KlientBoost

Head of Marketing

KlientBoost is a performance marketing agency with the most published wins (case studies, reviews, video testimonials) of any agency on the planet (sounds crazy, but we did the research. Check out our site).

Through paid advertising, SEO, email marketing, and conversion rate optimization, we accelerate the growth of our 250+ clients in the SaaS and eCommerce spaces.

Simply put, we're able to squeeze more ROI your marketing channels because we always experiment with better ways to get things done.

Head of Performance Marketing - Europe

KlientBoost Kitchen

Serving tried-and-tasted B2B marketing recipes (based on 200+ active clients) to help you crush your pipeline and revenue goals with paid ads, SEO, and CRO.

Co Host

Zebra Growth

- Developed and implemented an ABM and demand gen-focussed b2b GTM strategy to EU and NA regions that drove £21M in pipeline (+£6M vs target) with a £14.1K CAC (vs ~£20K for the previous period)
- Collaborated with sales teams to diagnose SQL to opportunity blockers and rolled out a webinar funnel–leveraging key strategic partners as speakers–themed around overcoming common pre-deal objections - drove 3 new opps from existing pipeline and ~170 pre-qualified leads
- Enhanced sales and marketing collaboration within client account and rolled out an omni-channel always-on content funnel across LinkedIn, Meta, YouTube and Google Ads that also utilised the sales team to perform outbound lead generation and follow LinkedIn thought-leadership posting schedules positioned around key buyer journey blockers
- Recommended a data-led decision to pivot core strategic segment choice 9 months into strategy execution after discovering two new segments with a higher likelihood to purchase
- Designed and implemented multiple CRM lead flow processes–including creating sales team lead nurture SOPs–and rolled out CRM-optimisation strategies to enhance quality of data and optimise lead nurture processes
- Working with clients to better understand their pre-awareness to post-project buyer journeys and diagnose opportunities to optimise key “wow” moments
- Collaborating with product, content and senior leadership teams to continually optimise strategy and marketing execution
- Building out the agencies Growth Marketing function, embedding key marketing operational infrastructure, with a focus on automating laborious tasks using templates, SOPs, frameworks, software platforms and AI → rolled out a reporting platform that reduced time to create reports ~75% and a PPC-management software that reduced PPC management by ~66% 
- Relentlessly checking and digging into CRM systems and passeing high-potential leads to sales teams to ensure revenue opportunities are maximised

Growth Lead

tictoc digital

- Managed 12+ retainer clients and created and executed several full-funnel, omni-channel digital marketing strategies
- Lead and developed the digital marketing function
- Collaborated with designers, developers and freelancers to launch full-funnel marketing campaigns
- Created and implemented a multi-channel digital marketing strategy that led to a 28% increase in revenue from digital for an eCommerce client over 12 months
- Instituted a more effective, agile approach to strategy execution and planning which was applied company-wide → the key benefit was that it allowed us to more readily pivot strategically based on new data insights, trends and market activity

Digital Marketing Manager

Elastic Creative UK

- Collaborated with client’s in-house marketing and sales team to create and implement an omni-channel, brand-led digital marketing strategy that delivered a 1,100% increase in qualified lead acquisition – 18 avg. per month to 200+ after 18 months of implementation
- Delivered workshops and created brand and digital marketing strategies that included defining buyer journeys, mapping key target segments and crafting research-informed positioning statements 
- Created and executed multiple full-funnel digital marketing, social media, paid media, content and SEO strategies for various b2b clients
- Collated weekly and monthly performance reports and presented them to client stakeholders, including C-suite and directors
- Upsold agency services to clients and delivered proposal pitches
- Writing world-class, snappy and compelling copy for b2b clients, distilling complex ideas into digestible messaging that met both

Digital Marketer & Copywriter

Marketing @ KlientBoost - The Performance Marketing Agency

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 🤘

I don’t run TOFU, MOFU, BOFU campaigns anymore.

I run two types of campaigns, because there are only two things that matter:

↳ Building mental availability and consideration with out-market prospects
↳ Convincing in-market prospects to choose you over competitors

Out-market campaigns hit our total ICP list.

We run high-frequency ads built around strategic, data-backed messaging to drive reach and recall.

The goal: “When they move in-market, we’re the name they remember.”

