Why Your B2B Marketing Needs a Media Company Mindset

Business developers at agencies, adtech, and martech companies are facing a reckoning.

Buyers are ignoring cold outreach, ghosting nurture sequences, and self-educating on their terms.

In fact, 75% of B2B buyers now prefer to buy without ever talking to sales (Gartner). And with AI-generated content flooding inboxes, breaking through with “helpful tips” just isn’t working anymore.

Here’s the insight: the brands winning today aren’t marketing like vendors — they’re publishing like media companies.

They’re shifting their mindset from transactional to editorial.

Instead of treating prospects like leads to be captured, they’re treating them like members of an audience they serve. They’re not just trying to build a company but a community.

What does this look like in practice?

It’s not just blogging. It’s weekly newsletters packed with industry perspective. Always-on video series, not gated webinars. Deep-dive research and trend pieces, not promo decks.

You’re aiming to become a trusted source your audience wants in their inbox, not just a brand in their CRM.

And the difference shows.

• HubSpot built its audience so well that it bought The Hustle to double down on daily reach.
• Gong created Gong Labs to publish sales insights backed by data no one else has.
• Wistia developed original video content with a showrunner mindset.

These companies aren’t chasing clicks — they’re earning trust. And it works: according to LinkedIn and Edelman, 55% of decision-makers say high-quality thought leadership is more effective at driving business than traditional marketing.

For agencies, adtech, and martech companies, especially those doing ABM or complex sales, this approach isn’t a “nice to have.” It’s how you stay relevant. When buyers trust your content, they trust your company.

Start thinking like a media brand.

Your next client isn’t just a lead. They’re a reader, a listener, a viewer — and if you do it right, a loyal member of the community you’re building.