The Witness: Why Your Demand Gen Engine Dies in the First 30 Days
Why demand engines often fail within the first 30 days and an outlined strategy for building a successful foundation during that time.
Video
The Witness: You Don’t Need A Rebrand, You Need A Strategy
A marketing rebrand is often not the solution when pipelines stall and campaigns fail to convert. They state that a rebrand will not fix a broken go-to-market strategy, unclear positioning, or non-converting campaigns. Instead, it will consume six months and a $4 million budget.
Sour & SaaS: All Things Meta Ads For B2B Ft. Angie Glass-Liu, Paid Media Manager at Directive
Key takeaways:
The best creative format on Meta for B2B right now is video.
The most overrated Meta ads feature or tactic that “needs to die” is Advantage Plus.
If you had to choose one platform for B2B, the speaker would pick Instagram over Facebook, specifically recommending Instagram Reels plus video.
Sour & Saas Episode 2: Meta Ads for B2B with Angie Glass-Liu, Paid Media Manager at Directive
Meta vs. LinkedIn for B2B: Many B2B marketers believe Meta (Facebook/Instagram) is only for Business-to-Consumer (B2C) and e-commerce, while LinkedIn is strictly for B2B. However, the speaker believes this concept is untrue.
Sour & SaaS: What Makes A Good B2B Video? Ft. Ding Zheng – Co-Founder, EventShark
Learn how to build a B2B video creation strategy from scratch and create videos that drive brand awareness and pipeline growth even without on-camera talent.
Sour & Saas Episode 1: How to Win LinkedIn Video with Ads with Ding Zheng, Co-Founder at EventShark
By tightening how your content is structured, you make it simple for Google and LLMs to understand what you offer and why you’re credible. Clear intent, stronger connections, and deeper coverage all work together to boost visibility.
The Witness: Stop Over-Optimizing Your LinkedIn Ads
Learn why over-optimizing paid social campaigns hurts B2B performance and how focusing on qualified pipeline beats chasing perfect CPL or CPC.
The Witness: Lead Generation vs Demand Generation vs Customer Generation
Learn why customer generation beats lead gen and demand gen, and how B2B marketers can drive real pipeline, qualified leads, and revenue in 2025.
