In this clip, Chris explains why B2B Saas companies need to think more like a consumer brand when it comes to engaging potential customers. Too many founders rely on a singular channel (think email campaigns) as the sole means to initiate correspondence and to fill their sales pipeline. However, if you were to put on your "consumer" hat - how many times have you ever bought anything from a no-name brand through a bombardment of emails?! Unless you're one of those people that have sponsored a Nigerian prince - the chances are slim to none. This is why B2B Saas companies need to leverage multiple channels, including display ads, as a means to generate interest in their solution.