Best of LinkedIn: Strategic B2B Marketing

We curate most relevant posts about Go-to-Market on LinkedIn and regularly share key takeaways. This edition provides a multi-faceted overview of the rapidly evolving Go-to-Market (GTM) landscape, with a heavy emphasis on the emerging, yet debated, role of the GTM Engineer. Many authors define GTM Engineering as a crucial function that bridges silos between sales, marketing, and RevOps to build scalable, automated revenue systems, often leveraging tools like Clay and n8n for orchestration. A significant theme is the ubiquitous, yet frequently under-utilised, nature of AI in GTM, with several experts stressing that successful adoption requires strong data foundations and clarity of direction over merely buying shiny new tools. Conversely, some insights suggest that the need for complex GTM Engineers might soon become obsolete as AI agents and integrated platforms make infrastructure invisible. Finally, other sources explore critical GTM fundamentals, such as achieving internal coherence and alignment (often lacking in startups) and the importance of focusing on customer buying dynamics, retention, and a strong organisational culture. This podcast was created via Google Notebook LM.

We curate most relevant posts about Field Marketing on LinkedIn and regularly share key takeaways. This edition provides an extensive overview of the modern events industry, focusing heavily on strategic planning, technology integration, and measurable outcomes. Several authors highlight the shift of event planning from a transactional role to a strategic executive priority and stress the importance of early and intentional planning to achieve sustainable growth and brand equity. A major theme is the leverage of Artificial Intelligence and data analytics to enhance efficiency, personalise attendee experiences, and provide clear Return on Investment (ROI) attribution for both sales and marketing efforts. Practical advice covers essential operational rules, the necessity of clear communication with technical partners, and the importance of in-person engagement and genuine connection despite the rise of digital tools. This podcast was created via Google Notebook LM.

We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways. This edition provides an overview of Account-based Marketing (ABM) trends and insights collected from relevant LinkedIn posts during a two-week period. The summary highlights that ABM operations are concentrating on disciplined orchestration, high-quality data, and leveraging AI to enhance execution without compromising buyer trust. Key areas of focus include refining ABM strategy by shifting from pursuing Marketing Qualified Leads (MQLs) to compounding revenue outcomes and utilising rich data for deeper research before engaging in personalised outreach. Furthermore, the insights stress the necessity of early and clear alignment between Sales and Marketing to ensure pipeline health, while advocating for AI as an augmentation tool rather than a replacement for human judgment. The summary concludes by noting that measurement is moving away from vanity metrics toward revenue impact and win-rate analysis, with new product features focusing on intent visibility and ad personalisation. This podcast was created via Google NotebookLM.

We curate most relevant posts about Strategic B2B Marketing on LinkedIn and regularly share key takeaways. This edition provides an overview of the Global ABM Conference in London, focusing heavily on the evolving landscape of Account-Based Marketing (ABM). A central theme is the strategic shift of ABM from merely a marketing tactic to an entire operating model or Account-Based Mindset, necessitating tight Sales and Marketing alignment. Speakers and attendees widely discussed the critical role of Artificial Intelligence (AI) in enabling scale, automation, and hyper-personalisation, while repeatedly emphasising that human creativity, authenticity, and storytelling must remain at the core to cut through the noise of AI-generated content. Other key takeaways included the growing importance of contact-level ABM, addressing the complexity of large buying groups, and the need to secure executive sponsorship to prove ABM's impact on revenue. This podcast was created via Google NotebookLM.

We curate most relevant posts about AI in B2B Marketing on LinkedIn and regularly share key takeaways. This edition offers an extensive overview of the integration of Artificial Intelligence (AI) into Go-To-Market (GTM) and sales strategies, highlighting a major operational shift. A significant focus is placed on the evolution of sales roles, with many sources arguing that AI agents will not replace sales representatives but will instead act as "superpowers" or "multipliers" to enhance productivity, particularly by automating research, prospecting, and data entry. Several discussions centre on the rise of AI Sales Development Representatives (SDRs), emphasising the need for precision, quality over volume, and ethical usage, while warning against AI impersonating humans or damaging brand reputation. Furthermore, the sources explore the necessity for AI-native GTM systems and robust data infrastructure, suggesting that success hinges on providing AI with rich, contextual data rather than merely bolting AI tools onto broken legacy systems, and that marketing must invest in new areas like AI Engine Optimisation (AEO) and strategic, human-led content. This podcast was created via Google NotebookLM.

