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 Primer

Chapters:
0:00 – The paid advertising crisis no one's talking about
2:40 – AI's real impact on ad costs
4:06 – Google Search & AI Overviews: what still works
5:04 – LinkedIn CPMs: $20 to $800 in 18 months
6:39 – Why B2B brands need to be on Meta, Reddit & Instagram
7:01 – What Primer does (80% match rates explained)
9:29 – The device fragmentation problem & attribution
11:16 – Holdout groups: the statistically proven approach
13:30 – Which channel to start with (and minimum spend)
22:18 – Paid ad creative: feed the algorithm with variants
25:14 – B2B influencer marketing & thought leadership ads
30:59 – Why you MUST push CRM data back into ad platforms
33:31 – Ads in ChatGPT & LLMs: what's coming
35:53 – Founder lessons, mental health & iteration

Connect with Keith Putnam-Delaney:
Co-founder, CEO of Primer
Twitter/X: https://x.com/kcpdelaney
LinkedIn: https://www.linkedin.com/in/keithputnamdelaney/

Host: Sophie Buonassisi, SVP at GTMnow
Follow Sophie: https://x.com/sophiebuona
LinkedIn: 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.com
Follow us on LinkedIn: https://www.linkedin.com/company/gtmnow
Follow us on X (Twitter): https://x.com/GTMnow_
Follow us on YouTube: https://www.youtube.com/@GTM_now
Follow 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.