How much should small and mid-sized businesses really be spending on paid media to reach B2B audiences? In this session, we’ll break down proven strategies, recommended budgets, and the campaigns that get results.
Did you know 68% of B2B marketers say paid media is essential to their demand generation strategy? Don’t let guesswork guide your next campaign—join us to learn how to plan, spend, and scale smarter.
Whether you're just getting started or looking to optimize, this session is your guide to driving better reach, ROI, and results.
Together, we’ll explore these topics:
Recommended spend ranges for small and mid-sized businesses
Campaign types that drive high engagement and lead generation
How to align budget with business goals and sales cycles
Tips for tracking paid media performance and proving ROI
Why paid media plays a key role in modern B2B growth strategies
Over the last 30 years, Kneko Burney Miller has conducted research with more than 250,000 business professionals around the world, particularly those in small and mid-sized businesses. She's also advised some of the largest, most successful tech companies on the planet, as well as government agencies, and non-profits. Her journey as a technology and business expert has taken her to several countries, including living in Europe for nearly a decade, where she has gained a multi-national, multi-cultural perspective, as well as knowledge and experience.
Over her career, Kneko has also started several small businesses, including the first internet-based movie streaming service in 2006 called Eyesoda, well before Netflix was streaming movies like we know today. And, like many entrepreneurs, this experience showed her that despite innovation, first to market status and hard work, some business ideas take more than you have at the time to make them prosper.
Maintaining a positive perspective and learning from every experience is an opportunity for each of us, and something that Kneko strives to harness into a teachable, optimizable skill. Mrs. Miller is currently the owner and operator of several businesses, with her three principal businesses being inter-connected service and technology platforms, Change3 (a "growth" agency providing marketing, sales and operations support), BeTechly (a leading technology research think tank, helping people make better business technology decisions) and BeContently (a content delivery and demand generation platform), which form a triad for growth for the client's she serves.
Not only is she a small business expert, but also because for the last twenty years she's been a small business owner - joining the haloed elite of American entrepreneurs. Kneko is actively forming, operating, evolving, investing in and growing small businesses that prosper. She personally understands the hard work involved in running a small business, as well as has personal insight into the day-to-day and long-term challenges that most small business owners face. This gives Kneko a rare perspective into growing your business happily, regardless of the size.
Kneko earned three degrees from Boston University during her four year term: a BA in Mathematics, a BA in Economics and a MA in Quantitative Economics (1996), and she also graduated from Stanford University's AEA Quantitative Economics program (1994).
"It takes more than money, more than experience and more than an idea to make your business grow and prosper. It takes you, the business owner, setting the pace for growth by harnessing all of your potential, so that you can harness all of your team's potential, one step at a time...together." - Kneko Burney Miller
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All Change3 activities and rewards are subject to administrative review. Contacts working for companies deemed inappropriate or competitive to Change3, or our featured experts, may be excluded at the discretion of Change3.
Requirements to earn the listed reward(s) on Change3 activities, such as but not limited to events and/or surveys, vary and, in some cases, may require the completion of multiple actions to earn the reward. Please refer to the specific requirements indicated on each activity page during the registration process and in any subsequent confirmation communications. Contact our Growth Team with any questions at growth@Change3e.com..
Change3 Rewards are subject to the following terms. Contacts must meet all the following conditions to receive rewards:
Be invited by Change3 via a Change3-branded email, phone call or ad. Contacts that receive a forwarded invite may be able to participate in the Change3 activity but will not qualify for any rewards.
Change3 invited participants must complete the following steps:
Complete, in its entirety, the Change3 activity (e.g. event, survey or expert connection) for which you were invited.
Complete a brief live verification over the phone with a Change3 agent.
Must be selected to meet with Change3 or an expert featured in one of our activities.
Schedule a 30-minute phone meet and greet with Change3 or a featured expert to discuss your business growth needs related to the topic of the activity for which you were invited (reward amounts vary by activity).
Complete the scheduled meet and greet with Change3 or the expert matched with you by Change3, where you’ll discuss your business growth needs/challenges related to the topic(s) of your activity, as well as agree to receive information from or meet again with that expert in the future.
If a user qualifies, they can earn up to one reward per month and participate in as many events or surveys as desired.
The first 100 invited attendees who stay for the full event and meet all terms and conditions will be eligible for a $10 Starbucks e-Gift Card.
Are a legal resident or citizen of the United States and have a shipping address in the United States.
Are 18 years or older.
Rewards expire after 30 days if verification is not complete, unless otherwise honored by Change3.
Change3 Rewards have no cash value or redemption, may be waived and are subject to availability or limitations.
Change3 Rewards are available to contacts that fit into one of the following managerial levels/job functions, at the discretion of Change3:
Managers and up
Those in one of the following roles: Project Owner, Team Leader, Head of...
Anyone with decision authority or strong influence to make business decisions related to the topics that Change3 addresses, including but not limited to marketing, content, data, leads, sales support, online automation, website, media, PR, and leadership coaching.
Quantities are limited and gifts shown in our invites and online are available while supplies last. An alternative may be sent, when available. No commitment or guarantee.
Wednesday, July 30, 2025 
1:00-2:00 PM EDT
