185. From Brand to Demand: B2B Programmatic with Rosey Sutton

Programmatic Digest

In this episode of the Programmatic Digest, host Helene Parker welcomes Rosey Sutton, Head of Programmatic at Leadswell, for a deep dive into the world of B2B programmatic advertising.

Rosey shares her journey from traditional broadcast buying to programmatic leadership, offering practical insights into brand-to-demand strategy, content syndication, and how to connect brand awareness with demand generation for better results.

We explore the importance of aligning creative messaging with funnel stages, why programmatic often serves as the accelerator in B2B, and how intent data can transform targeting strategies. Rosey also breaks down common mistakes marketers make when siloing brand and demand teams—and how to build campaigns that nurture leads and maximize conversions.

Finally, we discuss the role of AI in programmatic, how marketers can use it responsibly to turn data into insights, and why storytelling is still at the heart of every great campaign.

If you’ve ever wondered how to truly connect the dots in B2B programmatic, this episode is packed with clarity and actionable takeaways.

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Timestamps

00:00 – Welcome & Guest Intro

02:14 – Rosey’s Career Journey: From Broadcast to Programmatic

05:02 – What Brand-to-Demand Really Means in B2B

09:28 – Content Syndication Explained

15:10 – Why Programmatic Accelerates the Funnel

18:47 – The Role of Intent Data in Campaigns

23:19 – Aligning Creative Messaging With the Funnel

28:44 – Using Analytics & GA4 to Tell a Better Story

34:26 – AI as a Tool for Insights & Optimization

41:57 – Rosey’s Words of Wisdom for Programmatic Marketers

Meet Our Guest:

Rosey Sutton, LeadSwell

https://www.linkedin.com/in/rosalinesutton/

Meet The Team:

Hélène Parker - Chief Programmatic Coach

https://www.heleneparker.com/

https://www.linkedin.com/in/helene-parker

Manuela Cortes - Co-Host

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