INSIGHTS FROM EXPERTS ON LINKEDIN
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 optimize performance. He believes budget doesn’t just buy leads—it buys the speed needed to learn, improve, and prove results.
Peter Weinberg says that while B2B and B2C growth strategies are surprisingly similar, one major difference is the gap between light and heavy buyers. In B2B, a small number of buyers can account for a huge share of revenue, but he questions whether that means marketers should focus only on large accounts. His conclusion is that broad reach still makes the most sense for marketing, while highly targeted account strategies are often better suited for sales.
Ulli Appelbaum argues that many brand strategies rely on vague goals like “be more relevant” or “be more emotional” without explaining what needs to change. He shares a framework that breaks brand performance into specific, measurable growth drivers, making it easier to identify opportunities and take action. Instead of simply describing the problem, the approach helps marketers understand what they should do next.
Ryan Carlin shares how he approaches ABM attribution and argues that clean CRM data matters more than adding new tools. He recommends connecting engagement across ads, organic content, outreach, and email back to account-level records, making it easier to understand what influences the pipeline. AI can help connect the dots, but only after the data structure is set up properly.
Liam Moroney explains that even when a brand is well known, it can still lose deals to larger and safer competitors. He points to research showing that buying groups tend to choose vendors everyone already knows, especially in high-risk B2B purchases. Instead of trying to beat the market leaders at their own game, he suggests focusing on the buyers who are more willing to take a chance on a less established option.
Chris Cunningham argues that marketers spend too much time trying to perfect attribution models and not enough time understanding what actually influences buyers. Using a fictional conversation between a CEO and Head of Marketing, he highlights how important touchpoints often happen long before a conversion and rarely get credited properly. His point is that customer conversations can reveal far more than dashboards ever will.
Nicholas Bellon warns that chasing short-term performance metrics can come at the expense of long-term growth. Drawing on recent research, he argues that many companies overinvest in bottom-funnel activity while neglecting brand building and future buyers. He also highlights the continued value of broad-reach media, digital video, and older audiences that many marketers still overlook.
Samuel Malpiedi introduces Dreamdata’s new Analytics Hub, designed to give B2B marketers easier access to reporting, attribution, and pipeline insights. The platform brings together online and offline performance data, custom dashboards, and AI-powered attribution in one place. Samuel says the goal is to help marketing teams make decisions based on data instead of assumptions.
WHAT'S NEW IN THE INDUSTRY
New research suggests follower count is no longer a strong predictor of how well a LinkedIn post performs. LinkedIn’s algorithm is increasingly prioritising topic relevance, expertise, and engagement quality over audience size, allowing smaller, focused creators to outperform much larger accounts. For marketers, this means content quality and consistency matter more than simply growing a follower base.
Google has updated its documentation to better explain how audience targeting restrictions apply to Demand Gen campaigns in sensitive industries such as healthcare and financial services. The change doesn’t introduce new rules, but it gives advertisers more clarity on when targeting choices could affect reach and ad delivery. As more budgets move into Demand Gen, understanding these limitations is becoming increasingly important.
Google has added new capabilities to its Data Manager API, making it easier to send conversion data across multiple Google advertising platforms from a single integration. The update also introduces IP-based matching for Customer Match, which could improve audience match rates and campaign targeting. The goal is to simplify measurement and help advertisers get more value from their first-party data.
Google is adding Demand Gen campaign support to the Display & Video 360 API, allowing advertisers and developers to manage these campaigns programmatically. This includes creating, updating, and automating Demand Gen resources alongside existing DV360 campaign types. The move further integrates Demand Gen into Google’s broader advertising ecosystem.
Google has published new guidance around its Invalid Activity Credit Report, which helps advertisers see how much spend has been refunded due to invalid clicks and traffic. The report provides a clearer breakdown of credited spend and adjusted campaign performance after refunds are applied. For advertisers managing larger budgets, it offers a useful way to monitor traffic quality and understand true campaign costs.
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!
