INSIGHTS FROM EXPERTS ON LINKEDIN
Anthony Pierri points out that one of the hardest things for SaaS founders is simply naming what they’ve built. Since software can keep shifting – today it’s a CRM, tomorrow it’s something else – it’s tough to carve out a clear spot in the market or build word of mouth. That constant shape-shifting makes positioning way harder than it is for physical products.
Liam Bartholomew says Cognism’s content engine has already driven over $10M in revenue this year, and now they’re sharing exactly how they did it through their free Demand Generation Playbook. The course walks through moving from lead gen to true demand gen, building brand-driven content, and running a content engine that keeps evolving. Term 1 just kicked off, with more to come.
Dharmesh Damani reminds us that when people feel good about a brand, price stops being the main factor. He points to video ads, especially on YouTube, as a way to build that kind of brand power, highlighting a skincare company that raised prices yet still grew revenue. It shows how smart brand-building can protect margins even when times get tough.
Charlie de Thibault argues that most companies overspend on retargeting and bottom-funnel campaigns, with 20–30% of that spend sitting in what he calls the “death zone.” He says attribution misleads marketers into thinking it’s working, when in reality they’re just oversaturating the same small pool of in-market buyers. His advice: cut the waste and reinvest in brand, since that’s what compounds and creates tomorrow’s customers.
Michal Jackowski highlights LinkedIn’s new Ad Personalization feature, which lets advertisers customize ad intros with profile details like name, job title, company, or industry. This means a single campaign can feel personal at scale, bridging the gap between outbound email and paid ads. For ABM marketers, it opens the door to running 1:1 or 1-to-few style campaigns that feel handcrafted.
Blake Strozyk tackles the tricky question of what a reasonable ad-driven CAC looks like for B2B SaaS. While he says the rough benchmark is 3–6 months, the reality depends on goals, attribution methods, and how dialed in your ad strategy and sales process are. Done right, the unit economics can work thanks to SaaS compounding over time, but it takes patience and a strong go-to-market foundation.
WHAT'S NEW IN THE INDUSTRY
New benchmark data shows Facebook’s average cost per lead jumped 21% this year to $27.66, but it’s still far below Google’s $70.11. Traffic campaigns on Facebook are actually getting more efficient, with lower CPCs and stronger CTRs, while lead campaigns are becoming more expensive and less reliable. Marketers will need to lean harder on creative, targeting, and lead quality to keep ROI strong.
Google Ads has added new metrics for its AI Max campaigns, showing how AI expands reach through both broad keyword matches and landing pages. Advertisers can now see exactly how much traffic is being driven by AI outside of their chosen keywords. The update gives brands more visibility into what’s fueling clicks and whether that traffic is truly valuable.
TikTok says its Search Ads drive 2x higher purchase lift compared to non-search campaigns, with Gen Z leading the shift in search behavior on the platform. Searches on TikTok are up 40% year over year, and ads let brands capture high-intent queries while tapping into TikTok’s community-driven influence. For advertisers, it’s a new way to blend performance marketing with cultural discovery.
Google Ads rolled out new features that tie web and app activity together, making cross-platform tracking and optimization much easier. Marketers can now send ad clicks from YouTube, Hotel, and Demand Gen campaigns straight into apps, track installs from web campaigns, and see unified reporting in one place. The updates are designed to tighten funnels, reduce wasted spend, and help brands push more users into high-value app experiences.
Meta is giving advertisers more ways to ride cultural moments with expanded Reels ads, new Threads formats, and smarter AI-powered targeting. Brands can now show up next to trending Reels, tap into Threads’ 400M+ users, and use tools like value rules and landing page optimization to cut costs and boost conversions. With Reels dominating Instagram usage, Meta is positioning itself as the key place for both cultural relevance and ad 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!
