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Struggling to make your paid ads profitable? I can help. I've generated $50M+ pipeline (& counting) for B2B Tech and SaaS companies through content marketing, paid search, and paid social demand generation and GTM strategies. "We've never been able to make paid ads work for us." — common feedback from happy B2B clients. Some of the leading minds in B2B follow my content for fresh LinkedIn and Google Ads growth recipes. Right now, I'm leading marketing @ KlientBoost to add $250K MRR using the exact same strategies, principles, & processes we roll out for clients. Here's how we can help you: - Done for you marketing—starts with a free marketing plan - Fresh growth recipes to your inbox—klientboost.com/kitchen - Follow me on LinkedIn to learn the latest winning B2B strategies Got a burning question about B2B paid ads? My inbox is always open too. LFGTM 🤘
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6 months into my first Head of Marketing role and I've learned work rate isn't enough. Being strategic with your time is the real competitive advantage. — Here's what I thought would happen when I switched from client work to in-house: ↳ Endless time to create mountains of content ↳ Execute every marketing initiative simultaneously ↳ See immediate results from sheer output volume But here's what actually happened: ↳ Multiple priorities competing for attention ↳ Small team means brutal prioritization is necessary ↳ The highest leverage activities often aren't the ones that "feel productive" — My solution? A simple weekly reflection protocol to keep me focused. Here's what it looks like: 1️⃣ What are the wins? Start here—it's easy to forget what's working. 2️⃣ What did we fail at? Always list at least one thing (there's always something). 3️⃣ How can we prevent that in the future? Create specific strategies to avoid recurring failures. 4️⃣ What should we do more of? Identify high-leverage activities and double down. 5️⃣ What can we do less of? Find time-sinks that aren't aligned with core goals. I complete this in a Google Doc every week. I'll then periodically review past entries to remind myself of wins and ensure we're learning, not just repeating mistakes. — This weekly reflection has become my most valuable 30 minutes. It's the difference between being busy and being effective. Between reactionary tactics and strategic direction. — Time is the most scarce resource in marketing. How are you ensuring yours is spent on what truly matters? 🤘 — ♻️ Like, comment, and repost to help out another marketer. Hit follow for more.
Marketing is the only function expected to prove its value without being given the tools to do it. And while you’re scrambling to justify spend to your CEO or CFO, your programs are being killed before they ever had a chance to breathe. You’re not failing. You’re operating under conditions that make marketing look like failure. So how do you fight back? You get scrappy. You build proof without perfect data. Start here—7 ways to show marketing's value that don't require expensive tools: 1️⃣ Run an incrementality test. Remove targeting from a specific geo or audience. Track pipeline/revenue impact. Simple, powerful. 2️⃣ Use LinkedIn’s free native features. The “Revenue Attribution Report” and “Engaged Companies” lists can show if your campaigns are moving ICPs through the funnel. 3️⃣ Build a basic MMM spreadsheet. Map every marketing activity by month for the last 2 years. Add pipeline + revenue data. Look for correlations. You’ll uncover surprising patterns. 4️⃣ Measure brand signals. Is brand search growing? Is your share of search improving? Are more ICPs hitting your site? Use the LinkedIn Insight Tag to check that last one. 5️⃣ Look at revenue directionally. If you launched something new and revenue hits all-time highs 3 months later—it’s not a coincidence. Own it. 6️⃣ Talk to sales. Are prospects mentioning your content? Are deals closing faster? Are reps saying “marketing’s on fire right now”? That’s qualitative ROI. 7️⃣ Track sales cycle length. If your average sales cycle shrinks post-campaign, that’s proof your programs are creating urgency and trust. Even if attribution misses it. None of these require expensive tools. Just initiative, resourcefulness, and a bias for finding the signal through the noise. Marketing deserves a seat at the table. But no one’s handing you one. You have to bring your own chair—and receipts. 🤘 — P.S. Which one of these 7 tactics have you tried—or plan to test first?
