Measuring Long B2B Journeys

Dave is joined by Davang Shah, VP of Marketing at LinkedIn, for a conversation about what actually works with LinkedIn ads right now. They cover why brand and performance aren't two separate strategies, how to think about measurement beyond last-click attribution, and why 95% of your buyers aren't in market at any given time. Davang also shares the data behind thought leader ads, what most marketers get wrong about the buyer journey, and how he's leading his own team through the AI shift.

Timestamps

• (00:00) - The stat that explains why B2B marketing is so hard
• (03:14) - Davang's background: 17 years at Google, now VP Marketing at LinkedIn
• (03:41) - The state of B2B marketing in 2026 and what CMOs actually care about
• (06:22) - How AI search is changing buyer behavior (94% of B2B buyers use LLMs)
• (09:01) - Why LinkedIn became a real social network, not just a professional one
• (10:25) - Thought leader ads: what they are and why they outperform single image ads
• (13:29) - Why brand and performance aren't two separate things
• (16:40) - How to build a full-funnel LinkedIn ads strategy
• (21:26) - The measurement problem: 211-day deal cycles and 22 decision-makers
• (23:20) - CRM sync, Conversions API, and Company Intelligence explained
• (30:01) - How AI will change the way marketers run ads (and what LinkedIn is building)
• (36:12) - Making the case for keeping marketers: creativity, human connection, and trust

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