Weekly B2B Marketing Digest / Week 51

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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INSIGHTS FROM EXPERTS ON LINKEDIN

• Sophie May Reeves: Stop Chasing Trends—Focus on Impact

Sophie May Reeves says brands should stop chasing viral trends and focus on content that builds trust, shows impact, and inspires action. Trendy formats don’t matter if they don’t support your mission. Instead, aim for storytelling, consistency, and strategy to create real change.

• Chris Walker: B2B Marketing Needs a New Playbook for 2025

Chris Walker shares seven bold ideas to shake up B2B marketing, like smaller teams, AI-powered execution, and focusing on ROI. He warns CMOs to stop clinging to outdated strategies that don’t deliver results. Boards want efficiency, better CAC, and clear financial outcomes—or heads will roll.

• Stefan Neefischer: Google’s Double Ads Could Raise Your Costs

Stefan Neefischer ?? dives into Google’s double ad placement experiment, which might drive up brand CPCs and impact competitors’ bids. He highlights how Google removed auction insights just as this started, raising questions about what else might be changing. Advertisers should pay close attention to these shifts.

• Toni Hopponen: The 95:5 Rule Doesn’t Work for SaaS

Toni Hopponen explains why the 95:5 rule from LinkedIn’s advertising report doesn’t apply to SaaS. SaaS buyers are always searching for better tools, with high churn and overlapping subscriptions. Before you base your 2025 plans on this rule, make sure it fits your market.

• Kerry Cunningham: Beware of Misleading Charts in B2B Research

Kerry Cunningham highlights how vertical axis manipulation can distort the message of charts in B2B research reports. He shows two examples where the same data appears drastically different, depending on the y-axis scale. To avoid being misled, he advises scrutinizing the axis and looking for error bars, which reveal if differences are statistically meaningful and how consistent the data is.

WHAT'S NEW IN THE INDUSTRY

• Google Ads Tests AI-Powered Reporting Tool

Google Ads is piloting a feature that lets advertisers create custom reports using natural language prompts, simplifying data analysis and campaign optimization. This tool aims to save time by reducing manual setup and making insights more accessible, though it’s currently in beta with a limited rollout. As AI integration continues, features like these are set to redefine ad platform reporting.

• TikTok Appeals U.S. Ban to Supreme Court

TikTok has asked the Supreme Court to block a law banning the app in the U.S. starting Jan. 19, arguing it violates First Amendment rights. The platform, used by 170 million Americans, is central to many marketing and influencer strategies, making its potential shutdown a significant concern for businesses. The legal outcome could reshape social media's role in commerce and free speech.

• LinkedIn Tests Post Boosting for Personal Profiles

LinkedIn is trialing a feature allowing individuals to pay for increased visibility on their posts, expanding beyond business-focused boost options. This tool targets professional personal branding but raises frustrations over declining organic reach and LinkedIn’s shift toward a pay-to-play model. A broader rollout in 2025 could reshape how users engage with the platform.

• Predictions for Google Ads in 2025: AI and Strategy Take the Lead

Experts forecast that Google Ads will see greater adoption of AI-driven campaigns like Demand Gen, a stronger emphasis on holistic marketing skills, and minimal impact from legal challenges. Trends from 2024, such as generative AI tools and optimization beyond ad accounts, will continue to evolve. Marketers are encouraged to embrace these changes and refine strategies for success in the coming year.

• Google Tests Double Ad Placements in Search Results

Google is experimenting with showing two ads from the same advertiser on a single search results page, raising concerns about policy violations and competition. This test, confirmed by Google Ads Liaison Ginny Marvin, aims to evaluate user and advertiser value but may increase costs without guaranteed revenue benefits. The implications of this experiment could significantly alter search ad dynamics if widely implemented.

• New Brand Guidelines for Google Performance Max Campaigns

Starting Jan. 30, Google Ads will require business name and logo assets to be linked at the campaign level in Performance Max campaigns, centralizing brand control. This update ensures consistency across formats but may disrupt API workflows for advertisers needing to adjust their processes. Early adaptation to these changes can safeguard brand integrity and streamline campaign management.

• Google Ad Policies Shift for Privacy and Connected TV Growth

Google is updating its ad policies to incorporate privacy-enhancing technologies (PETs) and address the expansion of Connected TV (CTV) advertising. These changes include tools for secure data activation and guidelines for effective audience targeting in fragmented ecosystems. Advertisers who adopt these updates can protect user privacy, navigate the evolving CTV space, and remain competitive in a changing landscape.

• Google Proposes Remedies in DOJ Antitrust Case

In response to the DOJ’s antitrust lawsuit, Google has filed proposed remedies, including changes to browser agreements and Android contracts to promote competition. Key suggestions include allowing multiple default search engines, unbundling Google Play Store from Search and Chrome, and giving device makers more flexibility in app preloading. These steps, though contested by Google, aim to comply with legal requirements and address antitrust concerns.

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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