Liam Moroney

Co-Founder, Storybook Marketing | Full-service demand generation agency

I lead Storybook Marketing, a consultancy that specializes in brand marketing strategy, to help companies become the brand that buyers think of, using an evidence-based approach to marketing.

We offer customized services, consulting, team workshops and training, to level up marketing programs so they are capturing market share and not just leads.

Founder

I'm launching a new content series, and I'd love to invite you to be part of it.

It's called Understanding Demand - not the tactics we do in demand generation, but rather how demand itself works from the market perspective.

Demand is not created by marketing, but by consumers and the market itself, and when the conditions of the market are different, it impacts the effectiveness of marketing more than anything we do.

My belief, and the culmination of my marketing experience, is that when we better understand the market and how it operates, we can do more effective marketing that reflects it.

This series will strongly be part of the content I produce here on LinkedIn, but I'm expanding it into long-form content across a podcast, video series, newsletter, and blog posts to cover topics in more depth.

If this sounds like something you'd like to be part of, sign-up to the mailing list and I'll share the content and updates directly:

https://lnkd.in/ezYkfPHS

Brand Marketer | Storybook Marketing | MarTech contributor

There's a famous quote from the economist John Maynard Keynes, that "the market can remain irrational longer than you can remain solvent."

He was speaking about investing but it has just as much application to marketing, because many a better product has come and gone, failing to change the status quo.

The majority of the market, as it often turns out, will embrace the status quo for a lot longer than the quality of incumbent options would have challenger brands believe.

Change usually happens at the fringe edges of the market, by those risk-tolerant few who are seeking better or segments who are much more underserved than the majority. 

The amount who make up these groups depends a lot on the category, and the current economic conditions surrounding it. But it's here at the fringes of categories that disruption occurs and often where it remains, leaving the center intact.

This is the reality of markets, and it can feel like irrational behavior to those trying to deliver better solutions to real problems.

It's also where marketing is uniquely positioned to help the company succeed. 

Marketing has, sadly, been reduced in its scope across industries, and a major consequence is the inability to develop strategy at a market-level.

We hyper-target for conversion, trusting technology and AI to find the exact people who want to buy a product like ours, but over time have lost the skill to know why many of those same people are unlikely to do so.

Markets are hard to change because most people actively resist risk and change until the cost of doing to becomes higher than the status quo or until a new status quo arrives. 

Budget can easily run out when trying to cause that change through conversion efforts, even when armed with a better product and a strong offer.

The real solution is for marketing to better understand the market - especially about who in it are underserved or unsatisfied and may provide the entry point. And, from there, what needs to happen through brand marketing to prevent a lifetime at the fringe.

That all happens when marketers can gain a bird's eye view of the market in the form of research and understanding, and how to navigate the market dynamics that can feel so very irrational to the non-marketers at the executive table.

There's a very big difference between trying to get someone to start thinking of you and preventing them from forgetting you - and a lot of the brand marketing we talk about is the latter.

Big brand campaigns, the ones that win awards and make waves in the marketing community, usually come from established brands who are trying to create new relevance through playful messaging and exploration of the brand assets.

It's fun to see and discuss, and plenty hard to do well, but it's also the outlier example of what brand marketing usually is.

It has also skewed a lot of how companies think about brand marketing, with it being often thought of as the fun, quirky, and expensive campaigns that rarely if ever talk about the product.

It's no surprise that brand gets neglected in budget talks in favor of more performance marketing when seen only like this.

The truth is that most effective brand marketing is delivering very product-centric messaging, and so it can be easily confused for performance kind - and made ineffective by being pushed to act more like it in the CTA and measurement.

Brand marketing isn't all about trying to make people feel things about you, while performance is about getting them to take action and buy you. 

That's a false choice where one will obviously win out over the other.

Rather, good marketing promotion is about trying to get as many people to know who you are, what you do, and when to think of you, and then performance is all about making sure you don't miss the opportunities that come along as people are ready to act.

That's brand and demand as a cohesive promotional team, working as a combo that is bigger than the sum of its parts.

As opposed to a false set of options you need to choose from, where one is fuzzy and wasteful and the other delivers results efficiently. 

No such reality exists that leads to being a big brand.

Tim Davidson 🍉🍍

ABM with Linkedin ads for B2B SaaS | Founder @ B2B Rizz | B2B Doesn’t Have to Be Boring

B2B marketer trying to live to 147 years old (Science will get there)📈 First 50 years as a marketer🦖 Second 50 digging for fossils🪐 Last 50 exploring spaceI’m the founder, VP of marketing, head of customer success, all of it at B2B Rizz. An ABM and LinkedIn ads consulting firm for B2B software companies.I help B2B software companies drive more revenue and pipeline from LinkedIn ads It’s a one person consulting company (me) so you work with me directly 😁After 10+years of digital marketing experience working with SaaS orgs driving revenue and pipeline through ABM and LinkedIn ads, I went out on my own.I am also semi-funny B2B marketing &amp; sales content creator. Mostly for LinkedIn, TikTok and YouTube, if you wanted to check it out 😁Expertise include:-LinkedIn ads-ABM (6Sense, Demandbase, Terminus, Metadata.io)-Google Ads-CRM Automation (Mostly Hubspot and Salesforce)

Strategic Advisor

Leading the Customer-Led Buying revolution. Hands-on product testing that gives buyers confidence, while sellers close more deals faster than ever before.

