Are marketing channels dead?

In this episode of The Unexpected Lever, Jarod Greene sits down with Mark Kilens, CEO and Co-Founder of TACK, to challenge a long-held belief in B2B marketing.

Mark argues that traditional channels—email, paid ads, and SEO—are losing effectiveness while networks are becoming the real drivers of growth. He breaks down the shift from channels to networks and why companies need to rethink their marketing strategy. From building a network map to understanding the power of trust, this conversation explores a new way to connect with buyers.

In this episode, you’ll learn:

1. Why traditional channels are losing impact – High costs, crowded spaces, and diminishing returns are making old-school marketing tactics less effective.
2. How networks are shaping modern marketing – People, brands, and places hold more influence than ever, and leveraging them is key to growth.
3. The role of trust in reaching buyers – Aligning with trusted figures, communities, and brands can build credibility faster than any paid campaign.

Things to listen for:

(00:00) Introduction

(00:25) Channels are dead—sort of

(00:56) The challenge with traditional channels

(01:36) The power of networks over channeling

(02:22) Rethinking marketing plans and budgets

(03:40) Building a network map
(04:37) Trust: the foundation of successful networks