Weekly B2B Marketing Digest / Week 9
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
Ivars Krutainis ?? explains that LinkedIn’s ad algorithm struggles with complex B2B sales because the buying process is slow and involves multiple decision-makers. Unlike Meta, which quickly learns from thousands of quick consumer purchases, LinkedIn’s algorithm doesn’t get enough data to optimize effectively. His advice? Take control by manually targeting specific companies, job titles, and excluding irrelevant audiences.
Jonathan Bland shares that Omni Lab will spend over $100k on a brand marketing campaign in 2025 to make a bigger impact. Over the next three months, he’ll share the entire process - planning, scripting, and launching - to help other SaaS brands learn from their experience. They’ve partnered with a video agency and industry experts to make sure the campaign delivers.
Nick Gilbert reveals a tool he built called the "ICP Extractor" that pulls and sorts LinkedIn engagement from competitor posts. It helps find qualified leads by filtering job roles, locations, and company sizes - turning competitor audiences into potential customers. He’s offering access to the tool for anyone who likes his post, comments "ICP," and connects with him.
Elena Jasper breaks down a study showing that last-touch attribution often leads to overbidding and wasted ad spend. It benefits publishers by driving up ad prices but reduces advertiser profits. She suggests exploring better models like Shapley Value Attribution, which distributes credit more fairly and improves budget efficiency.
Dale W. Harrison challenges the belief that buying committees can be easily identified in account-based marketing. He argues that this information is often confidential, and even when committees exist, the true decision-makers remain hidden. He warns against relying on intent data alone, as it rarely gives a clear picture of actual buying intent.
Sophie May Reeves emphasizes that a successful B2B brand strategy goes beyond design - it’s about clear positioning and messaging. She outlines key elements like defining market territory, mapping decision-makers, and maintaining a consistent brand voice. Without brand clarity, you remain invisible to most potential buyers, but with it, you build preference long before they’re ready to purchase.
Emily Kramer believes we’re in a go-to-market (GTM) revolution, despite challenges like declining search and AI spam. She highlights the shift from broad targeting ("net fishing") to precise, account-driven strategies, where marketers can identify and engage the right audience at the right time. This new approach offers more control and better results.
Alex Swerdlow shares insights from using Claude 3.7 Extended to analyze Google Ads performance. By combining campaign data with account change history, Claude identifies trends, connects changes to performance, and suggests future optimizations. He sees potential for this method to improve audits, internal processes, and onboarding new accounts.
WHAT'S NEW IN THE INDUSTRY
X introduced AI-powered features - Prefill with Grok and Analyze Campaign with Grok - to help advertisers automate ad creation and optimize campaign performance. These tools allow businesses to generate ad copy from website URLs and receive real-time insights and recommendations. The phased rollout began on February 21, aiming to streamline ad management and improve outcomes.
Google is now charging advertisers when users book services through links found in Google Business Profiles, automatically connecting these links to Local Service Ads. Advertisers have been auto-enrolled since February 25, and must manually opt out to avoid unexpected charges. Businesses should review their settings to avoid paying for low-value leads and ensure proper handling of booking inquiries.
A Vox Media survey reveals growing dissatisfaction with Google Search, with 42% of respondents saying it’s less useful and over half turning to community platforms or AI tools instead. Younger generations, especially Gen Z, are driving this shift as they increasingly rely on alternatives like TikTok and AI chatbots. This signals a potential disruption in the search landscape, with trust and authenticity becoming key factors.
Google released version 19 of its Ads API, adding enhanced video asset generation for Performance Max campaigns and new Demand Gen ad formats. It also removed legacy feed-related entities, encouraging developers to use assets instead. These updates provide better optimization tools and greater control over campaign performance.
A growing gap between marketing and sales is hampering B2B growth, with only 16% overlap in audiences targeted by both teams. LinkedIn research shows that companies with better alignment achieve higher revenue, customer retention, and ad engagement. To succeed, businesses must adopt broader targeting strategies and foster collaboration between marketing and sales to capture the modern, self-reliant B2B buyer.
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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Co-Founder @ Omni Lab | Paid Media for B2B SaaS brands
2 天前Deivis Rupslaukis Appreciate the share my friend! :)