We mix ad formats but optimize for audience penetration, frequency, engagement rate, and dwell time.

To measure success, we track ICP company visits, share of search, and growth in engaged ICP accounts over time.

This tells us we're not just hitting vanity metrics, but actually getting on the vendor list.

In-market campaigns are laser-targeted.

I recently shrunk this audience from 40K to ~8K.

Given our full ICP list is ~180K, that tracks as only ~5% are in-market at any time.

The goal: convert pipeline, drive revenue, shorten sales cycles, increase AOV and LTV.

Here’s what that structure looks like:

We ditched generic retargeting (website visits, video views, ad clicks).

Instead, we focus on high-intent page visits—service, pricing, offer pages.

Add in AI-driven intent-signals from Dreamdata and G2.

Then, layer an ICP filter over the top to ensure we're not wasting spend on poor-fit prospects.

Unlike most B2Bs, we don’t exclude existing pipeline from targeting.

We keep reminding them why we're the best option.

They’re not closed until they’re closed. 

Funnel logic makes sense for a linear funnel.

But B2B buying journeys aren't linear.

Smart B2Bs market the way buyers actually buy.

Not the way they wish they would. 

🤘

Patrick Cumming

The Marketing Haunted House: B2B Edition 🦇 

Q4's scary enough. Your marketing agency shouldn't be.

B2B marketers need to forget TOFU, MOFU, BOFU. 

It's not how buyers buy and never was.

Our cold campaigns influenced 140% more SQLs than retargeting this year.

No funnel required.

It worked because we weren't afraid to sell.

~5% of B2B buyers are in-market right now and they're ready for a sales message.

The 95% out-market will forget your "TOFU" content because it doesn't have one.

I can think of a handful of B2Bs I see in my feed every day. 

They're targeting me with ads but I have no idea why I'd ever contact them.

Their "TOFU" budget is a total waste of money because they're not selling.

Here's the new playbook we're recommending to clients hungry for more pipeline from their paid ads:

First, every piece of content you create needs to: 

1. Agitate the pain points you solve
2. Highlight the outcome prospects can expect
3. Share a unique POV on the problem and category
4. Position your product as the solution
5. Add a CTA to book a call

Then, you take that content and aim for:

1. 50%+ audience penetration
2. 10+ frequency
3. Roughly every 90 days

This ensures your ads:

1. Reach in-market buyers ready to book meetings today
2 Build recall with out-market buyers who become pipeline

The hardest part of this strategy is nailing the targeting and creative. 

That's where you spend your time. Not building made up funnels.

When you get that right, it just works.

It's time to stop thinking in funnels and start thinking in market coverage.

There are prospects in your cold audiences ready to buy. 

You've just gotta get the right ads in front of them.

🤘

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

If I was Head of Marketing at a $50M ARR B2B SaaS with an impossible Q4 booked demo target, this is the exact 7-step LinkedIn Ads play I’d run to give myself a chance: 

1. Stop using native LinkedIn targeting filters immediately. Switch to a 3rd party targeting tool or an account list. Turn audience expansion and LAN off unless you want to waste budget.

2. Only target segments you can fully saturate in the next 60 days. Aim for 50%+ audience penetration and 10+ frequency for every segment. Prioritise segments with the highest AOV and close rates.

3. List the top 3 pain points for each segment. Don’t guess. Analyse calls from all closed/won deals. What do prospects actually say is the reason they're talking to you?

4. Craft 6 thought-leader posts for each segment. This gives you 2 posts per paint point. Every post should:

↳  Lead with the pain
↳  Show the expected outcome
↳  Share your points of differentiation
↳  Position your product as the solution

Let posts build organic engagement for 48-72 hours before promoting. Edit later and add a URL to segment-specific landing pages.

5. List the top 3 objections sales gets with responses for each segment. Create 30-60s videos to proactively address them. Loom or Tella works great for this and takes <15 mins to record and edit.

Examples:

Pricing -> video about ROI or guarantee
Complexity -> video on ease of use
Implementation -> change management support

Post from personal profiles and promote as thought-leader ads with URLs.

