LinkedIn thought leader ad examples

SMB + Mid-Market B2B orgs are moving money out of Google ads/Paid Search - Here's why and what I'd recommend instead. Here's what's happening. AI...it's all AI's fault 😂 But seriously the AI overviews are taking over more and more which means more people are getting information without having to click into links and view websites. Great for people, but bad for google advertisers because less clickers means more competition for the smaller pool of clicks that do exist. Now one thing to realize right away that is a flawed way of viewing this. 1. Those who can get their info via AI summary are usually in research mode and net yet buying mode...so theoretically this is mostly taking out lower-intent search traffic which means yes cost per click goes up..but so does quality which could be an ok offset. I wouldn't just assume that rising CPC is inherently bad. Typically in the world of b2b, I've learned higher cost per click/lead/deal means higher value. But the overall read from many is that cost per clicks are rising and yes it does take out a chunk of the pool that was still good to build awareness in and convert later but one thing that is very very clear....the days of Paid Search operating successfuly in a silo is over and sooo many feel it. So much so they are moving big chunks of budget to new channels such as Linkedin, meta, and programmatic. 2. The smart move - Double down on Paid Search but leverage a solid qualify + retargeting framework to squeeze max ROI from the efforts. You don't need fancy tools like DemandBase or 6sense to do this either. This is literally the thing that LinkedIn Ads does better than any other platform out there in the world right out of the box. The LinkedIn insight tag installed on your website can see all website traffic including paid search traffic, SEO traffic, and organic/direct traffic. Then LinkedIn can layer on qualifying filters to pick out the ICP fit prospects out of that warm traffic where we can nurture, build trust, and convert. This gives you the ability to stay in the bidding on paid search with higher cpc knowing you have a better chance to convert it on the backend vs your competitors who rely on that click and landing page to do the job. You can even set up LinkedIn retargeting audiences to collect and hone in on specifcally google ads traffic by setting up website audience such as utm contains source=adwords which would allow you to specifically segment out search traffic and you could even select a specific campaign if you have a hero one. This all comes down to better connected marketing ecosystems where no channel is on it's own..it's flowing in and out of others and each new channel builds on the last vs siloed experiments. I've been driving this idea of marketing ecosystems for years now and more and more it seems siloed channels are collapsing and more and more are looking for the answers. Any one else seeing this?

My favorite Marketing to Sales handoff play using CRM + LInkedIN Ads API + Web ID data all from 1 MCP Marketing runs ads. Sales runs outbound. Most don't connect the two...so reps cold-call accounts that just watched 5 of your videos, and ignore accounts that are three visits deep on your pricing page. Waste on both sides. Here's the weekly play we run to actually close that gap. Steal it. Start with the signals you already have but never combine: Which accounts your LinkedIn ads reached (and how heavily) Which accounts hit your site - down to the page and the person Where those accounts already sit in your CRM Individually, each one is noise. STACKED together, they tell you exactly who to hand sales. The play: Detect - find accounts lighting up across MORE than one signal. Heavy ad exposure is a maybe. Heavy ad exposure + a pricing page visit + an already-open opp? That's a hot account. Reveal - pull the actual buying committee contacts at those accounts. Names, not "a company was interested." Hand off - every Monday sales gets a "Hot 25" list. Who the account is, what they engaged with, last touch, and a one-line talk track. Not a data dump. A call sheet. Close the loop - what sales does with it (booked, dead, not-yet) flows back and sharpens next week's targeting. What makes this actually runnable now: all three signal sources live in DemandSense, and it's wired into AI - so instead of you stitching spreadsheets every Monday, you ask for the Hot 25 and it builds the sheet. A handoff isn't "here's a lead." It's "here's a named account, here's why they're warm, here's what to say." Do that every week and marketing stops being the cost center sales complains about. What does your handoff look like right now - a call sheet, or a shrug? Tomorrow I'm running an event going over this exact flow of how I use DemandSense MCP to pull in sales ready handoffs and make marketing leaders look like heroes - https://lnkd.in/gf9uisr9

