Weekly B2B Marketing Digest / Week 43

• Gabriele Franco on why attribution can mislead your budget decisions

Gabriele Franco shares how a $7M advertiser kept overspending on search because attribution made it look cheap, while MMM showed video was actually delivering more. After shifting some budget from search to video, sales jumped 18% with zero extra spend. He says attribution alone can get you into trouble, use MMM and experiments to guide decisions.

 

 

 

• Nathan Merzvinskis on how second movers win big

Nathan Merzvinskis points out that category leaders like Zoom and Slack didn’t invent their spaces – they just executed better than the first movers. He explains how challengers can study what’s broken, focus on UX, and move faster to take market share. Being the underdog can actually be an advantage.

• Vikash Koushik on fixing how we judge LinkedIn ads

Vikash Koushik says he first looks at whether ads are actually reaching more of the ICP, if engagement is legit, and when fatigue is kicking in. He uses Fibbler + HubSpot to build three reports that show reach, engagement, and clicks by industry week-over-week. It lets him see problems or momentum way earlier than pipeline metrics ever would.

• Ben Brown on LinkedIn’s new Partnerships tab

Ben Brown says LinkedIn Ads just rolled out a Partnerships tab that surfaces content from connections relevant to your brand, making it easier to collaborate on Thought Leader Ads. He thinks it’s basically a curated list of UGC you can work with, and he’s into it.

 

 

 

• Diego Chicharro on why ROI can hold marketers back

Diego Chicharro walks through Les Binet’s chart showing that obsessing over ROI leads to small wins and stifles creativity. He reminds us that efficiency metrics don’t always equal growth, and bigger profits often come from “wasteful” channels and standout creative. Treat marketing as a long-term investment, not a dashboard game.

 

 

 

• Ben Scandlen on when marketing really drives demand

Ben Scandlen admits he changed his mind: marketing can drive demand, but only when it changes what the market wants and lowers barriers to buy. He explains that true demand generation comes from reframing value, not from more ads or nurture sequences. When you shift perceptions, you shift the market.

 

 

 

• Casey Hill on getting your product ready for AI agents

Casey Hill points out that Wynter built a page specifically for LLMs to scrape so they get described accurately in AI answers, and most SaaS companies haven’t caught up. He shares simple tips for making a clear, crawlable page with verified product information. As AI becomes a key research channel, it’s a smart move for trust and discoverability.

 

 

 

• Brenden Delarua on why YouTube needs a different measurement mindset

Brenden Delarua explains that brands often shut off YouTube too early because the results don’t show up in-platform right away. People see an ad while watching something else, then come back days or weeks later through search, and other platforms take the credit. If you judge YouTube like Meta or search, you’ll cut it just as it starts working.

 

 

• Edita Vatenaite on what a real campaign looks like

Edita Vatenaite says founders often think a single post, short ad run, or one webinar counts as a campaign and then complain marketing “didn’t work.” A true campaign has a clear audience, a consistent message, and shows up across multiple channels over time. Do a few things well and repeatedly if you actually want results.