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Do you oversee substantial ad budgets on LinkedIn—$500K, $1M, or more? Have you ever wondered what LinkedIn is offering others in your position? Are you getting the best possible insights, tools, and service from your account rep?

Join us for an exclusive, invite-only roundtable where LinkedIn's top advertisers come together to share experiences and uncover the nuances of working with LinkedIn account representatives. This is your chance to discuss, compare, and level the playing field in a confidential, peer-led environment.

How can companies effectively market their products and services in 2024, given the challenge of reduced budgets and smaller teams? We will discuss marketing strategies in times of crisis, such as economic downturns and global conflicts, and the impact of emerging AI technologies on marketing.

Discover the secrets behind B2B brands that have cracked the code on Community Hacking. We’ll dive into how to create, nurture, and activate communities that drive growth, featuring actionable insights and examples of brands that turned peer networks into their biggest asset.

Attribution in B2B is famously broken: 9-month sales cycles, buying committees of eight, and a dark funnel that no pixel can see. In this episode, we skip the theory and get tactical. We dig into which attribution model actually fits your go-to-market motion, how to blend self-reported attribution with CRM data to get a picture you can defend, and what to tell your board when multi-touch numbers don’t add up. If you’ve ever been asked “what’s marketing’s ROI?” and felt your stomach drop, this one’s for you.

Intent platforms promise to tell you who’s in-market before your competitors know. The reality? Most teams pay six figures for signals nobody acts on. In this episode, we go deep on separating signal from noise: how to build ABX plays your sales team will actually run, what a realistic 90-day success plan looks like after implementation, and the honest conversation about when that intent contract simply isn’t worth it. Practical scoring frameworks, orchestration examples, and hard-won lessons from operators running intent at enterprise scale.

Questions we will cover:

How has AI changed the way you approach marketing?

We’ll open by exploring how AI is reshaping day-to-day marketing work, from content and targeting to measurement and personalisation, to understand how each of you or your teams are experiencing this shift in practice.

Historically, how do you balance demand creation and demand capture (top and bottom of the funnel activities)? How are AI and personalisation at scale influencing this balance?

This will look at how you manage the tension between long-term brand and short-term pipeline, and whether AI-driven targeting is changing where marketers invest their focus.

If AI can now do most of what marketers once did to reach, engage, and convert customers, what’s the role of a brand in this new world? Do we still need to care about branding, or should we rethink our entire go-to-market approach from the ground up?

Here we’ll explore how brand identity and emotional connection evolve when technology handles much of the execution, and whether creativity, story, and empathy still matter as differentiators.

What new skills and mindsets will marketers need to stay relevant by 2030?

To close, we’ll look ahead at how the role of marketers is changing, from strategic leadership to creative experimentation, and what capabilities will define success in the next decade.

Our most popular topic returns, because the game just changed. When ChatGPT and AI Overviews answer buyers’ questions before they ever reach Google, what’s left of classic demand capture? In this episode, we rethink the creation-versus-capture balance for a world where the buyer journey starts inside an AI answer. How to rebalance budget between the two motions, why AEO is becoming the new SEO, and what “capturing demand” even means when there’s no search results page to rank on.

By the time a buyer fills out your form, the decision is 70% made, shaped in Slack communities, peer recommendations, review sites, and now conversations with AI assistants you’ll never see in your analytics. This episode is about marketing to the dark funnel: how to influence buyers you can’t track, why “brand-to-demand” is more than a buzzword, and which signals you actually can measure without driving yourself crazy over attribution. A realistic playbook for winning deals that never touched your nurture sequence.

Paid social is where B2B budgets go to quietly disappear: climbing CPMs, audiences that overlap with every competitor, and a board that wants every lead attributed to the penny. This episode is a tactical reset on B2B paid. We get into creative that actually stops the scroll (and how AI is changing creative production and testing), how to structure campaigns around the buying committee instead of a single job title, and what to measure when the click almost never becomes the deal. If your LinkedIn Ads account is a money pit you’re afraid to turn off, start here.

Enough about what AI can do. This episode is about where the money’s actually going. We sit down with marketing leaders making real budget calls: headcount versus tooling, brand versus pipeline, what they’re promising their CEOs, and what they protect when finance comes asking for cuts. An honest conversation about the bets CMOs are making for 2027, which ones are already paying off, and which “AI transformation” line items are quietly getting killed.

 When every competitor can generate content, campaigns, and outbound at infinite scale, execution stops being a differentiator. This episode makes the case that brand and trust are the last defensible moat in B2B, and stress-tests that thesis with people who have to defend it in the boardroom. How do you make the business case for brand to a CFO who only looks at pipeline? Which brand metrics actually predict revenue? And is “brand” the answer, or just the thing marketers say when they run out of channels?

The question every CMO is asking in private: how do I structure my team when AI does the work of three coordinators? In this episode, we talk openly about which roles are disappearing, which skills are becoming critical (taste, judgment, orchestration), and the genuinely hard problem of developing junior talent when entry-level work is done by agents. Plus: how to lead your team through this transition without destroying morale, and what the org chart of a top-decile B2B marketing team looks like in 2028.