INSIGHTS FROM EXPERTS ON LINKEDIN
Julia Kinner emphasizes that businesses fail at segmentation because they don’t understand their current customers in detail. She argues that analyzing existing customers helps identify valuable segments, understand why you win or lose, and build better hypotheses. To grow effectively, she suggests focusing on customer data like usage patterns, market entry points, and decision triggers while challenging internal biases.
Sam Kuehnle , after pausing paid search in 2023, is now revisiting it to see if it can drive efficient growth. His hypothesis is that if paid search acquires customers who then drive word-of-mouth referrals (with $0 acquisition cost), the initial high-cost customer becomes an investment. He’s testing whether this approach can lower long-term customer acquisition costs by creating second-order opportunities.
Kevin Hjorslev advocates for aligning your CRM’s lifecycle and deal stages with the entire customer journey – not just the initial sale. He highlights the Bowtie Model, which connects new business, retention, and expansion into one process, making revenue more predictable. His advice: define lifecycle stages, track both new and existing customer deals, and sync everything across teams for better collaboration.
JD Garcia shares insights from a LinkedIn ad test, showing that switching from a Video Views objective to a Website Visit objective significantly improved conversion rates and lowered costs. While he typically avoids pairing video with a traffic goal, the experiment suggests that choosing the right objective can directly impact performance. Early results during a holiday weekend were promising, and he’s monitoring whether the trend continues.
Chiara Piras argues that not using Google Ads scripts leads to wasted budgets and missed optimization opportunities. She highlights seven essential scripts, including ones for tracking broken links, monitoring budget overspend, and analyzing search term performance. For PPC managers, automation isn’t optional – it’s a critical tool to save time, improve accuracy, and maintain better control over campaigns.
Kiran Kulkarni reveals insights from analyzing 30 top B2B SaaS brands to identify what drives demo page conversions. He’s offering a free 39-page playbook with an editable wireframe, headline prompts, and key takeaways to help SaaS companies optimize their demo landing pages. His core message: most demo pages leak leads, but small improvements can significantly boost conversions.
Laura Erdem shares key insights from Dreamdata’s latest LinkedIn Ads benchmarks report. The average B2B customer journey now takes 211 days, and the report dives into LinkedIn’s ROI compared to Google and Meta, where leads get stuck, and how top advertisers use the Conversions API. If you’re running LinkedIn Ads, these insights will help you benchmark and optimize your campaigns.
Adam Holmgren shares how Fibbler reached 900 monthly brand searches in 12 months – without running lead-gen campaigns or search ads. Key strategies included consistent LinkedIn posting, building in public, owning a niche (LinkedIn Ads-specific attribution), encouraging user-led marketing, and running thought-leadership ads. His takeaway: people search for your brand when they see it consistently in the right context.
Vladimir Blagojević breaks down how content in Account-Based Marketing (ABM) differs from traditional content marketing. He highlights three key areas: (1) Creating content to generate net-new pipeline by building brand awareness and equipping sales teams, (2) Using buyer enablement content to accelerate pipeline and increase win rates, and (3) Leveraging content post-sale to drive expansions and renewals. He also promotes a new guide with actionable strategies to implement effective ABM content programs.
Marc van Zuijlen introduces a B2B SaaS PPC landing page wireframe designed to make feedback clearer and easier to implement. It includes a recommended page structure, layout examples, ad copy suggestions, and image recommendations. His wireframe helps marketers save time, improve landing page clarity, and boost conversion rates by providing a visual, actionable blueprint for page optimization.
WHAT'S NEW IN THE INDUSTRY
Starting May 12, YouTube will optimize mid-roll ad placement by combining manual and automatic methods to improve viewer experience and boost creator revenue. The system will prioritize natural transition points, and channels using both methods have already seen a 5% revenue increase. Creators can opt out of automatic placements, but interruptive ads may reduce earnings.
Google is beta testing a new feature that lets advertisers find and promote YouTube Shorts that mention their brand. Powered by BrandConnect, it allows brands to leverage user-generated content directly from Google Ads. While currently invite-only, this tool could reshape how brands collaborate with creators and use short-form video for advertising.
Microsoft is enhancing Copilot ads with new interactive formats, including Showroom ads that mimic physical store experiences and Dynamic filters to help users refine searches. These updates, launching in several languages, aim to boost engagement and improve ad relevance by 25% compared to traditional search. Pilots for Showroom ads begin in April.
Google is experimenting with channel-specific reporting for Performance Max campaigns, addressing long-standing transparency concerns. This feature would allow advertisers to see how budgets are distributed across Google’s platforms like Search, Display, and YouTube. While not officially announced, early access suggests a significant shift toward greater advertiser visibility and optimization.
Microsoft is testing a new “Why This Ad?” feature in Bing search results to increase transparency around ad placement decisions. Users can click a dropdown next to ad URLs to see why specific ads are displayed, with varying levels of detail depending on location or user profile. This move mirrors Google’s similar transparency efforts and reflects growing pressure on digital platforms to offer more insight into their advertising practices.
TikTok’s ad revenue is projected to hit $32.4 billion globally in 2025, but nearly $12 billion in US ad spend is at risk due to potential government action. Despite uncertainty, 81% of agencies plan to increase spending on TikTok, driven by its ability to deliver high returns on ad investments. If a US ban happens, platforms like Instagram and YouTube could benefit from the reallocated ad dollars.
B2B marketers are shifting focus to “Memory Mix Modeling,” which emphasizes building lasting brand memories to influence purchasing decisions. Successful strategies combine capturing active attention (like video ads) with passive reminders (like static images), ensuring brands remain top-of-mind during key buying moments. LinkedIn’s Dwell Time metric helps track and optimize these attention-driving efforts, offering deeper insights for better B2B marketing outcomes.
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!
