I do marketing at a small B2B tech company. We sell software that helps online publishers (news, sports, gaming sites and so on) earn more from the ads on their pages. Think of it as a tool that makes sure every ad slot sells at the right price instead of going cheap. The audience problem Our buyers are the revenue and ad operations leads at publishers. Worldwide, that’s maybe a couple of thousand people who actually matter. They: • Get pitched by vendors constantly, so they’ve become numb to it • Mostly know each other, and trust each other far more than any company • Spend their time on LinkedIn and at a handful of industry conferences Picture a small town where everyone knows everyone, and the locals have been burned by door-to-door salesmen. We’re the challenger brand. What has actually worked A podcast. Our CEO hosts conversations with well-known industry figures. An invitation to appear on a podcast is the one kind of outreach nobody ignores. It puts our CEO in front of people who wouldn’t take a sales call, it works as an icebreaker, and guests share their episode with their own networks. It has worked well for two years, but we’ve now hosted most of the obvious guests. What we already do or have planned • Two podcasts: one focused on thought leadership, one casual and candid • LinkedIn posts from the company page and from team members • Outbound email from our head of revenue • A monthly educational newsletter • Blogs and SEO, including visibility in AI search answers • PR: bylines, data stories and award entries • Customer case studies and video testimonials • A planned roundtable where three experts debate one detailed publisher problem • A planned data report built on our own platform data, with expert commentary • A few small events a year Constraints • Marketing is a team of four: a strategist (me), a demand gen specialist, a designer and a manager. • The budget is modest, with no big ad spend. • The audience is tiny, so anything built for “reach” mostly reaches the wrong people. • People in this niche have seen every webinar, panel, report and newsletter format. What I’m looking for What would you do to get our CEO and company in front of new people in a niche like this? I’m not after “post more on LinkedIn” or “start a newsletter”. I mean channels or tactics that are different in kind. I’m especially interested in anything you’ve seen work in other small, skeptical, tight-knit B2B SaaS markets. For example: • Unusual ways a small company borrowed credibility from bigger names • Ways to become known in a community without being salesy • Anything that turned customers or industry people into the ones spreading the word Happy to share what we try and how it goes. Thanks in advance.