B2B Paid Media Execution
Practical guidance for audience strategy, search, social, retargeting, channel roles, and B2B buying-committee education.
May 7, 2026
Why B2B Marketers Are Sleeping on TikTok (And Why That's a Mistake)
Learn when TikTok can support a B2B paid media plan, how its discovery behavior differs from other channels, and what marketers should test before scaling.
Read resourceMay 4, 2026
Google AI Max for Search Campaigns: Agency Guide
Learn what Google AI Max can change in Search campaigns and how agencies review query expansion, assets, landing pages, controls, and outcomes.
Read resourceApr 16, 2026
Search-to-Social Paid Media for Agencies
Use search intent to build paid social audiences, continue the buyer conversation, and measure qualified progression across an agency-managed funnel.
Read resourceMar 31, 2026
The Halo Effect: What Happens When You Turn Off Paid Media (And Why You Might Not Recover)
Learn how paid media can influence branded search, direct traffic, social, and email, plus how agencies should measure budget reductions without overstating attribution.
Read resourceJan 22, 2026
Breaking Free from the LinkedIn Trap: How to 10X Your B2B Lead Generation ROI
Are you stuck in the LinkedIn trap? If you're spending all your B2B ad budget on LinkedIn, you're paying 10X more to reach 1/6th the audience. It's time to diversify. In this episode of the EIC Podcast, we reveal why 90% of B2B marketers are making the same expensive mistake—and exactly how to fix it.
Read resourceDec 23, 2025
B2B Audience Targeting Platforms: An Agency Guide
Compare B2B audience targeting platforms and learn how agencies combine account fit, buying roles, first-party data, exclusions, and qualified outcomes.
Read resourceNov 19, 2025
B2B Paid Media Beyond LinkedIn: An Omnichannel Playbook for Agencies
A practical agency playbook for combining LinkedIn, search, Meta, YouTube, retargeting, CRM audiences, and qualified outcome measurement in B2B paid media.
Read resourceAug 27, 2025
The Art of Scaling Digital Advertising Budgets
Are your marketing campaigns finally working, but now everyone wants to "test everything"? This could kill your results. We reveal why spreading your ad budget thin is the fastest way to tank your ROAS—and the strategic framework that prevents it.
Read resourceAug 20, 2025
Where Should I Run My Ads: The Strategic Guide to Channel Mix for Digital Advertising Success
Stop wasting ad budget on the wrong platforms! In this episode of Click and Mortar, we reveal the 3-stage funnel framework that's transforming how B2B businesses approach digital advertising.
Read resourceJun 24, 2025
The B2B Retargeting Strategy 90% of Companies Are Missing
90% of B2B companies STOP their ads after getting a lead. Here's why that's costing you conversions. Most businesses think retargeting ends at lead capture. Wrong. The real money is in retargeting throughout your ENTIRE sales pipeline.
Read resourceJun 18, 2025
Breaking the LinkedIn Box: Why Your B2B Strategy is Costing you BIG
What you'll learn: Why "my prospects are only on LinkedIn" is costing you 10X more. The 3-stage omni-channel funnel that actually works for B2B. Ad tech tools that make your exact ICP targetable on YouTube & Meta. How to use custom intent targeting to reach Google searchers at YouTube prices. Why video content can 12X your audience building capacity overnight. Real case studies: 5X traffic increases with the same budget
Read resourceApr 8, 2025
Digital Audience Targeting: A Practical Agency Guide
Learn how agencies define, build, exclude, test, and measure digital audience targeting across search, social, CRM, and first-party data.
Read resourceMar 7, 2025
B2B Audience Targeting: How Primer is Solving the Unique Marketing Discovery Problem
In this episode of the Click & Mortar podcast, hosts Mike Patterson and Dustin Trout sit down with Keith Delaney, CEO and co-founder of Primer, the innovative platform transforming B2B audience targeting. Keith shares his journey from high school history teacher to Dropbox marketer to founding Primer, a company that reached $1M in revenue within just 9 months by solving a critical B2B marketing challenge: connecting work emails to personal identifiers that ad platforms actually recognize.
Read resourceFeb 24, 2025
Paid Media Retargeting: An Agency Strategy Guide
Build a retargeting strategy around audience intent, message sequence, exclusions, frequency, privacy, and qualified business outcomes.
Read resourceOct 22, 2024
What Is Omnichannel Marketing? An Agency Framework
Omnichannel marketing connects search, social, content, email, CRM, and sales around one buyer journey. Learn how agencies plan and measure it.
Read resourceJan 26, 2024
7 Tips for Mastering Geo Fencing vs Geo Targeting in 2024
Discover the most effective strategies for mastering geo fencing vs geo targeting in 2024. Learn the differences, applications, and best practices to leverage these powerful marketing tools.
Read resourceSep 9, 2025
Connected TV Advertising Decoded with Ben Bankoff of Adduro: Strategy, Fraud Prevention, and Future Trends
Ben Bankoff, Head of Operations at Adduro, joins EIC's Podcast to break down the REALITY of Connected TV advertising. Spoiler alert: It's not what most marketers think!
Read resourceConnect the topic to delivery