Blue Bite's Matthew Shay on Omnichannel Strategies for B2B Marketing
Matthew Shay of Blue Bite discusses how B2B buyers engage across channels and the need for contextual, connected media strategies, as featured in a Demand Gen Report interview.
B2B Buyers Shift to Multichannel Engagement
Matthew Shay, Director of Media at Blue Bite, highlighted in a recent interview that B2B buyers now engage across channels, devices, and real-world moments before contacting sales, necessitating contextual, connected, and measurable omnichannel strategies for marketers. According to the interview, this evolution means campaigns must combine location-aware targeting, cross-device activation, AI-driven optimization, and outcome-based measurement to achieve stronger B2B media performance. In the broader context of digital marketing trends, where buyer journeys have become more fragmented, such strategies address the challenge of reaching audiences effectively.
Effective Paid Media Strategies for B2B
Shay explained that the most effective paid media strategies for B2B marketing involve precise audience targeting based on real-world context, such as industry events, business districts, competitor locations, and Out-of-Home exposure. These strategies activate audiences across mobile, desktop, CTV, audio, and social channels, with no single channel handling the full buyer journey; for instance, display and mobile drive efficient engagement, while CTV and video build awareness, and retargeting reinforces messages over time. According to Demand Gen Report, social media platforms can generate leads by building credibility through thought leadership, event content, case studies, webinars, customer proof, and short-form video, which then serve as signals for retargeting.
Optimizing Digital Media and Video Content
For optimizing digital media, Shay noted that B2B marketers should adjust campaigns in real-time using tools like location-based weighting, publisher controls, ad exchange prioritization, and ad size allocation to improve performance throughout the campaign. Video content enhances B2B efforts by making complex messages easier to understand and remember, particularly when combined with mobile-first creative, localized messaging, clear calls-to-action, and sequential retargeting across screens. In discussions from the interview, mobile-first, animated, and localized creative has driven stronger engagement in performance analysis.
Integrating AI into Media Planning
Shay emphasized that AI integration in media planning and buying allows B2B marketers to make faster, more informed decisions in areas like planning, targeting, bidding, creative testing, and optimization by leveraging machine learning and performance signals. According to Demand Gen Report, this approach helps connect real-world audience signals to digital engagement, enhancing overall media strategies. In the evolving landscape of B2B marketing, as noted in the interview, such innovations ensure adaptability to shifting buyer behaviors.
