I know a little about LinkedIn Ads | Head of Strategy @ Impactable 🧠

Most marketing teams don’t have a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 -- they have a “ 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱 𝘪𝘴 𝘣𝘳𝘦𝘢𝘵𝘩𝘪𝘯𝘨 𝘥𝘰𝘸𝘯 𝘮𝘺 𝘯𝘦𝘤𝘬 𝘢𝘣𝘰𝘶𝘵 𝘸𝘢𝘴𝘵𝘦𝘥 𝘣𝘶𝘥𝘨𝘦𝘵” problem.

If that feels familiar, you’re in the right place.

Because here’s the truth no one wants to say out loud:

You’re not being judged on “running ads.”

You’re being judged on:

– whether the targeting is signal-based (not spray-and-pray),
– whether your spend is defensible,
– whether your funnel isn’t Swiss cheese, and
– whether your campaigns make leadership feel safer, not more nervous.

That’s where I come in.

I’m JD — SVP of Revenue & Growth at Impactable, where we’ve managed $𝟱𝟬𝗠+ 𝗶𝗻 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱, worked with 𝟲𝟬𝟬+ 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱𝘀, and currently support nearly 𝟮𝟬𝟬 𝗮𝗰𝘁𝗶𝘃𝗲 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 across multi-channel.

Me personally?

I’ve audited, fixed, or rebuilt 𝟯𝟬𝟬+ 𝗮𝗱 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, overseen $𝟮𝟱𝗠+ 𝗶𝗻 𝘀𝗽𝗲𝗻𝗱, and on average save teams ~𝟱𝟬% 𝗶𝗻 𝘄𝗮𝘀𝘁𝗲𝗱 𝗯𝘂𝗱𝗴𝗲𝘁 when I step inside their Campaign Manager.

Not because I’m magical.

Because I actually understand people.

And your pipeline isn’t an algorithm problem -- it’s a 𝙝𝙪𝙢𝙖𝙣 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢.

𝗪𝗛𝗔𝗧 𝗜 𝗛𝗘𝗟𝗣 𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗗𝗢

If you’re a mid-market B2B org (SaaS, IT, pro services, cybersecurity, finserv, AI, etc.) and your ACV actually matters…

I help you:
• Build audience-first programs that target based on intent signals, not job titles
• Stop lighting money on fire with bad structure, sloppy segmentation, and guesswork
• Fix the funnel so retargeting actually works
• Run multi-channel the way real buyers behave (LinkedIn → Google → Direct, not fantasy journeys)
• Prove marketing impact without resorting to vanity metrics
• Look your leadership team in the eyes and confidently say:
“Yes — this is working.”

Impactable is a 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵 𝗱𝗲𝗲𝗽 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗮𝗰𝗰𝗲𝘀𝘀, but the real secret sauce is our 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚-𝙛𝙞𝙧𝙨𝙩 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 and 𝙨𝙩𝙧𝙖𝙩𝙚𝙜𝙮-𝙛𝙞𝙧𝙨𝙩 𝙚𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩. We don’t just “push buttons.” We help you avoid the political disasters that get marketers fired.

A little more human stuff
I’m married to an incredible woman.
We have 6 kids, 2 dogs, and I’m in the gym/sauna daily because… well, 6 kids.
Sour Patch Kids own me. No shame.

If you want to chat LinkedIn Ads, funnel design, or how to stop burning budget (without a sales pitch), I’m always happy to yap.

🌎 impactable.com
📨 jonathan.g@impactable.com

JD Garcia

Trevor Corcoran regretfully informed us that the "Form Fill Fairy" has passed.

If you don't believe it, answer these two questions:

1. When was the last time YOU clicked an ad and filled out a demo form immediately? (probably never)

2. When you talk to your best customers, do they say "I saw your ad and clicked it"? (No. They say "I've been following you for 6 months")

--

The "Form Fill Fairy" was the mascot of the ZIRP era.
(Zero Interest Rate Policy)

Money was cheap.
Attention was cheap.
You could run a mediocre ad and get a lead.

