B2B Nation28 Feb 2023

Your 2023 Guide to Media Buying and Planning

There are some things about the art and science of media buying that haven’t changed much in recent years. But other elements of media buying are in a constant state of flux. Social media is one example. Would you have predicted even one year ago that brands would be skittish of Twitter but taking a serious look at Reddit?

Jason Gladu is the president of Avani Media, a demand gen agency that specializes in working with B2B tech companies. Back in early 2021, Jason joined the B2B Nation podcast to talk about media buying strategy. The episode was so popular, we decided it was time to revisit the subject again.

In this episode of the podcast, Jason guides us through the media buying landscape of 2023. This time around we’re talking about the impact of economic uncertainty, old approaches to media buying that are making a comeback, and the quest for more engagement and shorter sales cycles.

Episode Guide

1:42: What has changed the most for B2B media buyers in the last two years?

4:46: What is the “temperature" of marketers and media buyers right now?

8:08: Are media buyers still setting aside precious budget for testing?

10:10: How has the media that marketers are buying changed in the past two years?

13:30: What are the most overlooked opportunities for marketers buying media today?

15:37: What are the downsides of being “safe” with your media buys?

20:05: What is Jason’s advice to marketers for the rest of 2023?

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(197)

What’s Working for B2B SaaS Challenger Brands?

Operating in a space dominated by large, well-known brands poses a challenge for companies in any sector. In the SaaS software market – and in CRM in particular – the challenge can seem monumental. Cl...

24 Okt 202330min

The Roles of Business and IT in Today’s Buying Process

The biggest change in the purchasing process for business technology over the past decade is the role of business users. IT no longer makes all of the decisions about technology. Instead, it’s the bus...

19 Okt 202316min

Long-Term vs. Short-Term Strategies in B2B Marketing

Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy. Sounds pr...

3 Okt 202332min

The Original PLG: Marketing to Software Developers

More than 15 years after it happened, you can still find videos online of Microsoft’s Steve Ballmer chanting “Developers! Developers!” more than a dozen times at a Windows conference in 2006. You can...

19 Sep 202314min

How B2B Marketers Can Accelerate the Buyers’ Journey

How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a fe...

23 Mai 202318min

How to Approach Innovation in B2B Marketing

Because we live in a world surrounded by technology, we often equate innovation with devices and software. But innovation is about taking a different approach to just about anything. If you can make s...

16 Mai 202315min

How Economic Conditions Help You Rethink Your Marketing

Resource constraints are hitting B2B marketers hard. The teams are often smaller than they were two years ago. The tools are fewer. But the goals are often headed in the other direction. Many market...

2 Mai 202325min

Why Don’t We Treat Talent Acquisition More Like Customer Acquisition?

The modern marketing and sales organization often integrates several platforms to deliver a comprehensive view of prospects and customers. But when it comes to recruiting talent, the systems are oft...

11 Apr 202322min