Hey B2Bs, don’t pass on connected TV

TV reach and B2B targeting? We’re mapping the path to help B2B marketers master the creative and ROI of connected television.

By ,
Head of Content & Media
Published on March 4, 2026 • Last updated on March 4, 2026 • 2 minutes read

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    Television advertising was, for years, the domain of B2C marketers who worked for big brands with large audiences and plentiful buyers. 

    The advent of connected TV (CTV) brought online-style targeting to television ads and opened the door for B2B marketers to get in on the action. But it was more complicated than it sounds. Many B2B marketers were unfamiliar with the creative needs of television ads, and CTV measurement was something of a mystery.

    Today, we’re talking to Chris Modzelewski, EVP, ad solutions and data monetization at Intentsify, about the opportunities and challenges in CTV for B2B marketers. 

     Episode guide

    0:48: Meet Chris Modzelewski
    1:40: What is the current state of CTV?
    2:43: What barriers remain for CTV advertisers?
    6:08: What’s the best use of CTV in your B2B marketing strategy?
    8:02: Are B2B organizations hiring more B2C marketers?
    9:55: What does CTV measurement look like?
    12:41: What will be the big CTV topics in the coming year?

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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