How to Turn Connected TV into a Lead Generation Machine for B2B

For years, TV ads were something only big brands could afford. Meanwhile, B2B marketers are stuck with digital channels like Google Ads, LinkedIn, and email — because they can track every click and conversion.

But times have changed.

Connected TV (CTV) has made TV advertising smarter, more affordable, and just as measurable as digital marketing. It’s no longer just for brand awareness — it’s a powerful way to reach decision-makers, capture demand, and generate leads.

If CTV isn’t part of your marketing mix yet, here’s why it should be.

Why CTV Advertising is a Game-Changer for Lead Generation

CTV isn’t like traditional TV ads, where you’re casting a wide net and hoping for the best. It combines the reach and impact of television with the precision and measurability of digital advertising.

• Your ad actually gets watched. No skipping, no scrolling past — just your full message, front and center.

• You can target exactly the right people — whether it’s pet owners, potential first-time homebuyers, or even past website visitors for retargeting.

• You get real-time insights. Using Skybeam Pixel, you can track impressions, website visits, and conversions so you know exactly what’s working.

• It makes your other ads work harder. CTV doesn’t replace your Google, LinkedIn, or email campaigns — it supercharges them, leading to better performance across all your channels.

The result? More qualified leads, lower cost per acquisition, and a stronger marketing funnel.

Reaching B2B Buyers (Yes, They Watch TV Too)

A common myth in B2B marketing is that decision-makers only engage with work-related content during office hours. But let’s be real — they’re people too. They watch TV after work, stream news in the morning, and unwind with their favorite shows on weekends.

CTV ensures your message reaches them at the perfect moment, whether they’re at home on the couch or streaming from their laptop.

How to Reach High-Intent B2B Buyers with CTV Advertising

1. Retarget Website Visitors: show ads to people who visited key pages but didn’t convert.

2. Reach Decision-Makers: target business owners with precision.

3. Focus on Buyers with Budget: ensure your ads reach people with purchasing power by targeting households with higher incomes.

With Skybeam’s self-serve TV advertising platform, setting up these targeting options is as easy as launching a Google or LinkedIn ad.

How CTV Works with Your Other Marketing Channels

If you’re already running Google Ads and LinkedIn campaigns, you might wonder: Do I really need CTV advertising?

The answer is yes, and here’s why:

• TV drives more search traffic: People who see your CTV ad are more likely to Google your brand and convert.

• It boosts social media engagement: The halo effect of CTV extends to social platforms. Advertisers report that adding performance TV alongside other paid channels like search and social leads to increased sales, with 65% of advertisers noting such improvements.

• It improves email results: Potential customers who see a CTV ad are more likely to engage. In one case, conversion rates jumped from 6% to 14% when combined with CTV exposure. This highlights how CTV boosts brand recall, leading to higher email open rates and increased actions.

Adding CTV doesn’t just expand your reach — it amplifies every marketing channel. Boost search traffic, increase social engagement, and drive more conversions across the board.

How to Launch a CTV Campaign with Skybeam (It’s Easier Than You Think)

Getting started with CTV advertising through Skybeam is fast and straightforward — no large budgets, creative teams, or technical expertise required. Here’s how:

1. Create Your TV Commercials in Minutes (Coming Soon!). We’re about to launch an AI-powered creative tool, built with Waymark, that will let you generate TV commercials effortlessly. No production costs, no agencies — just a simple, efficient way to get TV creatives as quickly as a digital ad.

2. Define Your Target Audience. Choose from advanced targeting options, including demographics, interests, household income, and shopping behavior, or retarget past website visitors using Skybeam Pixel.

3. Launch Across Top Streaming Platforms. Get premium ad placements on Hulu, Paramount+, Peacock, and other major CTV apps, ensuring your message reaches the right audience at the right time.

4. Track Performance in Real-Time. Monitor every impression, website visit, and conversion with Skybeam’s detailed reports. See exactly where your budget is going and optimize your campaign for maximum impact.

CTV isn’t just a brand-building channel anymore — it’s a powerful tool for demand generation and lead conversion. And with Skybeam, you get all the benefits of TV advertising without the complexity or high costs.

Ready to see what CTV advertising can do for your business?

👉 Get started today or book a demo to see how Skybeam can help you reach the right audience, generate leads, and grow your business.