By Courtney Bolin
In recent years, marketing budgets have swung heavily toward digital. With its precision targeting and real-time metrics, digital feels like the “safe” investment—especially in B2B marketing, where efficiency and ROI are king. But as digital channels grow more crowded and algorithms more limiting, overreliance on them can stunt brand growth.
Why Digital Alone Isn’t Enough
Digital platforms excel at capturing demand—turning intent into leads and clicks. But they struggle to create that demand in the first place. Algorithms reward what’s already popular, while privacy changes and ad fatigue make it harder for new messages to break through. For B2B brands, that’s a problem: building trust, awareness, and mental availability takes more than a LinkedIn ad or Google search campaign.
Your buyers don’t live entirely online. They attend trade shows, listen to podcasts, read industry journals, and drive past billboards. If your brand only “exists” digitally, you risk being invisible in half of their world.
The Case for Widespread Media
Consider traditional and broad-reach media. Ranging from TV and print to out-of-home, radio, sponsorships, and experiential activations, they all deliver something digital can’t—scale, memorability, and shared experience. According to Nielsen, multichannel campaigns increase ROI by up to 35% compared to single-channel efforts. B2B Institute research also shows that broad reach drives long-term growth, while digital efficiency sustains it.
The Real Win: Multichannel Synergy
The best B2B campaigns don’t choose between channels—they connect them. An ad in a trade publication can drive web searches. A podcast sponsorship can fuel LinkedIn conversation. A CTV (connected TV) spot can prime retargeting performance. Each channel reinforces the other, amplifying both awareness and action.
Balance, Not Bias
Digital is essential—but it’s not the whole story. The most resilient B2B brands allocate their spend to balance brand building and demand capture. Widespread media plants the seed. Digital nurtures and harvests it.
After all, the goal isn’t just to be seen—it’s to be remembered.
Ready to Build a More Memorable B2B Brand?
If your brand is ready to bridge awareness and action—uniting reach with resonance—let’s talk. At Miller Brooks, we help building-product and B2B brands harness the full power of multichannel storytelling to connect, convert and grow.
Book a Meeting with Us.
Let’s build something meaningful together.
