Weekly B2B Marketing Digest / Week 32

• Ali Yildirim shares a quick system to turn anonymous ad clicks into real contacts

Ali Yildirim says most B2B marketers waste valuable company engagement data from LinkedIn ads, so he built a workflow to fix that. By pulling engaged companies into HubSpot, matching target job titles, and adding them to the CRM, you get a full buying committee list from companies showing intent. It’s fast to set up and gives enterprise sales teams a big advantage in outreach.

• Jyll Saskin Gales explains Google Ads’ new Branded Searches conversions

Jyll Saskin Gales breaks down the new Branded Searches conversion type in Google Ads, and why it’s more confusing than it looks. It only works after brand mapping (which currently requires a Google rep), counts as secondary conversions, and tracks searches within 7 days of certain ad views. She sees potential, but the setup hurdles make it hard to use for now.

• Chris Chambers builds a GPT to forecast Google Ads spend

Chris Chambers has created a custom GPT that predicts Google Ads costs based on Keyword Planner data, without the manual guesswork. It calculates projected spend for each page position, factors in CTR and CPC, and even builds plans to maximize ROI based on your budget. The tool saves time, improves accuracy, and keeps clients happy.

 

 

 

• Kevin Goodwin on why ad frequency can make or break awareness campaigns

Kevin Goodwin says the biggest miss in upper funnel campaigns is running too low on frequency, often below the 1.5 per week sweet spot. Broad targeting, too many creatives, and chasing reach at the expense of repetition weaken impact. His advice is to size audiences to hit optimal frequency, focus placements, limit creatives, and test frequency levels to find what works.

• Steve Patti on adding personal motivators to your brand marketing

Steve Patti warns that brand campaigns flop when they only speak to business value and ignore personal motivators. Research shows personal benefits like recognition, job security, or making life easier can be twice as influential in vendor selection. He suggests interviewing target buyers to uncover these drivers, then weaving them into creative to build trust and preference.

• Matt Green shares Todd Caponi’s formula for hitting big growth targets

Matt Green explains Todd Caponi’s “small tweaks” approach: improve four sales metrics – opportunities, deal size, win rate, and cycle length – by just 5% each, and you get 22% revenue growth. Tiny, balanced improvements compound far better than chasing huge gains in a single area. The key is consistent, incremental optimization instead of exhausting heroics.

• Adriaan Dekker on new targeting controls for Performance Max

Adriaan Dekker says Google Ads just added long-awaited levers to PMax: device targeting, campaign-level negative keywords, and age exclusions. These changes give advertisers more precision, reduce wasted spend, and improve relevance without losing automation benefits. Used well, they could make PMax far more efficient and transparent.