Media Planning

Stop throwing budget at channels and hoping. Start with a plan.

When every channel runs independently, nobody owns the bigger picture. PTP builds structured B2B media plans that give every channel a role, every pound a purpose, and every campaign a clear measure of success — before a single ad goes live.

Let's build your media plan

The problem

Most B2B media planning isn't planning. It's guessing with a spreadsheet.

You've got Google Ads running because search feels essential. LinkedIn because your buyers are there. Maybe some display or programmatic layered on top. Each channel has someone managing it. But ask who owns the strategy connecting all of them, and the room goes quiet.

That's not unusual. Most mid-market B2B businesses have activity without architecture. Channels accumulate. Budgets get carved up by habit or by whoever makes the strongest case in a quarterly review. And when results disappoint, nobody can say with confidence which part of the plan failed — because there wasn't really a plan to begin with.

PTP builds the architecture first. The channels, the audiences, the budget split, the campaign timing, the measurement framework — all of it mapped before execution starts. So when your paid media goes live, every element knows what it's doing and why.

Totally disconnected

Channel decisions made in isolation create activity that doesn't add up. A coordinated media plan means every channel supports the others — and the whole performs better than the sum of its parts.

Totally disjointed

When budget allocation is based on instinct rather than data, you're always fighting the last campaign. PTP maps spend to audience behaviour, buying stage, and commercial goals — so investment follows opportunity, not habit.

Human brains in power

Media planning is a thinking exercise, not a templating exercise. Our senior strategists build plans from your business goals outward — not from a standard playbook inward.

Real-time in power

A good plan isn't fixed. We build in review points so the plan evolves with performance — shifting budget, adjusting channel mix, and responding to what the data is telling us.

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What we do

A media plan that knows what it's doing.

Every PTP media plan is built across six interconnected layers. Miss one and the plan has a gap. Get all six right and the whole thing clicks.

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Our work

Audience Mapping

Before channels, before budgets, before creative — we map your buyers. Who's in the buying committee? Where do they spend their time? What content do they consume and when? The plan builds outward from real audience behaviour, not assumed demographics.

Channel Mix

Not every channel earns a place in every plan. We recommend the right mix for your goals, your audience, and your budget — whether that's search-heavy for high-intent demand capture, LinkedIn-led for senior B2B targeting, or programmatic for broad awareness. No channel gets a budget just because it's popular.

Budget Allocation

We split budget based on where your buyers are in the journey and what evidence tells us about return. Always-on foundations get funded first. Burst activity gets layered on top. Nothing gets spend without a rationale.

Campaign Architecture

A media plan isn't just a channel list — it's a structure. We map the always-on layer (the activity that runs continuously to build pipeline) against burst moments (product launches, events, seasonality) so your presence is consistent and your peaks are deliberate.

Measurement Framework

How does success get defined? Before any campaign goes live, we agree the metrics that matter — not just platform metrics, but pipeline metrics. Cost per qualified lead. Opportunity influence. Revenue attribution. The measurement framework is built into the plan, not bolted on afterwards.

Integration With Your Wider Marketing

A media plan that lives separately from your SEO, your content, your email and your CRM isn't a plan — it's a paid media schedule. PTP connects the plan to your full marketing system, so paid amplifies organic, retargeting pools feed from content, and the CRM gets the data it needs to close.

Agile Innovation

The media landscape shifts constantly. New formats, new targeting options, new platforms. We build plans that can flex — so when something new earns a place in your mix, it slots in without disrupting the architecture.

Linked Sustainability

Good media planning compounds. Audiences built in one campaign feed the next. Data from always-on informs burst. Attribution from this quarter shapes investment next quarter. The plan gets smarter over time.

Sam in the studio

Quote from the founder

"The businesses that grow fastest aren't the ones with the biggest budgets. They're the ones who know exactly where their budget is going — and why."

Sam Hufton

Founder - Pull The Pin

The platforms

The best tech stack to scale like crazy.

