The B2B Institute

Werbung Dienstleistungen

New York, NY 24,392 followers

A LinkedIn think tank researching new approaches to B2B growth.

Über uns

The B2B Institute is a LinkedIn think tank that researches new approaches to B2B growth. We partner with leading academic and industry experts to study the impact of B2B brand building on marketing, product, sales, corporate communications, and talent development. Our vision is to transform the B2B category by introducing new and effective strategies for growth that go beyond tactical short-term thinking and organizational silos. We’re passionate about helping B2B marketers speak the language of finance and realize the opportunity brand advertising has in driving future growth. The B2B Institute is an open forum for dialogue from diverse perspectives. We’re contrarians who seek experimental and future-focused ideas to push the boundaries of conventional wisdom.

Website: https://business.linkedin.com/marketing-solutions/b2b-institute
External link for The B2B Institute
Industrie: Werbung Dienstleistungen
Größe des Unternehmens: 11-50 Mitarbeiter
Hauptsitz: New York, NY
Typ: Öffentliches Unternehmen
Gegründet: 2019

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The B2B Institute reposted this

IAA UK

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The B2B Decade takes shape in London at the 2024 International Advertising Association Global B2B Brand Summit! Now in its third year, the Summit is the only event on the B2B calendar that focuses on "all things brand." Here’s a first look at some of the brilliant minds who'll share inspiring insights and ideas that are shaping the future of B2B brands. ⭐️ Nicole German, Global CMO, Commercial Banking & Global Banking and Markets at HSBC ⭐️ Jann Martin Schwarz, Founder of The B2B Institute and Senior Fellow LinkedIn ⭐️ Michelle Froah, Chief Marketing and Innovation Officer at ETS ⭐️ Tom Stein, Chairman & Chief Brand Officer at Stein IAS To register interest in attending and explore the full line-up, access the Summit site here: https://lnkd.in/eGkenwbv B2B is ready for exponential growth. Join us to be a part of it! #B2BBrand #B2B #IAAUK
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Mastercard is a world-famous brand, known for making payments simpler, smarter and safer. Their capabilities extend well beyond payments, however, with services like fraud detection, Open Banking and personalization. 👉 Mastercard needed to increase the awareness of their B2B services in a distinct and memorable way to grow market share. Learn how we teamed up with the masterminds behind Mastercard, Cheryl Guerin, Greg Boosin and Traci Spiegelman, to help them find their Edge 💥 This is Mastercard’s Edge Case: https://lnkd.in/eWhHYiW8

Mastercard’s Edge Case: Mastercard’s Breakthrough In B2B

The B2B Institute on LinkedIn

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The B2B Institute

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How can you create a pipeline of future customers, when the average buyer already has a shortlist of 3 providers… and 9 out of 10 will pick a brand off that “Day One” list? It starts with being known by future customers before they’re ready to purchase 🧠 Learn how to articulate the value of future customers to your CFO in our newest report:https://lnkd.in/ddPqWN9J
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Tired of the marketing-finance divide? It's time to bridge the gap. In their latest Marketing Week article, Lisha Perez and Jonathan Knowles decode the financial metrics that truly matter. Unlock budget and drive tangible business value by understanding the interplay of growth, profit, and risk. Read on: https://lnkd.in/e7HYhT-d

Marketers can unlock budget by being finance friendly

marketingweek.com

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From Marie Kondo’s organization agenda to Kim Kardashian’s rather empty home, there’s been a cultural shift towards minimalism – but not in B2B marketing. In fact, as markets, channels, products, and data have grown in complexity, marketing strategies have too. Tiya Lee, Partnership Lead, at the B2B Institute, believes we need to simplify our strategies; starting with linking your brand to key buying situations – or category entry points (CEPs). Want to put this approach to action? Discover how to use the 3C framework to determine which CEPs your brand should invest in: https://lnkd.in/ewbMZ4Gi
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Brand drives demand, and demand outcomes are stronger with higher brand awareness 🤝 SAS’ brand and performance teams embraced B2B Institute research concepts to create a cohesive approach to full-funnel marketing. Learn how they did it: https://lnkd.in/gjgj4Ap4

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Our data shows that a lack of brand awareness is a much bigger problem than brand rejection 🤔 So, instead of wasting time trying to minimize rejection levels, B2B marketers should focus their marketing efforts on reaching potential buyers to build mental availability. Learn more: https://lnkd.in/growB2Bbrands
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“Product-Led Growth” (PLG) strategies leverage product as the main vehicle to drive acquisition, retention, and expansion. But focusing your marketing only around product features won’t stir your audience’s emotions – which plays a key part in driving buying decisions. Our own Derek Yueh, discusses how marketing can lead organizations to a proven path of growth 👉 https://lnkd.in/ezBh8jkc
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Why should B2B marketers shift their focus from traditional brand awareness to situational awareness? 🤔 Because situations trigger memories, and memories heavily influence the likelihood of buying. Put simply, to win the market, you first need to win the mind. Learn how situational awareness can help your brand come to mind in key buying situations: https://lnkd.in/eT5e8Rvn

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Before you can influence customers, you must convince your CFO that marketing will have a profitable pay-off. However, few marketers speak “finance”, which is why we teamed up with researcher, Jonathan Knowles, to align foundational financial models to key marketing concepts 💡 Dive into our latest report to learn how marketing drives financial value: https://lnkd.in/ddPqWN9J

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The B2B Institute

Werbung Dienstleistungen

New York, NY 24,392 followers

A LinkedIn think tank researching new approaches to B2B growth.

Über uns

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