Tell us who you need to reach, and we'll build the media around them.
Talk to us