Author: Scott Sweeney
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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…
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Continuous Learning for PPC Professionals Is Non-Negotiable
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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.…
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Separate Brand vs Demand vs Expand in B2B Marketing Strategy
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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…
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Use LinkedIn Ads for ABM (Account-Based Marketing)
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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…
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Mastering the Fundamentals of Digital Marketing
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Dive into the fundamentals of digital marketing with our expert-led tutorial. Master the basics and elevate your online presence.
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How to Use Interactive Demos to Drive More Pipeline
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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…