Founder @ 42 - Paid Media, Creative, SEO & RevOps for B2B

Help B2B companies scale @ 42 Agency
Helping inter-generational families connect with learning @ Little Robin Hood
Build better exclusions for online ads @ exclusion sites 
Publisher and writer  on B2B marketing insights @ 42slash.com 
Various Projects at rext.in

Kamil Rextin

I built an AI agent that handles competitive intelligence in 5 minutes.

What used to take my team 2 days:

Manual G2/Capterra searches.

Dozens of browser tabs for Facebook/LinkedIn Ad Libraries.

Endless copy-pasting into a messy Google Doc.

Hours of synthesizing "positioning" that was outdated by Tuesday.

What takes us 5 minutes:
The agent handles the heavy lifting while we drink coffee.

The Agent:
→ Discovers: Finds true competitors via G2 (no assumptions).
→ Captures: Automatically screenshots all active ad libraries.
→ Analyzes: Breaks down positioning, messaging, and pricing.
→ Reports: Outputs a branded PDF with embedded visuals.

It doesn’t just gather data—it extracts the strategy.

Want the workflow?

Comment "CI" and I'll send you the full blueprint. 🚀

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CAT IS OUT OF THE BAG

I am heading (with some folks from the team) to Demand & Expand in May for a smaller less busy but more productive conference with other B2B & RevOps Leaders 

If you want 20% off the ticket & join the 42 Agency happy hour keep reading:


Join 600+ B2B Marketers in San Francisco on May 19 & 20, 2026 for two days of impactful sessions and meaningful connections. 

If you're in Growth Marketing, Demand Gen, Lifecycle, Customer Marketing, Expansion, Product Marketing, MOPs, RevOPs or GTM Ops, this conference is for you!


Save 20% off the price of 1-day and 2-day tickets with the coupon code 42AGENCY. Learn more and register at: demandandexpand.com

Oh lord now I’ll be running terminal from the 🚽

graphical user interface, text, application, chat or text message

this makes me extremely bullish on Zoominfo 

Yes I missed the DM from October . not my first time..... 

great to see a public company CEO be close to customers like this

Hot take: The marketing automation platforms with the highest G2 ratings also have the most brutal Reddit threads.

We analyzed sentiment across Reddit, G2, Substack, TrustRadius, and LinkedIn to see what B2B practitioners actually think about their MAP.

The results:

ActiveCampaign   >>  The automation darling. Practitioners call it "fantastic" and the best HubSpot alternative. Until you hit 50k contacts and the pricing bites.

HubSpot   >> Most polarizing. 88% recommend it on G2. But Reddit is full of "$250/year to $17,500/year pricing jump" horror stories. CRM loved, CMS hated.

Adobe Marketo  >> Enterprise standard, enterprise pain. "Every problem causes more problems ...  each solution needs a team of consultants."

Pardot   >>  The villain. 86 upvotes on a post titled "Let's make an 'Everyone hates Pardot' forum." Ouch.

The pattern: G2 ratings don't tell the whole story. The real sentiment lives in Reddit threads and Substack rants, where people aren't worried about vendor relationships.

We published the full analysis with charts and quotes. Link >> https://lnkd.in/g7Ey46Ba

Ok hats off to Databox &  Peter Caputa this is very well done

we mapped 14K+ targetting parameters for linkedin ads into a guide

No gate no email no checkout link

Available for free

Everyone loves talking about demand gen campaigns.
No one talks about the plumbing.

We spent a session with a client this week doing the unglamorous work that actually makes marketing scale. No creative briefs, no ad copy.

Just rolling up our sleeves and fixing the foundation.

What we worked on:
• Sunsetting old properties: They had multiple confusing versions of "Target Account Zone." We're getting rid of them.
• Standardizing naming conventions: Aligning everything from ICP tiers, so reporting is clean.
• Replacing data tiers: Swapping old, manual properties with new, integrated ones that sync directly with their CRM.

This is the work that prevents bad data, broken reports, and massive headaches down the line.

You can't build a predictable revenue engine on a messy foundation. The boring work is the most important work.

George Terry

Hey, I'm George 👋

I'm Co-Founder and Creative Director of Winbox. We help CMOs drive real pipeline using LinkedIn ads.

I've got 15+ years of experience working with B2C and B2B brands. I spent the first half of my career writing and creating copy for Adidas, Tesco, NatWest, Heinz, ESPN, Citi, and a bunch of other big brands. Then, I spent the last seven or so years working with some of the UK's top SaaS and tech companies.

