How to Make B2B Paid Media Work With a Complex Sales Cycle — Dominick DeJoy | Ep 133

Paid media gets much harder when a customer doesn’t click an ad and buy five minutes later. In B2B, a deal might take months or even a year, involve several decision-makers, and pass through multiple touchpoints before revenue ever appears.

In this episode, Dominick DeJoy, founder of Osric Digital, breaks down what B2B paid media actually looks like for SaaS, fintech, and professional services companies with complex sales cycles. We explore the difference between capturing existing demand and generating future demand, why attribution becomes so difficult, and how advertising can influence an entire buying committee rather than one decision-maker.

Dominick also shares what working with institutional investors taught him about sophisticated buyers, how AI is changing Google search and content marketing, why traditional informational SEO is becoming harder, and what entrepreneurship taught him about confidence, uncertainty, and constantly adapting when a strategy stops working.

If you’re trying to understand where Google Ads, LinkedIn Ads, AI search, and B2B demand generation fit together, this conversation offers a practical look beneath the tactics.

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Connect with Dominick

Website: https://www.osricdigital.com/

LinkedIn: https://www.linkedin.com/in/dominick-dejoy/

Personal Website: https://dominickdejoy.com/

Chapters

00:00 Meet Dominick DeJoy: Paid Media Meets Social Science

01:09 Building a Paid Media Agency From Scratch

04:01 Why Dominick Chose Both Business and Academic Research

06:24 Why Complex B2B Sales Cycles Change Paid Media

08:17 Turning Attribution Complexity Into an Advantage

09:35 Demand Capture vs. Demand Generation

11:47 What a B2B Buying Committee Actually Is

14:38 What Institutional Investors Taught Dominick About Marketing

17:42 How AI Is Changing Google Ads and Search

19:54 Which Marketing Skills and Tactics AI Could Make Obsolete

22:01 Why Trust Matters More Than Persuasion Tactics

23:37 The Anxiety Connecting Investors, B2B Buyers, and Entrepreneurs

25:50 What Entrepreneurship Does to Your Confidence

27:57 Rapid Fire: What’s Working in B2B Marketing Now

28:17 GEO, LLM Optimization, and Overhyped ABM Software

29:13 What Field Research Revealed About Entrepreneurial Culture

30:23 Finding Clients With Zero Paid Media Budget

31:10 Where to Find Dominick and Osric Digital

32:13 Closing Thoughts and Wisdom Journey Newsletter