Picture your next big deal.
There’s a room (or let’s be real, a Zoom) with 16 people in it.
Someone from finance. Someone from IT. Your champion, who’s been fighting for you for weeks. And the VP who’ll actually be the 1 to say yes…or no.
It’s the moment of truth.
Then, someone asks: “Has anyone else heard of these guys?”
Your champion raises their hand. Maybe 1 other person.
Everyone else? Crickets. 🦗
Now picture the same meeting, same question but half the room nods. “Oh yeah, I’ve seen them.”
Same product.
Same pitch.
Completely different deal.
That 2nd meeting is what Vibe.co has been engineering. And they did it with the 1 channel you’ve probably written off.
TV.
Today, we’re going through a playbook they tested on themselves.
Ahead: what I’d do if it was my budget on the line, and a 5-step test you can run yourself with $50.
“TV is for mattress brands, Daniel”
I know what you’re thinking. When you hear “TV,” you picture a Super Bowl budget, a media agency, and a 6-month plan to maybe get a lead.
That’s linear TV, and it’s not what I’m talking about.
Streaming TV (CTV) is a different animal:
- You don’t need a Super Bowl budget. (On Vibe, there are no contracts or minimums)
- You don’t need an agency. It’s self-serve.
- You don’t need new creative. That video you made for social? Reformat it.
- You can target a list of specific companies, not “adults 25 to 54 who like golf.”
I’ve actually been at B2B companies that ran TV, and it worked! But that was about 5 years ago, when proving it meant squinting at a dashboard and hoping sales mentioned it.
The data just wasn’t there yet. The data is there now.
The problem with every channel you’re running
Look at your channel mix. I’m willing to bet it includes:
- Meta
- Search
- Cold emails
Every 1 of them needs a click to have a chance. Which means, they only reach people who “raise their hand.”
The hand-raiser is that internal champion I was talking about. They’re the researcher, in charge of finding the right tool for the org. THEY know about you.
The person who signs the check, who really makes the decision? They don’t click. They hand off the research, but keep their veto. They’re in back-to-back meetings all day, ignoring your “just bumping this to the top of your inbox” email.
Then they go home at night. And they stream something.
The game.
A show with their kid.
The World Cup.
TV is the biggest screen in the house. It’s where decision-maker attention lives AFTER 6pm.
Your current channels still work. But they’re getting crowded. Every competitor you have is in the same auction, driving up everyone’s CPMs.
I know you’re building your 2027 budget right now, and most of that money is about to default right back into the same places. Except that it won’t buy you as much as it did the year before.
“More LinkedIn” is what you write in the budget when you haven’t had time to think about it. (I’ve done it too.)
Why you secretly have the advantage here
Ecom brands figured out streaming TV first. But if you’re in B2B, you’ve got 2 things they’d kill for.
1️⃣. The math works in your favor.
A DTC brand is fighting over a $65 average order. Your closed deals are worth so much more, a single lead can be worth $100 to $400. You can afford to show up where attention is.
2️⃣. You can name the exact companies you want to target.
An ecom brand can’t put “Hey, the Johnsons in Wisconsin” on screen. Because…creepy.
But in B2B, you CAN put “Hey, [Target Account]” on screen. You’ve probably been personalizing landing pages by company for years. This is the same Account-Based Marketing strategy that worked then, but on the biggest screen in the house.
Vibe went full send…on themselves
So, Vibe wrote a playbook for this running this exact ABM strategy. That’s not the interesting part. The interesting thing is that they ran the playbook on themselves first.
Their growth team took 250 target accounts, enriched the list in Clay, and used the Vibe API to build 1 campaign per account. Each with its own audience and its own account-specific creative.
And then their CEO did something wild: he recorded a separate video for each of those 250 accounts, speaking DIRECTLY to that company by name.
(Is that a big swing? Yes. Do you have to do it? Absolutely not. More on that in a sec.)
Then they launched the whole thing in under 15 minutes. The results:
- 251 accounts reached
- 439K households
- 3.7M impressions
- 97.5% completion rate
97.5%. Go try getting 97.5% of people to finish your LinkedIn video. I’ll wait.
THE JFROG SURPRISE
A Senior ABM Manager at JFrog saw the campaign. She saw it on a colleague’s streaming account. She recognized it and reached out on her own.
“We saw Vibe’s campaign reach us at JFrog through an unexpected channel, a colleague’s streaming account, and it was relevant enough that I reached out myself to learn more.”
