Weekly B2B Marketing Digest / Week 46

Hey! Welcome to our latest newsletter, a curated blend of the latest news in digital marketing, coupled with insights from top thought leaders on LinkedIn.

Before we get started:

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INSIGHTS FROM EXPERTS ON LINKEDIN

• Aditya Vempaty on the B2B Marketing Renaissance

Aditya Vempaty argues that traditional lead generation is outdated, as only 1-5% of buyers are ready to purchase at any moment. He advocates for shifting focus from short-term metrics to long-term brand building, with 40% of budgets allocated to brand. By shaping how the other 95% of the market thinks, marketers can build relationships, influence buyer perception, and prepare for future demand.

• Kerry Cunningham on the Power of Relationships in B2B Sales

Kerry Cunningham notes that sellers influence buyer preferences in only 19% of B2B purchases, with most decisions driven by prior relationships. He emphasizes the importance of excellent AEs who build trust, foster long-term partnerships, and multi-thread effectively.

• Alina Vandenberghe on Earning a Seat at the Executive Table

Alina Vandenberghe 🌶️ advises marketers to shift their focus when presenting results to executives. Instead of emphasizing impressions or campaign efforts, showcase metrics like ICP refinement, closed-won pipeline, churn prevention, and upsell wins. She advocates for identifying demand leaks and cutting inefficient channels to position marketing as a full-funnel influencer rather than a tactical executor.

• Tas Bober on the Challenges of Moving Upmarket

Tas Bober outlines the pitfalls of going upmarket, including longer sales cycles, increased red tape, and intense competition. While landing large accounts is appealing, she warns marketers to expect fewer MQLs and challenges in maintaining cash flow from smaller segments.

• Kirill Vdov on the Reality of the Awareness Funnel

Kirill Vdov addresses misconceptions about the awareness funnel, asserting that while buyer journeys are chaotic and uncontrollable, the funnel still exists. He emphasizes creating content tailored to each stage—TOFU (education), MOFU (product benefits), and BOFU (activation)—to support buyers wherever they are. 

• Liam Moroney on Financially Smart Marketing Budget Allocation

Liam Moroney challenges the perception that demand generation budgets are more impactful than brand spending. He emphasizes the importance of a balanced 60/40 split (brand/activation) in marketing budgets, citing research showing limited incremental revenue from focusing solely on in-market buyers. Brand marketing, he argues, builds awareness and consideration among the 95% of future buyers, creating long-term value and efficiency in activation efforts.

WHAT'S NEW IN THE INDUSTRY

• 2025 Go-to-Market Strategy Forecast

MarTech.org highlights the evolving go-to-market strategies for 2025, emphasizing data-driven decisions, customer-centric approaches, and alignment between marketing and sales to maintain competitiveness.

• Meta Adopts 'Views' as Primary Content Metric

Meta has transitioned to using 'views' as the primary content performance metric on Facebook and Instagram, simplifying measurement for creators and aligning with trends emphasizing engagement over reach.

• Strategies to Combat Rising CPCs in Google Ads

Article explores tactics to offset increasing Google Ads Cost Per Clicks (CPCs), including refining keyword strategies, improving Quality Scores, and leveraging automation tools for better ROI.

• A Guide to Split Testing in PPC

This comprehensive guide details effective split-testing practices for Pay-Per-Click (PPC) campaigns, covering methodologies, key elements to test, and performance evaluation techniques.

• Aligning PPC Keyword Strategy with Funnel Stages

Article discusses aligning PPC keyword strategies with marketing funnel stages, emphasizing how understanding search intent can guide prospects through their buyer journey more effectively.

That's the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.

Until next week!

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