58% of B2B marketers say ad spend waste is a major concern. Is yours one of them? The data is clear on this. According to recent research from EMARKETER and Demandbase: - B2B ad budgets increased in 2025 - Over half of marketers report waste in their campaigns - Few B2B marketers feel confident in their measurement and targeting B2B marketers have more budget, but estimate they're wasting 10-45%, and don't have the infrastructure in place to target the right prospects or quantify ROI. That's a recipe for an uncomfortable end of year performance conversation with your CEO and CFO. If I was a B2B CMO in that exact position, here's how I'd avoid that conversation: 1️⃣ Implement a 3rd party audience building tool like Primer to get laser tight targeting across all major paid ad platforms. 2️⃣ Also includes a conversion lift analysis tool so you can clearly demonstrate incremental growth from marketing. 3️⃣ Implement multi-touch, data-driven attribution like Dreamdata to understand what channels actually influence value. 4️⃣ Strategically allocate budget based on what channels drive the highest influenced ROI. Last-touch attribution is lying to you. Don't trust it. 5️⃣ As an added bonus, you'll also get reverse IP reveal to analyze whether ads are actually reaching ICP companies—review this weekly. 6️⃣ Use this tool to cut poor fit companies from targeting and to measure targeting effectiveness. 7️⃣ Allocate 1-2 days per month (minimum) to CRM deep dives assessing Closed-Won and Closed-Lost deals to refine your ICP and strengthen positioning. Here's why it works: Budget alone won't solve weak marketing foundations. Neither will just doing more. This process forces you to move from blindly executing tactics inefficiently, to making effective strategic decisions that promote efficient growth. As a result, you'll see: ↳ Better budget utilization ↳ Improved targeting and ad engagement ↳ Higher ROI from marketing that you can actually prove And that's going to help you win over the CEO and CFO in that end of year performance review. -- P.S. Found this valuable? Repost to help other B2B demand gen pros ♻️
Paid ads don't fail because the channel doesn't work. They fail due to: ↳ Bad targeting ↳ Low reach ↳ No budget ↳ Lame creative ↳ Pointless complexity In this week's KlientBoost Kitchen we show you the most common B2B paid ads mistakes limiting your ROI and how to fix them. Bon Appétit 🤌 — P.S. We've included a link to our popular B2B Demand Generation Budget Calculator. No comment required.
B2B CMOs can’t afford to waste ad spend right now. But they’re wasting thousands on Google Ads. Because they don’t optimize it for what it’s actually good at. 👉 It’s awful at creating demand. 👉 It’s elite at capturing it. Here’s what’s wasting your budget: → Targeting too many low-intent keywords → Spreading budget thin on ineffective campaigns → Not using offline conversions for optimizations Here’s what to do instead: ✓ Focus 80% budget on high-intent keyword search campaigns ✓ Use Offline Conversion Tracking (OCT) to measure pipeline ✓ Pause keywords not driving pipeline ruthlessly ✓ High-intent display retargeting (measure incrementality, not last touch) Most teams miss these basics. But once you stop trying to make Google Ads do something it’s not built for? Your CAC drops. Your ROI spikes. And that’s an easier conversion to have on the next performance call. 🤘 — P.S. Follow the link to listen to the full episode: https://lnkd.in/dnDZs2Zw
LinkedIn Ads not cutting the mustard? This week's recipe shows you how to cook up a full-funnel strategy that drives real pipeline—not vanity metrics. You’ll learn: ✓ The #1 mistake B2B marketers make with LinkedIn Ads (and how to fix it) ✓ A proven account structure that mirrors how B2B buyers actually buy ✓ The exact campaign and setup to maximize LinkedIn ROI Bon appétit 🤌 — P.S. If you're enjoying the content please give it a share so we can get it to more B2B marketers who'll benefit 🤘
Busy ≠ effective. A 100-page marketing plan filled with trending tactics might feel like progress. But it's meaningless if activity isn't prioritised around what actually influences growth. — 𝗧𝗵𝗲 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝘁𝗿𝗮𝗽: ↳ Launching organic LinkedIn thought leadership with no KPIs ↳ Throwing $200K at LinkedIn ads with no clear ICP ↳ Testing PMax on Google Ads because "everyone else is" ↳ Failing to define success metrics before execution It's all confusing business with effectiveness. 𝗧𝗵𝗲 𝗥𝗲𝘃𝗲𝗿𝘀𝗲 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: → Start with revenue goals, work backwards → Identify exactly what moves the needle for YOUR business → Calculate expected return for each marketing investment → Get laser-focused on high-leverage activities → Communicate projected outcomes to stakeholders BEFORE execution → Build a portfolio of targeted bets, not random activities Now you can act with strategic intention. Suddenly the game gets easier. — Remember: There's no shortage of things you CAN do. But that doesn't mean you SHOULD do them. Stop throwing spaghetti at the wall. Start reverse engineering your success. 🤘 — ♻️ Like, comment, and repost to help out another marketer. Hit follow for more B2B marketing strategies that actually work.
