How B2B leaders are embracing non-traditional media channels

Traditional media outlets no longer hold a monopoly on influence or attention. In an AI-fuelled, creator-led landscape, buyers discover suppliers through search, answer engines, niche publishers and peer communities long before the first sales conversation.

For marketing and communications teams, that changes what earned media is worth and where it has to show up. This short report covers the shift, the numbers behind it, and what to change first.

What the data says

• 78% of B2B marketing leaders say non-traditional media channels will play a significant role in their strategy over the next year.
• 87% say they are confident in their team's ability to adapt to emerging non-traditional media opportunities.
• ~50% report advanced measurement capability: influence is being created in places most reporting still cannot see.

Ready to build brand awareness in this new media era?

Download the report for the full picture: where buyers actually start research, how answer engines reshape earned media value, and a simple way to measure influence across channels you don't own.