INSIGHTS FROM EXPERTS ON LINKEDIN
Jonathan Bland explains that you don’t need to ungate everything to get results. The smarter move is to keep long-form content gated, but turn it into lots of short, ungated pieces like posts, clips, and carousels that help people quickly understand your value. That way, you earn attention first and let interested readers opt into the deeper content later.
Liam Moroney reminds us that markets don’t change just because something better exists. Most buyers stick with what feels safe, and real change usually starts at the edges with underserved or risk-tolerant groups. Marketing’s real job is to understand these dynamics and build a path from the fringe to the mainstream, not just push harder on conversion.
Dennis E. K. Nielsen shares that Google is starting to show social media performance inside Search Console, including clicks, impressions, and trending queries. Social profiles like Instagram, YouTube, and TikTok are being treated more like search assets, not just awareness channels. This brings SEO and organic social closer together and makes social performance easier to measure.
Steffen Hedebrandt breaks down a hard truth in B2B: most marketing activities don’t let you control the size of the companies you attract. Wanting to “go enterprise” isn’t enough if your channels mostly pull in smaller accounts by default. He argues teams need to rethink where they spend time and budget if company size really matters.
Steve Patti shares why he’s launching a private LinkedIn group called Scientia Mercatus, focused on market knowledge and core marketing fundamentals. The group is meant as an alternative to SaaS-heavy communities and centers on strategy, the 4Ps, and real business impact. It’s open to B2B marketers across industries who want to grow beyond tactics and tools.
Fredrik Borestrom says B2B marketing is finally loosening up and embracing creativity. With buyers consuming content on LinkedIn, YouTube, TikTok, and even CTV, B2B brands are starting to act more like consumer brands. The result is more personality, better storytelling, and campaigns people actually remember.
Pranav Piyush reflects on learning that good marketing doesn’t start with campaigns or messaging, but with understanding the market. He points to Jobs to Be Done as the foundation for knowing who you serve and why they buy. Tactics only work once that understanding is clear.
Justin Rowe explains how to show the value of LinkedIn ads beyond last-click attribution. He suggests tracking conversions with CAPI, using LinkedIn Company Hub to see account-level engagement, syncing with CRM data, and asking prospects directly where they found you. Doing this helps leadership see how LinkedIn influences pipeline, deal velocity, and overall deal quality.
Keith Putnam-Delaney shared their new website, built not just for a design refresh but to showcase powerful new marketing capabilities. Features include tracking anonymous visitors, new ad destinations, a larger database, and incrementality testing for accurate attribution. The focus is on giving marketers real insights into what’s actually driving results across multiple channels.
Elena Jasper highlights research showing that brand visibility in ads is key to being remembered. Ads where the brand appears longer and earlier on screen create stronger recognition, and pulsing the brand throughout can boost recall while avoiding ad fatigue. Even great storytelling won’t stick if viewers can’t link it to the brand.
WHAT'S NEW IN THE INDUSTRY
Google Ads rolled out a small but useful update that lets advertisers jump straight from Change history to the exact campaign or ad group that was edited. The new Go to button cuts out the back-and-forth digging, which is especially helpful for bulk edits, scripts, and Google Ads Editor changes. It’s not flashy, but it saves real time during audits and troubleshooting.
Google Ads added new features to make creator partnerships easier to run at scale. Advertisers can now search for YouTube creators by keywords and filters like audience size or location, and manage all creator conversations in one central hub. The update makes creator campaigns feel more like a structured media workflow instead of manual outreach.
Video isn’t a trend for B2B, it’s becoming the main way brands build trust, stand out, and stay memorable. With most decision-makers now Gen Z and Millennials, video helps brands feel more human in a crowded, AI-heavy landscape and works across the full funnel, not just awareness. Creative, authentic video that sparks real interaction is quickly becoming a core foundation of B2B growth, not an optional add-on.
Google is testing an increase in the number of videos allowed per Performance Max asset group, jumping from 5 to as many as 15. This would make it easier to include multiple formats and ratios without splitting campaigns or duplicating asset groups. It’s still unannounced, but for video-heavy advertisers, it could remove a lot of creative friction.
Microsoft now allows up to 50 search themes in Performance Max campaigns, giving advertisers more room to guide automation toward the intent they actually care about. This helps complex or multi-product businesses avoid cramming everything into a few themes or spinning up extra campaigns. It’s part of a broader push to give advertisers more control through signals, not keywords.
Google has rolled out a new beta that lets advertisers A/B test different asset sets within Performance Max campaigns. Marketers can compare creative combinations while keeping shared assets constant, making testing far more practical than before. Results won’t be instant, but this adds much-needed visibility into what creative is actually driving performance.
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!
