The LinkedIn vs Google ads dilemma: Proving what actually drives B2B pipeline with Srikrishna Swaminathan, with Co-Founder and CEO of Factor.ai

In this episode of Marketing Dilemmas, Liam sits down with Srikrishna Swaminathan, Co-founder & CEO of Factors.ai, to tackle a question most B2B teams are quietly wrestling with: are LinkedIn ads really working, or is Google doing all the heavy lifting?

They dig into why LinkedIn so often looks “bad” in spreadsheets, how to use buyer-journey visualisation, view-throughs and incrementality testing to prove its impact, and where organic content fits into the whole system.

Sri also breaks down who should own this problem (demand gen vs marketing ops), what good measurement actually looks like, and how emerging LLM/AI discovery will change the way we think about paid, organic and attribution altogether.