How to measure attribution in B2B, The right way to do Linkedin ads, and more, with Protim Bhaumik, CMO at Factors.ai

Protim Bhaumik (CMO, Factors.ai) joins the show to share what’s actually working today from LinkedIn ads and founder-led content to events, partnerships, and AI-era SEO. Plus, why chasing perfect tracking is distracting you from the channels that really drive pipeline.00:00 Intro + guest overview00:38 Protim’s background — musician → marketer → CMO02:20 The attribution debate (first touch vs multi-touch vs last click)03:20 Why attribution is now table stakes04:30 Why podcasts & brand channels are hard to prove but still work05:40 Marketing is going “back to the 80s & 90s” (brand > perfect tracking)08:50 Why brand matters more in B2B long sales cycles10:35 What channels are actually driving pipeline today (Google, LinkedIn, content)12:40 AI search & LLMs changing SEO and inbound conversions13:55 Events, webinars, and IRL marketing making a comeback15:00 Why LinkedIn ads feel expensive (90% of budget wasted problem)16:30 Founder-led marketing and thought leadership outperforming ads17:30 AI content overload + why authenticity wins18:15 Creativity as the new competitive advantage20:10 How to use AI as an assistant (not a replacement for thinking)22:45 What separates elite CMOs in the next 24 months25:00 Owning your distribution (email, LinkedIn, audience building)26:20 Wrap-up + final thoughts