LinkedIn Ads are powerful, but expensive and many B2B teams struggle to scale without blowing the budget. This episode brings together some of the most experienced LinkedIn advertisers to share tactics that drive down costs while keeping results high.

We’ll explore:

Why LinkedIn Ads have become so costly and what you can do about it

The bidding, targeting, and creative tweaks that slash CPCs and CPMs

Real-world examples of advertisers cutting spend while improving pipeline

How to balance reach, quality, and cost in B2B campaigns

In this episode, we delve into the dynamics that drive the adoption and diffusion of innovations within the B2B sector. Understanding these factors is crucial for businesses aiming to introduce new products or services successfully.

AI has given every marketer the same advantage. So why are most teams still falling behind?

In this episode, we will explore what AI is really changing and what it is not.

We unpack three defining tensions:

Everyone has the tools. Few have the system

AI gives you speed, but without structure, talent, and strategy, it just creates noise.

Reinvent marketing or double down on fundamentals?

Do we rebuild everything around AI, or accept that buyers still move from awareness to consideration to conversion?

More output, less differentiation

More campaigns, more content, more personalisation. When everyone can do more, what actually makes you better?

We also explore:

The shift from SEO to AI-driven discovery

The explosion of “AI-first” tools and how to cut through the noise

Why most teams are still using AI in fragments instead of across the full GTM engine

Why targeting the right accounts still matters more than anything else

1) Where do you focus your marketing efforts today, on creating demand or capturing it?
We will open with a quick pulse check. Do you lean toward a 50/50 split, 60/40, or do you reject the split altogether?

2) What strategies have worked best for you in building long-term brand awareness and engagement?
This is a chance to share top-of-funnel tactics, brand-led initiatives, and creative bets that helped shape awareness or differentiation.

3) What strategies have worked best for you in capturing demand?
From paid search to content, sales enablement or retargeting, what has helped you turn interest into pipeline?

4) What does the right balance between demand creation and demand capture look like for your organisation?
Has that balance changed as you have scaled? Does it vary by region, segment, deal size, or maturity?

5) How do you connect long-term brand initiatives with pipeline and revenue goals?
We will close by discussing how you link brand-led work to performance metrics and business outcomes.

Where do you see the biggest breakdowns in sales and marketing alignment today?

We’ll open by examining the core pain points, ranging from misaligned definitions of leads, gaps in data hygiene, inconsistent routing, lack of visibility, and unclear expectations around follow-up and attribution.

What frameworks, rituals, or processes have helped you build alignment in your teams?

Whether it’s your “white-glove” ABM rituals, pipeline reviews, monthly planning cycles, content co-creation, or data governance processes, this is an opportunity to share repeatable practices that have reshaped collaboration.

How do you ensure that messaging, campaigns, and data strategies actually support sales outcomes?

Here we’ll explore the systems and methods you use: qualification models, CRM workflows, content loops, planning cadences, or cross-functional stakeholder engagement to keep programmes tied to commercial impact.

If you could fix one thing about the sales and marketing relationship in your current or past roles, what would it be?

A chance to zoom out. What fundamental shift (structural, cultural, or operational) would unlock meaningful progress?

AI now makes it possible to speak directly to every account with 100% personalised pain points. This shift is forcing a fundamental rethink of how we build pipeline and what role traditional digital advertising should play.

We’ll explore:

Are traditional digital ads still relevant in an AI-first world?

Is the art and creativity of advertising under threat, or about to be redefined?

How can hyper-personalisation make advertising more powerful, not less?

Do we need to rethink GTM from the ground up, and if so, how?

1. 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.

2. 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.

3. 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.

4. 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.

Where does the traditional sales → marketing handoff model break down most in practice?
We’ll start by unpacking the structural flaws, not just misalignment, but the incentives, metrics, and systems that create friction and lost pipeline between teams.

What does “end-to-end revenue ownership” actually look like inside a company?
Rather than theory, we’ll explore how teams are organised, how responsibilities are shared, and how accountability is distributed when there are no clean handoffs.

How do you design systems that connect marketing activity directly to revenue outcomes?
This focuses on the operational layer, how data, targeting, messaging, and sales workflows are integrated so that everything contributes to pipeline and closed revenue, not just leads.

How do roles change when sales and marketing operate as one revenue function?
We’ll look at how job definitions evolve, what marketers take on that they didn’t before, what sales lets go of, and where new hybrid roles emerge.

What gets easier, and what gets harder, when you remove handoffs entirely?
To close, we’ll pressure-test the model, where it drives efficiency and growth, and where it introduces new complexity, trade-offs, or organisational challenges.

If AI can now execute most marketing tasks, what stops everything from becoming commoditised?

We’ll open by challenging the idea that AI is just an efficiency gain, and explore what actually creates differentiation when everyone has access to the same tools.

Where does advantage come from now: data, strategy, brand, or distribution?

This question breaks down the possible sources of edge in an AI-first world, and whether one clearly dominates or if it’s the combination that matters.

Is targeting still a problem, or has it effectively been solved?

We’ll examine whether AI-driven signals and automation remove the need for traditional targeting approaches, and what replaces them if they do.

If everyone can generate content at scale, what makes marketing effective rather than just abundant?

This focuses on quality vs volume, how taste, narrative, and positioning evolve when content production is no longer the bottleneck.

What do high-performing marketing teams focus on when they’re no longer executing campaigns manually?

To close, we’ll explore how priorities shift, from running campaigns to designing systems, shaping strategy, and influencing product and market direction.