I have a background in digital marketing in the B2B technology space. I'm a writer and a thinker and a problem solver. 

I enjoy leading small teams and developing efficient processes.  I love finding solutions.  I have a talent for compassionate and emotionally intelligent leadership.

I'm trained as a Vistage Emerging Leader, a Predictive Index Practitioner, and an Inbound Marketer.

Jessica Otero

I've taken a job explaining telemetry pipelines to people on the internet. 

Starting this month, I'm Apica's new Content Writer and Social Media Specialist, and my job is to make observability, test data management, and enterprise DevOps feel less like a compliance meeting and more like something you actually want to follow.

If you work in SRE, platform engineering, QA, or you just care about what happens when production data meets pre-production reality, come along for the ride! 

Apica just got a little louder. 💃

Content Writer & Social Media Specialist @ Apica | Growth Strategist and Content Creator

I know a little about LinkedIn Ads | Head of Strategy @ Impactable 🧠

Most marketing teams don’t have a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 -- they have a “ 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱 𝘪𝘴 𝘣𝘳𝘦𝘢𝘵𝘩𝘪𝘯𝘨 𝘥𝘰𝘸𝘯 𝘮𝘺 𝘯𝘦𝘤𝘬 𝘢𝘣𝘰𝘶𝘵 𝘸𝘢𝘴𝘵𝘦𝘥 𝘣𝘶𝘥𝘨𝘦𝘵” problem.

If that feels familiar, you’re in the right place.

Because here’s the truth no one wants to say out loud:

You’re not being judged on “running ads.”

You’re being judged on:

– whether the targeting is signal-based (not spray-and-pray),
– whether your spend is defensible,
– whether your funnel isn’t Swiss cheese, and
– whether your campaigns make leadership feel safer, not more nervous.

That’s where I come in.

I’m JD — SVP of Revenue & Growth at Impactable, where we’ve managed $𝟱𝟬𝗠+ 𝗶𝗻 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱, worked with 𝟲𝟬𝟬+ 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱𝘀, and currently support nearly 𝟮𝟬𝟬 𝗮𝗰𝘁𝗶𝘃𝗲 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 across multi-channel.

Me personally?

I’ve audited, fixed, or rebuilt 𝟯𝟬𝟬+ 𝗮𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, overseen $𝟮𝟱𝗠+ 𝗶𝗻 𝘀𝗽𝗲𝗻𝗱, and on average save teams ~𝟱𝟬% 𝗶𝗻 𝘄𝗮𝘀𝘁𝗲𝗱 𝗯𝘂𝗱𝗴𝗲𝘁 when I step inside their Campaign Manager.

Not because I’m magical.

Because I actually understand people.

And your pipeline isn’t an algorithm problem -- it’s a 𝙝𝙪𝙢𝙖𝙣 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢.

𝗪𝗛𝗔𝗧 𝗜 𝗛𝗘𝗟𝗣 𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗗𝗢

If you’re a mid-market B2B org (SaaS, IT, pro services, cybersecurity, finserv, AI, etc.) and your ACV actually matters…

I help you:
• Build audience-first programs that target based on intent signals, not job titles
• Stop lighting money on fire with bad structure, sloppy segmentation, and guesswork
• Fix the funnel so retargeting actually works
• Run multi-channel the way real buyers behave (LinkedIn → Google → Direct, not fantasy journeys)
• Prove marketing impact without resorting to vanity metrics
• Look your leadership team in the eyes and confidently say:
“Yes — this is working.”

Impactable is a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗱𝗲𝗲𝗽 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗮𝗰𝗰𝗲𝘀𝘀, but the real secret sauce is our 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚-𝙛𝙞𝙧𝙨𝙩 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 and 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮-𝙛𝙞𝙧𝙨𝙩 𝙚𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩. We don’t just “push buttons.” We help you avoid the political disasters that get marketers fired.

A little more human stuff
I’m married to an incredible woman.
We have 6 kids, 2 dogs, and I’m in the gym/sauna daily because… well, 6 kids.
Sour Patch Kids own me. No shame.

If you want to chat LinkedIn Ads, funnel design, or how to stop burning budget (without a sales pitch), I’m always happy to yap.

