Author name: Khurram Zahid

In the B2C world, performance marketing has long been recognized as a powerhouse for driving measurable growth. But when it comes to B2B companies, the picture looks a little different. Many B2B leaders ask the same question: how much of our business really comes from performance marketing? The answer isn’t one-size-fits-all—but research gives us some […]

Metrics beyond CTR and CPC that truly indicate pipeline success Most B2B marketers obsess over CTR (Click-Through Rate) and CPC (Cost Per Click) when evaluating ad performance. While these metrics are useful for diagnosing ad efficiency, they don’t reveal whether your campaigns are actually moving the needle on pipeline and revenue. In fact, you could

In B2B marketing, trust isn’t built overnight. Your prospects don’t convert just because they saw a clever ad once. Instead, they go through a journey — from awareness to consideration to decision. The secret to guiding them smoothly through this journey is ad sequencing: a structured flow of ads that tells a story, nurtures trust,

Step-by-step remarketing framework for B2B pipelines In B2B marketing, the first click is rarely the last step before a deal closes.Your dream client doesn’t see one ad and sign a purchase order.They research, compare, delay, and sometimes disappear. That’s where the Retargeting Ladder comes in — a structured approach to move prospects from “I’ve heard