Weekly B2B Marketing Digest / Week 28

• Kineta Kelsall: Google Search Console now tracks social post performance

Kineta Kelsall shares that Google Search Console is rolling out a feature that lets brands connect Instagram, TikTok, X, and YouTube accounts to see how individual social posts perform in Google Search and Discover. She says this finally gives marketers real data to prove that organic social can drive search visibility, while also making it easier to measure creators and prepare for how content shows up in AI-powered search.

 

 

 

• Jamie Pagan: Why LinkedIn ads are driving revenue without clicks

Jamie Pagan shares how spending €9,000 on LinkedIn ads influenced 23 deals and generated positive ROI, despite producing only three paid clicks. He argues that impressions, not clicks, are what matter for thought leadership campaigns, and that marketers should measure LinkedIn’s impact on pipeline instead of relying on CTR.

 

 

 

• Chris Chambers: Why smart bidding might change branded search strategy

Chris Chambers explains why he’s rethinking his advice on branded search campaigns in Google Ads. He believes running branded campaigns on smart bidding can feed valuable conversion data into the whole account, helping non-brand campaigns learn faster and improve performance even when branded search isn’t the main driver of growth.

 

 

 

• Hannah Drewry: New research links brand awareness to future growth

Hannah Drewry shares new research from Google and Tracksuit showing that increasing brand awareness leads to more branded searches, especially for growing brands. She explains that share of search is an early indicator of future revenue, making it a useful way to measure the long-term impact of brand marketing. The research also suggests that investing in awareness early delivers stronger returns than waiting until a brand is already well known.

 

 

 

• Finn Thormeier: A 30-day LinkedIn thought leadership plan that proves pipeline

Finn Thormeier outlines a step-by-step 30-day plan for launching an executive LinkedIn content program that drives measurable business results. His strategy combines consistent thought leadership content, Thought Leader Ads, and CRM tracking to connect LinkedIn activity with pipeline and revenue. The framework is designed to help marketing teams prove the business impact of executive content instead of only measuring engagement.

 

 

 

• Mike Finnerty: Creative has the biggest impact on marketing performance

Mike Finnerty highlights new research from Mutinex showing that creative has a bigger impact on ROAS than channel, publisher, or ad format. The data also shows that the best-performing creative can outperform average creative by three to six times and continue driving stronger results throughout a campaign. It reinforces the idea that creative quality has a bigger influence on performance than many marketers realize.

 

 

 

• Kris Wojcik: Most people still don’t know your brand exists

Kris Wojcik explains why marketers often overestimate how well known their brand really is, using brand lift studies to show that most people still don’t recognize a company even after repeated ad exposure. He argues that measuring brand awareness gives businesses a more realistic view of their position in the market and helps shape better marketing decisions. The data often reveals that brands have much more awareness to build than they expect.

• Erik MacKinnon: Awareness comes before demand generation

Erik MacKinnon argues that challenger brands should focus on building awareness before trying to capture existing demand. He explains that buyers can’t consider a brand they don’t know, making repeated brand and message exposure essential for getting into their consideration set. For newer brands, awareness campaigns lay the foundation that makes future demand generation more effective.