Author: Scott Sweeney
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Why Most ABM Programs Fail to Reflect How People Actually Buy
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Many modern B2B teams believe they are running effective account-based marketing (ABM) programs. They identify the right accounts, select the right people within those companies, and launch campaigns that are technically precise. But for all their targeting accuracy, most ABM efforts miss a critical element — they do not reflect…
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The Six Must-Have Reports That GTM Leaders Need for Smarter Decision-Making
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GTM leaders rely heavily on clear and accurate data to drive alignment, accelerate revenue, and guide strategic planning. In a fast-moving B2B environment, there is no room for guesswork. Whether managing marketing, sales, or customer success, having a set of foundational reports is essential for tracking progress, identifying bottlenecks, and…
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How Google’s AI Overviews Are Changing Search — And It Matters
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In 2025, no change to the digital marketing landscape looms larger than Google’s rollout of AI Overviews into mainstream search results. Promised as a major leap forward in search experience, the overviews aim to synthesize information more efficiently for users. They summarize, recommend, and contextualize information without requiring users to…
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Smarter Ways to Visualize Search Marketing Data in 2025
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earch marketing has never been more complex—or more critical to business growth.As the digital landscape continues to shift, how we visualize search marketing data must evolve. The old ways of reporting are no longer enough. Static dashboards and siloed spreadsheets create blind spots, hiding key insights marketers need to drive…
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Planning a New PPC Campaign? Here’s What I Ask Clients Before We Launch
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One of the best ways to ensure a smooth and successful PPC campaign launch is to set clear expectations early—especially when working with a client’s internal team. When there’s a big marketing push or a new service to promote, I’ve found that taking time to outline what’s needed up front…
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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…