Liam Moroney

Co-Founder, Storybook Marketing | Full-service demand generation agency

I lead Storybook Marketing, a consultancy that specializes in brand marketing strategy, to help companies become the brand that buyers think of, using an evidence-based approach to marketing.

We offer customized services, consulting, team workshops and training, to level up marketing programs so they are capturing market share and not just leads.

Founder

When we apply a performance marketing mindset to the top of the funnel, we can end up putting a lot of effort and expense into building an audience that often isn't big enough, and sometimes isn't even real.

In B2B tech I'm increasingly seeing this happening, especially with the new obsession to rank in AI search results. 

Where the effort is on trying to reach Goldilocks prospects who haven't been influenced by competitors yet, or even ones who haven't come to realize they need a solution yet, so we can come along and become their only solution.

While a very attractive concept, it's often an expensive effort to build an audience of unicorns. 

The research in B2B continuously shows that most buyers are experienced ones, or at least part of their buying group is. Kerry Cunningham frequently talks on the topic, and his research at 6sense continuously shows it.

Blank slate buyers who are problem aware but not solution aware are a fringe group, if they even exist at all. Most of our addressable market knows and has experience with the category, and have some form of a consideration set in mind.

The job in marketing isn't to find the undiscovered buyers, but to win the underserved ones. 

Our growth comes from people that exist in the big group in the middle, who have familiarity with the category and most of its players, have likely bought from at least one of them in the past, and don't need "educating".

They need a better alternative - and we have to show up often and relevantly to position ourselves in their consideration set.

Brand Marketer | Storybook Marketing | MarTech contributor

Brand gets underinvested in because it doesn't show up clearly enough in our attribution models, but should it?

Should attribution really be the central and core method for measuring marketing?

I'm not in any way anti-attribution, but I get incredibly frustrated at how much it's come to be how we, and especially leadership, believes that marketing works and gets measured.

What never gets measured in attribution is the underlying conditions that determine how well any of our efforts grow:

❓ How many potential buyers know we exist, and are we continuing to create awareness in new buyers over time?

❓ How effectively are we getting our brand to be thought of as an option to consider - something that becomes existential when purchase risk increases?

❓ How successfully are we being thought of by those buyers when they actually do come in market?

None of this shows up in attribution tools, and yet those conditions determine just how much of an upper limit there is in the effectiveness of our demand gen and performance marketing efforts.

Brand is very possible to measure in a growing variety of ways, and has been for a long time, but it requires leadership understanding and belief in how it works.

When we force it to show up in a measurement tool designed for something else entirely, we set it up to fail.

It's like trying to measure climate change with a thermometer - it will very easily miss the bigger and more existential trends because it's too narrow a view.

Brand is measurable. It's the leadership understanding that's lacking.

This race towards “AI visibility” is feeling like a gold rush without any guarantee of gold, but shovels of all shapes and sizes for sale. 

Everyone is obsessed with being mentioned or cited by LLMs, but it seems like those two things might not even be related - though you’d hardly know it from the confidence of those showing up as AI experts. 

Rand Fishkin has been raising some really important points and insights about how makes up the AI answer may not even necessarily be sourced from the citations. 

Rather it’s looking like citations are often post-hoc ways to support the answer and not what actually always informs it. 

Which, from a user standpoint is hardly reassuring, since AI might be using citations to make the answer look accurate as opposed to actually being accurate. 

And, from a brand point of view, this leaves a potentially massive delta between being part of the answer and beyond a supporting act to prop it up. 

We could easily be targeting metrics that don’t actually mean much, but the train is fully out of the station to try. 

And all of this is before we address whether being the true source of answer drives real brand value and exposure, or how much less value again a barnacle cited link might bring. 

Just like old-school SEO, more backlinks don’t guarantee more business, and not all search visibility is equal. 

All we know for sure is that none of us know for sure yet. 

It’s the Wild West out there - beware overconfident AI experts bringing their data and selling their shovel.

It's often said that "brand drives performance, and performance builds brand", but in many cases only the first half of that statement is true.

Which is problematic when you have a program whose budget heavily favors performance marketing.

