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INSIGHTS FROM EXPERTS ON LINKEDIN Liam Moroney on Why Market Growth Matters More Than Market Share Liam Moroney explains that category demand and market share are two very different things. While companies compete for market share, they cannot create demand itself because it belongs to customers and is shaped by market conditions. He argues that […]

INSIGHTS FROM EXPERTS ON LINKEDIN Kelly Hopping: Brand and Demand Work Better Together Than Apart Kelly Hopping, CMO of 6sense, argues that even the best-targeted outreach can fall flat if buyers have never heard of your company. Drawing on research from nearly 900 BDRs, she found that teams who feel supported consistently perform better, and […]

INSIGHTS FROM EXPERTS ON LINKEDIN Brian Koffler on why small ad budgets often fail Brian Koffler argues that many paid advertising programs fail because they’re given just enough budget to run, but not enough to generate meaningful data. In B2B, small budgets can leave marketers with too few clicks and conversions to properly measure or […]