There’s a quiet mistake happening in B2B media planning right now.
We’re treating every channel like it works the same, and overlooking the very real differences between omnichannel environments and normalising them so they all fit on the same excel. Often we’re trying to line them up so that;
Clickable equals measurable.
Impression equals awareness.
Awareness equals pipeline.
It doesn’t because it is too simplistic in a very complex B2B environment that we operate in today.
Some formats are 1:1 nudges on personal devices.
Others hit an executive on a 65-inch screen while their family is in the room.
Some generate clicks.
Some generate memory.
Some generate neither immediately but still move revenue and have their place in the modern B2B Marketing Mix.
If you want programmatic to actually move pipeline, you have to stop asking, “What performs best?”
And start asking:
At what stage, under what conditions, powered by what data, does this format accelerate progression?