Brand definitely should drive performance, and should make existing performance work better, since it's ideally creating more and better awareness of the solution to a broader group of people with at least some of them in-market now or very soon.

And performance marketing is a critical part of a healthy program, activating on people who are in-market and ensuring those hard-build brand memories get activated.

But, performance marketing often has little brand benefit since it's so volatile and opportunistic.

An ad trying to get you to take action on something you're not currently looking for is usually either totally ignored or very temporarily remembered. Our brains simply don't waste valuable cognitive energy and space on things that aren't relevant to us.

Much of performance marketing is about a moment-in-time ask - sometimes it's a price discount, sometimes just a request to take a demo.

There is little about creative like that that is remembered, if it's ever even paid attention to at all by people who aren't in-market.

It's not to say performance marketing isn't valuable - it's a critical part of an efficient program - but on its own it frequently doesn't have any lasting memory value at all. 

And, when you have programs where 70-80% of the budget is trying to nudge people to take action, you can end up with a program that is failing to build any real brand value, no matter how many logo impressions get served.

Marketing does all work together in a complex and integrated way, but it doesn't mean one type of creative is a good substitute for the other.

And when that nuance is missed, we can end up with a very ineffective and inefficient program even with a very healthy budget.

There is still a big brand marketing gap in the industry and the massive push to use AI isn't solving it. 

Most of what's being done to attract business with AI right now is reactive marketing - showing up in answers being asked in LLMs, and being mentioned as a solution when people are seeking one.

While it's important to make sure we place our brand where interest and traffic is happening, this doesn't solve the much harder job of proactively making the brand more familiar and considered before people are even there.

A lot of the buying searches happening in AI search are comparisons, where consideration search is anchored around the brands who are known, and where buyers are comparing them against others.

In essence, AI is mostly helping to do the digital equivalent of merchandising. 

We're putting the brand on the new shelves, and betting rather big that those new shelves are where most of the future buying will happen, which remains to be seen. 

But, just like getting on the shelf in a physical store, it still doesn't guarantee that you get bought even when it exposes you to active buyers. Plenty of brands have spent a fortune to make the shelves of Walmart, Target, etc, only to find that they need to spend even more on discounts to make up for the lack of awareness.

Most of what grows brands happens before the browsing moment, especially when the good being sold requires some consideration. 

It's not enough to occupy a shelf space - you also have to occupy a market presence and usually at a much larger ratio.

The truth about promotion is that it's not efficient. 

We have to get the creative in front of as many people as we can, the majority of whom aren't actively buying, and we have to keep pushing the message to overcome the reality that most won't get seen. 

To quote Les Binet, "If I had to choose between having a great ad with no money behind it and a good ad with a massive budget – I’d probably go for the good ad with a really big budget because media spending and share of voice really matter."

And because it's inefficient, it's often unpalatable to much of leadership, and so marketers get pushed towards things that feel much direct response - and we find ourselves in the advertising "Doom Loop" that David Tiltman and WARC have so eloquently described.

So here we are, where getting placed in an AI overview is taking up massive attention and effort in tech companies, while the underlying problem of being known and remembered is still neglected.

We might end up much better at being found when people are looking, but no better at being sought out by whose who aren't.

Justin Rowe

Founder/CMO @ Impactable - B2B LinkedIn Ads Agency | Acquired in 2021 | 2x Acquisitions in 2024 | Making things up as I go

From Restaurant Hustle to LinkedIn Agency Founder → Acquired → Now Scaling the #1 LinkedIn Ads Agency

I went from serving tables to serving over 1,000 clients in 30+ countries - and building an agency that was acquired in an all-cash buyout.

Starting in the restaurant industry, I had a hunger for something more (pun intended). I turned to LinkedIn to document my journey and connect with people. That content led to job offers, investor conversations, and even a deal to co-launch a restaurant franchise.

I saw the power of LinkedIn firsthand and started helping others. That side hustle turned into Linknlearn, a global lead gen agency built entirely through Upwork and LinkedIn outreach. I became the #1 ranked LinkedIn expert on Upwork, launched a $500 website, and scaled the agency internationally.

In 2021, we were acquired. We pivoted to LinkedIn Ads, launched new tech tools, and Impactable was born.

