Session Media

I usually hate calls from Google Ads, but yesterday was different. "It's amazing to see a Lead Gen account operate at this level of sophistication. It takes clients some time to reach this point!" - Google Rep Here's what has them impressed (and why most B2B companies aren't doing this): Most businesses optimise Google Ads for form fills, instead we build for performance, including: - Offline Conversion Tracking - connecting their Salesforce to Google Ads to optimise for SQLs / revenue - ROAS Bidding - by attributing real revenue to conversions, marketing spend is now directly tied to business profitability - AI-Ready Infrastructure - clean data + solid structure = the ability to leverage Google's latest AI features effectively The reality most people don't talk about: This setup takes time. You need: - 3+ months of conversion data minimum - Clean CRM practices - Proper attribution models - Buy-in from sales teams - Other brand building activity (in lower search volume industries) But once it's running - your CAC becomes (dare I say) predictable*. P.S - Even when we've qualified for the Google Partner program, we've never applied. Best practices don't always coincide with the best credentials. So this feedback - despite never listening to optimisation score or using auto-apply - is something our team counts as a win. *there's no such thing in high AoV B2B but you can come close.

FREE LINKEDIN ADS TOOL! One of my least favourite things about LinkedIn Ads is excluding companies from multiple campaigns. Your current options include: - Updating ‘Saved Audiences’ then apply manually to each campaign (or bulk updates through CSV) - Adding negative companies individually to each campaign - Uploading a new company list CSV each time you want to add a new company - Using 3rd party CRM list syncs (not really an option for this) None of these really sat well with my workflow, I like to negative companies the same way I add negative keywords in Google Ads - small and often. So we built this tool - a simple way to manage and sync your negative company lists in one place. We’re giving early access to a handful of companies over the next month or so. If you want to try it, just drop me a message - no need to comment (unless you want to). We’re also experimenting with a few other internal tools that might go public soon 👀 I only have one favour - help me find a name for this the wilder the better.

You don’t need another "B2B marketing agency". You need a results-driven partner that owns your growth targets like they’re their own. That’s exactly how we work with B2B SaaS marketing teams - and in this video, I break down our 4-step process that delivers real results.

This weekend I hit 250K total views on YouTube in a super niche category: B2B Paid Media Strategies. To celebrate, I did what anyone would do… Updated my playlists. The videos are now grouped into: - LinkedIn Ads - B2B Paid Search - B2B Marketing Strategy You’ll find everything from platform tutorials, advanced tracking through to high level B2B roadmaps. So before you go dropping £500 on your next “B2B Masterclass”, go binge these first. All it’ll cost you is a like, maybe a subscribe to satisfy my fuel my need for external validation. LOVE ME! (Links in comments)

I hate when people overgeneralise B2B marketing. And I also hate people talking about next year in October. So naturally… here I am doing both. 11 B2B marketing strategies & tactics I’m betting on for 2026:

IT’S TIME! Once a year, I like to update our Beginners’ Guide to LinkedIn Ads. So, if you’re thinking about getting started with LinkedIn Ads in 2026 - or just looking for a refresh - this video is for you. In this video, we run through: - Account set-up - Insight Tag - Campaign structure - Campaign objectives - Targeting options - Different ad types - Bidding models - Conversion tracking (online, offline & LinkedIn’s Revenue Analytics) - Dashboard analytics - Creating Audiences - Using LinkedIn signals to aid outbound - A whole host of things to avoid - saving you a lot of time, money and irritation. Oh, and along with this video, we’ll also be opening the doors to our FREE LinkedIn Ads tool (coming very soon). Dropping later today on YouTube - get yourself subscribed. LinkedIn for Marketing