I recently had the pleasure of speaking at SMX West. I focused on my journey from paid media manager to VP of Marketing and how focusing on the outcome of my work along with optimizing for experiences helped my trajectory. I hope you enjoy this blog version of the presentation!
Search engine marketing (SEM) was the original demand generation channel. It was the first digital media channel that made sense for B2B because of its scale and somewhat-OK targeting capabilities (for B2B at least).
However, it’s always been a B2C channel first. Lately there’s been an explosion—or resurgence depending on how you look at it—of B2B-specific channels like ABM, direct mail, and outbound sales development.