Ads in ChatGPT Are Coming. What B2B Marketers Should Do Right Now | Keith Delany, CEO Primer

LinkedIn CPMs just hit $800. AI is flooding every channel with content. Outbound is dying. So where should B2B marketers actually spend their ad budget right now?Keith Putnam-Delaney, co-founder & CEO of Primer, joins Sophie to break down the complete state of B2B paid advertising, what's broken, what's working, and where the real opportunities are hiding in 2025.What you'll learn:- Why LinkedIn & Google search are hitting a ceiling (and what to do instead)- How to get 80% match rates on Meta and 70% on Reddit for B2B audiences- The only moat competitors can't copy: your targeting- Why you need to feed CRM conversion data back to ad platforms- Holdout groups, attribution, and what actually proves paid ROI- The truth about ads in LLMs (ChatGPT, Perplexity, Grok)- B2B influencer marketing: the most undervalued tactic right now- Founder lessons from 6 years and 3 pivots building PrimerChapters:0:00 – The paid advertising crisis no one's talking about2:40 – AI's real impact on ad costs4:06 – Google Search & AI Overviews: what still works5:04 – LinkedIn CPMs: $20 to $800 in 18 months6:39 – Why B2B brands need to be on Meta, Reddit & Instagram7:01 – What Primer does (80% match rates explained)9:29 – The device fragmentation problem & attribution11:16 – Holdout groups: the statistically proven approach13:30 – Which channel to start with (and minimum spend)22:18 – Paid ad creative: feed the algorithm with variants25:14 – B2B influencer marketing & thought leadership ads30:59 – Why you MUST push CRM data back into ad platforms33:31 – Ads in ChatGPT & LLMs: what's coming35:53 – Founder lessons, mental health & iterationConnect with Keith Putnam-Delaney: Co-founder, CEO of PrimerTwitter/X: https://x.com/kcpdelaneyLinkedIn: https://www.linkedin.com/in/keithputnamdelaney/Host: Sophie Buonassisi, SVP at GTMnowFollow Sophie: https://x.com/sophiebuonaLinkedIn: https://www.linkedin.com/in/sophiebuonassisi/About Keith Putnam-Delaney:Keith is the co-founder and CEO of Primer (https://www.sayprimer.com/), a B2B paid advertising targeting layer that helps brands unlock high match rates on Meta, Google, Reddit, and beyond. Former brand marketer turned data-driven growth leader.GTM Now is the media brand of GTMfund, sharing go-to-market insights from the top 1% of revenue operators.Visit us on: https://gtmnow.comFollow us on LinkedIn: https://www.linkedin.com/company/gtmnowFollow us on X (Twitter): https://x.com/GTMnow_Follow us on YouTube: https://www.youtube.com/@GTM_nowFollow us on TikTok: https://www.tiktok.com/@gtmnow_Follow us on Instagram: https://www.instagram.com/gtmnow_/The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.