We curate most relevant posts about Social Selling on LinkedIn and regularly share key takeaways. This edition provides an extensive overview of current LinkedIn strategies for personal branding and social selling, universally stressing the importance of authenticity, consistency, and targeted engagement over simple volume or vanity metrics. Several contributors emphasise that success lies in building genuine relationships and providing valuable, unpolished expertise, often through commenting and direct messaging, as opposed to relying on constant posting or viral trends. While some acknowledge metrics like the Social Selling Index (SSI), others dismiss it as irrelevant, urging users to focus instead on business outcomes such as pipeline velocity and conversion rates. The texts also highlight the shift in branding from corporate logos to employee advocacy and human storytelling, which is crucial for attracting talent, investors, and customers in the B2B space. This podcast was created via Google NotebookLM.

We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways. This edition offers an extensive overview of the modern partner ecosystem and go-to-market (GTM) strategies, emphasising that partnerships are now the most efficient channel for business growth. Several experts highlight the critical shift from transactional vendor relationships to strategic, co-creative collaborations that focus on shared outcomes, with successful execution requiring clear alignment, effective co-selling playbooks, and continuous enablement. A major theme across the posts is the profound impact of Artificial Intelligence (AI), which is streamlining partner operations, automating lead matching, and enhancing partner management platforms like PartnerStack AI to reduce administrative burdens and increase return on investment (ROI) visibility. Finally, the sources stress the need for better measurement and tooling to overcome "ecosystem visibility crises" and prove the financial value of partnerships to executive leadership, especially in specialized markets and large-scale cloud environments like Microsoft and AWS. This podcast was created via Google NotebookLM.

We curate most relevant posts about MarTech Insights on LinkedIn and regularly share key takeaways. This edition offers an extensive overview of the evolving MarTech landscape, primarily driven by the acceleration of agentic AI and the critical need for robust data governance. A central theme is the widespread acknowledgment that many organisations are suffering from MarTech sprawl and complexity, which requires a focus on stack simplification and removing unused tools before adding new ones. Experts advocate for fixing foundational issues such as siloed data and lack of a single source of truth prior to implementing AI, warning that automating bad data will only amplify revenue leaks and bad decisions. The sources frequently discuss the emerging agentic orchestration layer as the new central component of the modern digital ecosystem, connecting data and experience platforms like Salesforce Data Cloud and Adobe Real-Time CDP to enable sophisticated, cross-channel personalisation. Finally, there is a strong emphasis on the ethical challenges of data use, with some voices criticising practices like website deanonymisation and warning that AI agents will fundamentally reshape customer experience and brand relationships. This podcast was created via Google NotebookLM.

We curate most relevant posts about Go-to-Market on LinkedIn and regularly share key takeaways. This edition offers extensive insights into the evolving landscape of Go-To-Market (GTM) strategies and the emerging role of the GTM Engineer, particularly in the B2B SaaS sector. A central theme is the shift from traditional sales methods to data-driven, automated systems, often leveraging AI and orchestration tools like Clay and n8n to achieve scalable, efficient outbound efforts and pipeline generation. Experts stress the importance of moving beyond generic approaches to focus on signal-based prospecting and unreasonable clarity in problem-solving and AI prompting. Furthermore, there is considerable discussion about the true nature of GTM Engineering, with some arguing it is a distinct, strategic hybrid role—the architect of revenue systems—while others view it as a rebranding of existing RevOps or Sales Ops functions. Finally, multiple contributors highlight the need for cross-functional alignment, market research, and ruthless focus for successful GTM execution, especially as companies scale beyond the initial $10M ARR milestone. This podcast was created via Google Notebook LM.

We curate most relevant posts about Field Marketing on LinkedIn and regularly share key takeaways. This edition provides an extensive overview of current trends and strategic best practices in event planning, with a strong focus on maximising return on investment (ROI) in B2B contexts. A core theme highlights the shift from merely collecting contacts or focusing on aesthetics to achieving measurable business outcomes such as pipeline generation and closed deals, often by securing pre-booked, high-intent meetings rather than relying on general foot traffic. Experts frequently stress the importance of strategic pre-event and post-event alignment between sales and marketing teams, emphasising that context and fast, personalised follow-up are critical for converting leads effectively. Furthermore, several sources discuss enhancing the attendee experience through intentional design, creating memorable moments, integrating wellness, and leveraging technology like AI to support operational efficiency and deeper human connection, rather than replacing it. Finally, the sources touch on logistical and financial challenges, including the need for flexible budgeting, understanding tax implications, and preparing for event mishaps with a strong crisis management plan. This podcast was created via Google Notebook LM.

