Stacking Growth | The B2B Marketing Podcast Get Started: Performance Marketing Plays that WORK
Oct 28, 2025
Ky Shaw, the founder of DemandOS and a performance marketing expert, shares valuable insights for B2B companies. He discusses effective performance marketing plays that create a robust sales pipeline quickly. Topics include aligning marketing with sales, crafting high-intent offers for lesser-known brands, and strategies for direct-response advertising on LinkedIn. Ky also highlights the importance of actionable content, tools like ROI calculators, and experimenting with incentivized demos to attract quality leads while maintaining a competitive edge.
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Run Timeboxed Pipeline Activation Projects
- Align tightly with one or two SDRs or AEs and treat campaigns as a timeboxed pipeline activation project.
- Sync multiple times per week to iterate on offers and handle leads quickly so you don't lose credibility.
Match Tactics To Market Position
- Position your product on the spectrum between novel solution and competitive market to choose the right mix of brand vs direct response.
- Novel products need less direct-response; competitive spaces require heavy direct-response to get people on the phone.
Control Bids And Coordinate Account Lists
- Agree an explicit named-account list with sales and always run manual bids on LinkedIn instead of max delivery.
- Use lead gen forms to reduce friction and ensure you can trigger fast sales follow-up.