B2B buyers engage on their own terms. They use multiple platforms and channels, often in unpredictable sequences. That’s why marketers must shift from siloed campaigns to integrated media strategies that use branded demand to blend reach, relevance, and consistency.
For B2B marketers, performance measurement is no longer all about clicks. According to the Pipeline360 2025 State of B2B Pipeline report, although website traffic (43%) remains important for measuring top-of-funnel activity, revenue generated (42%) has emerged as a top KPI. That shift signals a broader demand for alignment between brand-building and performance. When content syndication is paired with targeted display advertising, marketers can engage prospects early and reinforce their message across the buyer journey.
Top content syndication benefits include reaching high-intent buyers with relevant content, building thought leadership, and capturing qualified leads early on. Display advertising complements this by reinforcing brand presence, re-engaging passive audiences, and creating a surround-sound effect that drives recognition and recall.
Together, these channels work exponentially better than they do alone. Syndicated content introduces the value; display keeps your brand in view while the buyer explores. The result is higher engagement, stronger lead quality, and better alignment with performance metrics including pipeline and revenue.
In this blog, we’ll explore the benefits of content syndication when paired with display by looking at how Pipeline360 customers are leveraging branded demand programs for truly integrated strategies.
Lesson 1: Surround the Buyer, Not the Channel
One of the most common mistakes in B2B media planning is focusing on channels rather than the people behind them. Modern buying decisions are made by groups, not individuals, and they rarely happen in a straight line. That’s why leading brands like Hammer are shifting to integrated strategies that meet buyers where they are, across multiple digital touchpoints.
Hammer, an Infovista business, was challenged by limited marketing budget, gaps in attribution, and inconsistent lead quality. It needed precision engagement with its ideal customer profile (ICP), across all relevant stakeholders and journey stages.
By combining content syndication with account-based display advertising through Pipeline360 Branded Demand, an integrated media solution, Hammer was able to engage known buyers with high-value content while simultaneously reinforcing its brand across key accounts. Instead of treating each channel as a standalone effort, the Hammer surrounded its most engaged accounts with coordinated messaging, driving both awareness and action.
The results: 750 highly relevant leads, over €1.5M in influenced pipeline, and a display click-through rate 10X higher than industry norms.
Lesson 2: Lead Quality Starts with Alignment
One of the most common bottlenecks in modern demand generation is lack of alignment. Disconnected tools, manual processes, and fragmented lead flows make it difficult to execute efficient, high-performing campaigns. For Instana, an IBM company, this was the exact challenge: cross-channel programs were running, but manual list uploads and inconsistent data governance slowed everything down.
The turning point came when Instana unified its strategy through Pipeline360 Branded Demand. By aligning content syndication and digital display programs to its buying stages, the brand created a cohesive, personalized experience for key accounts across North America and EMEA. Leads were collected, tracked, segmented, and nurtured based on where they were in the journey.
The results were impressive, with over 2,000 compliant, marketable leads and 271 accounts moved through a defined nurture path, and millions in influenced pipeline. Instana’s story highlights a core truth of integrated media: lead quality improves when your channels, data, and creative strategy are aligned.
Lesson 3: Visibility and Attribution Must be Unified
As demand strategies become more complex, unified measurement becomes imperative. Without clear attribution across channels, marketers risk flying blind, unsure which tactics are generating pipeline and which are draining budget. For LeadIQ, a sales technology leader focused on expanding into enterprise accounts, that visibility gap was limiting growth.
To fix it, LeadIQ adopted Pipeline360 Branded Demand, combining digital display advertising with content syndication. The goal was to engage buying groups and understand exactly what was driving results. Using Pipeline360’s Insights Dashboard, synced with Salesforce, the team gained real-time visibility into persona-level engagement and account-level performance.
By A/B testing media flows, one beginning with display and the other with syndication, LeadIQ was able to compare the benefits of content syndication as a standalone channel versus as part of a broader, integrated approach. Syndication proved to be most effective when paired with account-targeted display, creating higher awareness and better-qualified leads across hundreds of key accounts.
The outcome: more than $5 million in open pipeline growth and 80% coverage of LeadIQ’s enterprise target accounts. For marketers, the lesson is clear: the true benefits of content syndication are amplified when paired with unified attribution and connected execution across channels.
The Pipeline360 Approach to Integrated Media
If you want to experience similar results, then get in touch with us. With Pipeline360’s Branded Demand and Demand-as-a-Service (DaaS) model, marketers get fully managed programs that unify content syndication and display advertising to deliver measurable results. From targeting and activation to attribution and compliance, every element is connected and optimized. The content syndication benefits are multiplied when paired with account-based display and real-time insights, giving brands the power to engage full buying groups, accelerate pipeline, and prove ROI with confidence.