Today, I lead Impactable — a LinkedIn-Centric B2B Marketing Agency and creators of DemandSense, our proprietary LinkedIn Ads platform. We’ve been recognized by LinkedIn, invited to speak at their Indie Agency Summit, and continue working toward deeper partnerships with their team.

💡 What I’m Focused On Now

👉 Helping B2B brands scale with LinkedIn + Google + Programmatic full-funnel campaigns
👉 Working with clients spending $5K–$200K/month in ad budget to scale high-value pipelines
👉 Building smarter offers, audiences, and funnels through our 90-Day Validation Sprints
👉 Empowering internal marketers with DemandSense: ad scheduling, audience testing, and signal tracking for LinkedIn Ads

🧰 Resources (Free & Paid)

🎯 Free Strategy Resources & Templates
→ linktr.ee/justin_rowe

🛠 LinkedIn Ads Toolset (DemandSense)
→ https://impactable.com/dgp-linkedin-ads-tools/


🎥 LinkedIn Ads + B2B Demand Gen on YouTube
→ https://studio.youtube.com/channel/UCATGD6P27kWXDVuaAZeZBuQ/videos

📈 LinkedIn Ads Agency (Done-for-You)
→ https://impactable.com/

💬 Want to Collaborate?

→ Send me a DM if you want to:

Test your audience + offer fit on LinkedIn

Migrate from Google to multichannel demand gen

Build a scalable paid strategy with a trusted partner

Chief Executive Officer

Impactable is a Linkedin Ads Agency that specializes in Linkedin Marketing for B2B companies. We were acquired in 2021 by a data-heavy investor and made a strong pivot into Linkedin advertising. Impactable now manages over 150+ B2B brands with Linkedin advertising being our core focus. 

Other capabilities include website visitor identification, automated Linkedin lead generation, and a few saas tools we are working on.

When anyone asks me to prove I'm good at marketing...
I just send them a photo of my wife. 

I must have stumbled onto some marketing genius that I didn't even know I had to pull that one off. 

I'm sure the comments will say this is AI 😂

CMO @ Impactable | B2B LinkedIn Ads Partners | ABM + Signals | Obsessed with Account and People Signals.

I finally crossed over to the Claude side.
Is it worth the hype?

I've been a ChatGPT loyalist for over a year. It's been my brainstorming partner, my copy machine, my late night "help me think through this" tool.

But I kept hearing people rave about Claude. So I finally gave it a real test. 
Not a toy prompt. 
Real work across our agency.

Here are my top 5 use cases so far.

1. Building LinkedIn audience profiles from a client's website. I copy-paste a client's website and company page into Claude with a targeting prompt I built. 

It gives me back distinct audience segments with exact LinkedIn filters, job titles, company sizes, and even prioritization on which to launch first. 

Work that used to take hours now takes minutes.

2. Competitive research in one shot. 
I feed it 5 to 10 competitor URLs and get back a structured breakdown of positioning, pricing, messaging, and a full SWOT analysis. 

I still validate everything, but the heavy lifting is done before I even open a spreadsheet.

3. Summarizing client call transcripts. 

This is the one that sold me. I drop in a 40-minute call transcript and get a clean summary with key takeaways, action items, and even draft strategy notes. 

The writing actually sounds like a person wrote it, which was my biggest frustration with other tools.

You can connect google drive, google calendar, and gmail all to claude so it just automatically has access to pull in emails, transcripts, look at calendars...and act like a chief of staff or personal assistant. 

4. Ad copy variations for testing. I start with one strong concept from our team and use Claude to generate 10 to 15 variations for A/B testing. 

The structured prompt keeps everything on-brand and the output needs way less editing than what I was getting before.

5. Repurposing long-form content. I feed it a webinar transcript or podcast and get back a blog outline, social posts, pull quotes, and email copy. 

One recording turns into a full week of content.

The tool matters less than people think. 

What actually matters is the quality of what you feed it. 

A lazy prompt gets you generic output no matter which AI you use.

But if you bring your own expertise, your own frameworks, and real inputs like transcripts and data, the output is genuinely useful.

That's the difference between using AI as a shortcut and using it as a multiplier.

