Data shows 94% of marketing and communications leaders are using or exploring non-traditional media — but are they prepared to drive results?
Two years ago, few B2B organizations would’ve called a Substack newsletter or YouTube series a core part of their earned media strategy. Today, those channels increasingly dictate how stories circulate — and which brands lead the conversation.
As legacy media loses ground and generative AI reshapes how people find information, B2B marketers are looking beyond top-tier media outlets to new platforms that carry audience trust and search visibility.
It’s the era of non-traditional media: emerging creator-driven and digital-first platforms like podcasts, independent newsletters and social channels that operate separately from legacy top-tier outlets.
To understand how brands are navigating this shift, Walker Sands surveyed 300 U.S.-based senior marketing, public relations and communications leaders at B2B organizations.
Our results show a space in transition. More than three-quarters (78%) of respondents say non-traditional media will play a significant or critical role in their strategic communications strategy over the next year, but many teams are struggling to execute with impact.
B2B Marketers Are Rethinking Credibility
The go-to voices in B2B media are shifting. Legacy outlets still have a place, but only 13% of B2B marketing professionals say journalists at established media organizations are the most credible.
Instead, marketers value firsthand perspective. Most respondents say professional peers in their industry (22%) or C-suite executives and founders (20%) are the most credible.
And industry influencers are catching up quickly. While only 14% named creators as the most credible sources, that figure nearly matches traditional journalists.
This changing sentiment aligns with how audiences now discover and engage with content. As traditional media fragments, audiences are placing greater trust in independent voices.
At the same time, generative AI is reshaping how people find information, making it crucial for brands to earn coverage in outlets that AI tools cite.
In today’s media ecosystem, credibility and visibility go hand in hand. To stay competitive, teams need to clarify the stories they want to tell and choose the partners and platforms that will carry those stories further.
Confidence is High, But Execution and Measurement Lags Behind
Nearly all respondents (94%) say they’re using or exploring non-traditional channels. And 87% say they’re extremely or very confident in their team’s ability to adapt to emerging non-traditional media opportunities.
But that confidence dips when it comes to actual execution. The biggest hurdle? Finding the right partners. More than a quarter (26%) say identifying creators and platforms that actually reach their audience is their top challenge.
What’s more, almost half (46%) say it’s difficult to quantify impact in ways that resonate with executive stakeholders, and another 42% lack the tools or tech to capture meaningful data.
That gap matters. Without clear criteria for partner selection or alignment with brand goals, it becomes hard to define success and even harder to measure it.
Although B2B marketers show enthusiasm for non-traditional media, there are challenges holding them back. To drive results, teams need focused metrics and trusted advisors who can connect the dots between visibility, credibility and performance.
Rethinking Reach in a Changing Media Landscape
Our respondents agree that non-traditional media is now table stakes for reaching B2B audiences. But while marketers are leaning in, many are still defining what execution looks like in an evolving earned media landscape.
With community-driven outlets and independent creators taking center stage, B2B brands need a sharp grasp of the stories they want to tell — and how to deliver them with value.
Want the full picture of how B2B marketers are embracing non-traditional media channels? Download our infographic for key stats and takeaways to inform your strategy.
