Social Media
How LinkedIn Ads Work in 2026
LinkedIn Ads is the largest B2B advertising business outside Google. The 2026 operational playbook: seven ad formats, Matched Audiences, Microsoft integration, Revenue Attribution.
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demand generation — Tagged Articles
Marketing
B2B Marketing Attribution: The Dark Funnel, Self-Reported Data, and What Actually Works
Most B2B companies are measuring marketing effectiveness wrong — over-crediting the last touchpoint, missing the dark funnel entirely. Here's what actually works, including self-reported attribution and why the AI gap is the next measurement crisis.
Marketing
B2B Marketing Guide: Strategy, Attribution, and AI Search
A B2B marketing guide covering pipeline metrics, the dark funnel, demand creation, category building, agencies, and how AI answers shortlist B2B vendors.
Marketing
Demand Generation vs. Demand Creation: Why the Distinction Matters
Most B2B marketing budgets are built to capture demand that already exists. That's the problem. Demand creation expands the pool. Demand capture harvests from it. Here's why the distinction matters — and what the research says about the right balance.
Marketing
Account-Based Marketing in 2026: How the Model Works
Account-based marketing is a B2B model where sales and marketing pick target accounts together and run coordinated plays against each buying group. Here is how the three tiers, the stack and the scorecard work in 2026.
Marketing
How PR Teams Use LinkedIn in 2026
The platform has gone through several phases. The early professional networking era was about resumes and recruiting. The middle period — roughly 2015 through 2020 — was about content marketing, with brand pages doing most of the publishing work. The current phase, which has been