B2B Paid Social has to earn it's keep.

In this episode of the Immediate Future podcast, Tom Platt is joined by Immediate Future Managing Director Colin Jacobs to explore why B2B paid social is facing more scrutiny than ever before and what marketers need to do to prove its value.As budgets tighten and leadership teams demand clearer evidence of commercial impact, many B2B marketers are finding themselves under pressure to demonstrate how paid social contributes to pipeline growth, lead generation, and revenue. The challenge isn't that paid social is broken. The challenge is that many organisations are still measuring, reporting, and deploying it using outdated approaches.Throughout the conversation, Colin shares why data integration has become the defining factor in paid social success. He explains how many businesses continue to rely on disconnected reporting systems that fail to capture the true influence of social media on customer journeys. From LinkedIn Insight Tags and CRM integrations to custom conversion events and end-to-end attribution, the discussion highlights the practical steps brands can take to move beyond vanity metrics and demonstrate genuine business outcomes.The episode also tackles one of the most common misconceptions in B2B marketing: the belief that LinkedIn alone can drive immediate demand generation. Colin argues that successful paid social strategies require a broader view of audience behaviour, recognising that decision-makers spend time across multiple platforms and often need between five and nine meaningful touch points before they are ready to convert.Whether you're struggling to demonstrate ROI, improve attribution, increase lead quality, or simply make sense of evolving platform algorithms, this episode offers practical guidance for building a more effective B2B paid social programme.