169: Where Should Your B2B Budget Go? Choosing Media That Actually Works
Episode: 169
Every B2B marketer has stood in front of the same terrifying question: we have this budget... where does it actually go?
LinkedIn? Events? Content? PR? Paid search? A bit of everything? (Spoiler: "a bit of everything" is how B2B budgets go to die.)
In this episode - a natural follow-on from last week's launch playbook - I'm sharing how I actually make media decisions as a marketing leader. The three questions I ask before any channel earns a single pound, my honest take on the big B2B channels after years of spending real budget on them - LinkedIn, events, email, PR, paid - and the proven-promising-experimental split that stops your budget being spread so thin that nothing works.
Fewer channels, done properly, for longer. That's the whole philosophy - and this episode shows you how to choose which ones.