INSIGHTS FROM EXPERTS ON LINKEDIN
Tim Soulo shares how he’s using AI tools like Claude Code to build custom systems that handle real parts of his day-to-day work. He’s created everything from dashboards and knowledge systems to podcast prep tools and content workflows – all without a coding background. It shows how AI is moving beyond simple tasks and becoming something leaders can actually rely on to run parts of their job.
Jaspar Carmichael-Jack introduces Ava 2.0, an AI sales rep that can fully handle prospecting, replies and meeting booking on its own. The tool is designed to replace multiple sales platforms while running outreach autonomously, with companies already using it at scale. Let AI handle the pipeline, while humans focus on closing deals.
Ivars Krutainis 
breaks down why LinkedIn’s company-level click data can appear 20–30% higher than expected. He explains that when someone has multiple roles listed, a single click gets counted across each company they’re tied to, even though you’re only charged once. This can make reporting look off and explain why unrelated companies show up in engagement data.
Anthony Pierri explains that when positioning is clear and focused, sales calls start to look the same because prospects already understand the product and are ready to buy. If every call feels different, it usually means the positioning is too broad and unclear. He also notes that changing positioning isn’t something you can test in isolation – it needs to align with everything that brings people in.
Hendrik Ojamaa shares a tactic where he uses a fake “approvals” persona to create tension, urgency and a sense of negotiation during deals. By acting as the buyer’s ally against an internal blocker, he speeds up decision-making and pushes deals forward. It’s a clever psychological play, though not exactly by-the-book.
Mats Georgson, Ph.D. shares that while many growth frameworks exist, they often miss a key ingredient needed for sustained success. His post highlights the idea of learning from proven models but adding something extra to make them work in practice. He points readers to a carousel in the post where the full explanation is laid out.
Elena Jasper shares research showing that whether you change your ad message or just the execution depends on how established your brand is. For younger brands, updating messaging to match the market can drive growth, while mature brands risk hurting sales if they change what they stand for. Instead, established brands should keep the core message and refresh how it’s delivered to stay relevant.
Brannon Santos explains why marketing is more powerful than ever, with AI making teams faster, more productive and more influential across the customer journey. He highlights shifts like marketing owning more of the funnel, the move away from MQLs, and the rise of AI-driven buying experiences. Overall, he paints a picture of marketing becoming central to growth, while making things better for both sales teams and buyers.
Les Binet shares new research showing that all video ads can drive long-term impact, but attention plays a big role in how effective they are. Longer viewing helps, but after around 20 seconds the gains start to level off, and sound turns out to be just as important as visuals. He also points out that ads people choose to watch tend to perform better than ones they’re forced to sit through.
WHAT'S NEW IN THE INDUSTRY
The customer journey is no longer linear, with many decisions happening before a user ever clicks through to a website. Exposure in AI answers builds awareness, repeated visibility drives recall, and eventual return visits carry higher intent and conversion potential. Focusing only on clicks misses much of the real influence shaping decisions.
Messaging often breaks down when companies try to speak to multiple audiences at once instead of focusing on the one that drives revenue. Clear, simple language tailored to a primary audience makes it easier for people to understand the value and take action. Strong messaging also needs to be visible upfront and paired with a direct, relevant CTA.
Email continues to be one of the most important and profitable channels, with strong ROI for teams that measure it properly. At the same time, many marketers struggle to connect email activity to real business outcomes, especially for promotional campaigns. This gap leaves a channel that clearly works but is often undervalued due to limited measurement.
B2B marketing is changing as AI makes execution faster and cheaper, while pressure to drive real revenue keeps rising. Companies are starting to rethink how they build their teams, combining fractional CMOs for strategy with in-house teams, consultants and agencies depending on the need. It’s less about doing more, and more about structuring marketing in a way that actually delivers results.
Google’s AI-driven ads are starting to show real impact, with some brands seeing major sales lifts as search becomes more conversational. Instead of disrupting search, AI is helping it evolve by matching ads to deeper user intent in real time. This shift is pushing marketers away from traditional keyword targeting and toward more adaptive, AI-led campaigns.
Google Ads is rolling out a feature that lets marketers reuse AI text guidelines across campaigns, making it quicker to launch new ads without losing brand consistency. Instead of rewriting tone and messaging every time, teams can now apply what already works in just a few clicks. It’s a small change that makes scaling campaigns feel a lot less repetitive.
Google Ads is adding a new Results tab that shows how its recommendations actually impact performance after they’re applied. Advertisers can now see which changes made a difference, instead of relying on guesswork. It brings more clarity, though some will still question how unbiased those results really are.
Meta has launched an official Google Tag Manager template for its Pixel, making setup much simpler and faster. Advertisers can now reuse existing GA4 dataLayer setups and automatically track key events like purchases and add-to-cart without rebuilding everything. It cuts down on errors and makes cross-platform tracking a lot smoother.
Google has introduced a new developer hub that brings all its advertising and measurement tools into one place. It gives easier access to APIs, documentation and support, helping teams build and scale campaigns without jumping between platforms. As ad tech gets more complex, this kind of setup makes it easier to work faster and stay organized.
Google Ads has removed Display and Video planning from its Performance Planner, limiting the tool to more conversion-focused campaign types. This makes it harder to forecast upper-funnel campaigns using impression-based metrics. It’s another sign Google is pushing advertisers toward performance-driven strategies and automation.
Google Ads is merging its enhanced conversions features into a single toggle, making setup easier and more flexible. Advertisers will be able to send data from multiple sources at once, improving tracking accuracy without extra complexity. It’s a quiet but important update as better data becomes key to stronger campaign 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!
