Author: Scott Sweeney
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Paid Ads Strategy 2025: How to Start with Confidence
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If you’re looking to build a paid ads strategy in 2025, there’s a simple, effective way to do it without getting overwhelmed. The most important thing is to avoid the analysis paralysis that keeps many brands from ever launching campaigns in the first place. A clear, action-oriented framework can help…
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Understanding B2B Marketing Performance Attribution Timelines
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One of the most common missteps in B2B marketing is misjudging how long it takes to accurately measure campaign performance. Many organizations pull the plug too early, misinterpret delayed results, or fail to recognize the compounding effects of brand and demand activities. The truth is, B2B marketing performance often takes…
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Why B2B Companies Must Rethink Their GTM Strategy
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Many B2B companies don’t realize just how vulnerable their growth engines have become. While revenue may still appear strong on the surface, outdated GTM strategies are quietly eroding long-term sustainability. The problem? The way B2B buying happens has changed, but most companies are still relying on old playbooks. GTM inefficiencies…
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Adapt Your Paid Media Strategy to Shifting Buyer Behavior
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What worked in 2023 and early 2024 might not be effective in 2025 due to shifting buyer behavior. Across industries, B2B marketers are witnessing a notable transformation in how buyers make decisions. These changes aren’t just anecdotal—they’re backed by data and real client experiences. If you’re running paid media campaigns…
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How to Handle Client Churn Like a Professional
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Every freelancer, consultant, or agency inevitably encounters a difficult topic that most would rather avoid: client churn. Whether you specialize in PPC, SEO, or broader digital marketing, losing a client is part of the game. But instead of fearing it, the real opportunity lies in how you handle it. The…
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Why Mid-Level Influencers Drive B2B Buying Decisions
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In B2B marketing, there’s a long-standing obsession with targeting “the decision-maker.” Most campaigns are optimized for clicks from VPs, C-level executives, and founders. It’s easy to understand why—on paper, these are the people with the budget and authority to say yes. But in reality, especially when selling into mid-market or…
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Building a B2B Marketing Strategy That Actually Works
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“Let’s just test it” might sound proactive—but it’s not a strategy. It’s often a placeholder for uncertainty. And in B2B marketing, where stakes are high and budgets are scrutinized, guessing your way to success is not sustainable. Real strategy means alignment across departments. It requires deliberate decisions about where to…
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A Framework for Marketing ROI Leaders Under Pressure
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Marketing leaders are under more pressure than ever to deliver marketing ROI. You’re either being asked to do more with less or handed more budget and told to turn it into pipeline. And in both cases, you’re operating with partial data, broken attribution, and the lingering fear that one wrong…
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Understanding the LinkedIn Algorithm in 2025
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As LinkedIn continues to evolve in 2025, staying ahead of its linkedin algorithm has become increasingly important for anyone using the platform to build a professional presence, drive brand awareness, or generate leads. The platform has changed significantly in both subtle and obvious ways—especially when it comes to content distribution,…
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Why Tag Manager Naming Conventions Matter in GTM
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When onboarding a new PPC client, one of the very first things I dive into is conversion tracking—specifically through Google Tag Manager (GTM). This step is critical for accurate campaign attribution, performance measurement, and optimizing ROI. But there’s one common bottleneck that slows everything down: messy or nonexistent tag naming…