6. Build a text-only and video thought leader ad campaign targeting cold audiences and give each ~40% of budget. Use these campaign settings:

↳ Brand awareness objective 
↳ Optimize for reach
↳ Set frequency cap at 7 every 7 days

7. Run incentivised conversation ads to convert on-the-fence prospects. Build these exact retargeting audiences:

↳  Engaged with your thought-leader ads OR
↳  Watched 50%+ of your videos OR
↳  Visited your use case, pricing, or contact page
↳  Exclude booked demos

Use a gift card or gift incentive and call this out in the subject line. Keep message copy short and use the problem, agitation, solution formula.

—

After launch, expect 1-2 demos in the first 7 days ramping to 10-20/mo depending on your audience.

But, remember, it'll only work if you get the targeting and creative right.  So make sure you don't skip the foundational research work that makes them land.

66 days to go. Who's testing this?

🤘

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

LinkedIn's company engagement level doesn't predict buying intent.

And, it's not even close.

Here's what happened when I analysed all SQLs from LinkedIn Ads last quarter:

38 had low or very low engagement level.

Just 4 had high or very high engagement level.

That's 9X more pipeline from "low engagement" accounts. 

Insane.

This is also why we've stopped recommending clients optimise LinkedIn Ads campaigns for "conversions".

If they're using the same signals to determine who's "engaged" as they are to determine who's "in-market" the algo is broken.

We see it in the results too.

When we optimise for reach instead we actually generate more pipeline.

Engagement is a vanity metric. 

Most future customers aren't liking and commenting on ads.

But they are paying attention when ads resonate:

1. Taking screenshots and sending them on Slack
2. Logging you in the memory bank for later
3. Asking colleagues if you're legit
4. Recommending you to others 
5. Comparing you on ChatGPT

If B2Bs want to generate pipeline from paid ads, they need to forget trying to guess intent and do this instead: 

1. Create killer creative
2. With a strong message that resonates
3. Get that in front of as many category buyers as possible

That's the only way you're 100% guaranteed to reach in-market buyers who become pipeline.

That means no more conversion and engagement campaigns.

(Be honest, the results are always disappointing anyway...)

And more  awareness campaigns with high reach and frequency.

That's the playbook we're recommending to clients. 
That's the playbook we're running ourselves.
That's the playbook that'll work in 2026.

🤘

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

LinkedIn Ads Connected TV is our highest ROI campaign.

It influenced 10 closed deals in the last 90 days with a $1.6K influenced CAC ($400 lower than the platform average).

Here's the 3-step CTV playbook we're recommending to clients who want more pipeline in Q4: 

1. Focused Targeting 

We use Primer to target our exact ICP.

The audience is built around prospects who actually submit forms.

If they're not the person reaching out to you, exclude them.

You can retarget the wider buying committee once they're in pipeline. 

2. Optimise For Reach & Frequency

65% of our audience saw an ad 8 times. 

Here's how to do it:

↳ Set campaign objective to brand awareness 
↳ Optimise for reach
↳ Set frequency cap to 3

This forces the algorithm to push your ads to as many prospects as possible.

Higher audience penetration = you reach more in-market buyers to drive pipeline today.

Aim for at least 50% audience penetration and 5+ frequency.

3. Pain Point Agitation Video Content

We use this video script format: 

Scene 1: agitates a painful problem 
Scene 2: highlights desired outcome
Scene 3: provides proof we can deliver
Scene 4: outlines benefits of our service
Scene 5: core marketing offer CTA

Production value is top-tier to show we mean business.

Don't have budget for video?

A Loom following this format will still work if you have a compelling offer.

Most B2Bs are sleeping on CTV because it's new.

That means the CPMs are low because there's less competition.

So you can reach more prospects for less and drive higher recall since it's non-skippable.

But it's not gonna be cheap forever. 

Make the most of it before everyone else is doing it. 

🤘

I didn't go to marketing school. 

It's the best thing that happened to my career.

Nobody taught me the 4Ps, CAC payback, or how to prep a slide deck.

I studied English Literature and learned something way more valuable:

The art of storytelling that makes people feel something.

You don't learn that in a "market differentiation" module at business school.

You learn it from dissecting 200+ books written by the world's most captivating authors.

The ones who:

↳ Make you feel seen in a sentence
↳ Condense the complexity of life into a paragraph
↳ Keep you turning for 300+ pages, desperate to know what's next  

Here's how powerful storytelling is: 

When I applied to KlientBoost, I was up against 300+ applicants.

