B2B paid social has to earn its keep

B2B paid social is under more scrutiny than ever. Budgets are tighter, sales teams want better signals, finance wants cleaner proof, and marketing is often stuck explaining why clicks and impressions do not always translate neatly into pipeline. In this episode, Tom hosts CJ for a practical conversation on how to make B2B paid social earn its keep. They discuss why LinkedIn matters but should not be treated as the whole plan, why audience data should guide channel mix, why B2B campaigns need enough time to build familiarity and intent, and how reporting should be shaped for marketing, finance and sales. You’ll learn: • how to decide the right role for LinkedIn • why paid social often gets pushed too far down the funnel • how trigger, nudge and nurture thinking applies to B2B paid campaigns • why short campaign bursts can create false readings • how to connect paid social signals to sales follow-up • what senior marketers should look for in paid social reporting Useful for CMOs, marketing directors, heads of demand, ABM leads and B2B marketers who need paid social to prove value without wasting budget.