The party is over for a single-channel approach, though. In 2009, you would see significant ROI from outbound email alone. Now, you need to reach across channels-to target B2B customers wherever they are. That means incorporating paid social on LinkedIn, Facebook, TikTok and whatever's next. (Threads? Just kidding.)

It also means optimizing your messaging, creative, and audience targeting across paid social channels. That's what the balance of this article is about