Marketing leaders are under pressure right now. You're either being asked to "do more with less" or you're being given more budget to "turn into pipeline"—unsure where to spend it and scared to make a wrong move. Attribution feels like a black box. You’re trying to make sense of what’s working, what isn’t, and what to do next—but it’s a guessing game. CFOs and CEOs are forcing you to spend 75% of your time proving your value… …while denying you the tools you need to accurately measure it. You're too busy reporting to execute, too under-resourced to fix the root cause. Short-termism is killing your programs before they’ve had a chance to breathe. You feel like you're bouncing aimlessly from tactic to tactic based on what everyone else is doing—hoping one of them will finally work. Then you have high profile "influencers" spreading AI doom and gloom. Telling you your job is at risk. That others are moving faster. That you’ll get left behind. It’s a brutal place to operate from. And honestly? I haven’t been doing enough to help. I made a deliberate choice a while back to focus 80% of my content on B2B paid ads. I wanted everyone who read my content to associate KlientBoost with ads—it’s our bread and butter (alongside SEO, CRO, and creative). Not a bad strategy for brand recall. But let’s be real: you’re not losing sleep over your CPLs and keywords. You’re worried about wasted spend, stalled pipeline, making smart strategic decisions that finally get you some C-suite approval and show irrefutably that marketing drives growth. That’s way bigger than paid ads. So starting now, I'm shifting focus. Less platform-level optimizations. More frameworks to help you prove value and drive it. More practical ways to build scalable, repeatable growth—across markets, channels, and stages. You don’t need another voice saying “I get it.” You need someone in the trenches with you—offering clarity, strategy, and a way forward. That’s what this next chapter is about. Let’s level this up. 🤘 — P.S. What’s the one thing keeping you up at night right now? Attribution? Budget pressure? Internal alignment? Drop it in the comments or DM me—I’ll choose one to unpack in detail next week.
The most expensive B2B marketing mistake—guessing your next move based on the latest LinkedIn trend. (*cough* *cough* brand marketing *cough* *cough*) Anyways... we talk with 300+ senior marketing leaders every month. They all struggle with these problems: ↳ Can't tie marketing to business growth ↳ Can't get additional budget from CFO ↳ Can't confidently decide the best next play We listened and we created this 5-step recipe to help you do all three—so you can start squeezing more juice from your budget. In this week's KlientBoost Kitchen you're gonna learn how to: ↳ Place smarter bets ↳ Smash through plateaus ↳ Hire intentionally ↳ Link marketing decisions to revenue impact Bon appetite 🤌 — P.S. I don't like to blow my own trumpet (the test results determined THAT WAS A LIE) but we grew this thing to 1.4K followers in just 1 month—holy guacamole!? 🥑 Appreciate every one of you 🙏 If you're enjoying the content please give it a share so we can get it to more B2B marketers who'll benefit 🤘
B2Bs have no idea the true length of time you need to measure performance over. I have campaigns that were switched off last April that are still converting to revenue. It's so common for B2Bs to switch off ads and continue to grow well into the next 1-2 quarters. Then they'll say "see, we didn't need the marketing". Until growth tanks by the 3rd quarter. Then they'll blame that drop on the SDRs or the market. Of course there are short-term wins marketing can implement. Paid Search should absolutely be generating pipeline within 90 days. So should cold outbound. But anything targeting out-market prospects for a high-ticket product you're gonna need at least 180 days before you see any real traction. There will be some early success signals like increased ICP traffic and brand name search growth (CEO and CFO need to be educated on this). But actual pipeline is gonna be longer. Be careful you don't switch it off before you actually allowed it to work.
