• by Keith Turco , Op-Ed Contributor, 11 hours ago

We are about to see the traditional blueprint for sports marketing evolve for good.

The marketing industry is currently facing a massive test. This month, dubbed "Legendary February," the global spotlight will hit the Winter Olympics, the Super Bowl, and the NBA All-Star Game.

This will likely be the most expensive month in advertising history. Yet while consumer brands shell out between $8 to $10 million for a 30-second slot in hopes of making a massive impression, a different, more calculated strategy is playing out in B2B.

This month is showcasing how B2B marketers are reinventing the basics. Instead of competing for high-volume vanity impressions, the most intelligent B2B brands are using this high-traffic month as a precision stress test for Connected TV (CTV), audio advertising, and AI-driven intent data.

It’s a shift that has been in the works, and here is what we can expect to see this February and beyond.

The Shift to a Performance-First Blueprint

The blueprint for consumer brands has long been defined by big reach and big moments. For years, B2B stayed in its own lane, but now were seeing those lines blur as B2B brands begin to adopt more B2C-style strategies.

However, simply adopting the same blueprint is difficult because the B2B buying process is fundamentally different. Decisions are made by buying groups made up of individuals from different roles, departments, and experiences, all competing for their own needs and benefits.

Simply broadcasting a single message, no matter how memorable or large the stage, rarely reaches every stakeholder involved in that complex journey.

Because B2B buying cycles are longer and less linear, a one-time burst of attention -- whether tied to a major sporting event or a single product launch -- is rarely enough to maintain momentum. 

Many brands fall into the trap of "event-based" marketing, wondering why ROI stalls once the big announcement fades.

In reality, relevance in B2B requires a sustained, long-term effort that builds brand recognition before a buyer even identifies a problem. As 'Legendary February' unfolds, the strategic shift isn't just about 'Who might see this?' but rather 'Is this resonating with the right people at the right stage of their journey?'

If you wait until an account is actively in-market to build awareness, you have likely already lost the sale.

Choosing Precision 

In 2026, the industry has officially moved from buying impressions to focusing on intent. Data-driven, performance-based marketing is no longer optional.

Recent surveys show that 84% of B2B marketing decision-makers have already made this shift, and we expect 91% of marketers to use intent data for account prioritization by the end of this year.

For B2B, this shift necessitates a return to the fundamentals, but with a modern edge. It means prioritizing CX and retention to protect the existing customer base, leveraging AI-driven performance to find the next lead with surgical precision, and viewing brand building not as a vanity project, but as a long-term lever for sustainable growth. 

This shift is not about choosing brand over performance -- it is about recognizing that both functions are critical and must work in tandem.

Historically, friction has existed between brand marketing and demand generation as they competed for budget. However, a modern approach ensures these functions work together to deliver a consistent, personalized experience throughout the entire buyer’s journey.

The reality is that traditional "spray-and-pray" marketing strategies are no longer effective. They lack the personalization and sustained engagement that current buyers demand, and they fail to provide the accountability that today’s budgets require.

The Streaming and Audio Opportunity

B2B brands are now using streaming and audio to engage the entire buying group during key moments of influence -- at a fraction of the cost of a broadcast ad. This is a strategic evolution.

Instead of a one-off ad with limited staying power, brands are leveraging connected TV (CTV) and podcasts to deliver better targeting and measurement. However, these are not stand-alone tactics.

The real power lies in using these emerging channels to complement a full-funnel, always-on Account-Based Marketing (ABM) strategy. By integrating streaming and audio into the broader ABM mix, marketers ensure they are reaching every stakeholder — from the end user to the executive — across the platforms where they actually spend their time.

The misconception that streaming media is purely experimental is gone. B2B brands are increasingly recognizing that these channels deliver a high-attention environment with total accountability.

CTV spending was expected to reach $34 billion in 2025, while podcasting continues to see double-digit growth because it captures the buyer attention during screen-free moments like commutes or travel. Where broadcast assumes an audience, streaming and audio allow marketers to define it.

This difference matters when the goal is not mass awareness, but targeted influence within a specific set of accounts. When combined with other traditional ABM formats, this integrated effort has shown significant uplift in both response rates and overall ROI.

CTV and audio provide the premium experience of traditional media but with the surgical precision of digital. 

An Evolving Landscape

I see "Legendary February" as an invaluable opportunity for B2B brands to conduct a sector-wide stress test.

This is not a suggestion that B2B brands should compete for a seat at the $10 million broadcast table. Instead, it is a chance to prove that a precision-based strategy can capture the same momentum without the wasted spend of a broad-reach spectacle.

Months like this do not come around often. This type of entertainment eclipse, where the world’s marquee sporting events line up for one network, provides a unique backdrop for B2B brands to stand out.

This is the moment to apply a 'momentum mindset' to ABM. By capitalizing on the reach of CTV and audio advertising during these high-engagement windows, the best B2B marketers can ensure their message resonates with the right people at the right time.

Ultimately, "Legendary February" will show the sector why the legacy blueprint of "broad reach and hope" is long gone for B2B. It is no longer about the spectacle -- it is about the results.