60%+ had MBAs. 

Talk about major imposter syndrome 😅

How did I win?

Messaged our founder with a stupid story about loving Space Jam and not being able to dunk.

It made him laugh and made me stand out in a sea of resumes all regurgitating the same cringe corporate buzzwords 🤮

Here's the deal:

↳ Stories differentiate you from everyone else saying the same thing
↳ Stories create emotional connections the facts can't
↳ Stories make complex ideas simple
↳ Stories are memorable

You could read all the books on marketing, take all the courses, and get all the accreditations.

But it means nothing if you can't tell a powerful story.

That's how you really move people.

And the world needs marketers who can tell them now more than ever.

🤘

LinkedIn Ads has the highest ROAS of all paid platforms for B2B.

Last quarter we spent $81K and influenced $1.2M LTV.

Those are crazy numbers and I've seen higher.

But it won't work with vague single images and gated eBooks.

If you're a B2B SaaS struggling to hit Q4 pipeline targets, this is what you should run instead: 

- Pain point agitation thought-leader ad campaigns
- Product marketing/objection handling video campaigns
- High-intent incentivised conversation ads to book meetings

Those pain point and objection handling ads NEED to be based on deep research. 

There's a free prompt in the doc below to help you speed this up.

Here's why it works:

- TL ads have low CPMs and get more clicks
- More prospects see your ads and visit your website
- Pre-handle objections before prospects speak to sales
- Persuade on-the-fence in-market prospects with gift cards

See how to execute the full playbook step-by-step below 👇

—

P.S. Found this useful? Like, save, and share to help out another B2B marketer 🤘

Talks about #b2bmarketing, #contentwriting, #growthmarketing, #demandgeneration, and #performancemarketing

The 7-Step Recipe To Hit Your Q4 LinkedIn Ads Targets

Easiest way to miss your marketing goals: 

Guess your budget and hope for the best 🫠

But that's still what most B2B SaaS companies do anyway.

We created a 6-step data-driven budget planning framework so you don't need to wing it (and it's CFO approved too 😉).

It's called the Math of Marketing. 

Here's how it works:

1️⃣ Map out conversion rates for each lifecycle stage from lead through to closed revenue. We use a simple spreadsheet. Focus on qualified leads who booked calls, not ebook downloads, otherwise the math breaks.

2️⃣ Next, calculate your cost per acquisition (CPA) for each stage. Use this equation: marketing spend ÷ volume at that stage. For example, $500K spend for 1,000 MQLs = $500 cost per MQL.

3️⃣ Work out what needs to be true to hit the primary business objective. Need 20% revenue growth? Based on current lifecycle conversion rates, calculate exactly how many leads, MQLs, or SQLs you need to do it. 

4️⃣ Take your marketing KPI volume target and multiply that by your current CPA baseline. If you need 2,000 leads, and CPA is $200, your marketing budget would be $400,000.

5️⃣ If only it were that simple. The truth is, ad costs are going to go up and you need to factor that in. Paid social costs are up ~20% and paid search costs are up ~2% vs last year. Add a 10-15% increase vs current baselines to account for it.

6️⃣ You've done the math. Now you can package that up into a board-ready doc and present a data-driven budget so leadership understands the investment required to hit their goals.

The whole process takes <1 hour and is 10X less stressful than guessing.

—

Here's why this framework is so powerful:

1. Translates marketing into financial language execs understand
2. Gives you leverage when negotiating marketing goals
3. Increases your chance of actually hitting goals

You can show exactly how increases and decrease in spend impact bottom-line revenue growth.

Now you're seen as an investment, not a cost centre.

🤘

—

P.S. Need help calculating your Math of Marketing? Grab the free calculator. Link in the comments 👇

POV: B2B marketers looking EVERYWHERE for SQLs in Q4

—

P.S. Wrapping up filming in LA today. 

Keep your eyes peeled for more sick video content coming soon 😎

We interviewed 182 marketing leaders about their experience working with agencies.

58% of them told us it was important for an agency to deeply understand their business.

But they only rated agencies 2/5 on actually meeting those expectations.

Wild that this is still happening in 2025.

We realised it was an issue years ago and created a thorough onboarding kick-off questionnaire to make sure it doesn't happen at KlientBoost.

