Author: Scott Sweeney
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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.…
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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…