We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways. This edition is brought to you by our partner B2B Marketing. Don't miss out on their Global ABM Conference on 5th November: https://events.b2bmarketing.net/abmconference/home These sources provide a comprehensive overview of the current state and future direction of Account-Based Marketing (ABM) and Account-Based Everything (ABE), drawing heavily on insights from industry practitioners. The key themes revolve around the necessity of tight alignment between marketing and sales with shared target lists and metrics, and the move towards human-centric and contact-level targeting over broad, generic campaigns. Multiple contributors stress the importance of intent signals, AI, and robust data for hyper-personalisation, while also cautioning against attribution challenges and the risk of over-automating crucial relationships. Finally, the texts discuss the evolution of ABM into a full Account-Based Everything strategy that integrates sales, marketing, and customer success across the entire customer lifecycle, often referencing the significance of platforms like LinkedIn and Demandbase for execution. This podcast was created via Google NotebookLM.

We curate most relevant posts about AI in B2B Marketing on LinkedIn and regularly share key takeaways. This edition provides a multifaceted overview of the rapid integration of Artificial Intelligence (AI) within Go-to-Market (GTM) strategies, particularly in sales and marketing. A dominant theme is the tension between AI for efficiency and automation, such as AI Sales Development Representatives (SDRs) and workflow agents, versus the irreplaceable need for human authenticity and context. Many authors contend that AI should serve as a force multiplier or copilot, handling research, data processing, and repetitive tasks, while human professionals focus on building trust, strategic nuance, and genuine relationships to avoid sounding like "robots." Furthermore, the discussions from the ANA Masters of Marketing Conference reinforce that successful AI adoption requires a solid data foundation and a shift in focus from theoretical possibilities to measurable, value-driven outcomes that align marketing activities with overall business growth. This podcast was created via Google NotebookLM.

We curate most relevant posts about Social Selling on LinkedIn and regularly share key takeaways. This edition offers extensive advice on social selling and personal branding on LinkedIn, emphasising that success stems from building trust and providing genuine value rather than self-promotional pitches. A recurring theme is the importance of the Social Selling Index (SSI) score, a metric LinkedIn uses to quietly grade users on their professional brand, network quality, engagement with insights, and relationship-building efforts, directly impacting visibility and organic reach. Experts stress the need for a human, authentic approach to content, with strong opinions and stories being more effective than generic posts or excessive AI use, especially in light of LinkedIn’s new 360Brew algorithm which prioritises relevance. Furthermore, multiple sources highlight the power of employee and executive advocacy as a critical strategy for B2B companies to amplify their brand and build credibility, often outperforming corporate pages. This podcast was created via Google NotebookLM.

We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways. This edition offers extensive insightsinto the evolving landscape of B2B partnerships, particularly emphasizing the impact of Artificial Intelligence (AI) and hyperscaler cloud platforms. Several authors stress the importance of strategic alignment, mutual trust, and robust enablement for partner activation and scalable growth, noting that relying solely on incentives and tools is insufficient. Key discussions focus on optimising content for AI discovery, redefining SaaS partnership economics for equitable value creation, and the critical need for integrating partnerships directly into the core GTM strategy rather than treating them as an afterthought. The reports highlight that cloud marketplaces and co-sell motions are accelerating, with marketplace revenue expected to grow significantly, demanding that companies prioritise these channels and adequately compensate sales teams for partner-led deals. Furthermore, the sources cover practical advice, such as improving résumés for partnerships roles and the necessity of using positive reinforcement to drive desired co-sell behaviours. This podcast was created via Google NotebookLM.

We curate most relevant posts about MarTech Insights on LinkedIn and regularly share key takeaways. This edition provides a comprehensive overview of the current state and future direction of Marketing Technology (MarTech), with a dominant focus on the disruptive integration of Artificial Intelligence (AI). A central theme is the necessity of moving beyond simply purchasing tools to designing intelligent systems and redesigning workflows based on clear business outcomes and clean, integrated data. Several authors highlight the challenge of data quality and alignment across sales, marketing, and operations (RevOps), noting that AI cannot fix fundamentally broken processes. The texts also discuss the evolution of platforms like Customer Data Platforms (CDPs) and the shift from monolithic systems to modular, composable architectures for better personalization and efficiency, while also noting the increasing importance and potential high salaries for Marketing Operations (MOps) professionals who master this complex, data-driven environment. This podcast was created via Google NotebookLM.

