A remote webinar on Thursday, Oct. 29, 2026, will offer B2B marketers guidance on selecting 2027 marketing channels and securing budget approval by demonstrating return on investment.
The session, titled ‘B2B Lead Generation: How To Choose Your 2027 Marketing Channels,’ aims to help businesses convert buyer interest into sales opportunities and justify new marketing investments to leadership.
Shaun Bruno of CallRail and Colin Saunders of Matter Made will speak at the event, scheduled for 2 p.m. ET.
Attendees will learn strategies for aligning B2B sales offers with buyer interest and constructing a comprehensive marketing plan for presentation to company leadership, according to event organizers.
The webinar will also address methods for securing funding for new marketing channels and effectively measuring campaign results.
Speakers are expected to emphasize the need for marketers to demonstrate how their chosen channels directly generate sales opportunities and prove a clear return on investment to leadership.
Participants will gain insights into evaluating emerging channels, such as paid large language model (LLM) advertising, and developing proposals for channel tests to present to their management teams.
The content will specifically focus on the importance of building a strong business case for marketing initiatives to ensure budget allocation and strategic alignment within organizations.
Source: Search Engine Journal