Your attribution data is lying to you. Which means your marketing decisions aren based on lies. — Most B2Bs are making budget decisions with incomplete or downright wrong data: ↳ ~27-35% of internet users use an ad blocker to prevent tracking ↳ ~10-30% of conversions are lost as a result (likely more for B2B) ↳ Limited-range attribution windows miss half your actual conversions That's just the stuff you can't fix. Not accounting for any weak links in your actual tech stack. — Here's an example to drive the point home: → Our Google Ads click-to-close is 80 days → Google's conversion window is only 90 days → That means ~50% of our closed deals fall outside the window → 50% of deals Google Ads influences don't get attributed Which is really more like 60-70% because 10-30% ALREADY weren't being tracked due to ad blockers. To trust your data, you need to build a full picture of marketing performance using multiple sources that aren't all connected around a single metric. Here's how I'm doing it: 1️⃣ Not relying on single-source attribution data 2️⃣ Using a data-driven attribution tool to measure performance 3️⃣ Using conversion lift analysis to measure incremental value 4️⃣ Tracking brand signals: share of search, share of voice, ICP traffic growth 5️⃣ Blending leading and lagging indicators — A lot of B2B CMOs are gonna be under pressure to slash budgets this quarter in the name of efficient growth. It's an unavoidable outcome that you need to be prepared for. Use these tips to at least make smarter budget allocation decisions based on true marketing performance. Not a weak attribution false flag. 🤘 — ♻️ Like, comment, and repost to help out another marketer. Hit follow for more.
There are 1,000+ reasons why B2B paid ads struggle to generate demand. Many are outside your control as a marketer (no market need, bad product, economic volatility, etc.) Here are 5 common mistakes you can actually fix (and should): — 1️⃣ Targeting The Wrong Audience This shows up in 3 key ways: ↳ Poor platform targeting. Meta and Google's native targeting sucks for B2Bs. LinkedIn is better but still kinda sloppy. Build 3rd party audiences using tools like Primer (out-market) and Dreamdata (in-market) for improved precision. ↳ Targeting non-decision makers. This comes from audience FOMO. Analyze the job titles of prospects who actually contact you. Exclusively target them. Cut the rest. ↳ Trying and failing to target in-market audiences-only. This won't work unless you have insanely reliable intent signals. Most B2Bs don't. Target either your entire TAM or a smaller SAM. 2️⃣ Too Few Prospects Seeing Too Few Ads If you're targeting 500,000 prospects and only 5% of them see an ad once, it's no wonder you're not generating or capturing demand. It's unlikely your ads got in front of any in-market buyers or that enough out-market buyers even remember your ad when they move in-market. Choose an audience you can fully saturate with your budget and aim for 80% penetration and 10+ frequency to: ↳ Hook attention with in-market prospects ↳ Build mental availability with out-market prospects 3️⃣ You Don't Have Enough Budget Unless you're a freemium $20/mo SaaS, small budgets will get you nowhere. You need enough budget to fully saturate your audience with a high frequency (explanation in the point above). DM for the demand gen budget calculator I shared a few weeks ago. (I'll pitch slap you a free marketing plan in return—but it'll be worth it.) 4️⃣ Your Creative Sucks Don't beat yourself up, most B2B creative does. Your creative needs to check all these boxes—or it'll fail: ✓ Relatable ✓ Clear ✓ Engaging ✓ Memorable ✓ Builds association If your gut tells you your ad is boring, cookie-cutter, and the same as everything else, listen to it. Vibe marketing is a thing and it works. 5️⃣ Running Too Many Campaigns You're trying to do way too much with too little. An effective LinkedIn Ads program doesn't need more than 5 active campaigns. An effective Google Ads program doesn't need more than 4 active campaigns. (That's per region or auidnece segment—not total) Consolidation drives down costs, boosts reach, and feeds platforms more and better data. — Bottom line: Paid ads can't fix non-existent product market fit, crappy product, or volatile markets. Assuming you're not battling those, implementing the fixes on this cheatsheet should get your ads actually generating demand. 🤘
