This is Scale & Strategy, the newsletter that’s so thick with sauce you might as well call us carbonara.
Here’s what we got for you today:
The LinkedIn Ads metrics that actually matter
200 CMOs survey reveals an alarming truth most marketers are sleeping on
The LinkedIn Ads metrics that actually matter
Running ads on a platform with 1.1 billion users sounds like a dream — until you realize you’re burning cash faster than you’re generating leads. And let’s be honest, LinkedIn clicks are already expensive enough without bad data making it worse.
Anjali Kapoor recently broke down which metrics actually move the needle for B2B marketers. Here’s the signal, minus the fluff:
Why analytics actually matter Tracking performance isn’t about vanity metrics — it’s how you figure out what’s actually working. The right data lets you test creative, headlines, and targeting, spot which ads attract decision-makers, and understand your real ROI. Without that, you’re just guessing with your CFO’s money.
The metrics that deserve your attention:
Audience + profile data: Are your ads reaching people who can actually sign off on a deal? Check search appearances and audience demographics — job title, seniority, and company size tell you if your spend is landing in the right inboxes.
Social Selling Index (SSI): It’s LinkedIn’s quiet power stat. Higher SSI = better relationships, stronger networks, and higher-quality inbound.
Engagement + growth rates: High engagement shows your content hits the right nerve. Strong CTR means your offer doesn’t just look good — it converts curiosity into clicks.
How to level up your LinkedIn analytics game:
Lead with value — educational or actionable posts always outperform hard sells.
Upload docs (like PDFs) directly to LinkedIn — native content gets priority and way better engagement.
Build around a few strong content pillars to establish authority.
200 CMOs survey reveals an alarming truth most marketers are sleeping on
Feel confident in using your marketing data to make decisions?
There’s a risk with that:
In Q2 2025, Adverity surveyed 200 CMOs across the US, UK, Germany, Austria and Switzerland.
Turns out CMOs estimate that 45% of their marketing data is incomplete, inaccurate, or outdated.
And AI-powered analytics tools aren’t solving the problem, they’re just amplifying it. If the data is wrong, any “insights” will still be wrong, only faster.
How to get your service-area business verified on Google (without losing your mind)
Getting your service-area business verified on Google can feel like taking a test you didn’t study for — and video verification? That’s the pop quiz no one asked for.
Fortunately, Elizabeth Rule laid out exactly how to get through it without getting flagged.
Step one: Clean your room. Before you even think about clicking Get verified, make sure your digital house is in order. Google wants to see proof you’re a real business — name, phone number, and service area clearly listed on your site.
Add a few high-quality citations (think Yelp, BBB, or local directories), and have your business license, insurance docs, and branded materials ready. Bonus: use a business-domain email for verification — it’s a small trust signal that makes a big difference.
Step two: Don’t fear the video check. For service-area businesses, your branded vehicle is your storefront. Park it somewhere with visible street signs, show your business name on the vehicle, and record the tools you actually use inside. Unlock and start the car on camera, then flash your registration or license.
If Google denies your submission, don’t rage-refresh your inbox. They’ll usually note what went wrong next to the Get verified button. Adjust, reshoot, and resubmit — and if that fails, reach out using the support link inside the verification flow so it hits the right team.
Step three: Stay compliant post-verification. Once you get that green checkmark, don’t get sloppy. Keep your profile consistent with your website, list only the areas you actually serve (no full-state shortcuts), and make one major edit at a time to avoid triggering re-verification.
And whatever you do, don’t let your reviews go stale. Regular, authentic feedback signals to Google that your business is legit and active.
Bottom line: a little prep upfront saves a ton of pain later. Play by Google’s rules, show real proof, and you’ll get verified — and stay that way.
That’s it for today and as always It would mean the world to us if you help us grow and share this newsletter with other operators.
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This newsletter is a publication of Vector Research Partners (v4rp.com), a data and insights firm powering diligence and growth strategies for top operators and investors.
