The earned media playbook is being rewritten…
In today’s AI-fueled, creator-led landscape, the earned media equation has changed. Search behavior is transforming through GenAI, compounded by the growth of influencer, peer communities and niche industry networks as trusted sources for B2B decision making. Traditional media outlets no longer hold a monopoly on influence or attention — causing a seismic shift in modern B2B comms and marketers’ awareness strategies.
For PR, marketing and communications leaders, this evolution creates both unprecedented opportunity and new layers of complexity. Legacy earned media approaches aren’t built for this fragmented landscape. As buying behaviors shift, many brands are struggling to identify the right partners, measure real influence and prove impact.
To better understand how B2B organizations are adapting, Walker Sands surveyed 300 senior marketing, PR and communications leaders in the U.S. The findings in our report, How B2B Leaders Are Embracing Non-Traditional Media Channels, reveal how brands are rethinking earned media — and where the biggest gaps and growth opportunities still exist. Here are some key takeaways:
- 78% of B2B marketing leaders say non-traditional media channels will play a significant role in their strategy over the next year
- 87% of B2B leaders say they are confident in their team’s ability to adapt to emerging non-traditional media opportunities, yet many still struggle with consistent execution
- Nearly half of B2B marketing leaders say their measurement approach is advanced, yet still face strategic challenges which we break down
Ready to See How You Can Build Brand Awareness In This New Media Era?
Download the report to learn how leading B2B brands are embracing these channels — and how your organization can evolve its approach to maximize awareness.