But the game changed.

Today, buyers are:

- skeptical: They don't trust your landing page claims
- self-serve: They will research you on Reddit, G2, and LI before they talk to you
- impatient: They want the price without the pitch

So, how do you win in a world without the Form Fill Fairy?

You stop hiding the good stuff.

Ungate your best content
Let them binge-watch your expertise without a form.

Publish your pricing (or at least a range)
Stop holding the number hostage for a meeting.

Optimize for Consumption, not Conversion
If they consume your content, the conversion will happen.

You can't force them to fill out the form.

But you can make them want to.

Be the vendor that is easy to buy from. 

The rest will follow 👊🏽

I know a little about LinkedIn Ads | SVP of Revenue & Growth @ Impactable 🧠

Impactable is now a #linkedinads CAPI Certified Partner 🥳

Still relying on a pixel and a prayer?

--

This is the missing piece of your Revenue Factory (™ Trevor Corcoran).

Here is the reality of B2B tracking today:

- standard pixel tracking is wonky at best
- between privacy updates, ad blockers, and the fact that B2B buyers are nomadic (they research on one device and convert on another), your data is incomplete at best
- you're seeing a 0 in your dashboard while a deal is actually moving through your pipeline

That’s where CAPI comes in.

It’s not just a technical setup.

It’s the bridge between your CRM and your ad spend.

Instead of just tracking a page load on your site, CAPI allows you to pipe real business outcomes back to LinkedIn:

- webinar attendees (that happened on a third-party site)
- Sales Accepted Leads (that happened in your CRM)
- Closed-Won deals (the only metric that actually matters)

LinkedIn then cross-references this data to show you exactly which impressions influenced that revenue.

It helps remove the "reasonable doubt" that gets marketing budgets cut.

I’m proud of our team for the work they put in to get this certification.

In a world of button pushers, we’re focused on being the strategic partners that actually connect engagement to pipeline.

--

Need to upgrade your infrastructure?

You know how to find us.

Open article: Impactable for B2B conversion tracking | LinkedIn Marketing Solutions by business.linkedin.com

Impactable for B2B conversion tracking | LinkedIn Marketing Solutions

Your paid media budget just got slashed.

Marketers may panic and turn paid social off.

"We can't do anything with this budget."

Wrong.

You can't play Offense (cold targeting).

But you can play incredible Defense (retargeting).

> I call this the Lifeboat Strategy 🛶 <

When the ship goes down, you don't try to find new passengers.

You save the ones you already have.

If you have a micro-budget, you don't just target "Website Visitors."

You triage based on intent.

You strictly target the people you already paid to acquire:

- Website Visitors that came via Paid Search UTMs
- Single Image Ad Chargeable Clicks (filter out the vanity engagement)
- Video Viewers at 75% to 97% completion
- Company Page Visitors (tightened to 30 days if the audience is too large)
- Closed-Lost Opps (depending on your sales cycle)

You spent months building momentum with these people.

If you cut the cord now, you waste the energy you spent getting them interested in the first place.

But you have to be careful...

Restricting your audience size this much can artificially spike your CPMs.

So you can't just set it and forget it.

You have to get smart with Manual Bidding to ensure you saturate the audience without blowing the budget on premium costs.

Even if you can't afford to grow, you can't afford to be forgotten.

#linkedinads are probably the wrong move for you right now.

Sound weird coming from a LinkedIn partner?

Probably

But if you haven't mastered demand capture, you have no business doing demand generation.

--

Here is the situation:

You've validated your product.
You know your ICP.
You’re getting referrals.

Now you want to "step out in front of people" and scale.

Your instinct is to go to LinkedIn to reach your target audience.

Don't do it

LinkedIn is a high-friction, high-cost environment.

It’s where you go to influence the 95% of the market that isn't shopping for your solution right now.

If you haven't optimized your conversion engine, LinkedIn will just be an expensive way to realize your website doesn't work.

