Kraftvertising's
B2B marketing blog.
No fluff. No recycled advice. Real strategies from managing millions in B2B ad spend across LinkedIn, Google, and Meta.
Latest Articles
How to Launch the Marketing for a New B2B Brand or Product
What to build first, what can change later and how to gather buyer feedback before months of assumptions become expensive.
Who Should Run the Marketing Launch of a New B2B Brand?
How to assign ownership across branding, website, tracking and campaigns while the product is still changing.
When Is a New B2B Product Ready for Paid Advertising?
What to learn through conversations first, what must be ready before paid traffic and how to judge an early campaign.
B2B Lead Quality: Why a Good Lead Is Not the Same as an Easy-to-Close Lead
Sales wants leads that are easy to close. Marketing cannot make that the definition of a good lead — a large part of the market would disappear before Sales ever spoke to it.
B2B Lead Generation: Where Does Marketing End and Sales Begin?
A campaign generates ten leads and two become customers. Did marketing fail on the other eight? Where marketing's job actually ends — and where Sales begins.
B2B Meta Ads Targeting: When Cheap Leads Come From the Wrong Audience
Selecting the right countries and interests does not guarantee that Meta spends the budget where you expect. How to check where the money actually went.
SaaS Positioning: What to Say When Every Product Looks the Same
In mature SaaS categories the products really are similar. How to choose an association, express it distinctively and repeat it long enough for the market to remember it as yours.
SaaS Market Analysis: What to Check Before Spending the First Advertising Budget
Advertising budget should follow market opportunity. What to check first: real demand, market size, customer value, geography, category direction and spending capacity.
SaaS Demo Optimization: Why “Book a Demo” Shouldn’t Be Your Only Conversion
Talk to sales or leave is a very large jump. How product walkthroughs, pricing context and intermediate signals improve demo quality and ad optimization.
Freemium in SaaS: Why Even Free Products Are Hard to Sell
Freemium removes the price, not the buying decision. Why free SaaS products are still hard to market, activate and monetize — and what to measure instead of sign-ups.
B2B Meta Ads Lead Generation: Why Lead Magnets Beat Demo Requests
Cold Facebook and Instagram users are rarely ready to speak with Sales. Why lead magnets often outperform demo requests — and how to turn downloads into commercially useful leads.
Do Meta Ads Work for B2B? When Facebook and Instagram Are Worth Testing
Meta Ads can work for B2B, but only when the audience, offer, conversion and follow-up fit the channel. Here is how we decide whether Facebook and Instagram are worth testing.
Meta Ads for B2B: What Should an Agency Actually Do?
A B2B Meta Ads agency should do more than operate Ads Manager: channel fit, the right first conversion, lead-magnet development, creative that filters and honest lead-quality review.
B2B SaaS Marketing Agency vs Generalist Agency: Where the Generalist Playbook Breaks
A generalist agency can launch SaaS campaigns. The difference shows up after the first conversion — in trials, demos, CRM stages, product usage and customer economics.
B2B Messaging: Why Product Knowledge Alone Is Not Enough
Product knowledge matters in B2B messaging, but it is not the same as buyer clarity. How complex B2B companies can turn product detail into buyer understanding.
How to Choose a B2B Marketing Agency: 12 Questions That Actually Matter
The hard part is not finding B2B marketing agencies — it is knowing whether they are good before you hire them. Green flags, red flags, 12 questions and a scoring checklist.
B2B Marketing Agency vs In-House Team: Why the Best Setup Is Often Hybrid
The real question is not agency or in-house. It is which parts of marketing the company should own, and which parts need specialist execution.
Why B2B SEO vs. PPC Attribution Is Often Misleading
Organic doesn't mean SEO created the customer, paid search doesn't mean Google Ads created the demand, and direct usually means the attribution was lost.
SEO, Google Ads or Paid Social? A B2B Demand Framework
The first question isn't which channel is cheapest. It's whether people are already searching for what you sell — Google Ads captures existing demand, SEO builds toward it, paid social reaches buyers before they search.
Does B2B SEO Still Make Sense After ChatGPT? SEO, GEO and AI Search
Yes — but the reason for investing is changing. Informational SEO loses clicks to AI answers, while recommendation searches can put your company straight into the consideration set.
B2B SEO vs. Paid Ads: Budget, Costs and ROI Explained
At €3,000 per month we would choose paid ads in more than 90% of cases. At €10,000–€20,000 the answer changes — and SEO is never free traffic.
