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.
Tag
demand generation
B2B 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.
B2B Marketing
B2B Marketing: The Complete 2026 Guide
B2B marketing pillar — the structural shifts (MQL is a lie, dark funnel, AI Citation Share), attribution and measurement, demand creation versus demand generation, the 2026 operating model, and why B2B compounds inside AI engines.
Influencer Marketing
How B2B Influencer Marketing Works
B2B has its own influencer infrastructure — and it runs through LinkedIn and podcasts, not TikTok. The playbook for founder publishing, practitioner partnerships, podcast appearances, and measuring pipeline impact.
B2B Marketing
Founder-Led GTM on LinkedIn
The most capital-efficient B2B demand generation strategy doesn't require a media budget. It requires a founder willing to share what they actually know, in public, consistently. Here's the playbook — including what scale actually looks like.
B2B Marketing
Account-Based Marketing in 2026: The Definitive Guide
The MQL has lost strategic relevance. Account-Based Marketing has replaced it — treating target accounts as markets of one. Here's how the discipline actually works in 2026, from 6sense and Demandbase to the AI buyer layer.
B2B Marketing
The MQL Is a Lie. It's Time B2B Marketing Admitted It.
The Marketing Qualified Lead is a comfort blanket, not a performance indicator. Complex buying cycles. Anonymous decision-making. The dark funnel. Why B2B marketing kept reporting on the wrong number.
Insights & Strategy
How LinkedIn Thought Leadership Works
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
CPG
Why Performance Marketing Stopped Working: The Demand Equation
Performance marketing has become expensive, crowded, and harder to measure due to rising acquisition costs, signal loss from privacy changes, and audience saturation. The Demand Equation explains that performance marketing efficiently captures demand but poorly creates it. This article details why brands overpay when asking performance marketing to do both and how to reallocate demand creation to more effective channels.
B2B Marketing
LinkedIn for B2B Social — What Actually Works
LinkedIn dominates B2B social on professional context and an algorithm that rewards substance. Executive voice and long-form work. Pure promotion and engagement-bait don't. The 2026 playbook.