Every client goes through this same process at the start of partnerships.

It's why this is one of the most common advantages from 380 G2 reviews (4.8/5 avg. rating):

"Users commend the team's extensive knowledge, appreciating their deep understanding of business needs and market navigation."

The process isn't complicated, but it is thorough. 

In the first call with the team, you'll align on:

1. Key business details and strategy
2. Competitive landscape and UVPs
3. Products, features, and benefits
4. Offers and unique value
5. ICP targeting criteria + pains and gains

That way we have the level of deep business understanding needed so: 

1. You feel confident we truly get you
2. We have exactly what we need to hit your goals

It's a little bit of front-loaded homework, for much better results later.

Pretty cool if you ask me 🤘

—

P.S. Check the video to see the full process in action 👇

B2Bs are spending more on LinkedIn Ads but they're still struggling to generate pipeline and prove ROI.

We've spent $170K+ over the past year using our own LinkedIn Ads account as a sandbox to test new plays that drive pipeline you can defend.

We compiled those learnings into a Modern LinkedIn Ads Playbook and we're teaming up with Dreamdata CMO Steffen Hedebrandt to walk you through it.

Here's what you'll learn:

↳ 5 new activation plays to close more deals
↳ How to plan your LinkedIn Ads budget accurately
↳ How to track and optimize your LinkedIn Ads campaigns
↳ The 12 most effective image ad templates from 2025 so far
↳ 3 new demand gen plays to build awareness that converts to pipeline

Expect a 1-hour session packed with actionable advice you can use to generate more Q4 pipeline and build a stronger marketing plan for 2026.

I'm excited about it's and it's gonna be super high value.

Can't wait to start sharing what we've learned. 

Sign-up with the link in the comments.

See you there?

I connect with 5-10 SaaS marketers a month and they're all saying CAC is through the roof.

They're not wrong. 

Ad costs ARE up and the old playbooks ARE less effective. But many B2Bs aren't making life easier for themselves either.

Whenever we audit accounts, the same 3 mistakes always come up (and they're not that hard to fix):

1. Not using offline conversion tracking
   
You need to send your CRM lifecycle stage data to ad platforms asap.

This data shows you what's actually generating pipeline so you can cut noise and scale what drives high-intent inbound.

2. Following ad platform "best practices"

Turn off audience expansion, audience network and maximum delivery bidding for LinkedIn.

Switch broad match keyword targeting for high-intent exact match search terms on Google.

3. Budget doesn't match the goal

Let's say you're targeting a 400K audience with $10K/mo and your CPM is $100. Just 12.5% of your audience will see your ads.

The chance they reach any in-market buyers is basically 0%.

You need to reduce audience size to a segment you can afford to fully saturate with fairly high frequency.

You catch in-market buyers today and build mental availability to attract out-market buyers later.

Here's the reality: you can't avoid rising ad costs.

But, you can avoid foundational mistakes that make the problem 10X worse.

Following those 3 steps alone could easily shave 20-30% off your CAC within the next 6 months.

🤘

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

Here's why funnel-based B2B SaaS marketing is fundamentally broken and what to do instead.

Marketers love mapping buyer journeys and nurturing prospects through funnel stages. I used to too until I realised it's built on three false assumptions:

→ Everyone at the same "stage" needs identical content
→ Nurturing converts buyers who simply can't buy
→ People remember your previous content

Here's what actually happens in B2B buying:

1. 80%+ of buyers choose brands they already know. They see you everywhere, everybody's talking about you, and that's the kind of hype they trust. They couldn't care less about your awareness, consideration, or conversion content.

2. The other 20% of in-market buyers are ready-to-buy today. They haven't picked a vendor and you can win them over with high-frequency cold campaigns showing you can solve their problem. No funnels required.

3. Then there's out-market buyers locked into long contracts. Send them all the TOFU eBook nurture flows you want. They're not switching until that contract expires. Even then they're and only switching IF they've had a bad experience.

4. Add other decision makers to the mix and the funnel logic gets even more farfetched. 10 different personalities. 10 different risk-appetites. 10 different jobs-to-be-done. None of them follow a neat funnel or need the same content.

But it's actually good news for SaaS marketers.

