Why Next-Gen B2B Marketers Are Tuning into Connected TV

For years, Connected TV (CTV) was considered a playground for B2C brands, dominated by flashy consumer ads, Super Bowl-style creative, and mass-market messaging. But the way we consume content and make business decisions has evolved. Today’s B2B buyers aren’t just reading whitepapers at their desks. They’re watching YouTube TV on the couch, streaming Hulu on tablets, and consuming news via smart TVs in their living rooms.

And that’s where next-gen B2B marketers are showing up. With advancements in targeting, measurement, and platform integrations, CTV is no longer just a brand play. It’s becoming a strategic, full-funnel channel that belongs squarely in the B2B media mix.

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Connected TV in B2B: Why Now?

B2B audiences have changed. They’re not glued to office desktops or limited to the 9–5 window. Decision-makers are streaming content in the evenings, researching vendors on weekends, and evaluating tools across devices. According to MNTN, nearly 40% of CTV viewers are in management or executive roles. Combine that with precise targeting capabilities, and CTV becomes one of the most powerful ways to stay top-of-mind.

The myth that B2B marketing must be dry, direct, and gated is breaking down. CTV allows brands to create emotional connections and tell compelling stories while still targeting the exact personas and accounts that matter.

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Where CTV Fits in the B2B Funnel

While CTV is primarily seen as a top-of-funnel awareness channel, its real value comes from supporting and amplifying full-funnel engagement. When paired with digital tactics, like retargeting, email, and paid search, CTV becomes a force multiplier.

Use it to:

• Launch a product or new positioning

• Build air cover for an ABM campaign

• Pre-warm strategic accounts before SDR outreach

• Reinforce key brand messages during long deal cycles

CTV builds brand familiarity and recall, which directly influences engagement and conversion across all your other channels.

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MNTN CTV: Performance Marketing Meets the Big Screen

MNTN (pronounced “mountain”) has redefined what CTV means for B2B marketers. It brings a performance-first lens to what was traditionally a brand channel, offering targeting, optimization, and measurement in a format that feels familiar to digital marketers.

With MNTN, you can:

• Target by company size, industry, and job role using your own data or third-party enrichment

• Deliver ads only on “living room quality” inventory on premium networks like CNN, Bloomberg, and ESPN

• Access real-time metrics like impressions, video completion rate, and spend

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MNTN + RevSure Integration

CTV campaign metrics are now available in one unified view, right alongside your paid social, search, and inbound campaign data. With the new MNTN integration, RevSure brings Connected TV out of the silo and into your full-funnel performance lens. You can now monitor critical campaign metrics like spend, impressions, reach, and frequency, directly within your RevSure dashboards.

This centralized visibility eliminates the need to juggle disconnected platforms or manually stitch together data. Whether you’re running awareness campaigns for a new product or building top-of-funnel air cover for strategic accounts, you’ll be able to analyze how your CTV campaigns are performing in the context of your entire GTM motion.

More importantly, this integration allows revenue teams to move from vague brand exposure metrics to measurable marketing performance.

If you’ve struggled to quantify the real impact of your awareness efforts, this is your opportunity to tie CTV spend to downstream movement and make smarter, data-backed decisions about what’s truly driving engagement and pipeline.

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LinkedIn Connected TV: Professional Targeting at Streaming Scale

LinkedIn has also entered the CTV space, and it’s a game-changer for B2B brands. With LinkedIn Connected TV Ads, you can extend your professional targeting off-platform and onto premium streaming channels.

Key highlights:

• Leverage job title, industry, seniority, and account list targeting across CTV

• Deliver ads via trusted inventory; think Roku, Paramount+, and connected devices

• Coordinate messaging across CTV, feed ads, Sponsored InMail, and retargeting

For marketers already running ABM or demand gen on LinkedIn, CTV becomes a powerful new touchpoint that reinforces your message where your audience is most relaxed and receptive.

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Getting Started with CTV in B2B

You don’t need a massive production budget to break into CTV. Most B2B brands start by repurposing existing assets: a brand explainer, a testimonial clip, or a product sizzle video.

Here’s how to start:

• Define your ICP. Know who you want to reach: job titles, company sizes, target industries.

• Pick the right platform. MNTN and LinkedIn CTV are strong, B2B-friendly options.

• Use simple creative. A 15–30 second video with clear messaging and a strong visual brand is often enough.

• Measure impact. Use attribution tools like RevSure to connect impressions to web visits, account engagement, and pipeline outcomes.

• Layer CTV with other channels. Don’t stop at awareness—follow up with retargeting, outbound, or event invites to maximize impact.

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The Bottom Line: It’s Time to Tune In

CTV isn’t just a trend. It’s becoming a foundational part of how B2B brands connect with modern buyers. With platforms like MNTN and LinkedIn bringing the sophistication of digital to the scale of television, there’s never been a better time to test, learn, and lead.

Next-gen B2B marketers aren’t waiting for buyers to come to them. They’re meeting them where they are—on every screen, in every room.

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