Don't just advertise 'where your customers are.' Choose platforms based on your specific funnel objective. For awareness, use channels that allow for high frequency control (like CTV or podcasts), not social media. For consideration and conversion, use platforms optimized for click-outs, like Meta or retail media.

Instead of fully AI-generated ads that may lack a human touch, a hybrid approach is more effective. Humans provide the core creative asset (e.g., a short video), and an AI agent then automates the testing of different copy, edits, and targeting to optimize performance at scale.

To grow beyond your existing audience, you cannot use an insider's pitch. Structure your sales process (e.g., a webinar) as if you're speaking to strangers. This "cold-to-warm" approach converts everyone, whereas a "warm" approach only converts existing followers.

Data analysis from LinkedIn on thousands of ads shows that creative is the most critical component of success, responsible for 60-70% of effectiveness. This means marketers should prioritize emotive, human-centric creative that builds a connection, rather than focusing solely on technical ad delivery aspects.

Data suggests 80% of B2B ads are ineffective because they are just product marketing in disguise, listing features and data. Truly effective B2B creative must first appeal to the human heart and mind, even for complex, million-dollar purchases.

A balanced media approach uses two extremes. Highly produced content, like a TV show, builds brand authority and reaches new audiences (top of funnel). Raw, unpolished content is more effective for building intimacy and driving conversions (bottom of funnel).

When ad campaigns hit a ceiling, it's often because they only target product-aware customers. To reach larger, colder audiences, create ads with hooks that address higher-funnel problems (e.g., "Are you bored?"). This broadens the top of the funnel, allowing for significantly more scale.

Resist the urge to pack every message into a single ad. Top-of-funnel creative has one job: make the brand name memorable. Mid-funnel creative's job is to connect the brand to its benefits. Bottom-funnel creative addresses specific objections or drives repeat purchases.

Instead of brand-centric ads, this play puts the AE who will eventually run the deal in long-form video content. This creates a sense of a continuous relationship and familiarity at scale, so when the first sales call happens, the prospect feels like they "already know" the salesperson.