Every B2B marketer hits this wall eventually:
You’ve optimized your current channels—LinkedIn, Google, maybe a few others—and now you’re seeing diminishing returns. Performance plateaus. Costs creep up. And your buying committee? They’re influenced by more than just the usual suspects.
The logical next step is to add a new channel.
But here’s the catch: new channels come with startup costs. Not just in spend, but in focus, time, and learning curves. That spike in CAC? It’s real. And in today’s market, every budget decision is under the microscope.
So how do you expand without overextending?