Check out the Live event (or register to see recording) - Claude 101 + 5 B2B Marketing Use Cases - https://lnkd.in/g2szqRXP


Additional Resources:
Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

Impactable is officially a  LinkedIn Marketing Partner for Signals Partner!
Really proud of our team and shout out to our awesome rep Mark Ayesh 🫡 

What is CAPI you might ask and why does it matter?

Super short version:
- better conversion data funneled back to LinkedIn 
-better in platform data to make decisions
-better results and more insights on conversion by demographics etc

CAPI (Conversion API) is basically the process of taking offline conversion (things you can't easily track by page load or Google Tag Manager (which most marketers hate). 

Things like webinar attendees
In person attendees
Sales accepted lead
Closed won deals
Kajabi signups

Especially things that don't happen digitally or happen on websites other than your website...CAPI could help pipe that data back to LinkedIn. 

And then LinkedIn basically will then cross-reference each person uploaded to see if any impressions were served to know if there was any influence and if so how much. 

So...I guess it's getting pretty series with this relationship. 

Come a long way from when my original startup received a cease and desist letter from LinkedIn 😂 (story for another day if you don't know this one). 

Questions about LinkedIn conversion tracking?
Drop a comment 👇

Website Linkedin Ads Agency: https://lnkd.in/guEafPKk
LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable Youtube Channel: https://lnkd.in/emYVDn_T

Impactable becomes LinkedIn CAPI certified partners

Most B2B teams are running LinkedIn Ads wrong.
Not because the targeting is bad.
Not because the creative is weak.

Because they're treating LinkedIn like a standalone channel - instead of the account-level engine that protects and multiplies the ROI of Google, SEO, and every other dollar they already spend.

Here's what I mean:

Take a company spending $30K/mo on Google Ads.
→ 5,000 clicks, 2% conversion, 10 deals, $3K CAC.
Now add $10K in LinkedIn retargeting on just the top 20% warmest traffic.
→ Warmed conversion rate jumps to 6%.
→ 22 deals instead of 10.
→ CAC drops to $1,818.
→ Incremental return: 36x.

That's not a LinkedIn experiment.

 That's a CFO-friendly math problem.
On March 26, I'm breaking this down live at the Full-Funnel Summit - with real demos, real numbers, and the exact signal-scoring framework we use at Impactable to move accounts from Aware → Engaged → MQL.

3 live walkthroughs. 
Not just a slides-only talk.
I'm logging into Campaign Manager on stage.

If you want to see:
→ How to use Company Hub to surface named accounts moving through your funnel
→ How to de-anonymize Google traffic and push it into LinkedIn for MOF nurture
→ The 30-day BOF window that turns engaged accounts into pipeline
This is the session.

Sound fun? Join me - https://lnkd.in/gCFHrTqr

Daily Chat GPt user for 1 Year + FINALLY switch to Claude
Does it live up to the hype? Practical B2B use cases?

I posted about switching to Claude last week. 192 reactions. 161 comments.

The most common response was some version of "I know I should learn this but I have not had time to figure out what actually works."

So I am doing a live session this Thursday.

30 minutes. Screen-share. 
No slides.
I am walking through Claude from scratch and showing 5 things you can use it for this week.

Here is what I will cover:

1. Generating a full strategy overview for any company from just their website URL
2. Running a competitive analysis that shows you the real white space in your market

3. Auditing Google Ads performance and getting a formatted report with insights in minutes

4. Doing the same for LinkedIn Ads (and showing what the native platform hides from you)

5. Building and segmenting your target audience using LinkedIn filters, technographic data, hiring signals, and paid search intent

Even if you have never opened Claude, you will walk away knowing how to use it.

This Thursday, March 19 at 1:30 PM ET.

Link to register is in the comments.

What use case are you most curious about? 

Drop it below and I will make sure to go deep on it.

Get Started with Claude: 5 B2B Marketing Use Cases in 30 Minutes

I started in restaurants - LinkedIn helped me become a part-owner of a small 4-shop franchise.  That's where I started to learn about marketing. 

Yea...I know..you likely didn't know that about me.

My first experience in marketing was trying to leverage LinkedIn organic, Facebook, and local partnerships to get real humans to come to our physical shop. 

