BrandWorks
B2B Brand Strategy, Content & Differentiation
Brands that matter are built, not broadcast.
In a category where every competitor sounds the same, brand is the only durable moat. BrandWorks covers content, SEO, storytelling, and positioning for B2B companies building authority that compounds.
We treat brand as a system that produces pipeline over time — not a logo, a palette, or a tagline.
Why Separating Brand and Non-Brand Campaigns Improves Everything (Except Your Ego)
Your Performance Max campaign shows a 12x ROAS. Looks phenomenal in the quarterly deck. But here's the uncomfortable truth: half those conversions came from people who were already searching for your brand name. That's not prospecting, that's credit theft from your own branded Search campaign.
LinkedIn's New AI Ad Tools: The Math Behind the Hype
Five ad variants can boost your CTR by 20%, but does that actually translate to revenue? I broke down LinkedIn's new AI creative suite and built a two-week pilot framework so you can find out for yourself.
LinkedIn's Brand Kit Gives AI Guardrails, But the Math Still Needs Work
LinkedIn's new Brand Kit solves the consistency problem nobody was losing sleep over while ignoring the measurement gap that actually keeps CMOs up at night. The real value? It's not about easier ads, it's about failing faster and cheaper until you find what actually converts.
Your Page-One Ranking Just Became a Participation Trophy
B2B brands appear in just 3% of AI Overviews, even when they rank on page one. The rules of search visibility have fundamentally changed, and most marketers haven't caught up yet.
Google's Preferred Sources Just Created Marketing's Newest Chicken-and-Egg Problem
Google's new Preferred Sources feature gives established publishers a 2x click advantage, and if you're a challenger brand trying to break through, you just got handed a structural disadvantage baked into search itself. Here's what that means for your marketing strategy, and what actually works now.
The B2B Creator Playbook: Why Your Briefs Are Broken and Your Patience Is Too Short
Brendan Hufford drove $27K in ARR without mentioning his client's name once. Meanwhile, you're handing creators product briefs and expecting pipeline in six weeks. With B2B buying cycles now stretching to 272 days, it's time to admit your playbook is playing the wrong game entirely.
LinkedIn's Creator Marketplace: The Math Behind Betting on Borrowed Trust
A 6x click-through gap between creator-led ads and standard brand posts isn't a rounding error, it's proof that B2B buyers trust people over logos. LinkedIn's Creator Marketplace formalizes what operators already know: the fastest path to pipeline runs through voices your buyers already follow.
Influencer Whitelisting for B2B: The CFO-Safe Setup
Most B2B teams treat influencer partnerships like brand awareness theater, but whitelisting changes the math entirely. When creators grant ad access to their accounts, you stop hoping and start measuring real pipeline influence that makes CFOs happy.
The Mad Men of Marketing Are Back (And They're Wearing Sneakers)
Andrew Holland spent 17 years catching criminals before catching something more elusive: AI attention. His controversial thesis? The era of content-as-traffic-machine is dead, and what's replacing it looks suspiciously like Madison Avenue circa 1962.