Tim Davidson

One thing you definitely should not do in 2026 is sign up for a Linkedin & ABM masterclass by ZenABM

Yes, it's bootcamp of the best of the best in ABM & Linkedin, and you'll learn more actionable things you can do now that could turn into more pipeline and revenue but who wants to do that?

We're talking

🟢 Tas Bober - Why Your ABM Campaigns Deserve Better Landing Pages (EWWW)

🟢 Patrick Spychalski - ABM with Clay

🟢 Gabriel Ehrlich - Live Q&A: LinkedIn Ads for ABM

🟢 Ali Yildirim🌲 - Multi-Channel ABM: How to Combine Paid Media + GTM Engineering

🟢 Philip Ilic - LinkedIn Ads + Signal-Based Outbound Strategy

🟢 Maximilian Herczeg - Campaign Setup & Avoiding Mistakes That Kill ABM Performance

🟢 Kamil Rextin - Enterprise GTM Systems

🟢 Casper Emil Sciuto Rouchmann - ABM in 2026: The Ups and Downs of the Old Dog

🟢 Katya Tarapovskaia - From Segmentation to Signal: AI + ABM Workflows to Win Target Accounts Faster

🟢 Emilia Korczynska - Building your first ABM Strategy - lessons from 7-figure B2B SaaS ABM program

🟢 Myself - Linkedin thought leader ads for ABM

It's a hands-on core program of classes & workshops, supplemented with guest lectures on adjacent ABM topics.

Core sessions go through:

1️⃣ Target Account List Building Workshop
2️⃣ Campaign Strategy & Plan (LinkedIn Ads) - Building your first LinkedIn ABM Strategy without overthinking
3️⃣ Automatic Follow-Up Sequences for Most-Engaged Accounts
4️⃣ LinkedIn Ad Campaign Setup Review & Launch
5️⃣ Live Workshop: Your ABM Ads Teardown

📆 Starts: Jan. 26th, 2026

Seats are limited and booking up fast but you shouldn't sign up becuase why would you want to learn how to hit your never ending growth goals with Linkedin ads?

That sounds terrible

Don't sign up for it here --> https://lnkd.in/gEU8YJmw

Tim Davidson 

Imagine if buyers were honest on sales calls 🤔

They’d probably be a lot shorter.

Salespeople, please don’t hate me too much for this. It’s just a skit.

Butttt buyers really are thinking these things 😬

Maybe I’m wrong though.

Recently spoke to a $600M B2B SaaS CMO that blew my mind 🤯

She’d been there for 6 years, which is an eternity in B2B so already, big kudos. 

More importantly, in 5 years they went from $100M to $600M ARR. 

WAIT WHATTT

At this moment, I’m in shock so I started digging in. I needed to know how she did it.

At first it was nothing fancy, they do all the classic stuff.

PPC, SEO, GEO, BO, organic and paid social, ABM, ABX, talk to your customers, test, learn, media company side of the biz, qualitative and quantitative attribution.

All the classics

I hated that answer so much 😬 but then it got juicy.

They were also early on some things. ABM well before it was cool, integrated with AI super early.

But what blew my mind, was that they were the original people posting on LinkedIn about meeting with billionaires, VPs of sales that exited 3X, etc, a CEO of a $350M SaaS.

Those posts that are on LinkedIn now but they started them

The OGs

And at first they we’re all real, but to scale them they had to start making it up and now most of them are just made up

Including this one

Blew my mind 🤯

Marketing is the toughest role in B2B and it’s not even close

Just think about it 

👉 At the end the day, marketing is measured on revenue 

BUT marketing doesn’t have much control over revenue once someone becomes a lead.

Your buying process can be garbage, your free trial stinks and sales can drop the ball, marketing is still gonna be measured on revenue.

👉 Most of what you do needs to be attributed to some sort of dollar amount. 

Yet all the best marketing campaigns are hard to attribute.

And if you don’t see enough early indicators, it gets shut off quick, even though great marketing takes time

👉 Your messaging and positioning matter so much which is usually on marketing.

I don’t care what your budget is or what your marketing looks like.

Your messaging and positioning will make or break everything.

At many orgs it’s the non-marketing executives who dictate what that messaging looks like.

BUT when things are down and you say it’s bc of your messaging and positioning that you tried to change.

You get blamed for it 🥹

👉 Growth goals are also usually 2X to 3X higher with less budget and people

👉 You’re also expected to do everything despite your resources bc marketing has so many different things you can do and everyone thinks you need to do them all

Don’t get me wrong sales is hard, being a founder, CEO, extremely hard.

And a lot of the tough parts of marketing can also be said for sales, in different ways

The difference being, sales people and founders typical get much more of a reward than marketers do.

There’s a bigger payout and notoriety 

No one likes getting ghosted and cold calling and following up but but you can also make a sheet ton more money bc of commissions.

I’m clearly bias, but prove me wrong 😁

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The Battle

Liam Moroney

Tim Davidson

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Liam Moroney's LinkedIn Performance

Performance ScoreTim Davidson's LinkedIn Performance

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Performance ScoreLiam Moroney's LinkedIn Performance