Author: Scott Sweeney
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How to Build a Paid Media Budget for B2B SaaS in 2025
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If you are a Head of Marketing planning your paid media budget for the rest of 2025, this guide is built for you. Building an effective paid media budget today requires more than simply plugging numbers into a spreadsheet. It demands a strategic approach that balances performance marketing with brand…
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Do You Really Need to Wait a Year to See LinkedIn Ads ROI?
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Wondering how long it takes to see ROI from LinkedIn Ads? Learn why you don’t need to wait a year and which early metrics to track for faster campaign insights.
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How to Build Messaging Around Strategic Buying Triggers
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Understanding and leveraging buying triggers is one of the most effective ways to create timely, relevant messaging that drives B2B sales performance. Too often, marketing and sales teams operate under the false assumption that they can convince a buyer to act at any moment. In reality, most buyers are not…
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How to Identify True AI-Forward Marketing Leaders
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AI-forward marketing leadership is becoming one of the most important traits to evaluate in today’s hiring process. With artificial intelligence reshaping workflows, content pipelines, analytics, and decision-making across the marketing function, organizations are scrambling to find leaders who can harness these capabilities in meaningful ways. Yet most companies still don’t…
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Is Multi-Touch Attribution Collapsing into Something Stranger?
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For years, the dream of multi-touch attribution (MTA) shaped digital marketing strategy. Track every customer touchpoint, assign perfect credit across the funnel, and scale spend with total confidence. It was a vision of complete clarity—one where marketers could optimize every dollar to its highest and best use. But if you…
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Write LinkedIn Ads For Executives That Actually Drive Results
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Reaching a C-suite audience with LinkedIn Ads requires a completely different approach than targeting general business professionals. Executives are busy, skeptical, and laser-focused on outcomes. If your ads do not immediately communicate business value, they will be ignored. This is why crafting LinkedIn Ads for executives is one of the…
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How to Turn Apollo or ZoomInfo Lists Into High-Intent LinkedIn Audiences
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If you’re working with sales prospecting lists from Apollo, ZoomInfo, or similar platforms, you’ve got a hidden asset that can dramatically improve your LinkedIn Ads targeting. These lists aren’t just good for email or cold outreach—they’re a shortcut to building high-quality, high-intent audiences on LinkedIn. And with a bit of…
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Why Unprompted Customer Stories Are Your Best Content
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When it comes to marketing, authenticity is often talked about but rarely captured well.In an era where customers are overwhelmed with polished ads and corporate messaging, unprompted customer stories stand out. They have the power to break through the noise and create a level of trust that traditional brand content…
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Scaling PPC Campaigns? Don’t Forget to Adjust Your Bids
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When it comes to scaling paid search campaigns, one of the most common (and costly) mistakes I see is this: 👉 Simply increasing the budget without adjusting the bidding strategy. On the surface, it makes sense—if your campaigns are performing well, why not just add more budget and watch the…
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Strategic Narrative in Marketing
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Strategic narrative in marketing is becoming a critical differentiator in competitive B2B spaces. Whether you’re in SaaS, AI, or healthcare, one truth cuts across every industry: if your messaging and positioning are unclear, demand generation alone will not sustain growth. The most advanced ad campaigns, the most refined outbound sequences,…