After 6 years working in agencies here's the most uncomfortable truth: You don't always win (even when you really, really want to). Growth is complex and there are many different reasons for this. Agency-side. Client-side. Tough markets. Fate just hates you for whatever reason. But, there's one thing I can say with absolute confidence, I've never had a dissatisfied B2B client when we've executed this exact paid ads playbook: 1️⃣ Select an underserved market segment (or segments) with a painful problem 2️⃣ Deeply understand their pains, gains, and jobs to be done (talk to customers, sales, and dive into your CRM) 3️⃣ Create engaging, memorable ads based on that research (doesn't have to be funny or super creative) 4️⃣ Launch those ads to a segment you can afford to saturate with a high ad frequency 5️⃣ Refresh creative regularly based on campaign performance data and regularly reviewing ICP insights 6️⃣ Track campaign success based on holistic incremental growth, not using limited first and last-touch attribution Now, this strategy is not a silver bullet. It won't 10X revenue overnight. But it always generates positive momentum: ↳ High engagement rates and dwell times ↳ High traffic and inbound lead volumes ↳ Qualified traffic that converts to pipeline If you're not satisfied with paid ads performance right now, I guarantee one of those 6 steps was missing from your process. Remember, B2B's who win with paid ads prioritise strategy over tactics. — P.S. Most B2B marketers have a different process for paid ads. What would you add?
Most B2B paid ads fail: → Weak strategy → Broken targeting → Not enough people seeing not enough ads Some problems are out of your control: No market need, poor product, volatile economy. But these 5? You can fix them today: — 1️⃣ You're Targeting the Wrong People This shows up in 3 ways: → Ad platform targeting is weak Google and Meta native targeting? Terrible for B2B. LinkedIn is better, but still flawed. Use tools like Primer (for out-of-market targeting) and Dreamdata (for in-market) to send better audiences to ad platforms. → You're chasing non-decision makers out of FOMO Audit who actually fills out your forms or books calls. Target them. Cut the rest. → You’re only chasing “in-market” buyers This only works if your intent signals are elite. Most B2Bs don’t have access to elite intent data. Broaden to your TAM or a focused SAM instead. — 2️⃣ Too Few People Are Seeing Too Few Ads Targeting 500,000 people is meaningless if only 5% see a single ad once. You’re invisible. Aim for: ✓ 80% reach ✓ 10+ frequency This allows you to: → Hook in-market buyers → Build mental availability with out-of-market buyers That’s how you generate demand and capture it later. — 3️⃣ Your Budget’s Too Small Unless you sell a $20 freemium tool, low budgets won’t cut it. You need enough budget to: ✓ Saturate your audience ✓ Maintain high frequency ✓ Over a full sales cycle — 4️⃣ Your Creative Is Forgettable Don’t take it personally. Most B2B ads are. Your creative has to be: ✓ Relatable ✓ Clear ✓ Engaging ✓ Memorable ✓ Brand-building If your gut says it’s boring or generic—trust it. Vibe-driven creative works. Use it. — 5️⃣ You're Running Too Many Campaigns More campaigns = more complexity, less effectiveness. Tighten it up. → LinkedIn: Max 5 active campaigns per segment → Google: Max 4 active campaigns per segment Consolidation helps: ✓ Reduce costs ✓ Increase reach ✓ Feed the platforms better data — Bottom line: Paid ads can’t fix a broken business. But if your product and positioning are solid, These 5 fixes will help your ads actually generate demand. 🤘 — ♻️ Share this with a marketer who needs it.
