INSIGHTS FROM EXPERTS ON LINKEDIN
Mike Ryan shares that Amazon is back on Google Shopping in Europe after a one-month pause, instantly showing up as a top competitor for most advertisers. The U.S. remains the exception, raising questions about whether Amazon’s exit there is permanent or just part of a bigger test.
Anthony Blatner explains that LinkedIn is opening up its marketing APIs, which will spark a wave of new tools, integrations, and analytics similar to what advertisers already have with Google and Meta. He says early adopters will gain an edge as more data, faster execution, and smarter decisions become possible.
Kevin Goodwin points out that the cost of reach on Meta has nearly tripled since 2017, making it harder for advertisers to scale. His data shows that strong creative can massively boost reach, lower costs, and increase conversions in ways simple optimizations can’t. He argues that breakthrough creative testing is the best way to unlock growth on the platform.
Ivars Krutainis 
found that his client’s ads weren’t landing because the ask was too heavy. Switching from “book a demo” to a softer “free consultation” instantly made the offer feel more helpful than salesy, and leads tripled almost overnight. Sometimes the wording of your CTA makes all the difference.
Andrei Zinkevich rounded up years of ABM guides into one big resource covering strategy, playbooks, sales alignment, and case studies. The idea is that ABM doesn’t come down to fancy tools or big budgets – it works best when marketing and sales are on the same page and running from the same playbook.
Adam Holmgren says attribution isn’t about giving credit, it’s about having confidence. When you’re in-house, you can’t just say “trust me” in a boardroom – you need signals that your bets are heading in the right direction. Attribution gives that compass, even if it’s never 100% perfect.
WHAT'S NEW IN THE INDUSTRY
Research shows sales and marketing only overlap on about 16% of their audiences, meaning most teams are working in silos. With B2B buyers now younger and doing most of their research online before talking to sales, that gap is costly. The companies that fix it are seeing faster growth, stronger campaigns, and much better conversion rates.
Salesforce is rolling out Agentforce across its marketing tools, giving teams smarter ways to plan campaigns, manage prospects, and cut wasted ad spend. The update also brings improvements to messaging, data pipelines, and analytics, all aimed at helping marketers move quicker and make better decisions.
Advertisers can now see Performance Max channel data at the account level instead of digging through each campaign. The upgrade makes it easier to spot trends, compare results, and optimize faster. It’s a big step toward giving marketers more visibility across the board.
Amazon is back to running Google Shopping ads across its international sites, just a month after suddenly pausing them. The U.S. is still excluded, which has people wondering if this is a long-term strategy or just a test. For competitors, Amazon’s absence briefly boosted clicks but hurt efficiency, showing just how much its presence shapes the retail ad landscape.
Referral visits from ChatGPT fell 52% in the last month, with Reddit and Wikipedia now dominating its citations. OpenAI appears to be favoring “answer-first” sources, while branded sites that lean on conversion-focused content are losing visibility. For marketers, this shift is a reminder that clear, useful answers are more likely to surface than sales-heavy messaging.
That’s the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