Because you no longer need to waste time on complex funnel setups based on made-up intent signals like "viewed MOFU blog" or "spent 33.7s on the feature page = BOFU". 

Be honest, they never worked anyway.

Instead, you run broad, high-frequency campaigns with memorable creative connecting you to key category entry points. 

- Buyers move in-market
- Associate you with the category 
- Book the demo call

You spend your energy on creative differentiation that gets you remembered for the problems you solve and makes prospects WANT to choose you. 

Let's be honest. That's the part we love doing most anyway.

Remember, there is no right person, right message, right time.

It's right person, right message, all the time.

🤘

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

It feels like nothing works in marketing right now.

That's what B2B leaders I speak with every week are telling me.

But it's not actually true.

It just seems that way because: 

↳ The board set an unrealistic goal based on hope not reality
↳ The budget to actually hit that goal is way off as a result

Of course it's gonna look like you're failing when you guess the goal and budget.

Even if you're doing great work.

We created a demand gen budget calculator to help fix the problem.

You enter:

↳ Your target audience size
↳ Your desired audience reach
↳ Your desired ad frequency
↳ Expected platform CP
↳ 2X avg. sales cycle

And it tells you how much budget you need to actually hit your goals.

We covered this, and also:

↳ essential tools for effective demand generation
↳ tips for measuring demand gen to know what's actually working

in a recent KlientBoost Kitchen podcast.

Here's the link to watch the full episode: https://lnkd.in/ez8ZFmPh

🤘

Here's a simple hack we used to reduce Cost/MQL 57% for a $50M+ ARR B2B SaaS using Pmax.

Give this a test if you're looking for creative ways to drive more "marketing-sourced" pipeline in Q4.

Here's the 5-step process (shouldn't take more than 20 minutes to build):

1. Pull your Closed/Lost list from your CRM
2. Upload that list to Google Ads
3. Build a new Pmax campaign
4. Reuse your best-performing asset sets
5. Load the Closed/List list as the audience signal

Our team ran this play and saw:

- 31 net-new MQLs
- 57% lower Cost/MQL vs the average
- 2 enterprise deals from $1B+ ARR companies

They only used a fraction of the total Google Ads budget to run this too.

Here's why we think it worked:

1. Economic uncertainty earlier in the year meant many deals were lost due to price sensitivity and risk-aversion. Not due to poor product-fit. Even hot deals went cold overnight.

2. Running a Pmax campaign directly to those accounts meant we could reactivate prospects now markets are stable. They already liked the product and so it was easier to bring them back in pipeline.

3. I was actually kinda shocked when the team told me about this. I've struggled to make Pmax work for our own ad accounts. But, for some B2B SaaS companies, especially PLG-motions, it can be a legitimate pipeline driver. 

(I'd still say it's worth a test even if you're running a sales-led motion)

Anyway, here's the key takeaway:

You could be sitting on a gold mine of opportunities in your CRM right now.

Now is the exact time to start reactivating those accounts and getting more marketing-sourced pipeline wins on the board for Q4.

🤘

B2B ads don't need to be less boring.

We've seen plenty of "creative" ads generate zero pipeline while "boring" ads drive predictable revenue.

The goal isn't creativity. It's growth.

Here's what happened with our best-performing ad this year:

1. Used a trusted "boring" template 
2. Took <15 minutes to write
3. Called out our ICP and pain point in the hook
4. Outlined exact steps to solve the problem
5. Added a CTA to our free marketing plan offer

Super simple by most standards and I've read a few marketers actively talk about how they dislike that specific template.

But it influenced 6 closed deals in the last 90 days on a cold campaign. That's ~$320K ARR from $1.3K ad spend.

It works because we achieved the most important objectives every ad has:

1. Link it to a relatable experience
2. Provide a clear value proposition
3. Make it memorable with distinctiveness
4. Appeal to emotion to make it engaging
5. Anchor it to your product and the pain you solve

If you can achieve all those objectives AND make it creative, it'll work 10x better.

But those are the first goals.

Creativity and cleverness are secondary.

We see this pattern repeatedly. Ads that prioritize clear messaging over flashy creative consistently outperform their "exciting" counterparts.

The market doesn't care how impressively creative you are.

They care about whether you can solve their problems.

For that you need to start and end with clarity.

🤘

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