LinkedIn’s CTV offer brings broad-reach advertising to B2B, a move that proves yet again that the “B2B” and “B2C” distinctions in marketing are quickly becoming outdated.

About three months ago, LinkedIn announced a partnership with NBCUniversal, Roku, Samsung, and other CTV platforms to bring B2B marketing to big screens in homes across the country. With one, likely not-so-simple move, LinkedIn has single-handedly changed the game in B2B marketing…again.

“Game. On.” I exclaimed when I heard the news. As someone who has spent years doing ride-alongs, conducting customer and stakeholder interviews, digging into sales data for category reports, running concept tests, building brand trackers – but more often for B2B brands – it’s always been a bit of a letdown to have the humanity sucked out of...

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