B2B media mastery: Insights from Valve’s webinar

The challenges of allocating and optimising media budgets are manifold. In the changing nature of B2B buying behaviour, it's crucial to stay ahead of the curve and ensure that your strategies succeed to achieve business goals. In this blog post, we will explore key insights that can guide B2B marketers in creating impactful and effective multichannel marketing campaigns.



These insights are generated from Valve’s Webinar ”How to master multichannel B2B advertising”.

  1. Set clear goals and scope for the media budget:
    • Define clear objectives and KPIs for your media budget.
    • Align the budget with the overall marketing strategy to ensure a cohesive approach.
    • Clearly outline the scope, understanding the nuances of your target audience's buying journey.
  2. Open communication with the sales team:
    • Foster collaboration between marketing and sales teams to align efforts.
    • Share insights about customer behaviors and preferences to enhance targeting.
    • Regular communication ensures that marketing strategies resonate with sales objectives.
  3. Customer insights:
    • Leverage customer data for personalized and targeted campaigns.
    • Utilize surveys, polls, and questionnaires to gain deeper insights into customer needs.
    • Incorporate feedback loops for continuous improvement.
  4. Combining marketing strategy, creatives and media buying:
    • Build a multidisciplinary team with both media and creative experts.
    • Integrate media planning into the early stages of the creative process.
    • Encourage open feedback to refine strategies and creatives for optimal performance.
  5. Balance between long-term and short-term strategies:
    • Balance media budgets between long-term brand building and short-term performance marketing.
    • Base the balance on the company's growth journey, market share objectives, and overall business goals.
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  6. Explore beyond LinkedIn:
    • Be creative in reaching B2B audiences beyond traditional platforms.
    • Consider contextual marketing related to your products and services.
    • Identify channels where your audience spends time and tailor strategies accordingly.
  7. In-feed advertising and contextual targeting:
    • Leverage in-feed advertising for a native and non-disruptive user experience.
    • Embrace contextual targeting to align with the context of your audience's interactions.
    • Stay informed about new media channels and explore innovative ways to engage your audience.
  8. Utilising multi-touch attribution:
    • Given the complexity of B2B buying journeys, multi-touch attribution is often more insightful than traditional lead generation report.
    • This attribution model recognises and assigns value to multiple touchpoints, offering a holistic view of how different channels contribute to conversions.

Watch and listen to more tips and tricks at the event recording!