🌎 impactable.com
📨 jonathan.g@impactable.com

JD Garcia

Bought a new keyboard -- going to have so much fun this weekend 😈

I know a little about LinkedIn Ads | SVP of Revenue & Growth @ Impactable 🧠

CJ Craig and I on our way to Dallas for a LinkedIn event! More to come soon 🧠

No alternative text description for this image

Impactable is now a #linkedinads CAPI Certified Partner 🥳

Still relying on a pixel and a prayer?

--

This is the missing piece of your Revenue Factory (™ Trevor Corcoran).

Here is the reality of B2B tracking today:

- standard pixel tracking is wonky at best
- between privacy updates, ad blockers, and the fact that B2B buyers are nomadic (they research on one device and convert on another), your data is incomplete at best
- you're seeing a 0 in your dashboard while a deal is actually moving through your pipeline

That’s where CAPI comes in.

It’s not just a technical setup.

It’s the bridge between your CRM and your ad spend.

Instead of just tracking a page load on your site, CAPI allows you to pipe real business outcomes back to LinkedIn:

- webinar attendees (that happened on a third-party site)
- Sales Accepted Leads (that happened in your CRM)
- Closed-Won deals (the only metric that actually matters)

LinkedIn then cross-references this data to show you exactly which impressions influenced that revenue.

It helps remove the "reasonable doubt" that gets marketing budgets cut.

I’m proud of our team for the work they put in to get this certification.

In a world of button pushers, we’re focused on being the strategic partners that actually connect engagement to pipeline.

--

Need to upgrade your infrastructure?

You know how to find us.

Open article: Impactable for B2B conversion tracking | LinkedIn Marketing Solutions by business.linkedin.com

Impactable for B2B conversion tracking | LinkedIn Marketing Solutions

People struggle to post content bc they don't know what to say.

But you do, you just don't know how to surface it.

--

Disclaimer: if you aren't doing anything interesting, then this isn't going to work for you. The only reason content is "good" is because it's something that is working. Period. If you're not doing cool 💩, then you should probably start there. (and cool stuff is subjective, the point is to not be a poser)

--

I recently made the switch from ChatGPT to Claude -- mostly because of the ability to build custom skills.

(and yes, I did this before Justin Rowe who posted about it before me 🥲)

Not just prompts -- actual structured skill files that shape how Claude thinks about my specific work, my clients, my voice.

And every morning at 6:55 AM, before I start settling in, a scheduled Cowork task runs through my Google Drive, Gmail, ClickUp, HubSpot, Slack, etc.

It scans what I've done in the last 7 days -- prioritizing the last business day -- and surfaces the most unique or interesting things that happened.

Then I pick one and go deeper on it.

--

That's it!

That's the system.

No more "what should I post today?"

The raw material is already there.

The cool stuff already happened.

I just needed a way to aggregate it and clarify it a bit.

If you're actually solving hard problems, having REAL conversations with partners, building cool things -- then you have content, buddy.

--

Want to become an AI expert like me?

Then you clearly have a goal-setting problem because I'm an amateur and you should be looking to someone else for help there 😅

Have cool stuff you're doing with #claude ?

Drop it here.

I'm learning and nowhere near an expert, so I'd love to hear what others are doing.

"What does winning look like for you in 90 days?"

If a prospect can't answer that, we don't move forward.

--

I've watched this movie too many times.

You sign them... work hard... deliver *real* results.

Then you're in a QBR at month three and they're disappointed -- not because the work was bad, but because nobody ever agreed on what good was supposed to look like.

The best agencies I've seen don't close ten deals a month.

Some close 6 deals a year.

6 (7 😉)!

And they run $3M businesses at 40% margins because clients stay for years instead of churning out every quarter.

Undefined success is the leak at the bottom of the bucket.

--

Yeah, this kills some deals upfront.

Good.

The prospect who can't define success usually isn't ready.

They need internal buy-in, or they haven't stress-tested their own goals, or they're hoping you'll just figure it out for them.

That's a "not yet," not a "never."

I'd rather have that conversation now than lose a client at month 3 with everyone's time gone and nothing to show for it.

Here's the part that doesn't get said enough though: if a client churns early, the problem almost always started in the sales conversation.

Not delivery.

The rep said what it took to close (or was overly optimistic).

Nobody pinned down what winning looked like.

And then delivery is left holding the bag for a mess that was baked in before the service started.

--

This rule applies to clients you already have too.

Contracts renew
Campaigns keep running
Months go by

And nobody stops to ask whether any of it is still pointed at the right thing.