--

Here's the "Operator" Order of Operations:

1. Capture the 5% Go to Paid Search first. 

Find the people who are literally typing "Best [Your Category] Software" into Google. These people are in "buy mode." They are the low-hanging fruit.

2. Fix the Leaks If you can't convert someone who is actively looking for a solution, you definitely won't convert someone who is just scrolling their feed. Master your Conversion Rate Optimization (CRO) here first.

3. Then, and only then, go to LinkedIn once your "demand capture" engine is profitable, and use LI to create the demand for your brand that doesn't exist yet.

--

LinkedIn is the multiplier

But you can't multiply zero, homie

If you don't have a predictable way to capture the existing intent in the market, you're just lighting money on fire to build "awareness."

Awareness doesn't make payroll -- cash money does.

Harvest your chunk of the 5% first.

The 95% can wait

Yes, I blew up one of the jumping houses in the house so I could get some work done. 

No, mom doesn’t know 🤫

—

I’ve been going hard but realize I need to go harder.

But on the weekends, it’s less about tasks and more about things that are interesting to me. 

Hate me for saying this but you lose so much momentum over the weekend if you aren’t working.

I notice that when I work 7 days a week, my Monday and the subsequent week is much stronger. 

I don’t lose the momentum I built the previous week. 

Do what’s right from you. 

I’m jus saying what I notice about myself. 

Have a great weekend!

No alternative text description for this image

About a year ago, I made a strategy for one of LinkedIn's top influencers thinking it was the best starting point for our engagement...

--

This former client has a massive following.

And when we were deciding what the strategy would be, we decided to segment by geo with some light Dynamic ad content to supplement Thought Leadership efforts.

The idea was simple:

Amplify what was already working

--

By expanding the reach of the content to the *right* audience, we thought we'd pour gasoline on the fire.

Looking back, I see clearly where we went wrong.

If I had to do it all over again, here's what I do:

1. Deep analysis of the current client base to find key traits that would allow us to artificially constrain the audience.

Audience size was in the hundreds of thousands and ad frequency was low.

And while engagement was cheap, it was also... cheap.

2. Focus on the US first

We tried segmenting by regions, but we later realized that most of the sales were coming from the US.

So while "leads" were cheaper in other regions, the cost barrier for the service made the conversion into revenue much higher.

3. Not underestimating the power of a landing page testing

The client had a strong VSL that they used for organic content, but when we went to paid, the behavior changed.

(duh, right?)

Rookie error -- we relied too heavily on what had worked before that we didn't set expectations that we'd need to test this with paid engagement/traffic.

--

I learned something very important from this experience.

Past results is not an indicator of future success.

Having done this for so long, you see the patterns and can spot what starting points make more sense than others.

It's useful but can also bite you in the 🍑

--

In the end, we left on good terms.

But as a marketer, nothing is more frustrating that knowing you "should have" seen success but didn't.

Those experiences stick with you.

Did you know there's a magic button you can press in LinkedIn and Google ads to immediately start generating quality leads?

In order to push the button though, you have to:

- fix the capture mechanism
- scrub the algorithmic waste
- narrow the search universe
- focus on high-intent terms
- terminate the audience network
- kill the audience expansion settings
- prioritize intent data over vanity reach
- prune your target list until it only contains your ICP
- identify the retargeting core of engaged prospects
- move the goalpost from form fills to pipeline revenue
- transition from optimizing for clicks to qualified demos
- bridge the efficiency gap between marketing and sales
- stop making your BDRs swim upstream against cold data
- align your bidding strategy with actual business outcomes
- feed the CRM with engagement signals instead of junk leads

Once you do all of those things, the magic button appears and you can press it :D

In all seriousness, there’s no such thing as a "set it and forget it" campaign.

It takes a lot of unsexy work to plug the leaks and build a foundation that actually scales.

You have to sell the vision, align the teams, and identify every other lever you have to support the effort.

It isn't a myopic approach.

It’s an engineering approach.