I currently help 50+ brands to win on LinkedIn using paid and organic media. Here's some of the results we've driven for our clients recently:

💪 Reduced average CPL by 80% in six months
😍 Increased monthly leads by 453%
🚀 Generated 326 sales-qualified opportunities in 12 months
📈 Delivered £350K of qualified pipeline (and £200K of revenue) from one campaign

And here are a few kind words from our clients:

"I can't believe the quality of the leads we're getting in."
Hannah Poulton, Marketing Director, Q:be

"Literally every objective it was possible to set was surpassed."
Charlie Widdows, Co-Founder, Solverboard

"These results are the best I've seen. I think it's the best marketing investment we've made."
Phil Atherton, Director, Istoria Group

So yeah, plenty of happy customers! 

If you want a deep dive on our approach, head to our website: winbox.co.

And if you have any questions, feel free to drop me a message on here anytime. 

Thanks for reading.

✌️

Co-Founder & Creative Director

Creative lead across all clients and projects.

Me: *joins meeting*

Notion: Launch AI notetaker?

Me: no thanks

Google: Let Gemini take notes for this meeting

Me: I'm good

Fireflies AI has joined the call

Me: I didn't invite you

Otter.ai is requesting access

Me: no

Copilot is summarising in real time

Me: pls stop

Read AI sentiment analysis activated

Me: 🥲🥲🥲

Co-Founder @ Winbox | Podcast Host @ LinkedIn Ads Insider | Keynote Speaker & Podcast Guest | Helping 50+ Brands Win with LinkedIn Ads & Organic Content

Two events in two days - what a whirlwind! 

Yesterday we hosted a packed session at LinkedIn's London HQ, digging into the trends and feature roll-outs every B2B brand needs to be across in 2026.

The three big shifts I covered in my talk:

📌 Brand accounts → Personal accounts
📌 Corporate cringe → Authenticity
📌 Lead gen → Brand building

If you're still putting budget into gated whitepapers and pictures of people shaking hands in skyscrapers, you're fighting a losing battle.

The B2B brands winning right now are the ones putting real people front and centre, ditching the jargon, and playing the long game on brand.

And later today, 92 people (and counting!) are joining our webinar on Thought Leader ads.  🙌

Webinars and events take real time and effort. So why bother?

Because B2B runs on trust and relationships. And the best way to build both is to show up, answer questions and genuinely try to help.

No amount of content or automation can replace that.

PS. Our next LinkedIn HQ event is in June. Drop me a DM if you want to be on the guestlist!

PPS. Huge shout out to Tom, Marc and Rachael for hosting and organising!

We need better language in marketing.

Take "lead generation." It implies that marketers ‘create’ leads. Which is mad. 

The customer decides if and when to buy, and who to buy from. Our job is to get them to choose us when they're ready.

Or "demand generation." Marketers don’t generate demand. Products and categories generate demand. Marketers try to redirect some of that demand toward their solution. 

Or "converting” visitors. To convert something is to change it from one state into another. This is not how UX works. 

You can't make someone want something they don't, on some level, already want. You can only increase the likelihood that they buy the thing they want from you.

Smart marketers know this: the customer is in the driving seat. Our job isn't to change people’s minds. That's incredibly expensive and impossible to scale.

Our job is to understand what customers want and give it to them. To make our version of “the thing” seem easier, faster or better than others.

This is why the most important job in marketing is customer orientation. Understanding what people want. Working out how to give it to them better than everyone else.

The words we use shape how we think. Better language leads to better strategy.

So much confusion in marketing is driven by imprecise jargon that obscures what the work really is.

the absolute state of this “marketing team” 😂

I made a few unofficial resolutions this year. Here’s how they’re going.

1️⃣ - Use bookshops again

I’ve been a Kindle user for years. Which by definition meant I did all my book shopping on Amazon.

A new bookshop opened a couple of minutes' walk from my house. I dropped in to check it out and was reminded how nice it was to browse the shelves, find new books, chat to the staff about what’s in.

So I made a decision: ditch my Kindle and start buying physical books from an actual bookshop.

How’s it going? Amazing. I’m loving it. The people in the shop know me, they know what I like, they recommend things. I get that lovely new book smell. I’m rebuilding my collection.

10/10 would recommend!

2️⃣ - Delete Spotify

I was a pretty heavy podcast listener. When I was walking, shopping, doing chores, cooking, exercising. Mostly history stuff or current affairs.

But last year, I started wondering if the podcasts were messing with my brain. The need to be entertained. The inability to just cook a meal or take a walk without consuming media.

So I deleted Spotify. 

How’s it going? Really good! Much better than expected. I don’t miss podcasts at all. The idea of listening to one actually fills me with dread. 😂

I’m also listening to more music. I’ve switched my streaming from Spotify to NTS or Bandcamp. Which means I’m discovering more new music than I have in ages.