We curate most relevant posts about Go-to-Market on LinkedIn and regularly share key takeaways. This edition offers a comprehensive look at the evolution of Go-to-Market (GTM) strategy in the B2B and SaaS space, particularly emphasising the rise of GTM Engineering as a critical, data-driven discipline. Several authors highlight that traditional sales has evolved into a more scalable, automated, and AI-fuelled GTM engine, with tools like Clay frequently cited as central to this transformation. Core themes include the necessity of establishing GTM foundations (such as ICP, positioning, and messaging) before implementing tactics, the danger of using inaccurate intent data, and the importance of cross-functional alignment (RevOps, Sales, Marketing) to ensure efficient growth and mitigate pipeline failure. Furthermore, the content suggests that successful modern GTM relies on rapid iteration and delivering unique value propositions rather than relying on volume-based outreach or "heroic" efforts. This podcast was created via Google Notebook LM.

We curate most relevant posts about Field Marketing on LinkedIn and regularly share key takeaways. This edition provides a comprehensive overview of modern event strategy, emphasising a shift from transactional sales to relationship-driven audience experiences. Multiple authors stress the importance of prioritizing hospitality, creative engagement, and genuine human connection over forced sales pitches and generic booth setups. A recurring theme, particularly for SaaS and B2B events, is the need for measurable ROI and integrated data systems, linking offline interactions directly to Account-Based Marketing (ABM) platforms and CRMs to prove event value. Furthermore, the content addresses operational excellence, suggesting that success hinges on structured planning, effective leadership during chaos, and intentional budget alignment with clearly defined outcomes, while also highlighting the importance of balancing large expos with smaller, high-value micro-events for better traction and cost efficiency. This podcast was created via Google Notebook LM.

We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways. This edition is brought to you by our partner B2B Marketing. Don't miss out on their Global ABM Conference on 5th November: https://events.b2bmarketing.net/abmconference/home This edition offers extensive insights into the modern practice of Account-Based Marketing (ABM), consistently emphasising a shift from broad campaigns to highly strategic, data-driven systems focused on revenue outcomes. Several authors discuss ABM failures, attributing them to a lack of sales-marketing alignment, a focus on activity metrics over pipeline conversion, premature technology adoption, and treating ABM as a short-term campaign rather than a long-term strategy. A major theme is the integration of AI and intent data to enhance precision, with new tools like ScenarioABM, Clay, and Demandbase highlighted for enabling timely, hyper-personalised outreach and overcoming data silos. Furthermore, there is strong guidance on optimising LinkedIn advertising and content creation by moving away from default settings, segmenting audiences based on performance, and leveraging real customer questions to ensure relevance and budget efficiency. This podcast was created via Google NotebookLM.

We curate most relevant posts about AI in B2B Marketing on LinkedIn and regularly share key takeaways. This edition offers an extensive overview of the transformative impact of Generative AI (GenAI) on marketing and sales, with a strong emphasis on the emerging field of Generative Engine Optimization (GEO). Numerous experts assert that AI is not a replacement for human creativity but rather a powerful tool that automates repetitive tasks, enabling marketers to focus on strategy, originality, and problem-first thinking, often adopting a Product Manager mindset. A major theme is the shift in digital visibility from traditional SEO to GEO, where the goal is to be cited and recommended by AI assistants like ChatGPT and Gemini, necessitating new content strategies and cross-functional teams. Furthermore, the texts discuss the practical challenges of GenAI implementation, noting a gap between ambitious visions and the reality of achieving measurable return on investment (ROI), alongside the growing importance of using Agentic AI to orchestrate personalized and data-driven customer experiences at scale. This podcast was created via Google NotebookLM.

We curate most relevant posts about Social Selling on LinkedIn and regularly share key takeaways. This edition provides extensive advice on leveraging LinkedIn for personal branding, lead generation, and sales. A recurring theme is the importance of authenticity, consistency, and focusing on high-quality engagement rather than solely chasing viral reach or algorithm hacks. Experts stress that a strong personal brand, often built through genuine human connection and sharing real experience, is crucial for attracting premium clients, with several authors providing frameworks for strategic content creation, including the DVP (Discovery, Value, Proof) formula. Other key insights include the effectiveness of "pattern disrupt" opening lines in messages to increase response rates, the strategic use of AI for streamlining content creation, and the growing importance of employee advocacy for amplifying brand trust and visibility. This podcast was created via Google NotebookLM.