Boomer recruiter interviewing AI-pilled growth marketer

I love this story from Galeries Lafayette. When their eCommerce Director was asked how much customer relationship management (CRM) contributed last month, how that compared with a year ago, and whether it had improved since June, he didn’t open a spreadsheet or message an analyst. He asked Fospha and had the answer in seconds, on his phone. That’s what moving instantly means in practice. Questions like that come up in the middle of something else, a budget call, board prep, Monday’s meeting. If the answer arrives afterwards, it’s a report. If it arrives while you’re still in the conversation, it’s a decision. It only works if the number holds up. A faster answer built on partial data just gets you to the wrong decision sooner, so it has to come from measurement that sees every channel and everywhere you sell. That’s AI and automation in the Fospha Measurement System: ask your numbers a question and get the answer straight away. If your team is still waiting on a report to answer a question like that, speak to our team today. Link in comments.

We’ve relaunched Fospha Measurement System, so brands can see everything, sell anywhere and move instantly. Each measurement method answers a different question. Attribution shows what moved this morning. Marketing Mix Modelling shows where next year’s budget should go. Incrementality Testing shows whether a big bet is working. The trouble starts when a team has to stitch those answers together. It takes longer, and the numbers don’t always agree. Fospha’s Measurement System puts them in one connected system, across every channel and every place a brand sells, online and offline. Our daily media mix attribution is for bottom up, tactical and granular optimization, the marketing mix model is for top down strategic decisions, and incrementality testing is there for point in time validation. Less time reconciling the numbers. More time acting on them. Speak to our team to see all three methods working in one view. Link in comments

Marketing runs on two clocks, and most business owners only watch one of them. The signal clock is fast. Clicks, engagement, leads. It moves daily or weekly and tells you whether the tactics are working right now. The revenue clock is slow, and it lies in both directions. When revenue is healthy, it covers over bad marketing tactics. When revenue is soft, it convinces owners to kill perfectly valid initiatives before they ever had a chance to move it. My advice: watch both. The signal clock tells you about short term marketing impact. The revenue clock tells you whether the business is getting what it needs. A marketing strategy only works when both clocks are on the wall.

Parametric Knowledge Optimization & AEO LLM vs. LLM + Search * LLM - LLMs are trained on billions of documents to build their models. Parametric knowledge is the knowledge an LLM learns during training. * LLM + Search - Sometimes, LLMs also perform search or other tasks to add necessary context. For example, if you ask what the weather is, an LLM won't know, but it can retrieve live weather information via search to help answer this question. AEO Is Not Just Citation Optimization * Most AEO strategies aim to improve a brand’s visibility, position, and sentiment in AI answers by growing its citation share or earning mentions in cited third-party sources. * Most AEO strategies ignore the LLM and its parametric knowledge, the information stored in the model’s weights. Many AI Answers Don't Use Search * Depending on the data source, search is used between 10%-80%. For many entity queries (best X for Y), search is used often. However, many other prompts don't use search. Similarweb estimates that roughly only 10% of ChatGPT answers have citations. Winning Citations Isn't Enough * Even when search is used, being cited is not enough. We present evidence that a brand with low visibility in the LLM without search rarely appears even when it's cited with search (11% of the time). Brands that appear often in the LLM without search appear almost always with search. * So, much of what drives which brands are mentioned is the parametric knowledge of the underlying model (even when search is used). Parametric Knowledge Optimization * For AI answers without search, optimization of search and citations has little to no effect. Instead, you need to optimize the parametric knowledge. * We need a new set of AEO strategies to optimize for the parametric knowledge. Measuring Parametric Knowledge Is Hard * Unlike citations, we cannot directly access the inputs to the underlying model. * New models are launched every few months, and there is a cutoff to the training data. So, a change made today will take several months to have an effect. Parametric Knowledge Influences Fan-Out Queries * Many AI answers use fan-out queries to gather information. Many of these fan-out queries are site:SITE.com queries, such as -- site:nike.com best running shoes -- as a fan-out. * These heavily affect AI answers. The underlying model drives these fan-out queries. To win these answers, you need to optimize the parametric knowledge.