10/10 would recommend!

3️⃣ - Get back into cryptic crosswords

Are cryptic crosswords are a thing outside of the UK? They feel very British to me, but I could be wrong.

If you're not familiar, a cryptic crossword is an insanely hard crossword. They have their own mind-bending logic that you have to use to find the answers.

Here’s an example.

Clue: "Food enthusiast needing large input" (4)

Answer: FLAN

Why: Another word for "Enthusiast" is FAN. "Large" can be abbreviated to L. "Input" tells you to put L inside FAN. F-L-AN = FLAN, which is a food. 🤓 

I’m a word nerd, and solving cryptic crosswords is like a word triathlon. It requires deep focus, patience, lots of “hmmmm” and occasionally a “YES!!!”.

My wife bought me a book of puzzles to solve and the Chamber Crossword Dictionary to help.

10/10 would recommend!

Technology is ravenous. It will consume as much of your life as you let it. 

I’m definitely realising that, for me, there’s no downside to cutting it all the way back.

When I started running ads, I did what everyone does.

I chased higher CTR. Lower CPL. More leads.

It felt like progress. The numbers were going in the right direction. But nothing was really happening downstream.

That's the trap. You can hit all of those targets and still have zero impact on pipeline. Because…

- CTR doesn't tell you whether the right people are seeing your ads.
- CPL doesn't tell you whether those leads are any good.
- And "more leads" means nothing if none of them close.

The metrics that matter most don't live in Campaign Manager. They live in your CRM, in your sales conversations, and in whether your target accounts know, like and trust you.

We break this down properly in the latest episode of LinkedIn Ads Insider — including the metrics we actually use instead. 👇

https://lnkd.in/erdbQBX7

‼️ Last call for this Thursday’s webinar! ‼️ 

MASTERING THOUGHT LEADER ADS. Sign up here👇

https://lnkd.in/eG4_i7va

Marc and I are running a webinar later this week to show you exactly how we're building Thought Leader Ads strategies for our clients: the creative, the paid media, and the systems you need to scale it.

You'll learn:

→ Why this format delivers better ROI (and what the data shows)
→ How to make thought leader content that works for organic and paid
→ Paid media setup, targeting, and optimisation 

If you're running LinkedIn ads and want to improve pipeline and ROI in 2026, don't miss it.

Thursday Feb 26th, 13:00

See you there!

Problem I see constantly:

£5-10K monthly budget + an audience in the millions. 

The result? You're barely scratching the surface. 

Low ad frequency. Low impact. Low likelihood of pipeline.

ABM fixes this. And it's simpler than most people think.

Instead of targeting everyone who might buy from you...

1️⃣ You pick the companies that you most want to sell to. 

2️⃣ You build a list of those companies and upload it to LinkedIn so you can target them and no one else.

3️⃣ You saturate that list with creative built specifically for them.

Marc and I are running a webinar to walk through the exact 5-step framework we use with our clients:

→ How to build your target company list (Clay, Sales Nav, your CRM)

→ Creating a messaging guide that keeps the whole campaign focused

→ The demand gen and demand capture layers that drive pipeline

→ How much personalisation you actually need (spoiler: less than you think)

→ Measurement that goes beyond vanity metrics

This isn't theory. This is the exact strategy we’re using for ourselves and our clients right now.

26th March | 13:00 GMT | 45 mins

Sign up here: https://lnkd.in/emCC32P5

I don't give a monkey's how many people are clicking my ads.

I really don't. Here's what I do care about:

• Does our target market know we exist?
• Is our content and messaging resonating?
• Are people reading our case studies?
• Are people booking sales calls?
• Is our deal size increasing?
• Is our pipeline accelerating or slowing down?
• What's the ROI on our ad spend? 
• Should we invest more or less?

None of those questions are answered by CTR. Or any of the basic metrics people default to in Campaign Manager.

My top advice for people struggling with LinkedIn ads measurement is to look beyond ad-level metrics and find a better model.

One that aligns with how people really buy, and how they use LinkedIn. 

CTRs, CPLs and new leads can be useful indicators. But they’re not the end goal. 

The end goal is sales and marketing working together to generate ICP deals that come in hot and close fast.

If you’re looking for a better way to measure LinkedIn ads, check out our latest podcast episode on LinkedIn ads measurement: 

https://lnkd.in/erdbQBX7

taplio

The Battle

Kamil Rextin

George Terry

Followers

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Performance ScoreKamil Rextin's LinkedIn Performance

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taplio

The Battle

Kamil Rextin

George Terry

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kamil Rextin's LinkedIn Performance

Performance ScoreGeorge Terry's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreKamil Rextin's LinkedIn Performance