INSIGHTS FROM EXPERTS ON LINKEDIN
Olivia Kory shares new data showing that Meta’s Incremental Attribution has improved significantly since 2025. Based on a comparison of multiple experiments, it now delivers better results than standard attribution on average, making it a stronger option for measuring campaign performance.
Fredrik Borestrom highlights LinkedIn’s new Collaborative Posts feature, which lets multiple people or company pages publish a post together. It’s still being rolled out, but it could become a useful way for teams, partners, and brands to share launches, milestones, and joint announcements.
Liam Moroney argues that many B2B marketers have spent years believing they can create demand through marketing alone, when real growth depends much more on existing market demand and customer readiness. He encourages marketers to focus less on trying to manufacture demand and more on understanding the market, balancing brand and performance, and meeting customers where they are.
Annie Lee explains how Google’s upcoming bidding changes could affect campaigns that are limited by budget, making it harder to outperform your target ROAS or CPA. She recommends updating brand campaign targets to match recent performance and reviewing growth campaigns now to understand the potential impact before the changes roll out.
Patrick Gilbert explains that rising Google Ads and Meta costs aren’t just about bidding or creative; they’re driven by too many advertisers competing for the small percentage of people who are ready to buy. He argues that brands need to invest in reaching the other 95% of buyers early, building awareness before they’re in-market, so paid search becomes more effective and affordable over time.
Kerry Cunningham shares new research showing that B2B buyers usually build their shortlist and decide on a preferred vendor long before speaking with sales. If your brand isn’t top of mind before buyers reach consensus, it’s unlikely you’ll make the final decision.
Tas Bober breaks down the biggest mistakes B2B companies make with demo landing pages, from sending cold traffic to pages built for ready-to-buy prospects to failing to explain what happens after someone fills out the form. She recommends reinforcing your value proposition, adding plenty of social proof, and setting clear expectations to help more visitors convert.
Alex Fine🌲 shares how his team uses an AI-powered pre-call agent to automatically research prospects, qualify leads, summarize previous interactions, and suggest questions before every sales call. The goal is to give sales reps all the context they need ahead of time, making conversations more relevant and efficient.
Dev Basu reminds marketers that B2B buyers don’t make decisions overnight, so marketing results shouldn’t be judged after just a week. He argues that today’s demos often come from brand awareness built months earlier, making short-term performance metrics an unreliable way to measure success.
Rob Kaminski explains that effective B2B messaging is more than a strong value proposition, it’s an ongoing conversation with buyers. He highlights that understanding the customer’s context and timing is what makes messages clear, relevant, and more likely to resonate.
Stefan Neefischer 📊 breaks down Google’s upcoming bidding changes and questions whether they will actually improve campaign performance. He believes advertisers with budget-constrained campaigns could end up paying higher CPCs and getting fewer conversions unless they adjust their bidding strategy before the update rolls out.
WHAT'S NEW IN THE INDUSTRY
New research shows that most of the pages ChatGPT cites don’t rank well on Google, highlighting that AI search rewards distinctive, useful content over traditional SEO signals like backlinks. As more buyers start their research in AI tools, brands that publish original insights and memorable points of view are more likely to appear in AI-generated answers.
Salesforce is facing slower-than-expected adoption of Agentforce, with analysts pointing to poor data quality and limited product maturity as the biggest barriers. The story highlights that while businesses are interested in AI agents, many still need stronger data foundations before they can roll them out at scale.
Meta has introduced Business Agents for WhatsApp, Messenger, and Instagram, giving businesses AI-powered assistants that can answer questions, qualify leads, recommend products, and even complete purchases inside the chat. The launch signals a bigger shift toward conversational commerce, where customers may never need to visit a company’s website to buy.
Google is bringing business data feeds to Demand Gen campaigns, making it possible for industries like travel, real estate, and automotive to run dynamic ads without using Google Merchant Center. The update helps non-retail advertisers automatically tailor ads using structured business data, although it’s currently limited to the Google Display Network.
As Google’s August 17 bidding update approaches, the company is pushing back against claims that it’s making broader changes to Smart Bidding. Google says the update only affects budget-limited campaigns using Target CPA or Target ROAS, but many advertisers remain concerned it could lead to higher costs and lower efficiency if campaign targets aren’t updated before the deadline.
The European Commission has ordered Google to share anonymized Search data with competing search engines and AI assistants under the Digital Markets Act. Regulators say Google’s previous proposals weren’t enough to support fair competition, with the new rules designed to give rivals better access to the data needed to build competitive AI search experiences.
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!
