The problem isn’t that B2B advertising doesn’t work.
It’s that we’ve been pretending it does - while using tools, signals, and strategies designed for someone else’s reality. That someone else’s reality is the B2C marketer — and yes B2B is different enough to warrant that statement
We have programmatic systems built for FMCG, identity frameworks held together with rapidly crumbling cookies and IP string with the sticky plaster of some wishful thinking, and an attribution and measurement stack stitched together from whitepapers that never met a use case.
Most TALs are broken before the campaign even starts. In 2025 we still see Lehman Brothers and other companies who barely traded into this century as we pass the quarter mark on our journey through it. Many more companies on TALs don’t have a preyer of being addressable on the internet
Most ABM strategies collapse at the match…
