by Maria Batt | Jun 23, 2026 | Programmatic
Article Summary Lead generation in B2B manufacturing is widely treated as a strategy. It is not. It is a diagnostic — the most honest readout a manufacturer has of whether the marketing program upstream is working. When a manufacturer’s lead generation program...
by Maria Batt | Jun 18, 2026 | Programmatic
Article Summary Programmatic advertising does not create demand in the sense most B2B marketing teams expect — it does not convert a company that has no need for a product into one that suddenly does. What programmatic advertising does is reveal demand that already...
by Maria Batt | Apr 9, 2026 | Programmatic
You’re Not Behind on Programmatic, You’re Misunderstanding It Entirely Programmatic advertising for manufacturers has been positioned as an easy win, but most companies are approaching it with a flawed programmatic advertising strategy. There is a persistent belief...
by RefractROI | Mar 24, 2026 | Programmatic
Automation Won’t Save a Bad Strategy. It Just Spends Your Budget Faster. Programmatic advertising was supposed to fix media buying. Automation promised smarter targeting, faster optimization, and scalable reach across the internet. For manufacturers and B2B companies...
by RefractROI | Mar 5, 2026 | Programmatic
Omni-Channel Marketing Isn’t a Strategy If Your Systems Don’t Talk Everyone loves to say they’re running omni-channel marketing as part of their manufacturing marketing strategy. It sounds sophisticated. Strategic. Customer-centric. It looks impressive in a board...
by RefractROI | Mar 4, 2026 | Programmatic
Manufacturers Are Buying Programmatic for Scale. Sales Pays the Price. Programmatic advertising for manufacturers has become one of the most misunderstood investments in B2B marketing. Programmatic B2B marketing is often sold as a shortcut to scale, promising low...