Not exactly the same as B2B marketing lol but it's not so different. 

1. Gain visibility and start with small ponds
Good news is that in the organic game..there are not usually 100+ restaurants trying to dominate the local LinkedIn scene in their city..so it was actually easy for me to stand out and get attention for our new sandwich shop in town. 

This actually led to real revenue and a partnership opportunity. 

2. LinkedIn lead gen - simple but effective. 

A. Created sales navigator list of HR leaders, operation leaders, event leaders at orgs, and company owners, and just sent daily connection requests and links to our menu and pricing...and this led to a big catering business. 

3. Email marketing - we started a little newsletter. 

I know that sounds crazy because we were just like a little sandwich shop so what's the newsletter even about??

I honestly barely remember, but I know we got emails of our customers who signed up for the app or DoorDash, and I'd send a monthly newsletter basically sharing local news, fundraising we were putting on, new sandwiches or shakes on the menu, and maybe an offer/deal. 

Honestly, I was mostly just trying to cover more surface area (top of funnel, I guess 😂 ) to get more humans to get a craving for our sandwiches, soups, and shakes. 

That's how it started...and this sparked my love and curiousity around marketing which later became a side hustle that became an agency that led to an acquisition. 

And yes, that's me before kids, grey hair, and facial hair apparently.

I wrote up a full getting-started guide for Claude.
Not the "here are 47 AI tools you need" kind. 

More like "here's exactly what to do in the first 5 minutes and one use case you can try today."

I broke down how Projects work (this is the real unlock for marketers), how to connect Google Drive and Gmail so Claude has access to your files automatically, and what Skills are and why they matter.

Then I walked through one full use case: how to generate a strategy overview for any company from just their website URL. 

 included the exact prompt.

 Takes about 3 minutes and gives you a structured breakdown of who the company is, what they sell, who they sell to, and how they position themselves.

I use this every time we onboard a new client at our agency. What used to be a couple hours of research is now a starting point I can refine from the first call.

The full walkthrough is in my latest newsletter.

And if you want to see this plus 4 more use cases live with screen-share, I'm doing a 30-minute session this Thursday at 1:30 PM ET.

 I'll cover competitive analysis, Google Ads auditing, LinkedIn Ads auditing, and how to build and segment your target audience using LinkedIn filters, technographic data, and hiring signals.

What's the first thing you'd use Claude for if you had 10 minutes to try it?

Getting started in 5 minutes and generating a strategy overview for any company from just their website URL. I posted about switching to Claude last w

Open article: Claude for B2B Marketers: A Quick Start Guide (Plus a Use Case You Can Steal) by Justin Rowe • 5 min read

Claude for B2B Marketers: A Quick Start Guide (Plus a Use Case You Can Steal)

Spending 30 hours to vibe code something that saves you $50/mo is not genius… u just suck at math

Treat LinkedIn like a networking event.

That mental shift changes everything.

At the DemandShift Summit, I shared something I think people miss about LinkedIn growth.

Posting content is only half the equation.
The other half is what happens after.

Imagine you give a short talk at a networking event and someone walks up and says:

“𝘏𝘦𝘺, 𝘵𝘩𝘢𝘵 𝘱𝘰𝘪𝘯𝘵 𝘺𝘰𝘶 𝘮𝘢𝘥𝘦 𝘢𝘣𝘰𝘶𝘵 𝘟,𝘠,𝘡 𝘸𝘢𝘴 𝘳𝘦𝘢𝘭𝘭𝘺 𝘪𝘯𝘵𝘦𝘳𝘦𝘴𝘵𝘪𝘯𝘨.”

You wouldn’t say “Thanks 🙏” and walk away.

You’d engage them, ask a question, and continue the conversation.

LinkedIn works the same way.

When someone comments on your post, treat it like a real interaction. 

Expand the idea, ask their perspective, and actually add something to the discussion.

Two things happen when you do this:
➡️ You build real relationships
➡️ The algorithm amplifies the interaction

Posting creates visibility but it's real conversation that creates momentum.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#LinkedInGrowth #PersonalBrand #ThoughtLeadership #B2BMarketing #RelationshipMarketing

Today CJ Craig hits her one-year mark at Impactable.

