Dreamdata

Attribution Limits B2B Growth, Urges Broader Investment

Chris Bagnall, CEO & Founder of Transmission, argues that an overreliance on tidy attribution metrics (especially last-click) constrains B2B marketing growth by diverting budget toward immediately measurable touchpoints and away from brand, community, and creator work that drives future demand. The piece cites research from Gartner, Forrester, McKinsey and Brand Finance to show most of the B2B buying journey occurs out of view of dashboards and involves multiple decision-influencers. Bagnall recommends broader measurement — including account-based attribution platforms (e.g., Dreamdata), incrementality/holdout tests, marketing-mix modelling, brand tracking, and self-reported attribution — and argues businesses should fund activities they cannot fully trace.

B2B Must Compete Across Human, LLM and Agentic Webs

Matt Derella, who runs LinkedIn and Microsoft’s advertising businesses, argues B2B marketers must operate across three concurrent ‘webs’ — the human web, the LLM (large language model) web, and the emerging agentic web — because buyers will move across all three during purchase decisions. He says brands must continue creative work to generate demand while becoming more rigorous about measurement, shifting from last-click and individual-lead metrics to company-level measurement using LinkedIn’s economic graph and Company Intel API. Derella also oversees expanded advertising responsibilities across Microsoft after a 2026 reorganisation; LinkedIn’s ad business grew 16% year-over-year, and the combined Microsoft/LinkedIn advertising business is now worth over $20bn.

The League Launches Creator Campaign on LinkedIn

The League, a dating app aimed at professionals, ran its first LinkedIn creator campaign titled “Network here. Find me on The League,” working with 10 LinkedIn creators who were verified League members. The campaign was positioned as an upper-funnel effort with most budget allocated to creator partnerships and some paid boosting; The League declined to disclose spend or detailed performance metrics. Industry observers say LinkedIn’s professional, intent-driven audience and creator ecosystem make it an increasingly attractive, brand-safe channel for consumer brands seeking affluent users. The article cites comments from The League’s Ally Lloyd and marketing consultant Noah Mallin and references data points from Dreamdata and eMarketer about LinkedIn’s ad performance and scale.