By Yifat Noff, Marketing Director, LSports, G-CMO NEXT community member

Sometimes the best marketing move is to stop selling.

The Lesson First

As the Marketing Director at LSports, I quickly learned this lesson: in a niche B2B space like sports data, the brands that win aren’t the ones with the biggest budgets or the loudest ads. They’re the ones that become genuinely useful before the sales conversation even begins. That’s the idea behind LSports’ Reports campaign, and it turned out to be one of our most effective marketing moves to date.

What We Did

LSports sits on data from hundreds of sportsbook operators worldwide. At some point, we asked ourselves: why keep all of this to ourselves? So we started turning it into industry reports, an honest and broad view of where the global sports betting market is heading and what smart operators should be paying attention to.

No product pitch, no promotional copy. Just real insight, freely shared. In exchange for an email address.

How We Got It Out There

We ran targeted campaigns across LinkedIn, Google, and Bing, reaching professionals across the sports betting and data industry in EMEA, North America, LATAM, APAC, and several local-language markets in Asia and Latin America. Each campaign round taught us something new, and we kept getting sharper.

The Numbers

Since LSports launched the campaign in 2026, we’ve reached over 600,000 people and generated more than 400 conversions across platforms. Through tighter targeting and consistently strong content, we managed to generate leads at roughly four times the cost-efficiency of our previous campaigns.

The funnel got smarter. The cost came down.

Why It Works

A few things make this genuinely different from standard advertising.

The content is actually good. Operators, analysts, and industry followers read it because it’s useful, not because we pushed it in front of them. That quality also earns LSports solid SEO traction and organic visibility that compounds over time.

Beyond that, the reports give us a real vantage point. LSports sits across hundreds of operators worldwide, which means we see things most companies don’t. Publishing that perspective positions us as a source of competitive intelligence, not just another vendor, and gives readers a genuine bird’s-eye view of the industry.