INSIGHTS FROM EXPERTS ON LINKEDIN
Emilia Korczynska says many marketing efforts fall apart because teams never define success or set goals that match reality. She walks through common issues in outbound, ABM, and industry reports, usually tied to too little volume, too few accounts, or content that isn’t actionable or connected to the product. Clear expectations and grounded planning make the difference between something “failing” and something working as intended.
Amit Gal shares how Reach campaigns went from an overlooked format to a strong performer after two years of testing. He points to new research showing Reach drives far more incremental impact than platform attribution suggests, especially compared to VAC campaigns. He recommends giving Reach its own budget, running lift tests early, and scaling once the signals are clear.
Floris de Schrijver tested several PPC fraud blockers and found the savings were tiny – around €50 instead of the thousands often advertised. Even tools that automatically request credits from Google didn’t show meaningful refunds, and blocking a future buyer could actually cost more. He encourages marketers to test for themselves and only consider these tools if they charge based on actual refunded amounts.
Florijan Abazi explains that OpenAI Ads GPT is now live with ad credits for beta testers and a completely different way to run campaigns. Ads are created, optimized, and analyzed inside GPT, where intent is conversational and attention already lives. If this model grows, ad spend may gradually shift toward where users actually interact.
Julia Kinner lays out a five‑part growth framework covering consumers, value capture, product expansion, new markets, and strategic moves. Each area includes clear levers and KPIs that help teams understand where growth is truly coming from and where it isn’t. The idea is to map these dimensions to real data so leaders can make smarter investment and portfolio decisions.
Matt Green shows how companies set big revenue goals without calculating whether their sales team can realistically deliver them. Ramp time, attrition, and declining productivity make simple headcount additions meaningless unless they’re modeled properly. He breaks down how to forecast capacity by ramp stage and present a grounded case before agreeing to aggressive targets.
Celine Fosse highlights new McKinsey research showing European CMOs shifting away from growth‑at‑all‑costs and back toward trust, credibility, and long‑term brand building. Buyers want stability in a volatile world, which puts more weight on brand consistency and long‑term signals. She notes that modern marketers need to stay committed to brand work while adapting to constant market changes.
WHAT'S NEW IN THE INDUSTRY
Google is rolling out Performance Max channel reporting at the MCC level, giving agencies a clearer view of how PMax spends and performs across Search, Display, YouTube, Discover, Gmail, and Shopping. This saves teams from checking each account individually and makes cross‑account analysis far easier. It’s another move toward making PMax less of a black box for large advertisers.
Google now lets advertisers run Demand Gen ads on Google Maps, either alongside other channels or as a standalone placement. This opens up a high‑intent, location‑focused surface that gives marketers more control and flexibility inside a campaign type that has historically been very automated. The update signals Google’s push toward more transparent, modular channel controls in Demand Gen.
Google reduced the minimum audience size for all networks to just 100 users, making remarketing and customer list targeting accessible to far more advertisers. Smaller brands and niche segments can now use audience strategies that previously required much larger lists. It’s a meaningful shift toward broader first‑party data activation across Google Ads.
OpenAI is laying the groundwork for an ad‑supported model, with early discussions focused on ads that could appear within or alongside ChatGPT responses. The idea introduces a new, highly contextual ad channel that could compete with Google and Meta while raising questions about trust and user experience. Nothing is live yet, but the direction suggests ads may eventually become a core part of OpenAI’s revenue strategy.
Meta introduced two updates to its Ads Library: a filter that lets users view ads running specifically on WhatsApp and a label that marks ads with fewer than 100 impressions. These changes give marketers clearer context when researching campaigns, helping them distinguish early‑stage ads from ones that simply didn’t deliver. The updates apply globally and reflect Meta’s push for more transparency as it expands monetization across WhatsApp and Threads.
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!
