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B2B Paid Media Budgets
Framework for Predictable Pipeline
Structure quarterly budgets, forecast CAC, and align stakeholders around channels that produce consistent B2B pipeline.
Most B2B companies waste over three-quarters of their ad spend on poorly structured campaigns and wrong channel allocation.
Channel Mix Framework
- 1
Google Ads: 45% - High-intent capture
- 2
LinkedIn: 25% - Account nurturing
- 3
Meta: 15% - Demand creation
- 4
Programmatic: 10% - ABM targeting
- 5
Testing: 5% - New experiments
Three Forecast Scenarios
Model Base Case (maintain), Growth Case (scale winners), and Efficiency Case (cut losers). Stress-test with CPL and close rate sensitivity.
Leading vs Lagging KPIs
Leading: CTR, MQAs, Landing Page CVR
Lagging: SQOs, Bookings, CAC, LTV:CAC
Launch Checklist
- ✓
Attribution model validated
- ✓
Creative refreshed with current value props
- ✓
Landing pages QA'd for tracking
- ✓
Reporting dashboards updated
- ✓
Stakeholders briefed on projections
The Key Insight
A disciplined budgeting framework equips teams to invest with confidence, iterate faster, and prove ROI on every paid media dollar.
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