In 12 months she’s completely revamped our initial 100-day client journey, helped us move into a real mid-market offering, and straight-up elevated client success across the board.

The result isn’t just prettier docs. 

The team feels more proud of their work. 

We’re doing better, deeper work with fewer clients and higher revenue per client and she was a great force in that direction for us. 

She's also been a great champion of our team and moral booster as we navigate the ups and downs of startup/agency journey (which is not easy). 

CJ, thank you for the leadership, the details, and for making us choose quality over quantity. 

Proud to have you on the team. 

Here’s to year two.

Pro LinkedIn hack to 10x visibility
Comment "This is utter nonsense" on 20 posts daily

Do this and tell me your profile views, engagement, and organic reach of your actual posts doesn't 5-10x.

PSA: Don't actually do this 😂 

But there is a valuable point here...the things that "work" to get vanity metrics. you track can 100% be gamed....but how much actual valuable growth would really come from this...none I'd guess. 

And yet marketing leaders chase all sorts of "hacks" like this every week. 

Things that help show a bump in "metrics" while doing nothing for the actual business. 

Some examples:
-running top of funnel lead gen forms to a cold audience with a fluffy lead magnet that your intern made...great to show "leads" but don't waste sales time with those

-making posts on LinkedIn about how you hate AI or how you got a bad DM...great for impressions on LInkedIn but likely no use or relevance to what you actually sell

-Cutting out LInkedIn ads spend because it's hard to prove and doubling down on Google ads because it's showing all the conversions

-spending 50 hours learning and creating V1 stuff in AI or claude code just so you can make cool posts and talk down to the peons who have a life all the while we all know whatever you launched won't actually still be in real production use to clients 90-days from now

If I could give other marketers a few pieces of advice that they for sure did not ask for and would likely not ask me for 😂 

1. Almost all successful engagements I've had with clients and even massive orgs is to start by amplifying what's already working before worrying about anything new

2. Understand the foundations first: what you actually do that's different, unique, craved, and defensible....and targeting should stem from there

3. Always secure warm 1st party audiences and warm digital audience before prioritizing cold accounts

4. Never start with cold native channel targeting before tapping into existing in-market demand if it exists (paid search)

5. Always anchor scaling paid search spend with healthy retargeting frameworks to atually get the most out of competitive paid search traffic

6. Organic and paid ads should not be 2 separate strategies...paid should amplify organic

7. Use paid retargeting to funnel prospects into owned communities for more efficient long term plays

8. Build a personal brand on Linkedin or 1 core channel you choose and take it seriously

9. Pretend it's your money and you have to prove that what you're doing is working...but more importantly that there isn't an even better use of that budget even if it is "working"

10. Be humble and keep a student mentality...we are all just experimenting honestly

Content rarely works the way people expect it to.

Ryan Williams shared a great example of this when we talked about ZenMaid’s podcast.

When they launched it, they weren’t expecting it to go viral.
They focused on consistency instead.

Two episodes per week, one long-form conversation and one shorter format.

Fast forward to today and they’ve crossed 100 episodes and more than 100,000 downloads.

But the most interesting part isn’t the downloads.

It’s what happens next.

Listeners join their Facebook group, subscribe to their newsletter, and start product trials.

Ryan estimates around 300 trials have been attributed to either the host or the podcast.

That’s what a real content engine looks like.

Not one viral moment, but a steady stream of people discovering you and entering the funnel over time.

#DemandGeneration #PodcastMarketing #ContentStrategy #B2BMarketing #AudienceGrowth

If someone visits your website today, what story are they going to see over the next 90 days?

Most companies don’t think that far.

At the DemandShift Summit, I talked about how middle-of-funnel content is where trust is won or lost.

Someone clicked. They showed intent. 𝘉𝘶𝘵 𝘵𝘩𝘦𝘺’𝘳𝘦 𝘴𝘵𝘪𝘭𝘭 𝘴𝘬𝘦𝘱𝘵𝘪𝘤𝘢𝘭.

Now you have a window.

If you could shape their opinion with 15 carefully chosen pieces of thought leadership over three months, what would you show them?

That’s how I approach retargeting.

