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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 […]

B2B Marketing Isn’t About Reaching One Buyer   INSIGHTS FROM EXPERTS ON LINKEDIN Andrei Zinkevich questions lead scoring models Andrei Zinkevich says traditional lead scoring doesn’t really reflect how ready someone is to buy. He argues that instead of points-based systems, marketers should look at broader signals like brand engagement, relationships, and real business triggers […]

INSIGHTS FROM EXPERTS ON LINKEDIN Dale W. Harrison: Why Lead Scoring Is Failing B2B Marketers Dale W. Harrison argues that traditional lead scoring models are fundamentally flawed because they focus on counting actions rather than measuring the actual information those actions provide. He explains that repeated engagement, such as reading more and more blog posts, […]