Budget

Myth:Your entire B2B budget should chase in-market buyers.

Evidence:At any moment only ~5% of business buyers are in-market; the other 95% are future buyers who must be reached now to be remembered later.

Myth:"Link in comments" is a busted hack — LinkedIn stopped penalising outbound links.

Evidence:Outbound links in the post body still suppress reach. Algorithm InSights (1.8M posts) puts the body-link penalty near 50% of organic reach, and controlled A/B tests show first-comment placement recovering most of it: GrowthRocks measured 2.9x reach for link-in-comment in round one and 1.8x in round two — with more clicks, not fewer.

Myth:Quarterly performance reporting captures campaign value.

Evidence:Brand effects accumulate over 6+ months; measurement windows shorter than two quarters systematically undervalue brand and overvalue activation.

Myth:Hyper-targeting a small ICP list is more efficient than broad reach.

Evidence:Category-entry-point memory built through broad reach predicts future buying better than narrow retargeting of today's list.

Myth:Cut ad spend first when a downturn hits.

Evidence:The IPA's recession evidence review finds brands that maintain share of voice through a downturn recover faster and gain share over cutters - cutting spend mortgages the recovery.