The plan is only as good as the data behind it. Here's the stack we use to build media plans that are grounded in real audience behaviour, not assumptions.

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Our partners

Proof, not promises.

We measure what matters and show our working. Two of the numbers we're proudest of from the last twelve months.

3.7×

Revenue generated

94%

Longer average time on site

We don’t just ‘do’ marketing; we grow brands.

It’s a good place to describe image

With senior specialists across every channel — from full-funnel strategy and paid search to SEO, social, and revenue enablement — we connect your data, your marketing, and your sales into one system that compounds over time. No rotating account managers. No vanity metrics. Just measurable pipeline growth.

Senior specialists, every channel

No juniors on your account — ever

Strategy and execution in one team

No brief-and-disappear

Revenue, not vanity metrics

We measure pipeline, not impressions

Featured Projects

Our clients' success is our best testament.

From Invisible to Influential

Flick Wholesale

Flick is a UK-based lighting solutions provider specialising in energy-efficient products and services for commercial and industrial spaces.

From Leads to Conversions

Flags Software

FLAGS Software provides advanced quality management solutions tailored for manufacturing production lines and processes.

£466,000+

Additional Revenue

130%

Increase in Social Audiences

View case study

Transforming digital presence into a measurable engine for commercial authority

MAN Commercial Protection

A UK family-run security firm offering guards, concierge, and event crowd management.

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Insights

Latest thinking.

All insights

Legal

SEO

The Ultimate Guide to Content Marketing

Learn everything about content marketing, from strategies and tips to types of content marketing. Discover how Pull The Pin’s content marketing services can help your brand thrive.

How To Create an Evergreen B2B Content Marketing Strategy

Sustainable Business Practices

The Future of E-Commerce

Report

July 28, 2026

FAQs

Common questions.

We unite data, marketing and sales into one B2B growth system. That's The power of connection.

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All FAQs

What do you need from us to get started?

A clear picture of your business goals, your current channel activity, your budget range, and your target audience. We do the rest — from audience research and competitive analysis through to a full media plan with a measurement framework baked in. The better we understand your business, the sharper the plan.

How is PTP's approach different from a media buyer or a channel agency?

A media buyer places spend. A channel agency optimises one channel. PTP builds the strategy that sits above both — connecting your channels, your data, and your commercial goals into a single coordinated plan. We’re not buying media in isolation; we’re building the architecture that makes every pound of spend work harder.

Does media planning lead into paid media execution with PTP?

It can — and for most clients, it does. Once the plan is built, PTP can take it straight into execution across PPC, paid social and programmatic. If you already have agencies running those channels, we can work alongside them and use the plan to coordinate activity.

How long does it take to build a media plan with PTP?

For most mid-market B2B businesses, we can turn around a structured media plan within two to three weeks of a discovery session. That includes audience mapping, channel recommendations, budget allocation, campaign architecture and a measurement framework. We don’t rush it — the plan is the foundation.

Do we need a media plan if we're already running paid campaigns?

Almost certainly yes — and this is usually when businesses realise it most. Running campaigns without a coordinated plan means each channel is optimising independently. A structured media plan doesn’t replace your campaigns; it gives them a framework to perform better together.

How do you approach marketing attribution?

We implement multi-touch attribution models that connect your marketing activity to revenue outcomes, giving you a clear picture of which channels and campaigns are driving results.

How long does it take to see results?

It depends on the service. Paid media can show results within days. SEO and data infrastructure typically take 3–6 months to show meaningful impact.

Ready to see your brand's full potential?

Paid media performs better when it starts with a plan. If you're spending without a clear architecture behind it, we should talk. Once the plan is built, we can take it straight into execution — across every paid channel, connected to your data and your CRM from day one.

Every business we work with has the same problem: brilliant people working in brilliant silos. Our job is to tear those walls down, connect everything that should be connected, and make the whole machine pull together."

Sam Hufton

Founder, PTP

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