The unique nature of B2B marketing – compounded by the mainstream adoption of digital buying, data-driven marketing, and technology enabled selling channels – have transformed the commercial model. These dynamics have rendered established models for planning, allocating, and deploying media-led growth programs inadequate to effectively manage the complexity of modern marketing. This has many CMOs struggling to allocate and align their investments in paid, earned, and owned media to accelerate growth, maximize customer lifetime value, and differentiate their brands. To help B2B CMOs better understand and address these issues, our faculty is undertaking a Connected Media Strategy research initiative to identify the best practices for managing, optimizing and maximizing the impact of media programs in a modern commercial model.
Learn About Connected Media Strategy
Learn the nine ways B2B CMOs are struggling to size allocate, align and optimize their growth investment in paid, earned, and owned media impact of media programs in a modern commercial model.
Participate In Our Research Initiative
We welcome B2B CMOs, Media heads and growth leaders to participate in a short interview and get exclusive access to the research findings and a briefing from our faculty on the implications.
Read About the Changing Marketing Mix
Learn how the the mainstream adoption of digital buying, data-driven marketing, and technology enabled selling channels has transformed the composition and allocation of growth investment
Learn About Our B2B Marketing Experience
The Partners at Green Thread, the B2B Practice of Horizon Media, have over 50 years of world class business to business marketing experience as CMOs, practitioners, and execution partners.