Horizon Business Executive brief

New podcast

The B2B Media Brief

The business and science of B2B advertising.

One important question about B2B paid media per episode, answered in about 30 minutes by the people who know it best.

Get notified at launch

Hosted by Chris Hummel · Presented by Horizon Business · Launching soon

Why this show

B2B companies spend billions trying to reach small, hard-to-find groups of buyers. Yet the conversation about how to do it well is scattered across channel-specific shows, attribution debates and general marketing podcasts. The B2B Media Brief focuses on the paid media question itself: how B2B companies should plan, buy, activate and measure media, and how to tell whether it’s working.

Every episode starts from a question B2B marketers are actually wrestling with, not from a guest list. Then we bring in the CMOs, media leaders, researchers and practitioners best equipped to answer it. They won’t always agree. That’s the point.

How each episode works

Four segments, about thirty minutes, the same shape every time.

  1. The Brief

    The issue, the data and why it matters now.

  2. The Conversation

    A focused discussion with the guest or guests best placed to answer the question.

  3. Connect the Dots

    What it means in practice across strategy, planning, activation and measurement.

  4. The Takeaway

    One thing a B2B media leader should do differently because of it.

Season one

Six questions we think are worth thirty minutes each.

  • What does a great B2B media strategy actually look like?
  • Is B2B overinvested in LinkedIn?
  • Can you actually prove B2B advertising drives revenue?
  • The $5 million B2B media plan.
  • Brand vs. demand: are B2B marketers asking the wrong question?
  • What happens to paid search when buyers ask AI?

Your host

Chris Hummel

Chris Hummel

President, Horizon Business

Chris leads Horizon Business, the B2B growth practice within Horizon Media, working with Fortune 500 and high-growth companies on connected, data-driven growth strategy. Across 25 years he has run commercial transformations at Oracle, SAP, Siemens, Schneider Electric and United Rentals, where as CMO he rebuilt the company’s digital and ecommerce engine. He is co-author of Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth, and his work has been recognized with Cannes Lions and Effie awards.

His focus now is how AI, digital discovery and increasingly complex buying journeys are changing what good B2B media looks like — which is the question this show exists to answer.

Be part of it

Got a question we should tackle?

The best episodes start with a real problem. Tell us the B2B media question you’d most like answered.

Suggest a topic

Want to be a guest?

We’re looking for marketers, media leaders, researchers and practitioners with a strong, evidence-backed point of view.

Get in touch