Author: Scott Sweeney
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B2B Marketing Benchmarks in 2025
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B2B marketing benchmarks in 2025 are more important than ever. Most marketers today are operating without a clear sense of how their compensation, KPIs, and tech stacks compare to others in the industry. That lack of visibility makes it difficult to know whether your strategy is ahead of the curve…
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Internal Marketing Strategy That Builds Trust and Visibility
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Launching an internal marketing strategy might not feel like a pipeline-driving priority, especially if you are a solo marketer or operating with a lean team. But if you want to build a strong marketing culture and elevate your function inside the organization, internal marketing should not be an afterthought. It…
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Communicating Marketing Value to C-Suite: A Playbook for CMOs
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Communicating marketing value to C-suite leaders is often the most dreaded part of a CMO’s job. But it does not have to be. In fact, once you establish the right frameworks for measurement, testing, and strategic planning, it can become one of the most predictable and empowering parts of your…
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Thought Leader Ads Strategy: How to Maximize B2B Performance
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Launching a strong thought leader ads strategy can be one of the most effective ways to boost performance in B2B digital campaigns. These ads consistently outperform traditional formats in click-through rates and often end up driving the highest contribution to qualified pipeline. For marketers trying to reach high-value audiences with…
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AI Max for Search: Should You Start Testing It Now?
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With the launch of AI Max for Search, many marketers are asking whether it makes sense to jump into testing right away. Google’s newest update to its ad platform promises smarter automation using your search terms, landing page URLs, and ad creative to decide when and where your ads should…
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Newsletter Sponsorship Campaign: Unlocking Mental Availability in B2B
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Running a newsletter sponsorship campaign might not be the first tactic that comes to mind when planning a B2B demand generation strategy. But in 2025, with rising ad costs and increasing digital noise, it is proving to be one of the most underutilized levers for building pipeline and reaching overlooked…
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Marketing Impact Over Attribution
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Focusing on marketing impact over attribution is one of the most important mindset shifts a B2B organization can make in 2025. While attribution data is useful, it has become a crutch for many marketing teams—leading to tactics that are easy to track, but not necessarily effective in driving long-term revenue…
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When Last-Touch Attribution Fails B2B Marketing
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Relying on last-touch attribution for B2B marketing budget decisions is one of the most common mistakes companies continue to make. In 2025, it is no longer an effective way to measure what is truly driving revenue. While it may offer a clean and simple snapshot of the final conversion point,…
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Marketing Attribution Trap: Why It’s Hurting Long-Term Growth
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Falling into the marketing attribution trap is one of the most common and damaging missteps B2B companies make today. The obsession with proving that every tactic has a neat, traceable ROI has led many marketing teams to over-invest in the wrong areas and under-invest in what actually drives long-term business…
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Marketing Team Burnout is Real (And It’s Not Easy To Fix)
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Preventing marketing team burnout in 2025 is no longer optional. It’s mission critical for VPs of Marketing navigating the pressure of bigger goals, leaner teams, and higher expectations. If you’ve recently been promoted into a leadership role, this reality probably feels familiar. Your headcount is smaller than it should be.…