Category: B2B Marketing
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Why Your Landing Page CTAs Are Failing And How to Fix Them
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Regarding ad campaigns, most marketers assume the secret sauce to higher conversion rates lies entirely within their ad platform—better copy, improved targeting, smarter bidding strategies. But here’s a surprising truth: some of the most significant performance boosts happen not within the ad interface, but after someone clicks your ad. Yes,…
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Not Every Paid Campaign Needs to Drive Direct Pipeline (And That’s Okay)
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In B2B marketing, we often default to measuring success through pipeline and revenue. That makes sense—they’re the numbers that matter most at the end of the day. But not every campaign should be expected to deliver direct response conversions. Brand awareness, thought leadership, and long-term demand generation have value. The…
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The Truth About Broad Match: Why It’s Not a Smart Starting Point for Most PPC Campaigns
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Broad match keywords in Google Ads have come a long way. With machine learning advancements and Google’s intent-based matching improvements, many advertisers are giving broad match a second look. But here’s the reality: broad match is great at spending your money—it’s not always great at converting your traffic. If you’re…
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Why Sales and Marketing Must Target the Same Accounts
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In the world of B2B growth, alignment isn’t optional. If marketing and sales are not working from the same target account list, the entire revenue engine suffers. When these teams operate in silos, it leads to wasted ad spend, misaligned messaging, poor conversion rates, and internal friction that stalls pipeline…
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Combining LinkedIn Ads and Google Ads: A B2B Power Play
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LinkedIn Ads and Google Ads don’t need to be siloed. When used together, they form a full-funnel B2B strategy that blends intent, brand awareness, and conversion capture. Here’s a simple and effective approach for combining them: LinkedIn Ads for Prospecting Use LinkedIn for upper and mid-funnel targeting: The goal isn’t…
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How to Actually Reach Your ICP with Reddit Ads (Without Wasting Budget)
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“Let’s run ads on Reddit!” It’s a great idea. But unless you know how to navigate the platform’s unique structure and community-driven culture, you’ll end up spending money and wondering why the clicks aren’t converting. Reddit can be a high-intent, cost-effective ad channel for B2B and niche brands—if you know…
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Why Your B2B LinkedIn Ads Aren’t Working (And What to Do Instead)
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LinkedIn Ads are one of the most powerful platforms for B2B marketers. You can target by job title, company size, industry, seniority, skills, and more. It sounds like a dream. And yet, so many B2B companies burn through budget with little to show for it. Here’s the hard truth: if…
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Stuck on Ad Copy? Use Ad Libraries to Spark Ideas That Convert
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If you’re a marketer or media buyer and you’re still staring at a blank Google Doc every time you need to build a new campaign, you’re doing it the hard way. The good news? You don’t have to. Thanks to public ad libraries, you now have access to thousands of…
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Why B2B Marketers Should Care About Win Rates—Not Just Pipeline
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In B2B marketing, pipeline is the performance metric everyone loves to chase. And rightfully so—it tells us how many opportunities we’re generating and helps us forecast revenue impact. But here’s the problem: pipeline doesn’t tell the whole story. I’ve worked with many B2B clients who hit their pipeline targets month…