Why your B2B PPC metrics may be lying to you
More conversions and higher ROAS don’t always translate to more pipeline or revenue. Here’s how to measure incremental value more accurately.
Topic: Customer relationship management
Google’s latest AI ad push shows ads are becoming conversations, not clicks
Google’s latest AI ad updates revealed major shifts and raises big questions about visibility, trust, and the future role of marketers.
‘Fix everything’ is the wrong SEO strategy
Audit tools flag everything equally, but SEO success depends on prioritization. Focus on the changes that actually drive growth.
Yes, you need to use AI, but you need to use it strategically
Stop losing revenue to missed opportunities. Here's how strategic automation cuts costs, captures leads, and speeds response times.
The search everywhere optimization pyramid: How to build visibility before search
Your buyers already have a shortlist before they reach Google. Here’s how to influence the conversations that put brands on it.
The 5-layer framework for measuring GEO performance
AI visibility dashboards can’t answer the ROI question on their own. Here’s how to build a more credible GEO measurement model.
Top 3 trends in agentic AI for marketers
Discover how agentic AI is transforming marketing through autonomous workflows, hyper-personalization, and AI-powered content operations — while reshaping the future role of marketers.
How to eliminate the skepticism tax in marketing data
Branded search can overstate marketing impact, revealing larger issues with attribution, AI outputs, and data confidence.
Why Google Ads, GA4 and CRM numbers never match
Attribution models, reporting windows, and customer journeys all create measurement gaps between ad platforms, analytics tools, and CRMs.
Why PPC AI agents fail without business data
Without CRM, margin, and operational context, PPC agents risk improving platform metrics while hurting business performance.
How to use Call assets, lead forms, and Message assets in Google Ads
Are you making it too hard for customers to reach you? Learn three essential ways to get more leads directly from your search ads.
Performance Max for B2B: 5 best practices
Learn how to guide AI, improve lead quality, and use signals, creative, and reporting to get better results from Performance Max for B2B.
Pete Bowen talks about why Google Ads is not just about clicks
A simple currency error and a hidden breakdown in conversion tracking show how small, overlooked mistakes can spiral into wasted spend.
What are you optimizing for in paid search when keywords matter less?
Search platforms rely less on keywords. Signals, data quality, and intent mapping now drive how ads are targeted and performance is measured.
Customers want personalized marketing. Why can’t most brands deliver?
Your customers may not use the phrase ‘personalized marketing,’ but they recognize it when it works.
AI is working. Your data is what’s broken.
Everyone is rushing to apply AI, but foundational identity gaps, fraud and bad inputs are only being amplified, not solved, by models.
Lead generation: The evolution from spray-and-pray to precision targeting
New to lead generation? This guide explains what lead generation is, common methods, types of leads, and how businesses turn interest into sales.
The new PPC playbook: From media buyer to profit engineer
Platforms run the tactics. Your value now comes from data strategy, business alignment, and owning performance beyond the ad account.
Maddie Lightening speaks on misreported ROAS, account structure chaos & AI mistakes
Maddie Lightening shares lessons from a currency reporting error and legacy account structure challenges, and using AI effectively.
How to take your marketing measurement from crawl to sprint
Outdated tracking can’t keep up with privacy changes. Unify first-party data, attribution, MMM, and incrementality to measure real impact.
HubSpot rebrands its flagship conference from Inbound to Unbound
After declaring inbound dead last year, HubSpot is renaming its annual conference to something less limiting.
Why audience engineering is replacing manual targeting in paid media
Discover how to influence AI targeting decisions, avoid wasted spend, and use creative and data signals to reach higher-value customers.
5 priorities for lead gen in AI-driven advertising
Clean up conversion data, simplify landing pages, budget across the funnel, and create assets AI can actually use effectively.
How marketing leaders are getting unstuck from Salesforce
An executive fireside chat for brand-side marketers on how brands are moving into their next era — beyond Marketing Cloud.
SEO leads martech replacements, but not for the reason you think
Marketers swap SEO platforms less frantically, driven by AI upgrades, budget pressure, and new demands from changing search experiences.
How to build a custom GPT for business (that your team actually uses)
Most GPTs fail because they’re too broad and under-tested. Here’s how to build focused, high-ROI GPTs your team adopts and uses every week
How to use first-party data to find high-impact content ideas
Turn internal data into content your competitors can’t replicate, from site search insights to sales conversations and support tickets.
The first-party data illusion
Marketers focus on first-party data promised control. But ownership didn’t solve identity accuracy, activity visibility or customer truth.
Why better signals drive paid search performance
Algorithms optimize what they’re given. Learn how signal quality, conversion data, and KPI alignment shape paid search performance.
Why customer personas help you win earlier in AI search
Most content is too generic to compete in AI search. Customer personas help you uncover real problems and show up earlier.
The marketing measurement flywheel: A 4-step framework for proving impact
Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.
5 B2B LinkedIn Ads tests to run in 2026
Short-form video, Thought Leader Ads, personalized creative, and Qualified Lead Optimization are showing promise. Here’s how to test them.
Why tomorrow’s media leaders must think like product managers
Campaign optimization isn’t enough anymore. Today’s media leaders must think like product managers and own the entire user journey.
Break down data silos: How integrated analytics reveals marketing impact
Channel dashboards don’t tell the whole story. Connecting paid media, analytics, and CRM data reveals demand before it appears in pipeline.
Google Ads retargeting: A guide to your data segments
Think retargeting in Google Ads is just banner ads? The real takeaway: your first-party data now powers AI performance — so use it.
See how leaders bridge the engagement divide by watching ‘Engage with SAP Online’ on demand
Mark Ritson and leaders from BMW, Essity, and Sinch break down what’s driving change in customer engagement, and how brands can keep up. Watch on demand now.
The Data Doppelgänger problem
AI agents, shared signals and fragmented identities are distorting marketing intelligence. Most brands do not know who is really acting.
4 strategic paid search pivots to survive Google’s AI Overviews
AI Overviews are lowering CTR, raising CPCs, and compressing the buyer journey. Here’s how to protect performance and stay competitive.
How to reduce low-quality leads from Performance Max campaigns
Performance Max often optimizes for cheap conversions by default. Learn how guardrails and better signals can improve lead quality.
How to make automation work for lead gen PPC
Automation isn’t just for ecommerce. Learn how to drive more leads, cut costs, improve quality, and save time with AI-powered campaigns.