And when you stop chasing the "magic" and start fixing the infrastructure, the results usually take care of themselves 📈

Lead Product Marketing Manager at Classy/GoFundMe | 🎙️ Host of Product Marketing Life podcast

Hey there, I'm Collin. I'm a Product Marketing Manager based in the greater Nashville area.

Collin Mayjack

Cold outreach hack:

Try lightly insulting your prospect's city.

Nothing says personalization like telling them their city is dirty and has "fallen off."

Follow for more sales tips.

Me now: "yeah idk how I ended up in marketing."

Me in 12th grade:

A few weeks back I DM’d one of our competitors about their inaccurate comparison page. Here’s what happened: 

In case you missed it, this competitor was aggressively bidding on Sybill keywords and running traffic to a very inaccurate comparison page. 

(By “very inaccurate” I mean 8 of 13 of comparison points were dead wrong and surrounding copy was deeply misleading.)

Instead of sending send a cease and desist, I pinged one of their marketers asking if they’d update the page. 

Here’s what happened:

1. They responded saying they’d look into it. 
2. One month passed, no updates. 
3. Yesterday they launched a feature that we launched in December

The best part?

Their comparison page hero claims “other AI sales tools like Sybill copy our roadmap.”

You can’t make this up.  💀 

For now I'm not planning to give it any more mind (we're not losing deals to them anyway). But that's the update for all you who asked for it.

Original post in comments.

One of my goals this year was to start reading more fiction again.

I can be a bit work-obsessed, so a lot of times I get stuck in a rut of only consuming content that helps me get better at work.

When I was a pastor, that meant a lot of theology.

Since I've become a product marketer, it's meant a lot of podcasts on marketing.

(Both made me very fun at parties)

But fiction pulls me out of work and into fun and rest. 

It also pulls me into thinking about the bigger questions of life and meaning. I love it. 

These are the 3 books I've read in 2026 so far.

What if my background was just comments I've gotten on LinkedIn?

LinkedIn Comments

IRL events are the biggest bet we're making at Sybill in Q1.

From Feb to Apr the we're hosting or attending an IRL event almost every week.

And in all honesty? We don't know what we're doing (yet).

Our first test was when I threw out a Slack to the tune of:

"Hey, crazy idea. But what if we turned our team SKO happy hour into an open happy hour with prospects and customers?"

A week later we threw our first happy hour in Menlo Park. And now the calendar is packed with owned and un-owned events throughout Q1.

But we're still testing:

- what's the best way to get people there (turns out this is the hardest part so far)

- Do we have more luck with dinners, happy hours, or experiences? (Shoutout to Katie Ray, MBA for helping us guarantee our events won't be boring)

- What kinds of partnerships work for us? (Shoutout to Jeff Rosset and Matt Green at Sales Assembly for being dream partners)

- What's the ROI on attending vs. partnering vs. owning?

Lots to learn, but lots of exciting stuff ahead.

“I’m a marketer. I can’t turn water to wine.”
 
That was my first thought when I heard Sybill's massive revenue goal for Q4. Hitting this goal would mean faster growth than anything I had been a part of before. 
 
But on Friday, January 30 (the second to last day in our fiscal year) we hit it. 

Slack was humming with “we just closed X” messages all day, but here are my two favorite deals that got us across the goal line: 

DEAL 1: The 3 day close
 
One of our buzzer beater deals was a competitive deal against Gong that closed in 3 days (though word on the street is that it was in the bag after 2 days).
 
Now, I’m not a seller, but I know enough to know that’s a big freakin' deal. 

The linch pin? Our product team migrated 1000(!!!) of their Gong calls overnight.

So that when the demo hit, we’d be able to show them Sybill on their actual sales calls. 

Let’s just say that the product spoke for itself. 😉 
 
DEAL 2: The CRO to CRO Hail Mary

This deal had all the signs of closing. They loved the product, all the right people were engaged, it was a clear fit.

But they hadn’t pulled the trigger yet.

So we pulled a Hail Mary and had Nishit reach out to their CRO directly, to the tune of:

 “Hey, it seems like your team wants to move forward. CRO to CRO, think we could get this across the line today? It’d be a huge morale boost for our team.”