I've seen prominent B2B leaders bragging about switching off paid ads and seeing "no drop" in performance. Those same leaders are now quietly panicking because pipeline collapsed the following quarter. — There's a fatal flaw with measuring demand gen using lagging indicators only: It creates a false view and leads to poor decision-making. Example: → Our Google Ads click-to-conversion is 20 days → Our conversion-to-closed delay is another 60 days → Total click-to-closed time decay: 80 days (a full quarter!) That means turning off ads in February won't show true damage until April. Then everything will suddenly tank. — To avoid this mistake, B2B CMOs need to: 1️⃣ Calculate your click-to-close time decay by channel 2️⃣ Make decisions based on a full sales cycle's worth of data 3️⃣ Look at data from BEFORE your last time decay period ended 4️⃣ Stop measuring a lagging channel in real-time For example: With a 90-day click-to-close cycle, analyze the full sales cycle that ended 90 days ago for your truest performance picture. — There's going to be a lot of pressure to make short-term savings in Q2. That's part of the game. Just make sure you're assessing the true impact by factoring in time decay when making those decisions. Otherwise you risk cutting budget too aggressively in Q2, not feeling the pain until Q3, then spending Q4+Q1 rebuilding what you lost. 🤘 — P.S. Looking to build a marketing strategy that properly accounts for lag time and delivers consistent pipeline? DM me for a free 30-min strategy session.
Just wrapped up the Q1 marketing report. Note to self: must invest more in retargeting and branded search in Q2.
Market volatility means CFO's are gonna be asking B2B marketing leaders to do more with less in Q2 (if they're not already). That means you'll need to speak their language (AKA numbers) in negotiations to preserve as much budget as possible. Read this guide to learn how to translate marketing metrics to metrics your CFO cares about (and how to show them performance): — Why marketing budget requests get rejected: ↳ Obsessing over CPCs, CPLs, and MQLs (metrics execs don't care about) ↳ Not connecting tactical marketing moves to business outcomes ↳ Presenting "marketing activities" instead of "profit-generating investments" ↳ Lacking evidence-based growth projections tied to revenue ↳ Using marketing jargon instead of C-suite language If you're still fighting for marketing budget using marketing metrics, you're already losing. — Here's how to win more budget using The Math of Marketing: 1️⃣ Start with macro goals execs actually care about ↳ "Getting from $15M to $20M ARR in one year" ↳ Convert that to marketing's specific revenue target ↳ Calculate customer acquisition targets based on ACV 2️⃣ Break these down to meso metrics ↳ How many customers needed per month/quarter ↳ Required SQL volume based on close rates ↳ Realistic CAC ceiling based on gross margin goals 3️⃣ Create a Growth Grid ranking investments by ROI ↳ Profit gain ↳ Investment required ↳ Implementation speed ↳ Projected ROI percentage 4️⃣ Present using % vs % pacing charts ↳ Show KPI progress against time elapsed ↳ Makes it easy for C-suite to visualize progress ↳ Demonstrates you're hitting agreed targets — When you translate marketing into the language of business, budget approval becomes dramatically easier. Stop talking about clicks and form fills. Start talking about profit and business impact. 🤘 — ♻️ Like, comment, and repost to help out another marketer. Hit follow for more.
Last week, I spoke with the Head of Marketing at a $20M+ ARR B2B who's planning her 2025 paid media demand generation strategy. She's looking to build a repeatable lead gen engine that allows them to close more deals faster—without a huge SDR team. Here's the exact strategy I recommended: — Paid Social: 1️⃣ Select a market segment you can afford to fully saturate 2️⃣ Double down on and scale ads for the most popular product 3️⃣ Run 60% budget to cold audiences, 40% to retargeting 4️⃣ Optimize cold campaigns for engagement, reach, frequency 5️⃣ Optimize retargeting campaigns for pipeline and revenue 6️⃣ Use a third-party audience tool for tighter targeting and lower ad costs 7️⃣ Cold campaign ads focused on features, benefits, and pain points 8️⃣ Retargeting campaign ads focused on objection handling, cost of inaction, trust-building, and outcomes Paid Search: 1️⃣ Implement offline conversion tracking to measure pipeline 2️⃣ Scale slowly into new regions by replicating campaigns that are already driving pipeline to maintain efficiency 3️⃣ Cut Demand Gen and Pmax campaigns and double down on exact match keyword strategy and experiment more with broad as it seems to work for them 4️⃣ Keep a low budget display ad campaign on and measure incremental uplift on performance Measurement: 1️⃣ Leading Indicators: reach & frequency, engagement rate, # of ICP companies visiting social pages + website, share of search (brand name), pipeline (leads, MQLs, SQLs) 2️⃣ Lagging Indicators: sales cycle length, revenue, close rate, CAC, ADV, upsells 3️⃣ Use a blend of data-driven attribution, conversion lift analysis, and holistic incremental growth 4️⃣ Avoid first and last touch as they don't show a complete picture — The 2025 strategy I'm most bullish on? Audience saturation. Paid ads fails when you "try a small budget and then scale if results are there." If you're not consistently reaching in and out-market prospects to build mental availability and get shortlisted, you might as well throw the ad budget in the bin. 🤘 — P.S. B2B Head of Marketing or CMO planning your 2025 paid ads demand gen strategy? DM me for a free 30-min strategy session and marketing plan.
