Prospecting, paid or proof? How to prioritise your next marketing move

B2B buyer journeys now average 76 touchpoints across 10 channels. That’s the case for being everywhere… but it’s also completely impractical if you’re a small team on a fixed budget.

So which channels should come first, and which can wait? This session is about prioritising rather than adding.

Hosted by Carmen Pashen, with Sopro’s Director of Marketing Victoria Heyward and Demand Generation Lead Aline Dian. They walk through the five-part framework they use on Sopro’s own marketing: audience, prospecting, paid, proof and intent.

What’s covered

• Why audience comes before channel, and why 80% of B2B deals involving five stakeholders changes who you target
• Why prospecting is the most cost-effective way to activate an audience
• How retargeting a prospecting list brought Sopro’s cost per lead down by 50%
• What buyers actually check on your website before they speak to sales
• How to split the budget between brand and demand gen

Key takeaways

• The one-sentence test that tells you whether a channel is ready to launch
• Why only 5% of your market is ready to buy, and what to do about the other 95%
• Why gating your content could be costing you more than it captures
• Where AI genuinely saves you weeks: pulling paid channel data into one place to see what’s really driving pipeline
• The Q4 priority our Director of Marketing would pick: consistent messaging across the web, for traditional and LLM search