A real partner doesn't wait for frustration to start that conversation.

You show up with benchmarks, competitive context, and a real point of view on what they should do next.

Not a reporting call 🤢
Not a deck full of charts 🤮

A genuine "here's what we're seeing and here's what I think you should do about it."

That's what keeps a client for three years instead of three months.

--

Disqualify fast when you have to.

And then know when the job isn't to filter them out but to help them figure it out.

(and pray for the wisdom to know the difference)

👊🏽

You're not bad at LinkedIn ads (I hope).

But you are treating your product like something it isn't.

There are two types of B2B products:

1. Must-haves
2. Nice-to-haves

The category you're in should completely change how you run #linkedinads

And many companies skip this question entirely before spending budget.

Must-haves are non-negotiable. 
- CRM
- Payroll software
- Cybersecurity
- Legal compliance tools

When a company needs one, they need it now.

Buyers are already looking.

The decision is when, not if.

Nice-to-haves are "that sounds cool, but I can survive without it."

- Analytics platforms
- Optimization tools
- Productivity software
- Most AI SaaS (honestly)

You have to create the urgency.

It doesn't exist yet.

Here's where most people blow up their campaigns:

They're selling a nice-to-have -- but running ads like it's a must-have.

Aggressive BOFU
"RAD" everywhere
Hammering cold audiences with conversion CTAs

And then they sit in meetings wondering why CPLs are through the roof and leadership wants to pull the budget.

The playbook is just different depending on which bucket you're in.

Must-have:
→ Go hard on BOFU -- buyers already know they have a problem
→ Target people actively signaling intent -- competitor retargeting, high-intent page visitors, bottom of the research funnel
→ Your job is to be in front of them when they're ready, not convince them they have a need
→ Shorter cycles = faster feedback loops -- optimize quickly and often

Nice-to-have:
→ Lead with education, not conversion
→ TOF content that reframes the problem first -- before you ever pitch a solution
→ Longer nurture windows. We're talking 90, 180 days. They need more touches to get there
→ Case studies and proof beat feature lists every time
→ Give them a reason to care before you give them a reason to buy

Many companies skip straight to "what should our ad say?"

That's the wrong first question.

Figure out which category you are first.

Everything else follows that 👊🏽

--

P.S. Not sure which one you are?

DM me... happy to give you my honest take.

Yes, I blew up one of the jumping houses in the house so I could get some work done. 

No, mom doesn’t know 🤫

—

I’ve been going hard but realize I need to go harder.

But on the weekends, it’s less about tasks and more about things that are interesting to me. 

Hate me for saying this but you lose so much momentum over the weekend if you aren’t working.

I notice that when I work 7 days a week, my Monday and the subsequent week is much stronger. 

I don’t lose the momentum I built the previous week. 

Do what’s right from you. 

I’m jus saying what I notice about myself. 

Have a great weekend!

Many B2B teams are now saying they want to generate "signal."

But then design for comfort, not consumption.

--

We are currently breaking a client into a net-new market.

New audience
0 familiarity
High skepticism

In theory, the strategy is simple:

Tight targeting and high frequency to see what actually resonates.

In practice, the execution is failing the "physics test."

--

Here is the friction:

Most of your impressions are happening on mobile.

but your ads read like a whitepaper

and your landing page reads like a thesis

You cannot ask a stranger to read a novel on a device built for scrolling.

--

This isn't about creative preference.

It is about physics.
(hopefully, no scientists or PhDs rip me apart for using the P word for my point)

Device determines behavior > behavior determines signal > signal determines investment

If 80% of your delivery is mobile, your only job is to earn their attention in three seconds.

Friction compounds when the audience doesn't know you.

They do not trust you.
They will not work to understand you.
They will not "dig" for the value proposition.

--

I look at it like this:

If you are serving soup, do not hand them a fork.

Especially when you are just trying to find out if they even like soup.

Stop trying to be "intellectually impressive" and start being frictionless.

Optimize for the device first.

Then earn the right to move them somewhere deeper.

Revenue progression starts with respecting the context of the buyer.

Not forcing your own preference.

That is how you get the clean signal everyone is salivating over.

