In this deep dive
Why LinkedIn structurally can’t reach half your buying committee
The attention data on CTV and audio and why it shifts the maths - these really are no-brainer B2B channels when you see the data below
An honest persona map: where LinkedIn is strong and where it leaks
The account graph: without it, CTV is just expensive reach
Six reasons B2B CTV breaks self-serve execution models + how to over-come them
How to run a credible test without setting £50k on fire
Why the share-of-voice window closes sooner than you think
Here’s a sentence you don’t hear enough at B2B marketing conferences: LinkedIn is structurally incapable of reaching large parts of your buying committee.
That’s not a swipe at LinkedIn. I engage regularly on it every week, and for certain personas, most notably CMOs, VPs of Sales, Product leaders in tech, anyone whose career depends on being professionally …
