22 posts
Flat budgets and noisy reporting are pushing B2B teams to prune low-signal channels and reinvest in measurement and creative. Here is the framework for deciding what to cut and where the freed budget should go.
Most LinkedIn creative A/B tests end inconclusive because the test campaigns share the same audience and compete in the auction. Here is how to isolate one variable, separate the audiences, and fund each cell so your test actually produces a winner.
UTMs and last-click attribution now measure a shrinking slice of the B2B buying journey. Here is how to rebuild measurement around server-side events, offline conversions, CRM joins, and mix modeling.
A tactical LinkedIn Ads playbook for using Conversation Ads the right way: build the audience in Campaign Manager, branch by funnel temperature, and only trigger Lead Gen Forms when intent is clear.
AI can speed up drafting, but most B2B marketing teams still lose time in approval chains. Here’s how to redesign content workflows so automation reduces rework instead of creating more review backlog.
Brand search lift is one of the clearest signals that your demand generation is building future pipeline, not just harvesting existing demand.