In 2027, DTC brands will keep the agencies whose ads keep scaling after every Meta update. And drop the rest. On 27 October we’re hosting a free live webinar where 4 operators who run ad accounts for DTC brands every day show what’s working right now. What you’ll take back to your clients: → Marc Wirbeleit, 12 years inside Meta: what Andromeda actually changed, and what to stop chasing → Sergio Zaragoza, co-founder of ViralClip: how to brief UGC creators so the ads scale past $1M in spend → Erwan Liébot 🧠, founder of OhMyGads: how to localize UGC ads for 5 markets, so you can take clients into new countries → Stefano Mazzei, co-owner of Cosma: how many creatives you need to find a winner, so you can plan creative volume and budget with your clients My co-founder Sebastian Novinsek hosts the event and moderates the live Q&A. And a big thank you to Luka Podobnik, who planned and organised the whole thing. 🎙️How to win in paid social as a DTC brand in 2027 📆 Tuesday, 27 October ⏰ 17:00 CET / 12 PM ET / 9 AM PT 💻 Live online, free If you run paid social for DTC clients, save your free seat here 👇

It takes at least 2 to 5 months (depending on the model) for published content or new mentions to affect the model’s parametric knowledge, whereas new content can be cited (via search) in days. * New models released by OpenAI, Anthropic, and Google are typically trained on data that is several months old. * The latest date when pages are included in the training set is called the knowledge cutoff. * We use the term knowledge cutoff gap to mean the amount of time between the knowledge cutoff and the release date. * The knowledge cutoff gap is the minimum time-to-impact for newly published content. The attached shows knowledge cutoff gaps for models released since 2022. Why is this important? We recommend complementing strategies based on citations with parametric knowledge optimization (PKO): * Most AEO strategies focus on citations and ignore the model’s parametric knowledge, the information stored in the model’s weights. * But not all responses use search, and even when they do, the model’s parametric knowledge can shape both its fan-out queries and how it uses search results to answer. * Therefore, we should also focus on PKO, which aims to improve how models describe and recommend a brand by influencing the training set. Recommendations: * Be aware of knowledge cutoffs and gaps. Do not expect impact from parametric knowledge optimization in two weeks when the knowledge cutoff gap is five months. * Do not expect impact in a specific model when changes were made after the knowledge cutoff for that model. * When new models are released, supplement standard prompt tracking with parametric knowledge visibility tracking. Use APIs with web search disabled to ensure responses are based only on parametric knowledge. Collect at least fifty responses per prompt. This process is only needed once per pinned model version, as the response distribution will not change as long as the prompts, system instructions, and sampling settings remain fixed. Paper link in the comments.

Fintechs aren't just competing with other fintechs anymore. They're competing with creators. And that's a scary thought. Because you can outspend another startup. You can't outspend someone with hundreds of millions of loyal followers. Attention has become infrastructure. And the brands that own it won't need to buy it. 👇 This is why MrBeast's latest move matters far more than people realise.

I’ve been through my share of Salesforce acquisitions from the inside. This week, I got to watch one from a very different seat. And I have to say, a nearly $6B bet on customer engagement is a pretty strong statement about where this market is headed. But I’ve also been through enough acquisitions to know that the integration roadmap and the actual integration aren’t always on speaking terms. 😉 Here in London this week, I’ve been spending time with Iterable customers and prospects. And the conversations aren’t about acquisitions. They’re about AI, innovation, moving faster, and getting more value from the platforms they’ve already invested in. That’s exactly where we’re focused at Iterable. Two major product releases in a matter of weeks, more innovation coming, and a team that’s moving fast because we can. To our customers and future customers: you have our attention, a voice in what we build, and a team that’s accountable to your success. The future of customer engagement isn’t waiting on an integration roadmap. Neither are we.

