Weekly B2B Marketing Digest / Week 37
Hey! Welcome to our latest newsletter, a curated blend of the latest news in digital marketing, coupled with insights from top thought leaders on LinkedIn.
Before we get started:
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WHAT'S NEW IN THE INDUSTRY
Google is withholding up to 80% of search term data from advertisers, limiting their ability to optimize ad performance. Analysis reveals that 40% of search term data is typically hidden, especially for phrase match keywords. To combat this, advertisers should switch to exact match keywords and run experiments to reduce hidden costs and improve results.
YouTube's First Position Ads, which guarantee the first ad spot in any session, are now available across all content through Display & Video 360 at dynamic rates. This prime ad placement offers brands the chance to maximize visibility, boost engagement, and improve recall, especially for important campaigns like product launches. Brands like Booking.com have already seen significant ad recall improvements using this feature.
As Google battles the DOJ in court, it defends its dominance in the ad tech market by claiming numerous competitors exist. However, evidence suggests that Google controls a vast portion of digital ad spending, limiting true choice for advertisers and publishers. A DOJ victory could reshape the ad tech landscape but may lead to short-term challenges for small businesses and advertisers.
The European Court of Justice has upheld a $2.7 billion fine against Google for favoring its Shopping service in search results, unfairly disadvantaging competitors. This decision, originally imposed in 2017, could lead to further changes in how Google handles algorithm transparency and ad strategies. While Google has complied with the initial ruling, the case could set a precedent for other services like maps and travel.
Meta is introducing new data restrictions in its Business Tools, which could affect ad targeting and tracking for advertisers. These changes include automatic restrictions on URL parts and custom parameters, potentially pausing ads with highly targeted UTMs. Advertisers may need to adjust custom audiences and reporting strategies as Meta continues to prioritize privacy.
Google is experimenting with a new ad format that makes sponsored content more distinguishable, using a taller gray background and clear "Sponsored" and "Promoted results" labels. This is a shift from its previous subtle labeling, and could influence user behavior and click-through rates. Advertisers should monitor how these changes impact performance as the test evolves.
Google introduced confidential matching, a privacy-first solution that uses advanced computing to securely process first-party data for audience targeting and campaign measurement. This new feature protects sensitive information using Trusted Execution Environments (TEEs), ensuring even Google cannot access the data. As part of Google's broader privacy initiatives, this solution aims to enhance data security while maintaining compliance with privacy regulations, with more features rolling out globally soon.
A recent bug in Google Ads is impacting GCLID-based offline conversion tracking, leading to missing conversion data for advertisers. The issue began on September 12, and although uploads show as successful, conversion results appear as zero, affecting over 250 accounts. Google is investigating the problem, with advertisers awaiting further updates, hoping it is a reporting error rather than data loss.
领英推荐
INSIGHTS FROM EXPERTS ON LINKEDIN
Liam Moroney argues that using demand generation tactics for brand marketing is ineffective because demand gen is focused on short-term conversions, while brand marketing builds long-term customer perceptions. He highlights that demand gen's measurement tools, particularly in SaaS, make it challenging to focus on brand-building. CMOs need to balance demand and brand marketing to drive both short-term results and long-term growth.
Finn Thormeier provides a step-by-step guide for replicating the Adam Robinson playbook for SaaS founders on LinkedIn. The strategy focuses on two content pillars: product-related pain points and thought leadership insights. He emphasizes founder-audience fit, content quality over quantity, and consistent engagement. Finn recommends leveraging content through paid ads and outbound to amplify results.
Justin Rowe compares LinkedIn ads to SEO, emphasizing their long-term value in building awareness and trust rather than focusing solely on transactional metrics like cost per lead. He explains that LinkedIn ads work best when integrated into a broader marketing ecosystem, enhancing the performance of channels like Google ads and SEO through effective retargeting and qualification.
Garrett Mehrguth argues that B2B marketing departments severely underpay for copywriting, often relying on unqualified staff. He suggests creating a budget for a skilled copywriter, hiring freelancers first to understand needs, then bringing someone in full-time. Garrett emphasizes setting clear KPIs and treating copywriting as a crucial investment that directly impacts marketing effectiveness.
Edita Vatenaite highlights Emma Stratton ’s new book ''Make It Punchy'' as a must-read for anyone learning or improving messaging and positioning for B2B tech companies. She praises its easy-to-follow frameworks, clear explanations, and relatable examples, making it ideal for both founders and seasoned product marketers. Edita highly recommends it for its step-by-step guidance and real-world analogies.
Sam Kuehnle explains how outdated BDR strategies are limiting their potential and suggests integrating them into a sales-assisted Product-Led Growth (PLG) approach. Instead of pushing prospects too soon, BDRs should collaborate with marketing and product teams to target users who are actively engaging with the product. By becoming more consultative, BDRs can drive higher conversion rates.
Mac Reddin ?? shares Darren McKee’s "3x3x3" social selling strategy: daily identifying 3 target companies, 3 potential buyers, and sending 3 personalized messages. By researching each account and crafting tailored outreach, McKee ensures he's building a network and establishing meaningful connections, even if the first pitch doesn't result in immediate engagement.
Hannibal Herforth warns against over-complicating marketing strategies by focusing too much on setup. Instead, he emphasizes getting the fundamentals right: strong market positioning, targeting the right audience, and developing clear, value-driven messaging. These basics, while not flashy, are key to long-term success.
Kyle Poyar argues that "time savings" isn't a compelling value proposition for software products. While automation and AI promise productivity gains, buyers care more about reducing costs or increasing revenue. To stand out, companies need to connect their product’s benefits to financial impact or highlight indispensable features beyond just saving time.
Reyhan Khan outlines an efficient way to create a super-targeted list of prospects using Sales Navigator and Prospeo. By combining account filters like hiring status, technology use, and recent funding, Reyhan demonstrates how to build and export high-quality prospect lists in under two minutes, highlighting Prospeo’s superior email validation.
Alessio Artuffo expresses concern over LinkedIn's growing complexity and decreasing content quality. He highlights issues with cluttered user experience, a flood of unqualified advice from so-called experts, and a lack of personalized content. Alessio suggests that the platform may need AI-driven personalization to maintain relevance and improve usability.
That's the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
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Founder/CMO @ Impactable | B2B LinkedIn Ads Agency w/ Demand Gen + Thought Leadership Focus
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Building lean Founder-Led content machines for B2B SaaS companies
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