In this episode, Jennifer and Casper dive into how the mindset around demand generation on platforms like LinkedIn is shifting — and what that means for marketers.

Key topics covered:

• Why frequency matters more than volume at the top of the funnel

• How video and single-image formats play different roles in the content stack

• The new role of engagement objectives in retargeting layers

• How to spot meaningful leading indicators when direct attribution breaks down

• Why most marketers still underestimate the power of content sequencing and storytelling

You’ll also hear:

• Why measuring success purely by form fills is misleading

• How shifting to platform-native metrics can surface higher-quality opportunities

• A real-world case where changing campaign structure led to 15% more meetings and a 76% increase in pipeline

This episode challenges the “lead gen first” mindset and pushes you to rethink how you approach content, measurement, and retargeting in 2025.