Author: Scott Sweeney
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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,…
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Strategic Paid Media Planning
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Strategic paid media planning is often misunderstood as a purely tactical exercise. Many teams assume it begins with setting budgets and selecting channels. But in reality, its success is determined much earlier — in the alignment of audience insights, messaging clarity, and content development. Paid media can only perform as…
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Your Attribution Data Is Lying to You
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Most B2B marketing teams think they’re making data-driven decisions.In reality, many are basing their entire budget allocations on incomplete, distorted, or outright false attribution data. Here’s the cold truth:If you trust your default marketing attribution data, you’re making decisions based on lies.And if you don’t recognize that now, you’re setting…
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How to Measure Brand the Right Way
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“How do I measure brand?” It is one of the most common questions marketing leaders, especially VPs and CMOs, ask.It is also one of the most misunderstood topics in marketing. The truth is, before you can even attempt to measure brand effectively, you must first start by asking a better…
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A Practical Guide to Google Tag Manager Tag Types (And When to Use Them)
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If you’ve ever opened Google Tag Manager (GTM) and felt overwhelmed by the number of tag types available, you’re not alone. Between native tag templates, custom HTML tags, and the ever-growing community gallery, it can be tough to know which tag type is the best fit for what you’re trying…
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How to Avoid Wasting Ad Budget on the Wrong Companies
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One of the biggest hidden pitfalls when setting up LinkedIn Ads campaigns is unintentionally wasting ad budget on companies that are not a good fit for your business. Even highly targeted campaigns can quietly drain budget by serving impressions to irrelevant companies unless you take the time to check your…