And clean signal is the only thing that actually reduces your risk

Big brain stuff right here 🧠

--

And yes, we're obviously working with our client to make these changes, but those of you who run agencies know how hard it can be with some clients and the internal teams who seem hellbent on sabotaging every good thing you're trying to do 🫠

About a year ago, I made a strategy for one of LinkedIn's top influencers thinking it was the best starting point for our engagement...

--

This former client has a massive following.

And when we were deciding what the strategy would be, we decided to segment by geo with some light Dynamic ad content to supplement Thought Leadership efforts.

The idea was simple:

Amplify what was already working

--

By expanding the reach of the content to the *right* audience, we thought we'd pour gasoline on the fire.

Looking back, I see clearly where we went wrong.

If I had to do it all over again, here's what I do:

1. Deep analysis of the current client base to find key traits that would allow us to artificially constrain the audience.

Audience size was in the hundreds of thousands and ad frequency was low.

And while engagement was cheap, it was also... cheap.

2. Focus on the US first

We tried segmenting by regions, but we later realized that most of the sales were coming from the US.

So while "leads" were cheaper in other regions, the cost barrier for the service made the conversion into revenue much higher.

3. Not underestimating the power of a landing page testing

The client had a strong VSL that they used for organic content, but when we went to paid, the behavior changed.

(duh, right?)

Rookie error -- we relied too heavily on what had worked before that we didn't set expectations that we'd need to test this with paid engagement/traffic.

--

I learned something very important from this experience.

Past results is not an indicator of future success.

Having done this for so long, you see the patterns and can spot what starting points make more sense than others.

It's useful but can also bite you in the 🍑

--

In the end, we left on good terms.

But as a marketer, nothing is more frustrating that knowing you "should have" seen success but didn't.

Those experiences stick with you.

Did you know there's a magic button you can press in LinkedIn and Google ads to immediately start generating quality leads?

In order to push the button though, you have to:

- fix the capture mechanism
- scrub the algorithmic waste
- narrow the search universe
- focus on high-intent terms
- terminate the audience network
- kill the audience expansion settings
- prioritize intent data over vanity reach
- prune your target list until it only contains your ICP
- identify the retargeting core of engaged prospects
- move the goalpost from form fills to pipeline revenue
- transition from optimizing for clicks to qualified demos
- bridge the efficiency gap between marketing and sales
- stop making your BDRs swim upstream against cold data
- align your bidding strategy with actual business outcomes
- feed the CRM with engagement signals instead of junk leads

Once you do all of those things, the magic button appears and you can press it :D

In all seriousness, there’s no such thing as a "set it and forget it" campaign.

It takes a lot of unsexy work to plug the leaks and build a foundation that actually scales.

You have to sell the vision, align the teams, and identify every other lever you have to support the effort.

It isn't a myopic approach.

It’s an engineering approach.

And when you stop chasing the "magic" and start fixing the infrastructure, the results usually take care of themselves 📈

Opening day ceremony
National anthem with an American Airlines plane flying by
Was just waiting for a bald eagle to land on the flag pole 😅

Struggle-bussing so hard tracking influenced revenue in SFDC... it’s giving actual physical pain? 😭 Say less, bestie 🤏🏽

You’ve been riding the struggle bus front row premium edition for way too long.

The "Old Era" (NPC Behavior):
- Exporting CSVs like it’s peak 2012 💾
- Manually matching leads like a caveman 🦴
- Praying to the Campaign Field gods it actually populated (fr fr) 🛐

Pipeline looking like straight multiverse mayhem - no one knows what moved the needle. Ong 😭

Meanwhile, DemandSense just said: "Hold my beer." 🍺

The New Meta:
- Plug dat LinkedIn Ads account in real quick 🔌
- Plug dat CRM in, no cap 🤝
- Now yo ads ain't just farming impressions like a bot 😤

They locked in fr 🔒
Tied to real deal stages, real opp amounts, and that Real Revenue Rizz 🔥

No more "trust me bro" attribution delulu.

You can literally stare at which campaigns are actually mogging accounts
👁️👄👁️

Which creatives got that Pipeline Aura? ✨

Which audiences are just... existing? (NPC energy 💀)

It is giving Clean Signal Energy. ⚡️
Not that dusty spreadsheet L.

---

P.S. Going to share this post my 13-year-old son so he knows I'm cool, too.

P.S.S. DemandSense is legit - check it out! It's what we use here at Impactable to optimize, track, and show proof of our impact. Deadass 😉

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The Battle

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