And guess what? It worked.


Now, are overnight migrations and CRO favors “scalable”? Probably not. 

But startups don’t win by following playbooks. They win by doing what no one else will. 

And that’s what makes it so fun.

On Friday Michele Nieberding 🚀 posted about how she wishes she could do a "natural Q&A" across all of her customer data in Gong.

A few of you tagged me in the comments saying "doesn't Sybill do this?" (shoutout Anthony Pierri, ♜ Arthur Castillo, and Jeff Rosset 🫶 ) 

Short answer: yes it does.

Longer answer: I pulled all 5 of Michele's example questions from that post and ran them in Sybill. 
→ "What are the top 3 pain points customers mentioned this quarter?"
→ "How are prospects responding to our new pricing messaging?"
→ "Which objections are killing deals in enterprise vs. mid-market?"
→ "What feature requests come up most in renewal calls?"
→ "Summarize every call where churn risk was mentioned in the last 30 days."

This video shows the no-filter outputs Sybill gave based on her exact prompts. 

P.s. hi Michele, we're due for a zoom hang 👋

Welcome back to "Is it a good product or just a good brand?" 

On today's episode we have Fellow. 

Fellow broke into the specialty coffee gear market a few years ago with their first product: a coffee grinder.

They immediately stood out because, in a category that had previously been all about utility, the Fellow grinder was beautiful... and so was Fellow's branding.

Since then, they've expanded into coffee brewers, tumblers, espresso makers, and more.

Admittedly, it's hard to separate Fellow's product from the brand, because the brand builds on the unique aesthetic of the products.

That said, as someone who has owned 3 fellow products, here's my assessment:

Fellow's brand and aesthetic is great. 

That's not really up for debate. Many people buy Fellow grinders and brewers because they look great on your counter.

The product?

No one could accuse Fellow of making bad products. They consistently build products that support quality coffee drinking experience. 

Fellow's Achilles heel, however, is that they occasionally ship products before they're ready. 

In software, that's no problem. Just ship new code. In physical products, it's much more complicated.

I purchased Fellow's first ever grinder. It was beautiful, but it had issues and I ultimately needed to return it. Based on reviews of friends, they ironed out the kinks in version 2. 

Their Carter mug is rock solid.

And the Aiden brewer has been fantastic so far, though I think there are some software improvements that can be made (if the Fellow team is reading this, DM me and I'll share them.)

The verdict?

Great brand, very good product ✅ ☕️

PMMs, if you're not buying Diet Cokes and lotto tickets with your sales team... wyd?

Nothing says alignment like an afternoon fridge cigarette and hoping you win the lottery.







---


P.s. if you're in or around Palo Alto tonight, hit me up! The Sybill team and I doing a happy hour with some customers + GTM folks, and you should come.

I got to join the queen of PMM (Tamara Grominsky) for her fireside chat with PMM Camp today.

Tamara brought in Alex Eaton, Allyson Moellenhoff, and I to chat all things PMM Charters, and it was so so fun.

7 months removed from my PMM Charter at Sybill, here's what I've learned:

1) The most valuable parts of a charter explain:
- What your team can expect from PMM, and
- What you'll be working on immediately. 
Looking back on my charter, these sections held true. 

2) Urgency drift is inevitable, but you should still fight it.  

When I joined Sybill we had massive brand awareness / demand gen needs, so I threw myself into those needs. I don't regret that, but I shouldn't stay there. There's foundational PMM work I need to revisit. 

3) It's time to update mine and re-socialize it. 
It may not look like doing another all hands where I break down PMM, but I want to tweak my charter, and roll it up into a broader marketing charter to explain what each member of marketing does. The PMM-specific charter can be a nice leave behind. 

Happy Chartering!

A lot of marketers claim that they want their website to be their “best sales rep.”

But then they build a website that does nothing that an actual seller would do. 

They make prospects wait to talk to sales, hide the product, and obscure answers to some of the most common questions.

Here’s 5 ways you can actually make your site your best rep. 

