WEBINAR
The Channels You Think Are “Too B2C” Are Driving B2B Growth
KEY TAKEAWAYS
- Why concentrating spend on Search and LinkedIn can leave pipeline opportunities untapped
- How to reach B2B decision-makers across traditionally consumer-focused platforms
- Which creative strategies perform on YouTube, Meta, TikTok, and Reddit
- How to integrate new channels into your existing demand generation funnel
- How to use lift testing, attribution, and performance thresholds to guide investment
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Are Search and LinkedIn Capturing Demand Too Late?
Many B2B brands concentrate their paid media budgets on Search and LinkedIn, targeting buyers who are already in-market. But the experiences shaping purchase intent often happen much earlier across YouTube, Meta, TikTok, and Reddit.
The problem? Dismissing these platforms as too consumer-focused leaves a major gap in the buyer journey. Competitors that reach buyers earlier can shape category awareness, build preference, and influence which brands make the shortlist.
In this webinar, Directive’s Paige Stuhrenberg, Associate Director of Communications, and Ben Vorwerk, Associate Director of LinkedIn Advertising, share the audience, creative, and measurement frameworks used to turn these channels into B2B pipeline drivers. The session covers channel-specific creative, funnel integration, lift testing, attribution, and clear rules for scaling or cutting spend.
Whether you’re diversifying your paid media mix, reaching buyers earlier, or reducing dependence on saturated channels, this session provides a practical system for expanding demand generation.
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