INSIGHTS FROM EXPERTS ON LINKEDIN
Anthony Pierri argues that the strongest B2B brands are instantly associated with one simple function, even if they offer much more. He uses companies like Stripe and Salesforce as examples, showing that people remember them for one core capability, not dozens of features. Anthony says this clear mental association is what fuels word of mouth and makes a brand easy to recommend.
Liam Moroney argues that many B2B marketing strategies are built on incomplete market insights instead of a true understanding of customer demand. He explains that relying too heavily on sales feedback, generic playbooks, or fixed marketing rules can lead teams in the wrong direction as markets change. Liam believes marketers need to understand demand trends and competitive shifts to know when to invest in brand, performance, or a mix of both.
Charlie de Thibault shares his thoughts after reading WARC’s Multiplier Playbook, arguing that great marketing is about much more than attribution and measurement. He believes marketing mix models are valuable but work best for short-term performance, not proving long-term brand impact on their own. Charlie recommends combining different measures, like Share of Search, brand tracking, and MMM, to build a more complete picture of marketing effectiveness.
Andreas Obel 
shares a straightforward framework for creating better ads by focusing on customer problems instead of product features. He recommends building ads around pain points, solutions, customer stories, and real outcomes, then testing different combinations to see what resonates. Andreas says the key is to keep learning from customers and continuously improve creative based on what works.
Yulia Olennikova argues that even in account-based marketing, marketers should spend more time building relationships with people than obsessing over target accounts. She points out that careers change quickly, buying committees evolve, and today’s non-ICP contact could become tomorrow’s ideal customer. Yulia believes long-term brand building is about staying connected with people throughout their careers, not just while they work at the “right” company.
WHAT'S NEW IN THE INDUSTRY
Google Ads is rolling out a redesigned All Campaigns selector with a new hierarchy view and built-in search to make navigating large accounts much easier. Advertisers can now browse campaign groups in an expandable structure and quickly search for specific campaigns instead of scrolling through long lists. The update is designed to save time and simplify campaign management, especially for accounts with more complex setups.
Google is testing AI-generated summaries beneath Search ads to give users additional context before they click. The summaries are created by Google’s AI rather than advertisers and include a disclaimer that they may contain mistakes, raising questions about messaging accuracy and brand control. If the experiment expands, it could change how paid ads are presented and how users interact with sponsored search results.
LinkedIn has launched five new AI-powered creative tools to help advertisers create, personalize, and test ads more efficiently. The new features include Brand Kit, AI-generated ad drafts, personalized messaging, AI ad variants, and flexible creative generation, making it easier for smaller teams to produce more ad variations. LinkedIn says campaigns using five or more ad variants achieve over 20% higher click-through rates than campaigns running a single ad.
Google has introduced Channel Diagnostics for Performance Max, giving advertisers a central place to identify missing or disapproved assets that may be limiting campaign delivery. The tool shows exactly which headlines, descriptions, images, or other assets need attention across Google’s different channels. It gives advertisers more visibility into campaign issues and makes it easier to keep Performance Max campaigns running across Search, Display, YouTube, Discover, Gmail, and Maps.
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!
