How Smart B2B Teams Evaluate, Launch, and Win on New Channels w/ Ryan Nelsen, CMO @ StackAdapt

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