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,
Ad Sequencing 101: Storytelling in B2B Campaigns Without a Hollywood Budget Read More »
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
The Retargeting Ladder: Turning Cold Clicks into Warm Conversations Read More »
→ Encourage bold but strategic messaging that challenges the status quo The Problem with Playing It Safe In the world of B2B advertising, many companies default to safe, sanitized messaging. The copy sounds polished, professional—and completely forgettable. Safe messaging often looks like this: These phrases may check the box, but they don’t grab attention. And
Is Your B2B Ad Copy Too Safe? Why It’s Costing You Clicks Read More »
In B2B marketing, trust isn’t just earned—it’s built brick by brick. And one of the fastest ways to start laying that foundation is through paid ads. But instead of chasing only conversions, there’s a smarter strategy that builds long-term brand value and authority: thought leadership. Let’s explore how consistent paid ad visibility can position your
From Impressions to Influence: Building Thought Leadership Through Paid Ads Read More »
When you’re looking to scale your B2B pipeline, you’re faced with a common but critical question: Should we invest in PPC or hire more SDRs? It’s not a simple either-or decision. Both PPC (pay-per-click advertising) and SDRs (Sales Development Representatives) bring value to your revenue engine—but they function differently, and each has strengths depending on
PPC vs. SDR: Where Should You Spend to Scale Your Pipeline? Read More »