Ring added video, motion alerts and remote answering, making a perfectly working doorbell obsolete. Have you seen what you’re missing with PathFactory? Hushly is the top alternative to PathFactory. Companies are switching to experience a Ring-like upgrade. Think about it. Nobody needed their old doorbell to stop working before buying a Ring. They saw what else it could do and wanted those capabilities. I think about content platforms the same way. You’ve invested time in PathFactory. Your team knows it. It does what you bought it to do. I understand why switching might not be on your list. But when did you last look at what else is possible? We’ve put the capability differences and independent customer ratings side by side so you can see what upgrading could mean for your team. You’ll also find links to ask AI about PathFactory top alternative for yourself. Take a look. And while you’re there, try the personalization instructions. Change one value in your browser’s URL and watch the hero change. https://lnkd.in/gGEFqJmP

How many creatives does it take to find a winning ad now? At Cosma we spent almost $2M on ads in 8 months, and along the way I got a real number for 2027. On 27 October I’m sharing it live at the Influee webinar. Also on stage with me: → Marc Wirbeleit, ex-Meta creative strategist, 12 years inside Meta → Sergio Zaragoza, co-founder of ViralClip, Meta Business Partner → Erwan Liébot founder of OhMyGads, 400+ ecommerce ads Tue 27 Oct, 17:00 CET / 12 PM ET / 9 AM PT It’s free. Can’t make it live? Register anyway and you’ll get the recording. Save your seat here: https://lnkd.in/epXmWuxs

“We need to scale efficiently.” I’ve heard some version of that from countless marketing teams. But usually there’s another question hiding underneath it: “How do I defend this budget when someone asks me where the money is going?” That’s a very different problem. The same thing happens with creative. "We need a creative refresh” can actually mean: “We’ve run out of ideas.” Or: “We physically can’t produce enough creative to keep up anymore." And “our attribution is messy” often means: “I don’t completely trust the numbers I’m using to make decisions.” These might sound like paid media problems. But underneath them, you’ve usually got problems with confidence. Confidence in the creative engine, the growth plan, the tracking. Confidence that when someone in the room asks, “Why are we spending more here?”, you have a good answer. That’s why I think a big part of our job as an agency is giving marketing teams something they can actually stand behind. A plan they understand. Numbers they trust. And a clear idea of what happens next. Ross and I unpack some of the most common problems we hear from CMOs in the clip below.Want to hear the full episode of 8 Reasons Your Paid Media Isn’t Working? Click the link below to listen.

They were looking beyond PathFactory. AI pointed them to Hushly. When I ask prospects how they found us, I’m hearing a telling answer: they asked AI for alternatives to PathFactory, and Hushly came up as the top recommendation. Some are considering a move from their current platform. Others are evaluating their options before making a decision. Both are using AI to help build their shortlist. As a founder, that’s encouraging. But earning a place on the shortlist is just the beginning. We still have to show what Hushly could do for their team. That means looking beyond content discovery to website personalization, account experiences, contextual GEO, smarter demand capture, and more. We’ve put the comparison and direct links to the AI engines in one place. Ask for yourself, explore the differences, and see whether a conversation makes sense.https://https://lnkd.in/gWZ7NyPW

