COGENCY GLOBAL's own Tigist Ketema, VP of International Digital Marketing, had an amazing opportunity to share her B2B insights for earned and paid media channels with Kevin Lee of eMarketing Association.
The two discussed many elements of managing a successful B2B paid media channel, with a particular focus on overcoming budgeting challenges and establishing ROI goals. They explore various specifics in allocating resources between paid and unpaid channels, leveraging your paid spend to boost organic traffic and maintaining a humanistic element even at a B2B level.
You can view the entire interview here.
