Aimers B2B Marketing Digest for SaaS & Tech - February 2025

Ryan O. on Hidden Buyer Groups in B2B
Ryan cites the B2B Institute’s research to reveal that procurement often turns out to be the hidden force behind conversions. It’s also a group that “on average removes about HALF of all potential vendors”. It’s a reminder that sometimes the less obvious decision-makers are the ones who seal the deal.

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David Blinov on Why Your B2B Buyers Are Also on TikTok
For those insisting your B2B audience isn’t on TikTok, here’s the latest February 2025 data for LinkedIn users:

• 86% also use Instagram
• 85% also use Facebook
• 79% also use YouTube
• 60% also use Telegram
• 56% also use X
• 53% also use TikTok
• 27% also use Reddit (up by 4%) 

Numbers show that 99.8% of LinkedIn users use multiple social media platforms, proving decision-makers are just like the rest of us.

Laura Bolanos on Harsh Data Analytics Truth

Laura reminds us that having access to data is only half the story – it’s all about asking the right questions and converting raw numbers into decisions that propel your business forward. “STOP relying solely on AI to generate reports without understanding their meaning. START investing in your analytical capabilities and market understanding – no university degree is required, but continuous learning is essential. The real competitive advantage isn't in data access anymore – it's in knowing exactly what to do with that data”.

Erik MacKinnon on Review Site Traffic Drop

Erik presents stark numbers: over the past two years, search traffic for review sites like G2 and TrustRadius has dropped by as much as ~90% for top rankings. His findings challenge the assumption that third-party review sites will always drive organic interest. This “over” moment for review sites urges marketers to rethink where reliable user-generated content is found.

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Sheri Otto on Early-Stage Demos 

Sheri challenges the idea that demos belong only at the bottom of the funnel. If you wait too long to show your product, you risk losing prospects. She explains that early interactive demos can drive higher conversions by delivering the information leads need at the right moment. By mapping the buyer’s journey, using content to guide decisions, and automating the right moments, you make it effortless for buyers to say “yes”. 

Joanne Palmgren on the Multiplier Effect
Joanne stresses that brand and performance don’t have to be at odds – they multiply each other’s impact. She advises crafting every ad as a lasting brand moment that also sparks immediate action, and believes that creative work should try harder to capture scarce attention. Her insights remind us that a well-designed campaign serves both today’s results and tomorrow’s growth.

Silvio Perez on Smart Budgeting for Ad Campaigns
Silvio urges marketers to stop scattering budgets on endless micro-campaigns with minimal spend. By breaking down a monthly budget into daily figures, he shows how to determine the optimal number of active campaigns and ad variations. His method highlights that a focused approach yields richer data and better outcomes.

Ivars Krutainis on LinkedIn Creative Assets
Ivars points out that 75–80% of LinkedIn impressions land on mobile devices, making horizontal assets look small and squashed. He recommends opting for square or vertical formats to make the most of limited screen space. His advice is a practical reminder to design creative assets with the platform’s viewing habits in mind.

Liam Moroney on Performance and Brand Partnership
Liam reminds us that performance marketing needs a strong brand foundation to deliver sustainable results. Numbers alone can’t drive lasting success without a trusted name behind them.

Preston Rutherford on Rethinking Metrics
Preston humorously underscores the value of a broader perspective in marketing. In a lively exchange, a new CMO and a VP of Growth debate shifting from a focus on immediate returns to metrics that capture overall business contribution. The conversation moves away from short-term ROAS toward team-based measures of profitable growth.