"ABM is a proven marketing approach that has been a viable option for targeting B2B brands (and their purchasing committees) for decades. CTV is one of the newer marketing channels around and adoption, especially for B2B brands, has been modest enough to stave off the rapidly inflating engagement costs of channels like Google, Meta and LinkedIn. The intersection of the two is relatively unexplored, but I've seen it work beautifully"
"We've all seen those strange Salesforce commercials with Woody Harrelson and Matthew McConaughey, but CTV works for more than software behemoths. I've helped clients in a few B2B industries realize CTV-fueled growth gains. Those are, in no particular order: B2B SaaS companies Build awareness in competitive categories. Support expansion into new markets or verticals. Influence large deals with extended sales cycles. Challenge bigger competitors."
Combining connected TV (CTV) with account-based marketing (ABM) offers targeted, impression-based reach that can be cost-effective for B2B brands facing rising engagement costs on Google, Meta, and LinkedIn. Four practical initiatives enable integration: know use cases, define account lists, coordinate CTV with the broader channel mix, and measure impact. Typical use cases span B2B SaaS, professional services, manufacturing and industrial B2B, and financial services, supporting awareness, market expansion, large-deal influence, thought leadership, procurement outreach, partner recruitment, trust-building with finance teams, and differentiated positioning. Impression-based measurement helps validate reach and influence across buying committees.
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