Insights on digital strategy, SEO, paid media, and marketing operations from the 3WH team.
Consulting firms tick most B2B targeting boxes but rarely convert into pipeline. They take up 15 to 25% of delivery and inflate costs without contributing directly. Separating audiences that behave differently gives you control over where spend actually goes.
Across paid media, costs are rising. We're seeing it in LinkedIn, but not only LinkedIn. CPCs, CPLs, CPMs - all getting harder. That cost lands squarely on businesses. But the cheap clicks were always a bit of an illusion. The real shift is that paid media is becoming less forgiving of sloppy decisions.
Meta can drive B2B pipeline. But only if you stop expecting it to behave like LinkedIn. Most B2B teams hesitate on Meta, but a B2B buyer is still a B2C user at lunch, on the train, at night. The issue isn't whether Meta works. It's how you use it.
You're paying premium media costs, then losing people at the form. Most B2B lead gen still funnels through long forms that create friction and drive drop-off. Reducing fields, using enrichment, and rethinking format can significantly improve conversion without extra spend.
We'd love to hear what you're working on. Whether it's a specific problem or a bigger strategic question, let's have a conversation.