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84% of B2B marketers pay to rent audiences they don’t own, and Breaker says newsletters fix that
B2B marketers often rent audiences through paid social and sponsored placements, which do not create lasting channels. Breaker suggests that newsletters can provide a more sustainable solution by engaging directly with an owned audience. This approach offers brands a controllable and potentially more effective marketing channel.
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Key facts, context, and what it means, in one minute.
84% of B2B marketers pay to reach audiences they do not own.
Newsletters offer a more sustainable and controlled marketing channel for B2B brands.
Rented audiences from paid social and sponsored placements do not build lasting connections.
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- B2B content marketing benchmarks, budgets, and trends: Outlook for 2025 ↗· Content Marketing Institute
- Hershey’s undergoes a brand update as it rethinks paid, earned and owned media ↗· AdExchanger
- HubSpot signs agreement to acquire The Hustle ↗· HubSpot
- What we’re building with Starter Story ↗· HubSpot
- B2B brands keep renting attention. Breaker says it’s time to own the audience relationship. ↗· PR Newswire
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MarketScale NewsroomEditorial Team, MarketScale
The MarketScale Newsroom reports on the companies, technologies, and trends shaping 16 B2B industries. It turns primary sources and expert commentary into clear, useful coverage for the people doing the work.
