The text discusses the strategic integration of emerging channels into a B2B pipeline strategy, emphasizing the importance of coordination and measurement. It highlights how channels like Connected TV, programmatic audio, direct mail, and live events can enhance the buying journey by building attention, reinforcing memory, capturing intent, and activating sales. The article provides a blueprint for channel orchestration, suggesting that each channel should have a clear role and be measured by its contribution across the buying journey, not just by last-click conversions. The tone is informative and neutral, focusing on practical advice for B2B marketers.
Kaynak: https://www.marketingprofs.com/articles/2026/54877/b2b-emerging-channels
