Weekly B2B Marketing Digest / Week 8
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
Ginny Marvin shares that Google Ads is giving responsive search ads (RSA) more flexibility. Up to two headline assets may now serve as secondary links if predicted to improve performance, and Google is exploring the option to hide certain content if it enhances results. These changes aim to optimize ad combinations using AI to deliver better outcomes based on campaign goals.
Elena Jasper discusses a new study showing there is no single "best" media mix - success depends on your brand and goals. TV and outdoor ads drive awareness, YouTube boosts brand association, and digital channels paired with point-of-sale encourage action. She emphasizes that optimizing for reach alone isn’t enough; campaigns must align with specific performance objectives to deliver real impact.
Jason M. Lemkin highlights Shopify’s remarkable 31% growth rate, its fastest in three years. Key drivers include a 33% increase in offline revenue, 140% growth in B2B, and disciplined spending, with costs rising much slower than revenue. While software subscriptions grew only 9.1%, Shopify’s focus on payments and fintech has fueled its massive scale and value.
Hana Kobzová shares that Google Ads now allows RSA headlines to serve as sitelinks, giving advertisers more ways to use existing assets. This AI-driven update can display up to two unused headlines as sitelinks if they are predicted to improve performance. The feature is rolling out globally across all languages, offering more flexibility and better optimization for ad results.
Justyna Ciecierska, MSc argues that the most valuable marketing insights happen before trackable actions like clicks or conversions. These hidden triggers - found in private conversations on Slack, Zoom, and beyond - shape buying decisions long before a search begins. She created the "Mind Reader Workshop" to help marketers uncover these unseen moments and connect with buyers earlier in their journey.
Ryan O. highlights the influence of hidden buyer groups - especially procurement teams - that often eliminate half of all potential vendors. Using data from a Forrester-focused Google Ads campaign, he found procurement was the top converting job function. He emphasizes the importance of recognizing these unseen decision-makers to better target and convert key audiences.
Preston ?? Rutherford shares a conversation between a new CMO and a VP of Growth, highlighting a major shift in marketing strategy. The CMO moves away from short-term ROAS goals and ties bonuses to contribution dollars and lifetime value, encouraging a focus on sustainable, incremental growth. This team-driven approach aligns with the CFO and board's commitment to optimizing long-term profitability rather than just hitting short-term targets.
Pranav Piyush shares six trusted resources for staying updated on marketing measurement through academic research and expert voices. His go-to sources include the Ehrenberg-Bass Institute for evidence-backed research, Eric Seufert for technical ad platform insights, and WARC for industry-wide perspectives. He also recommends the Humans of Martech podcast, Adam Lovallo’s Grow.co newsletter, and Barbara Galiza’s 021 newsletter for practical, real-world approaches to measurement and growth.
WHAT'S NEW IN THE INDUSTRY
New research reveals that B2B marketers focus too much on "Target Buyers" (product experts) while ignoring "Hidden Buyers" (procurement, legal, finance). These Hidden Buyers, who prioritize risk mitigation and trust, control key decision stages and veto nearly half of the shortlisted vendors. To close more deals, marketers must expand strategies to engage both groups effectively.
The EU is preparing to charge Google with violating the Digital Markets Act (DMA) for allegedly favoring its own services in search results. If found guilty, Google could face fines up to 10% of its global revenue and be forced to change its search algorithms, potentially leveling the playing field for competitors. This case signals increasing regulatory pressure on Big Tech and could reshape online competition and search marketing.
LinkedIn has launched the Conversions API (CAPI) and Revenue Attribution Report (RAR) to provide marketers with better data and campaign insights. CAPI connects first-party data to LinkedIn for improved tracking across digital and offline channels, while RAR links CRM data to measure long-term revenue impact. These tools aim to enhance attribution accuracy and help marketers optimize their advertising strategies.
Google launched the beta version of Display & Video 360 API v4, introducing mandatory optimization objectives and removing certain targeting controls. The update also includes asset-based creative support, better geographic targeting, and new integrations in v3 and v4. Advertisers should update their client libraries and follow Google’s migration guide to access these features.
Google Ads’ keyword insertion feature dynamically adds search terms to your ad copy, making ads more relevant and improving click-through rates. It works only with Responsive Search Ads and can save time by tailoring a single ad to multiple keywords. Advertisers should follow best practices, like avoiding misspellings and reviewing competitor keywords to stay compliant with Google’s policies.
Google now allows advertisers to create human images for ads using its Imagen 3 AI model across Performance Max, Demand Gen, and Display campaigns. Advertisers can customize age, gender, and ethnicity while maintaining control over final images. This tool reduces production time and costs while ensuring AI-generated images follow strict guidelines and are labeled for transparency.
Google’s latest update uses AI to optimize Responsive Search Ads (RSAs) by dynamically mixing headlines, descriptions, and assets for better engagement. Unused headlines can now serve as sitelinks, giving advertisers more ways to use their creative assets. This change aims to improve ad performance while maintaining control over key messaging and increasing flexibility.
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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Thanks so much for including me! That article is definitely required reading for LinkedIn ads pros ??
Ask me about the Mind Reader Workshop | Founder @ Marketing Waiting Room? - Winners claim space in the mind of the buyer | Brand | Content | Strategy | Messaging | Positioning | Value Proposition
1 周WOW! What a value bomb! Thanks so much for featuring me and my "Mind Reader" workshop Deivis ?? This means the world!