GA4 may not be universally loved, but it gives B2B marketers a chance to finally track user behavior in a more flexible and tailored way. Still, the power of GA4 lies in how well you structure your events. Done right, your data becomes a source of truth for campaign performance, lead intent, and on-site behavior. Done wrong, and you’re left with a mess of fragmented reports and unusable...
Tools I’d Keep (and Ditch) for a Lean Performance Stack Not every team has the luxury of an enterprise marketing stack. For many small businesses, startups, or lean marketing teams, the real challenge is to build a MarTech setup that delivers insights and efficiency without drowning in complexity or monthly fees. Over the years, I’ve seen what works (and what just eats budget) in performance...
LinkedIn Ads offer one of the most precise and reliable ways to target B2B audiences online. Yet, many businesses struggle to unlock its full potential simply because they cast their net too wide—or too narrow. Whether you’re trying to generate leads, drive conversions, or build awareness among business decision-makers, getting your targeting right is critical. In this article, we’ll...