Intro

This roundtable explores how B2B teams can use modern demand strategies, B2C channels, and incrementality testing to prove true ad impact in 2026. The conversation highlights omni-channel expansion beyond LinkedIn, data-driven measurement, and practical ways to validate lift across pipeline and revenue.

Speakers and Roles
Matt Sciannella – Host and practitioner running paid media for multiple B2B clients; shares real client use cases, lift results, and practical frameworks for measurement and experimentation.
Keith Putnam-Delaney – CEO of Primer; former Dropbox growth leader; expert in B2B expansion into B2C channels, audience targeting, mobile–desktop measurement problems, match rates, and lift testing.
Authority: Both speakers bring hands-on experience running B2B paid programs at scale and deep insight into attribution limits, ABM constraints, and cross-channel growth strategies.

Topics Covered

• Rising costs and saturation in traditional B2B channels (LinkedIn, Google).

• Why B2B brands must expand into B2C channels like Meta, YouTube, Reddit, TikTok.

• Mobile vs. desktop measurement gaps and cross-device limitations.

• Signal loss, attribution decay, and the need for server-side events.

• How to validate true impact using lift tests and incrementality.

• CPM efficiency comparisons across channels.

• ABM unbundling and alternatives to large, monolithic ABM platforms.

• Using holdout groups, geographic lift, and omnichannel testing strategies.

• Real client examples showing lift in inbound, share of search, and revenue.

• How audience targeting tools unlock TAM expansion outside LinkedIn.

Questions This Video Helps Answer

• How do B2B marketers prove real ad impact without relying on last-touch attribution?

• How can brands expand beyond LinkedIn and still target ICP buyers effectively?

• What causes demand generation inefficiency and how do you fix it?

• How do mobile–desktop and cross-device gaps distort performance data?

• What is the right way to design lift tests or incrementality experiments?

• How can small TAM companies still scale using B2C channels?

• What alternative ABM workflows exist beyond large enterprise platforms?

• How should B2B teams interpret rising CPMs and shrinking reach?

Jobs, Roles, and Responsibilities Mentioned

• B2B growth marketing

• Growth teams

• Sales operations managers

• Revenue operations roles

• VPs of Marketing

• Regional sales directors

• Medical device surgeons (ICP example)

• Marketing, sales, finance

• Infosec teams

• PLG teams

• Field marketing

• Outbound sales teams

Key Takeaways

• Attribution alone cannot prove channel value; lift tests reveal true incrementality.

• B2B audiences exist far beyond LinkedIn, and CPM efficiency is often dramatically higher on Meta, Reddit, and YouTube.

• Mobile-heavy consumption breaks MTA models; server-side signals and conversion APIs are now essential.

• ABM can be unbundled using smaller, more flexible tools and alternative data sources.

• Expanding TAM and using audience targeting unlocks more reach and stronger pipeline outcomes.

• Share of search is a powerful leading indicator for demand creation impact.

• Omnichannel experimentation paired with structured test design improves confidence with finance and executive teams.

Frameworks and Concepts Mentioned

• Incrementality testing

• Holdout groups

• Channel-based lift tests

• Geographic lift tests

• Account list split testing

• Leading vs. lagging indicators

• Share of search analysis

• Server-side conversion APIs (CAPI)

• Cross-device measurement

• Audience match rates

• ABM unbundling

• CPM efficiency analysis