Weekly B2B Marketing Digest / Week 47

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.

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INSIGHTS FROM EXPERTS ON LINKEDIN

• Kerry Cunningham: The Flawed Reality of Lead-Based Attribution

Kerry Cunningham highlights the limitations of traditional lead-based attribution models, noting that in a typical buying group of 11 individuals, only a few may fill out forms, despite numerous interactions with ungated content. This discrepancy suggests that current attribution methods account for a mere fraction of actual touchpoints, underscoring the need for more comprehensive measurement approaches.

• Liam Moroney: Why Performance Marketing Needs Brand Support

Liam Moroney discusses the transient nature of performance marketing, emphasizing that without the support of brand-building efforts, it becomes costly and less effective over time. He advocates for a balanced marketing strategy that combines memorable creative content with both brand development and sales activation to achieve sustainable success.

• Nanna Dahl: The Hidden Power of Thoughtful Comments on LinkedIn

Nanna shares the often-overlooked value of engaging thoughtfully with others' LinkedIn posts. Meaningful comments can boost visibility, spark conversations, and expand networks. Her advice: spend a few minutes daily leaving insightful comments to increase your LinkedIn presence and foster connections without the pressure of constant posting.

• Emir Atli: Marketing’s Role Goes Beyond Lead Generation

Emir Atli addresses the common misconception that marketing's primary role is lead generation. He argues that marketing should focus on influencing demand, building trust, and creating a brand that resonates even in the absence of sales interactions. Atli calls for aligning sales and marketing under unified revenue goals to prevent burnout and enhance overall effectiveness.

• Chris Walker: Fixing GTM Problems Requires Leadership Action

Chris Walker asserts that hiring a new marketing agency won't resolve fundamental go-to-market (GTM) issues. He emphasizes that GTM challenges are systemic and require intervention from top leadership, including the CEO and CFO.

WHAT'S NEW IN THE INDUSTRY

• Building a PPC Roadmap for New Brands: 10 Questions to Ask

Launching a pay-per-click (PPC) campaign for a new brand requires careful planning to ensure effectiveness from the outset. Key considerations include setting up accurate tracking, integrating customer relationship management (CRM) systems, and understanding the target audience. Addressing these foundational elements can significantly enhance the success of PPC initiatives.

• Google Outlines 2025 Ads API Roadmap

Google has released its tentative schedule for Ads API updates in 2025, detailing five major releases planned throughout the year. This roadmap aims to help developers and advertisers strategically prepare for both major and minor updates, ensuring seamless integration and optimization of advertising efforts.

• Leveraging Google Analytics 4 and Google Ads for Better Audience Targeting

Integrating Google Analytics 4 (GA4) with Google Ads can enhance audience targeting capabilities. By linking these platforms, marketers can create dynamic audiences, set specific conditions, and drive more effective pay-per-click (PPC) campaigns. This connection facilitates a more comprehensive understanding of user behavior, leading to improved targeting strategies.

• TikTok Launches AI Video Generation Tool for Marketers

TikTok has introduced Symphony Creative Studio, an AI-powered video creation platform designed to assist advertisers in producing customized, high-quality content tailored to their brands. Features include converting text inputs into videos, generating editable previews, remixing content, creating digital avatars, and offering translation services. This tool aims to streamline content creation and enhance engagement on the platform.

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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