Why We Usually Run Google Ads Before Investing in SEO
Keyword research gives you an estimate. Google Ads gives you actual traffic — and shows what that traffic does before you spend months trying to rank.
B2B SEO vs. Paid Ads: Which Should You Invest In?
If we have to pick one, we usually start with paid ads. A practical decision framework on market maturity, available search volume, customer value and budget — and when SEO earns the next euro instead.
G2 vs. Capterra for SaaS: Are Software Marketplaces Still Worth the Ad Spend?
Software directories put SaaS companies in front of buyers already comparing solutions. What changed at Capterra, why G2 works differently, and how to judge both beyond cost per lead.
SaaS Go-to-Market: How Market, Product and Sales Model Shape Advertising
The channel is not the go-to-market strategy. Market maturity, product access and the sales model should decide what advertising needs to do — before any budget goes to Google, LinkedIn or Meta.
B2B SaaS Lead Generation: Why Not Every Lead Is a Good Lead
Lead volume and cost per lead are easy to measure. They do not show whether campaigns create commercial value. How B2B SaaS should evaluate lead quality through fit, intent, product usage and sales feedback.
B2B SaaS Marketing: How to Combine Demand Generation and Demand Capture
Demand capture brings today's opportunities. Brand building creates tomorrow's preference. How B2B SaaS companies should connect both into one system.
SaaS Advertising Channels: Which Channels Work for Which Business Model?
Product-led or sales-led, established or emerging category — which SaaS advertising channels actually work for which business model, and why the channel is not the strategy.
SaaS Marketing: Why There Is No Universal Advertising Playbook
Product-led or sales-led, established or emerging category, lead volume or lead value — different SaaS products need different advertising strategies. A framework for choosing yours.
Product-Led vs. Sales-Led SaaS: How the Marketing Approach Changes
Product-led SaaS turns the product into the closer. Sales-led SaaS turns marketing into a trust-building machine for sales conversations. How the first conversion, channel mix and lead scoring should change.
LinkedIn Ads vs Google Ads for B2B: Where Should the Next Euro Go?
Google captures demand that already exists. LinkedIn helps create familiarity before the buyer searches. A practical decision framework — and budget logic — for B2B companies.
When Are LinkedIn Ads Worth It for B2B Companies?
LinkedIn Ads are not automatically worth it because a company sells B2B. A decision framework for when the channel deserves budget — and when it doesn't.
LinkedIn Ads for B2B: Lessons from a LinkedIn Marketing Agency
Most B2B companies fail with LinkedIn Ads because they expect it to behave like Google Search. Here's how a LinkedIn marketing agency should actually think about it.
B2B vs B2C Advertising: Why the Same Paid Ads Playbook Does Not Transfer
A B2C marketer is not automatically bad at B2B — but the logic behind the campaign changes. Conversion signals, targeting, retargeting, budget allocation and what actually drives revenue.
B2B Google Ads Conversion Tracking: Why Leads Are Not Enough
Google can only optimise toward the information it receives. Here's how to set up conversion signals, use soft vs hard conversions and feed CRM outcomes back into Google so Smart Bidding learns from useful data.
Why B2B Google Ads Campaigns Fail: What We See in Audits
Google Ads campaigns rarely fail because Google is a bad channel. They fail because Google is allowed to bring in the wrong traffic and is then rewarded for it. Here's what we find in audits.
Google Ads for B2B: What SaaS and Service Companies Should Expect From an Agency
A campaign can produce cheap form fills and still fail commercially. Here is what B2B SaaS and service companies should actually expect from a Google Ads agency — search intent, conversion logic, landing pages, CRM signals and pipeline.
Lead Generation Agency vs In-House Marketer: What B2B Companies Should Actually Choose?
The real comparison is not agency versus employee. It is seniority versus workload. Here's how B2B companies should actually decide who should own their lead generation.
LinkedIn Ads for B2B SaaS: How to Build Pipeline, Not Just Leads
Most B2B SaaS companies use LinkedIn Ads too narrowly. Cost per lead is the wrong test — here's how to structure campaigns, reach buying committees, and measure what actually drives pipeline.
B2B Service Lead Generation: Why Paid Ads for Services Need a Different Playbook
Selling B2B services is different from selling SaaS. Service companies sell confidence in a future outcome, not access to a product. That changes the ads, the landing page, the CTA, the proof, and the role of each paid channel.
Why Your B2B Social Ads Aren't Working (It's Not Your Budget)
Most B2B companies who come to us with underperforming ads assume the same thing: they need to spend more. Wrong. The real problem is almost always simpler — nobody knows who you are.
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