Beyond content syndication

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In B2B marketing, content syndication has long been a staple for reaching decision makers, filling the sales pipeline, and accelerating leads. But in an increasingly fragmented digital landscape, relying solely on a single channel strategy could mean missing out on other high-impact channels. Today’s buyers are consuming content in new and varying ways—they’re tuning in to podcasts during commutes, streaming their favorite shows via connected TV, and gaining business news from social media platforms. To engage prospects effectively, marketers need to test and expand their digital toolkit with a diversified channel mix that can be anchored in tried and true syndication but complemented with a mix to optimize results.

Understand the new B2B buyer

Here’s the harsh reality for B2B organizations today: Engaging prospects is harder than ever. Buying groups are getting larger, buying decisions are taking longer, and buyers typically don’t want to engage with sales teams until they are farther down the buying process.

How B2B buyers approach purchase decisions has changed as well. Millennials and Gen Z members of the buying committee are remaking B2B buying dynamics. As digital natives, these buying demographics bring a fundamentally different mindset to the decision-making process that’s more tech-savvy and focused on efficiency. Instead of relying on the traditional combination of in-person meetings, email exchanges, and/or phone calls, they’re using more media channels to gather information and conducting self-guided digital journeys that mirror the consumer-grade digital interactions they have in their personal lives.

Revenue teams must adapt to this new breed of buyer by changing how they engage them. Focusing too heavily on one channel may limit reach and can neglect personalization opportunities. A diversified, multifaceted approach that leverages the unique benefits and strengths of each channel ensures that brands meet prospects where they are, while reinforcing messages across different touchpoints. This holistic engagement nurtures prospects throughout the decision-making process, leading to higher conversion rates, better deals, and stronger brand awareness and trust.

Craft the optimal channel mix

So, what should the ideal B2B channel mix look like? Diversification is key to reaching buyers and standing out from the competition. It’s not about eliminating any one channel entirely but instead focusing on buyer trends and insights to craft a unified, multi-channel strategy that meets them where they already are.

Podcast advertising has become a powerful and intimate way for B2B marketers to reach highly engaged audiences. With podcast listenership in the U.S. at an all-time high—up 23% since 2021—research reveals that of those who listen on their way to or from work, 15% consider this time an essential part of their day, and these listeners are 10% more likely to engage with ads. What’s more, our recent Harris Poll survey revealed that half of B2B marketers surveyed plan to invest more in podcast advertising in 2025.

For marketers, podcasts offer a versatile channel to engage decision makers through direct sponsorships or dynamic ad insertion. With listeners already immersed in relevant topics, podcasts provide a distraction-free environment where tailored messages resonate more deeply compared to traditional banner ads, thanks to the more conversational tone of the medium.

Connected TV (CTV) presents another growing opportunity for B2B marketers, especially as hybrid work trends increase and decision makers continue to cut the cable cord in favor of streaming platforms. CTV ads offer an immersive, non-skippable format that captures attention in a premium environment. With the ability to target specific demographics, interests, and even industries, CTV is a powerful tool for building brand awareness and reinforcing thought leadership in the early stages of the buyer’s journey.

Additionally, social media platforms like TikTok and Instagram are becoming crucial for B2B engagement. LinkedIn remains the go-to for targeted professional campaigns, but these visually-driven channels also allow brands to create authentic, trust-driven relationships with younger, digitally-savvy buyers. The trick with social media is consistency. Marketers should focus on producing value-rich content that fosters dialogue, shares insights, and highlights customer success. By combining organic posts with targeted paid campaigns, social media can generate engagement and build a community around your brand.

Finally, display advertising remains an important tool in the B2B marketer’s arsenal, particularly for retargeting. Though often seen as a legacy tactic, programmatic display ads help bring decision makers back into the funnel with personalized, repeated exposure. Retargeting high-value accounts or visitors who have engaged with specific pages can be a highly effective strategy to nurture leads and encourage conversions.

The future of B2B marketing: Stay adaptable to changing dynamics

As B2B marketing becomes increasingly complex, marketers must stay ahead of trends, technologies, and best practices to remain competitive. Professionals who prioritize continuous learning through training and certification courses are better prepared to pivot and implement new strategies, ultimately driving better results for their organization. Certification programs from reputable organizations go beyond basic training by ensuring your strategy comes from a more solid understanding of marketing basics. This certification not only serves as tangible proof of expertise, helping build credibility with clients, partners, and stakeholders, but also enables you to make stronger cases for experimental campaigns because you have a deeper understanding of all the steps required to achieve success.

While content syndication will always have its place, marketers should embrace a more modern channel mix to thrive in today’s competitive B2B environment. The future of B2B engagement requires meeting your audience wherever they are, whether in their earbuds during a podcast, streaming shows after work, or scrolling through social media in search of insights. By combining a more diverse mix of channels, brands can create a comprehensive strategy that engages all decision-makers across multiple touchpoints, fostering deeper connections and driving long-term revenue growth.

Keith Turco is the CEO of Madison Logic.

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