Vor 10 Monaten haben sie ihren eigenen Shop gestartet. Jetzt haben wir gemeinsam 1 Mio. € Umsatz im Monat geknackt. Die Story dieses Mentoring-Kunden ist echt außergewöhnlich: Über Jahre hatten sie auf Amazon eine Brand auf rund 2 Mio. € im Monat aufgebaut. Dann hat Amazon den Account dichtgemacht. Von einem Tag auf den anderen war fast der gesamte Umsatz weg. Aber die Kosten für Lager, Team und Ware liefen weiter. Also haben wir gemeinsam im Mentoring asap angefangen, den eigenen Shop aufzubauen und uns auf die Basics zu konzentrieren: 1. Ein besseres Frontend-Offer durch ein Bundle für 140 €, das bis heute rund 70% des Neukundenumsatzes macht. 2. Ein Funnel, der dieses Angebot wirklich verkauft. 3. Und Ads, die genau darauf einzahlen. 10 Monate später haben sie mit ihrem Shop schon die magische Grenze von 1 Mio. € im Monat geknackt. Und klar: Ohne die gute Basis wäre das nicht möglich gewesen. Aber bei Weitem nicht alle Käufer sind von Amazon rüber gewandert. Sie gewinnen aktuell auch sehr viele Neukunden. Das nächste Ziel steht bereits. 1,5 Mio. € im Monat bis Weihnachten. Und ich bin mir sicher, dass das Team hinter der Brand auch dieses ambitionierte Ziel erreichen wird. 💪

2023 haben wir SNOCKS zum ersten Mal ins TV gebracht. Heute sitzt Gründer Johannes Kliesch selbst im TV bei Höhle der Löwen. Schon damals hat Johannes erkannt, welchen Impact TV auf eine (noch junge) D2C-Brand haben kann. Gemeinsam haben wir daraus über mehrere Jahre einen profitablen Performance-Kanal aufgebaut. Jetzt geht er den nächsten mutigen Schritt: Er selbst geht vor das ganz große Publikum – als Investor bei „Die Höhle der Löwen“. Der Impact auf seine Personal Brand wird ähnlich wie für SNOCKS damals enorm sein. Und bisher macht er das auch richtig klasse. Klar, nahbar und auf Augenhöhe mit den Gründern. Ich werde diese Staffel auf jeden Fall weiter einschalten. 📺 Herzlichen Glückwunsch zu diesem super Erfolg, lieber Johannes!

Wir sind gerade auf Einladung von Meta in San Francisco. Nur ein ganz kleiner, ausgewählter Kreis von 15 Companies aus Deutschland ist dabei. Und Emanuele und ich sind mittendrin. Auf uns warten exklusive Workshops, die neuesten Insights und persönlicher Austausch mit den Entscheidern bei Meta. Schon ziemlich krass, hier vor Ort zu sein und die Menschen kennenzulernen, die bei Meta die neuesten Features für die Plattform bauen, mit der wir jeden Tag arbeiten. Auch wenn wir seit 5 Jahren Meta Partner der höchsten Kategorie sind: So eine Einladung ist alles andere als selbstverständlich. Danke an das Meta-Team für die Einladung und die langjährige Zusammenarbeit! Ein paar unserer spannendsten Learnings teilen wir in den nächsten Posts mit euch.

Dieser Funnel kostet praktisch nichts. Aber bringt jeden 10. Kunden dazu, direkt nochmal bei dir zu kaufen. Das ist die Magie eines Post Purchase Funnels. Das Prinzip ist einfach: Jemand kauft in deinem Shop. Du zeigst ihm direkt danach ein passendes Zusatzangebot. Bei einer Supplement Brand bieten wir nach dem Kauf beispielsweise die To-go-Version an. Die Botschaft: „Du hast dich gerade entschieden, etwas zu verändern. Jetzt willst du dranbleiben. Aber was passiert, wenn du unterwegs bist? Morgens keine Zeit hast? Dann fällt der erste Shake aus. Dann der nächste. Und die neue Routine ist direkt wieder weg. Genau für diese Tage gibt’s die To-go-Version.“ Ein Problem, das der Kunde kennt. Ein Produkt, das ihm dabei hilft. Und die Möglichkeit, jetzt zuzuschlagen. Es muss auch nicht die To Go Version sein. Es kann auch ein größeres Paket sein. Oder ein passendes Zubehör. Der Kunde muss nur sofort verstehen, warum er es braucht. Du hast schon bezahlt, um ihn zum Käufer zu machen. Jetzt kannst du mehr aus diesem Kauf machen. Und trotzdem zeigen viele Brands ihm einfach nur: „Danke für deine Bestellung.“ Setzt ihr schon auf Post Purchase Upsells?

