Author: Scott Sweeney
-
Continuous Learning for PPC Professionals Is Non-Negotiable
•
The fastest way to stop being an expert? Start believing that you already are—and stop learning. That mindset can quietly stall growth for even the most seasoned marketers. In digital advertising, especially pay-per-click (PPC) management, algorithms shift, platforms evolve, and consumer behavior constantly changes. What worked yesterday might underperform tomorrow.…
-
Separate Brand vs Demand vs Expand in B2B Marketing Strategy
•
Too many B2B teams fall into the same trap: measuring every marketing activity with the same KPIs. Lead volume becomes the universal scoreboard. Every campaign is expected to produce direct pipeline. And the result? Confusion, misalignment, and short-term decision-making that stalls long-term growth. If you’re still lumping all of your…
-
Use LinkedIn Ads for ABM (Account-Based Marketing)
•
Account-Based Marketing (ABM) is no longer a fringe strategy—it’s the cornerstone of high-performing B2B programs. And while there are many tools that can help execute ABM, LinkedIn Ads stands out as one of the most powerful and precise channels for targeting high-value accounts. Why? Because LinkedIn has what other platforms…
-
Mastering the Fundamentals of Digital Marketing
•
Dive into the fundamentals of digital marketing with our expert-led tutorial. Master the basics and elevate your online presence.
-
How to Use Interactive Demos to Drive More Pipeline
•
Interactive product demos are everywhere.And yet—most of them fail. They’re too long. Too detailed. Too complicated. Too focused on product features instead of customer pain.The result? Prospects drop off halfway through, confused or overwhelmed, and never make it to the pipeline stage. In 2025, marketers need to rethink how they…
-
Why Marketers Must Go Beyond Last Touch Attribution
•
Every quarter, marketing teams gather around dashboards and slides.Conversion numbers are shared. Pipelines are reviewed. Wins are celebrated. Losses are analyzed. And for most, the underlying model behind these discussions is Last Touch attribution—the conversion credit assigned to the very last interaction before a form fill, signup, or deal. Last…
-
What Is Generative Engine Optimization (GEO) and Why It Matters
•
The SEO landscape is evolving faster than ever, and a new discipline is emerging alongside traditional optimization strategies:Generative Engine Optimization (GEO). As generative AI transforms how users search for and receive information, businesses must rethink how they optimize their content—not just for search engines, but for AI-driven answer engines like…
-
How Much Does SEO Cost in 2025?
•
If you are considering investing in SEO to drive more organic traffic and revenue, one of the first questions you will ask is simple:How much does SEO cost? Unfortunately, the answer is not as simple as quoting a flat rate.SEO pricing in 2025 varies widely based on your needs, goals,…
-
Why Targeting Accounts Isn’t Enough to Influence Deals in ABM
•
In many B2B organizations, the assumption is that identifying the right companies to target is enough to build pipeline. But in reality, targeting accounts is not the same as influencing deals. This distinction is where most account-based marketing (ABM) programs fall short. When pipeline dries up or fails to accelerate,…
-
Unlocking LinkedIn’s Full Potential as a Founder: Beyond the Basics
•
Most founders are only scratching the surface when it comes to LinkedIn potential. They may post regularly, maintain a polished profile, and share industry articles, but this level of effort typically taps into only about 10% of what LinkedIn is capable of delivering. For a platform designed to build trust,…