How Smart B2B Teams Evaluate, Launch, and Win on New Channels w/ Ryan Nelsen, CMO @ StackAdapt
Most B2B marketers stick to LinkedIn and Google Ads, but buyers are everywhere. A multi-channel strategy ensures you reach them at the right time, in the right place.
In this episode of The Campaign, Ryan Nelsen, CMO of StackAdapt, joins 97th Floor’s CEO Paxton Gray to break down the Multi-Channel B2B Growth Framework—a step-by-step approach to mapping the buyer’s journey, selecting the right channels, and optimizing ad spend for maximum ROI. Plus, we’ll take you behind the scenes of a real-world campaign and show you exactly how we built and executed a high-performing multi-channel strategy.
What You’ll Learn:
- How to audit your current media mix to uncover untapped opportunities
- How to go beyond LinkedIn & Google—find your buyers where they actually spend time
- How to use programmatic advertising to optimize campaigns in real time and scale efficiently
- Real-world case study of how multi-channel strategies drive measurable results
Resources:
https://www.linkedin.com/in/ryanelsen
https://97thfloor.com/articles/podcasts/how-smart-b2b-teams-evaluate-launch-and-win-on-new-channels/
"It's such a fun time to be a marketer, to start literally the sky's the limit in terms of creativity and the ability to target and measure that." - Ryan Nelsen
Timestamps:
06:52 - What spurs brands to add new channels
09:39 - Multi-channel conversion data and results
14:03 - Balancing brand vs. performance marketing
19:42 - Creative digital out-of-home trends
25:09 - How AI is lowering video creation costs
29:10 - Key takeaways for channel expansion
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