Ein Namenswechsel nach fast 100 Jahren ist kein kleiner Schritt, sondern ein klares Signal für die Zukunft unserer Arbeit. Im Video spreche ich darüber, warum dieser Change für uns genau jetzt der richtige Weg ist und welche drei Gründe den Ausschlag gegeben haben. Schauen Sie direkt rein und erfahren Sie, was sich hinter unserem neuen Auftritt verbirgt.

Extremwetter und gestörte Lieferketten stellen den Maschinen- und Anlagenbau vor völlig neue Herausforderungen in der Risikobewertung. In diesem kurzen Clip gebe ich Ihnen Einblicke, warum wir das Thema Prävention neu denken müssen und welche Rolle ein transparentes Risikomanagement dabei spielt. Lassen Sie sich inspirieren und teilen Sie Ihre Einschätzung dazu gerne in den Kommentaren.

Ingen tvivl om, at de bedste projekter opstår, når dygtige mennesker arbejder tæt sammen om at føre en idé ud i livet. Det mangler der vist ikke beviser for, men skulle du alligevel trænge til at få det understreget, så er vores samarbejde med Lyngby Storcenter et rigtig godt eksempel. I det hele taget er samarbejdet, som vi (og især Dorte) gennem årene har opbygget med teamet hos DSC - Danske Shoppingcentre for mig et klokkeklart billede på, hvor meget vi alle har at vinde ved at give relationer og samarbejde mulighed for at udvikle sig over tid. Den gensidige tillid, de høje ambitioner og den fælles vilje til at skabe noget, der holder i længden, er i hvert fald for os med til at gøre samarbejdet til noget særligt. Vil du se, hvordan vi har opdateret skiltningen i Lyngby Storcenter, har du muligheden lige her: https://lnkd.in/efQs77Nh

Last week was one of the most enjoyable in my entire time building Bounce Insights 🇮🇪👇 We flew every team from around the world into Ireland for our annual company retreat to celebrate the best year we've ever had and to align on where we want to go. We also got to go deep on what we believe makes a great company and our promise to everyone who decides to join us on this journey. A mix of wood-fired cabins, kayaking on the lake, trail runs, saunas, hot tubs, an overly competitive Bounce championships, plenty of pints and a lot of laughs. Three days of celebration and relaxation for a group that has achieved so much in such a short space of time, before we go into what is always the busiest four months of the year to close out 2026 🚀 For Rónán, Josh, Brandon & I, it's rare we get to stop and take it all in. Feeling as motivated as we did on day one - thank you to every person who's helped us get here, our gratitude is at an all time high. P.S. A special shout-out to the whole team at CABÜ; they were genuinely incredible and made the whole experience unforgettable for us ❤️

Naturally, we focus a lot of our attention at Bounce Insights on product feedback, but there’s no better feeling than receiving this type of email. That feeling is extra special coming from our US-based clients. That’s because I relocated to the US last year to drive our expansion efforts there and build the team, something many European based businesses fail at doing. One of those hires was Grace Poulos, an absolute rockstar who we hired off the back of a strong referral and the below feedback is something we hear every week from the clients she supports. An expert in juggling multiple projects at once, she “handled all of it beautifully” and was "truly a blessing”. Our researchers are just as important as the technology we’ve built over the last seven years, they unlock incredible value for our clients and do things AI simply cannot. Research is a strangely emotional business, and we have some of the highest EQ employees in our team ❤️ We’re also hiring ✌️