FOUNDATIONS
B2B Paid Media Foundations
6 no-fluff guides from 6+ years running paid media for B2B tech companies and white-label for agencies. No gated forms. Just insights on what actually works when sales cycles are long and buying committees are complex.
How Much Should B2B Tech Spend on Paid Media?
The 3 variables that decide budget: Deal Value, Close Rate & Pipeline Target. Stop using % of revenue.
The 15-Point Pre-Launch Checklist Agencies Miss
The checklist we use for our clients to get their paid media ready before we spend £1. Prevents tracking & CRM breaks.
Paid Search for B2B: Leads Are Great, but Pipeline is Key
Why B2B search fails when you optimize for leads not MQAs. How to structure for buying committees.
Paid Social for B2B: LinkedIn Isn't Your Only Option
When to use LinkedIn vs Meta vs Reddit for B2B tech, and how to stop burning budget on wrong job titles.
Demand Gen vs Lead Gen: Content Syndication That Sales Uses
The difference between MQLs sales ignores and Demand Gen that feeds pipeline. Our syndication vetting framework.
Tracking & Measurement Planning: Proving Paid Media ROI
How to build a tracking plan that survives long sales cycles, offline conversions, and HubSpot/Salesforce gaps.