—Rebeca McDiarmid, Senior ABM Manager, JFrog
Vibe reached someone they didn’t have an email for, on a device they didn’t target. And she raised her hand.
This FUNDAMENTALLY changed the “has anyone heard of these guys?” meeting from the top of this email. Vibe told me their target accounts now show up with a critical mass of the entire buying group already aware of them, instead of 1 or 2 people at most.
That’s what you’re really buying with streaming, if you run it right: you get the same message in front of the whole buying committee.
And if I could give out personal bonus points: when I’m buying something, I want to buy from people who actually DO the thing. Lots of CTV companies will TELL you it works for B2B. Very few show you how, with their own money behind it, AND publish the numbers.
How to run this yourself (no CEO videos required)
1️⃣. Grab the list you already have
Whatever you use to manage your customers and prospects (HubSpot, Salesforce, Clay, Klaviyo, your data warehouse), pull a list and drop it into Vibe.
It works just like a custom audience upload on Meta. The difference is you’re uploading accounts, and your ad runs on TV instead of a feed.
Vibe matches your list against real data (a 98% match rate in their own campaign) rather than guessing who lives in which household.
💡 Here’s what I’d do: Start with your top 50 to 250 accounts. Go for the 1s your sales team keeps saying “went dark.”
2️⃣. Pick the goal that fits how you sell
You don’t have to use TV the way a mattress brand does. Choose the goal that matches YOUR motion:
- If you’re sales-led or enterprise: Go for account penetration. Get your message in front of the whole committee so your champion isn’t selling you alone.
- If you want to retarget: Hit accounts that already visited your site, or a segment from your CRM.
- If you’re PLG: Push toward free trials.
- If you want demos: You can go straight for the demo. I usually wouldn’t lead with that ask on TV, since TV is where you earn the meeting, not where you ask for it. But the option’s there.
Vibe even has an ABM goal built for this now.
💡 Here’s what I’d do: Write down 1 outcome before you launch. Just 1. “Target accounts visiting my site” is a great first one.
3️⃣. Reuse your social creative
You don’t need 250 CEO videos. You don’t even need a new video.
Take the creative you’ve already built for social and reformat it for TV (easier than you think). If you want to level up, add the company name on screen for your top-tier accounts.
💡 Here’s what I’d do: Keep 1 message for the whole committee. On LinkedIn you’re probably testing a dozen ads at once and have no clue who saw which. On TV, the CFO, the IT lead, and your champion all see the same story.
4️⃣. Measure it in the tools you already trust
This is probably the part you care about most. Measuring TV used to be guesswork. It isn’t anymore.
- The Vibe pixel tells you whether someone saw your ad and then visited your site. So when your company comes up in that meeting, you know the room was already warmed up.
- Your CRM and data stack can see CTV next to every other channel you run. And on HubSpot, a native sync writes exposure straight onto the record. If your data lives in another CRM, a CDP, or your data warehouse, the full playbook shows you how to pipe CTV into that setup too.
- A holdout test proves it’s actually working. Before you launch, Vibe tells you to set aside a random group of target accounts that won’t see your ads. Then you compare the two groups.
That last 1 is my favorite. Most CTV platforms show you impressions and call it proof. Vibe reports your results in Northbeam and Triple Whale, then tells you to run a holdout on top. They’re not grading their own homework.
And it’s paying off. AirOps traced CTV exposure to $580K in qualified pipeline by connecting Vibe to their HubSpot.
💡 Here’s what I’d do: Add a “saw CTV” filter to your pipeline report. When your CRO asks “did TV do anything?”, you’ll show them pipeline from exposed accounts next to the holdout, instead of an impressions number.
5️⃣. Test it before your 2027 budget locks
No insertion order.
No agency.
No 6 week onboarding with a 40-slide kickoff deck.
Upload your list, pick your goal, and you could be live tomorrow.
💡 Here’s what I’d do: Carve a small test line out of your LinkedIn budget this quarter. Walk into 2027 planning with your own data on Vibe, instead of with vibes. (Sorry. I had to.)
Go say hi to the person who signs your check
Vibe put the whole thing into a playbook: how to build your list, pick your goal, measure it, and the full breakdown of how they ran it on themselves.
👉 Ready to copy Vibe’s success strategy? Schedule time with their team and get started. with Vibe and get started now.
Your champion already likes you. They clicked. They read. They booked the demo.
Now go meet the person who actually signs your check.
They’re on the couch.
See you on TV!
