New episode: Branded Search in B2B Ads. Less “best practice”. More “it depends”. 👉 webmarketeruk.com/b2b-performanc… #b2bmarketing

If ten marketers give you twelve answers, the problem probably isn’t the question. 👉 webmarketeruk.com/b2b-performanc… #b2bmarketing

Turning off branded search. Waiting for competitors to stop bidding on your name. Still waiting. #b2bmarketing

Branded search isn’t about growth. It’s about what happens if you’re not there. 👉 webmarketeruk.com/b2b-performanc… #b2bmarketing

Brand search should support demand. If it’s carrying it, something upstream isn’t. #b2bmarketing

Auction Insights on brand search tells you something simple: Who’s bidding on your name? And how aggressively. 👉 webmarketeruk.com/b2b-performanc… #b2bmarketing

Branded search isn’t there to impress anyone. It’s there because competitors exist. #b2bmarketin

Brand search usually isn’t the cause. It’s the response. People hear about you elsewhere first. Then they search. That’s why brand search looks good. And why it shouldn’t take all the credit. 👉 webmarketeruk.com/b2b-performanc… #b2bmarketing

Attribution confusion usually turns up when marketing starts working. Not because data broke. Because reality stopped being linear. 👉 webmarketeruk.com/b2b-performanc… #B2BMarketing

CRMs don’t show the messy middle. That’s not a bug. It’s just reality. #B2BMarketing

Episode 22 is out. Three attribution questions that only seem to appear once performance improves. 👉 webmarketeruk.com/b2b-performanc…

Attribution data isn’t truth. Its direction. Treat it that way. 👉 webmarketeruk.com/b2b-performanc… #B2BMarketing

First-touch and last-touch are bookends. Most of the story sits between them. #B2BMarketing

Reports change over time. Not because data’s unreliable. Because buying journeys are long. 👉 webmarketeruk.com/b2b-performanc… #B2BMarketing

Attribution data isn’t truth. It’s direction. #B2BMarketing

Ads influence decisions without owning the click. That’s not inefficiency. That’s how people decide. 👉 webmarketeruk.com/b2b-performanc… #PerformanceMarketing

Most attribution arguments aren’t about performance. They’re about definitions. 👉 webmarketeruk.com/b2b-performanc… #B2BMarketing

Forced certainty creates more problems than honest ambiguity.

You need the data to optimise. But you can’t see the full picture until you’ve built the report. And building the report takes the time you needed to think. That’s the Catch-22. 👉 webmarketeruk.com/b2b-performanc… #b2bmarketing

If reporting takes hours, optimisation becomes reactive. If it eats your thinking time, something’s broken. #b2bmarketing