Marketing Dilemmas

In this episode of Marketing Dilemmas, Liam sits down with Srikrishna Swaminathan, Co-founder & CEO of Factors.ai, to tackle a question most B2B teams are quietly wrestling with: are LinkedIn ads really working, or is Google doing all the heavy lifting?

They dig into why LinkedIn so often looks “bad” in spreadsheets, how to use buyer-journey visualisation, view-throughs and incrementality testing to prove its impact, and where organic content fits into the whole system.

Sri also breaks down who should own this problem (demand gen vs marketing ops), what good measurement actually looks like, and how emerging LLM/AI discovery will change the way we think about paid, organic and attribution altogether.

When reporting makes paid channels look like the clear winner and organic impact is harder to prove, how do you split your time, budget, and focus? 

In this episode, Fran Langham, Director of Demand Gen at Cog, joins Liam to tackle the paid vs organic dilemma, exploring why marketers over-index on what’s measurable, how to prove the value of long-term plays, and what it takes to rebalance your strategy without losing short-term wins.

Chat-based search and LLMs are blowing up the old keyword-first playbook. Zach Ali (GM, US at Finder) makes the case for “anti-SEO”: persona-led content, utility over templates, and measuring revenue and LLM visibility - not vanity traffic.

We dig into query fan-out (why many focused pages beat one pillar), how first-party data and calculators earn citations, and why today’s SEO must be a full-stack marketer across paid, video, and newsletters. Plus: a quick take on making CRO wins stick beyond the initial spike.

Liam sits down with Estelle, Cognism’s Website & Creative Services Lead, to unpack a common dilemma: why “winning” A/B tests sometimes fade after rollout. They dig into a post-launch performance framework (7/30/60/90-day checks), how to control for seasonality and site changes, the role of sales/MarOps in attribution, and turning test insights into durable pipeline impact.

In this episode, Liam sits down with Deivis, Founder of DERU Digital, to explore a dilemma every B2B marketer faces: how narrow should your targeting really be?

Deivis shares his experience of discovering a vendor before he worked at an ICP company - and how that shaped his belief that brand reach needs to extend beyond account lists.

They dive into the risks of over-segmentation, why reach is often undervalued in B2B, and how to balance short-term pipeline pressure with long-term influence.