Paula Viatela
Senior Paid Media Specialist, Effiqs
Paula Viatela is Senior Paid Media Specialist at Effiqs, running B2B paid search and LinkedIn programs and the tracking that makes them accountable.
She writes about buying intent rather than impressions, and about the attribution plumbing that decides whether a channel can be judged fairly at all.
7 articles by Paula Viatela
PPC for B2B: Buying Intent, Not Traffic
B2B PPC gets abandoned for being expensive, usually after being measured on cost per lead. The channel works when you buy a narrow band of genuine intent and measure it all the way to pipeline.
Google Ads for SaaS: Getting Out of the Way of the Algorithm
Smart bidding does the optimization you used to do by hand, and it optimizes toward whatever you told it to value. Most SaaS accounts underperform because that signal is wrong, not because the settings are.
Setting Up GA4 for B2B: Configuring for Long Sales Cycles
GA4's defaults assume short journeys and immediate conversions. B2B has neither, so an unconfigured install will confidently report a version of your funnel that is not happening.
How to Analyze B2B Marketing ROI Without Fooling Yourself
Marketing ROI is easy to calculate and easy to calculate wrongly. The formula is arithmetic. The hard part is attribution, time lag, and knowing what would have happened anyway.
ABM Measurement: Why Lead Metrics Break on Account-Based Programs
Judging ABM on cost per lead makes good account work look like failure. Account-based programs need account-based measurement, and most of the work is agreeing what to count before you count it.
LinkedIn Ads for SaaS: Paying a Premium for Precision
LinkedIn costs multiples of other channels per click. That is only worth it when the targeting precision actually earns the premium, which depends entirely on how narrow and valuable your ICP is.
Multi-Channel Attribution for B2B SaaS: Useful, Never Correct
Attribution models are all wrong in known ways. That is fine, provided you use them to compare decisions rather than to declare which channel deserves credit.