Not as a generic reminder campaign.
But as a curated content engine that reinforces authority, expertise, and point of view.

When you control the frequency and the message, you can influence the buying decision long before the sales call.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#DemandGeneration #B2BMarketing #ThoughtLeadership #PaidMedia #Impactable

You might already be the most visible expert in your network.

That was something I shared at the DemandShift Summit that surprised a few people.

Your feed is unique. And so is everyone else’s.

If you’re intimidated by the biggest creators on LinkedIn, here’s the reality. 

Most of your network isn’t following them. 
𝘔𝘰𝘴𝘵 𝘰𝘧 𝘺𝘰𝘶𝘳 𝘯𝘦𝘵𝘸𝘰𝘳𝘬 𝘪𝘴𝘯’𝘵 𝘦𝘷𝘦𝘯 𝘢𝘤𝘵𝘪𝘷𝘦.

If you show up a few times a week with thoughtful content, you may become the most consistent voice they see.

That proximity matters.

People don’t always follow the most famous expert.
They follow the one who feels relatable.

And that might already be you.

#LinkedInGrowth #ThoughtLeadership #B2BMarketing #PersonalBrand #BuildInPublic

Every one is obsessed or worried about attribution and proving ROI but many arn't taking basic steps to show/prove LinkedIn Ads

Here's the short version
1. With data/privacy shifting, ad pixels like LInkedIn insight tag is missing information and not passing back valuable conversion events back into the platform. 

2. This means that you'll often be flying blind with platform data and not able to see what's really working or not working from a campaign group or ad set level. 

3. This also leads to lack of insights around what audience demographics are working. 

When you have proper conversion data, you'll see things like:
-What company size are we doing better/worse with
-What industries are we doing better/worse with
-What countries are winning in vs need to stop spend

These are the kinds of insights that actually guide us to where to spend money or stop spend and where we need to double down and create more focused messaging for high-impact segments. 

Conversion tracking and attribution is something everyone seems to want to do a little better at so this should be helpful.

How server-side conversion events fix match rates, survive ad blockers, and protect privacy The LinkedIn Insight tag is great, but modern browsers and

Open article: Privacy-first tracking for LinkedIn Ads (Why CAPI Matters) by Justin Rowe • 3 min read

Privacy-first tracking for LinkedIn Ads (Why CAPI Matters)

One of my favorite LinkedIn ad hacks starts with organic.

Here’s the play.

First, post something organically and let it run its normal lifecycle. 

Let the algorithm do its thing and see how people actually respond.

Then after about five or six days, go back and edit the post.

Add a CTA.

Add a link.

Add whatever action you want people to take next.

Then sponsor it as a Thought Leader Ad.

Now you’re not starting from scratch. 

You’re scaling a post that already has engagement, social proof, and a message you know resonates.

Most people treat organic and paid like separate strategies.

The better approach is to let organic validate the idea first, then use paid to amplify it.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#LinkedInAds #DemandGeneration #PaidSocial #B2BMarketing #ThoughtLeadership

Stop complaining about LinkedIn cold pitch DMs.... that's not the issue
Issue is you're building a network of cold selling bots....

The cold pitch-slapping DMs from your new 1st connections is what everyone loves to complain about. 

But where is the accountability and common sense to understand why it's happening and what you can do about it.  

1. 95% of cold pitches come from your new 1st connections
2. YOU ACCEPTED THESE REQUESTS - that's on you...you have any rules about who you accept?  You should...

But but but...Justin...I should be able to accept all the requests I want and just not get pitched.

Yes....but it's kind of like saying you should be able to leave your car unlocked in the bad part of town and not get robbed. 

You're right of course...but what does that actually change? 

The world is still the way the world is and you can either be a complaining victim...or take some small logical steps to protect yourself right?

So here's the rules that fix this
1. Only accept requests from those who you believe will be mutually beneficial
2. Build your own network or be built into everyone elses

-The more powerful thought is this...if you only accept connection requests as your form of growth..you are just being built into a ton of other peoples network for their purposes vs building your own...take control!