A healthy B2B marketing program should track two sets of metrics: Demand Gen/Brand: - Share of voice/search - Brand name search growth - Qualified traffic growth (ICP/target segment companies) - Audience penetration & frequency - Engagement signals (eg. engagement rate, dwell times, time on site, etc) Marketing should fully own these metrics. Demand Capture: - Pipeline generation (MQLs, SQLs, Opps) - Revenue - Sales cycle length - Close rate - AoV - CAC It's not the case that marketing necessarily owns those metrics. BUT, they should be watching how their activity influences them and responding appropriately. B2Bs should also be comfortable in the grey area of not needing to attribute everything neatly. It's impossible. This requires a blend of attribution, lift analysis, correlation, and holistic incremental growth. And, a healthy dose of gut feeling too. If it's working, you'll feel like it's working. You could probably separate demand generation and brand KPIs since brand is a longer play. But, I've not seen any convincing arguments that's necessary or that the signals of performance for each play are that different. — Bottom line: marketing is complex. You can't distill it to one KPI based on ineffective last touch attribution models. 🤘
It's wild that more B2B marketers aren't talking about market volatility right now and how it's gonna impact our roles over the next 6 months. Here are the facts: Market volatility (measured by CBOE Volatility Index) is averaging 37.56 in April so far. The last time it was that high was April 2020 (remember that!?). It's only averaged above 30 three times since then and one of those times was March 2025. That increased volatility is gonna mean (if you're not already feeling it): → Longer sales cycles → Increased buying hesitancy → Increased price sensitivity → Reduced risk tolerance → Budget freezes/cuts → More deals lost to status quo (due to fear) → Decreased overall demand That also means that all of your great marketing is gonna look like it stopped working over night (which it obviously didn't). Anyways, B2B marketers love to talk about the creative, fun side of marketing. But, the truth is we operate in markets and we need to be keenly aware of what's going on in them because it massively impacts how our work performs. Some problems you can't out-advertise. But you can adapt. Example, restaurants were never gonna be able to fight COVID lockdowns. But many successful ones pivoted focus to home delivery offers and advertising meal kits to keep the lights on. Not as much revenue, but great creative marketing. Here's what's on my mind for Q2 that I think other B2B marketers should be considering too: → Avoid cutting marketing spend too aggressively (at all if you can avoid it). You won't feel the true impact for 2-3 months and it'll take 2-3X longer to recover when you relaunch. → Get creative with offers and positioning. Nows the time to double-down on mitigating risk, making prospects feel safe, building trust, and highlighting ROI. → Don't cut brand activity. It's harder to attribute so it's usually first to get cut. Now's a good time to actually gain market share cause competitors will likely reduce spend (thanks for the tip Liam Moroney). → Avoid reactive responses. If it was working last month and stopped working this month a reactionary response could do more damage than good. You need to adapt. But be strategic. Think it through first. → Lean into "fluffier" brand metrics and leading indicators that highlight progress despite other areas trending downwards. Eg. are engagement rates increasing? Are ICP website visits increasing? What's inbound quality looking like? What's happening with brand search volume? Anyways, it could be a tough few months, but also a great opportunity to show what you're made of as a marketer if you get the response right. 🤘
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