1. Address your competition head on

A good sales rep is going to address competitors instead of pretending they don’t exist.  This is why a number of our pages at Sybill  have a “what about the other guys?” section clearly explaining how we’re different from the competition. 

2. A pricing page…. With pricing on it 🤯

Pricing isn’t just a question. It is THE question. If you have a pricing page with no pricing on it (like hard numbers) you’re going to go to jail. I don’t make the rules. 

3. FAQs errywhere

I like to put an FAQ section at the bottom of nearly every page I work on. It forces you to skip the BS and answer questions directly. The format just works. 

4. Bite-sized customer proof

Nobody wants to read your long-azz case study. And your logo bar get glossed right over. But real human faces, testimonials, and proof in small bites? It helps. That’s why reps are bugging you for case studies. 

5. Interactive demos. 

Been beating this drum forever, but interactive demos are itttt. We use Storylane for ours and I’m planning to scale demos for our sales team this year. 

On that note… I really dig what Storylane has built with RepX.

Nobody in their right mind is saying that AI is going to replace sellers. But it can offload a bunch of work and help qualify prospects around the clock. 

RepX isn’t just a “talk to sales” chat bot (hate those). It’s trained on your product documentation and sales processes, so it can handle prospect questions, discovery, qualification, and hand-offs like a rep would. 

And because it’s video based and adapts in real time, every interaction feels more like an actual conversation.

(Peep the screenshot of me asking RepX about pricing plans below. RepX had specific slides and pricing ready to roll, which was very cool.)

Check it out here: 

https://lnkd.in/ehNAy6x9

Brand partnership • Product Marketing @ Sybill

Yesterday I got to join a Product Marketer's dream call.

Stephanie Utesch is presenting on how she uses Sybill at her team's SKO and asked me to chat through her presentation. 

She had a TON of killer use cases and stories of how she uses Sybill.

My personal favorite? 

Deal post mortem.

She had lost a major deal and decided to ask Sybill what happened.

Sybill caught a deal detail that slipped through the cracks: the prospect was already committed (see slide above). 

Her words: "Sybill read between the lines, figured out the information, and I was like, oh, my gosh. My feelings are hurt. This is crazy. I can't believe this.... Sybill was right."

Moments like these are priceless as a PMM. Thanks, Stephanie!

sometimes message testing is... humbling.

Sybill sells to sales teams, so last week I ran a campaign idea past our sales team.

The feedback? 

"it feels a little anti-salesy"

I managed to write messaging that not only fell completely flat, but made our users feel like we were against them and their profession. oof.  🥴 

But as much as it hurt my ego, it was wildly helpful. And version 2 is hopefully headed in the right direction. (Thanks Matt and Kate)

For all my fellow PMMs out there, happy testing.

new case study, who dis?

A big Q1 focus of mine is customer proof.

I had this grand vision in mind about how I'd spend weeks mapping out ideal customers, interviewing them, and crack the code on how to write a page-turning case study.

Then Kate Garvey DM'd me saying she needed a case study for a big deal asap (like yesterday)

And so my multi-week plan turned into a two day case study (one day to write, one to design + build)

Lucky for me:
1. we just ran a killer webinar with Keegan Otter (Software Cowboy 🤠) at Warmly,
2. all of our pre and post-sales convos with their team were captured in Sybill.

Between the two, pulling the main points together was crazy fast. 

Admittedly case studies are a new-ish writing format for me, but I'm excited to keep writing them and hone the skill.

If you're a PMM mega nerd, you can read it at the link in the comments.

HIGHLY recommend connecting with your users on LinkedIn. 

I have countless little nuggets like this in my DMs.

Customers tell me what they love about the product, how they're using it, and what features they want to see... almost entirely unprompted. 

And every time I post about a new feature, more users get to hear about it. 

It's the best.

Dear fellow B2B marketers,

Nobody wants to see your ads on Instagram. Keep that shi on LinkedIn.

please and thanks 🫶

taplio

The Battle

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Collin Mayjack

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The Battle

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