3. Send 10-15 targeted connection requests strategically daily

4. 1 intro message, no sales pitch, give value and intro

5. Post valuable content to nurture and educate

6. Don't be afraid to network a bit and mix it up in the comments and on the feed and yes even in the DMs. 

7. Complain less on LinkedIn and post more valuable content. 

And of course, if your CEO asks...it's AI powered of course and you used claude code to do it on auto-pilot.

Your posts and newsletters should be so good people are feeding their AI Agents with YOUR content.

Already people are singing up for newsletters just to be ingested by their AI agents so they can accumulate their trusted brain of knowledge to talk to.

Information is becoming cheaper, faster , and easier….. but a strong POV and TRUSTED expertise will be more rare than ever.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

Marketing Leaders: Here's what Executives actually care about when reporting on LinkedIn Ads for ABM

They don't care about your CPM.
Or your click-through rate. 
Or how many impressions you served last month.

Here's what they actually care about:
1. How many target accounts know we exist?
2. How many are showing real engagement?
3. How many are warm enough to hand to sales?
4. How many turned into pipeline?

That's it. Four numbers are typically more powerful than so many other things. 

 Account movement is the whole story.

I wrote about this recently in my newsletter but it keeps coming up in every client conversation so I want to hammer it home here too.

The old way of reporting LinkedIn was painful. 
You'd show up to a QBR with CPCs and lead form fills and hope nobody asked "so what did we actually get from this?"

 Now LinkedIn shows you which exact companies saw and clicked your ads. That changes the whole reporting conversation.

Here's the simple framework we use at Impactable:
A. ABM Roster: total accounts in your program
B. Aware: accounts with brand exposure (served impressions)
C. Engaged: accounts showing signal activity (30+ impressions, 3+ clicks, video views, company page visits)
D. Warm: accounts in an active bottom of funnel window with multiple personas lighting up
E. MQLs: marketing qualified leads generated

When you can walk into a leadership meeting and say "we started with 500 target accounts, 300 are now aware, 120 are engaged, 40 are warm, and 10 converted to MQL" that is a fundamentally different conversation than showing a CPM report.

The key insight that changed things for us: you do not need a form fill to show progress.

You need accounts lighting up. 

When leadership sees a heatmap of their target accounts with multiple personas engaging, the conversation shifts from "is marketing doing anything" to "how do we hand these off to sales."

LinkedIn Company Hub is where most of this data lives. 

You can filter accounts by impression thresholds and click activity, see which personas are engaging at each account, and export those lists directly to your CRM. 

DemandSense takes it further with breakdowns by industry, company size, and job title so you can have real conversations about exactly who you're reaching and where they are in the funnel.

On March 26, I'm breaking this exact framework down live at the Full-Funnel Summit with real demos inside Campaign Manager and DemandSense. 

Three live walkthroughs showing how to pull these numbers, build the one-slide executive scorecard, and surface the named accounts that get sales and leadership actually excited.

If you've ever struggled to prove LinkedIn is working before the pipeline shows up, this session is for you.

Link to register here: https://lnkd.in/ga3vaThx

Warm audiences are the most underutilized asset in B2B marketing.

At the DemandShift Summit, I challenged something I see all the time.

Teams pour the majority of their budget into cold campaigns while ignoring the people who have already raised their hand.

💻️ You already have website visitors.
👥 You already have company page visitors.
🪪 You already have engaged prospects, email subscribers, and pipeline sitting in your CRM.

And chances are, you already have content that’s working.

There are specific posts that consistently generate inbound interest. They spark DMs, attract ICP-fit comments, and move conversations forward. 

Those aren’t vanity metrics. They’re signals.

Instead of creating something entirely new for paid, amplify what’s already proven and show it to the people who are already warm.

If you want help turning your warm audiences into real revenue, that’s exactly what we build at Impactable.

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T
Thought Leadership Done For you Motion - https://lnkd.in/gEn-5TuR

#B2BMarketing #DemandGeneration #LinkedInAds #PaidMedia #Impactable

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The Battle

Liam Moroney

Justin Rowe

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Performance ScoreLiam Moroney's LinkedIn Performance

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taplio

The Battle

Liam Moroney

Justin Rowe

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);}Liam Moroney's LinkedIn Performance

Performance ScoreJustin Rowe's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreLiam Moroney's LinkedIn Performance