One of the biggest challenges for B2B marketers? The misalignment between marketing and finance. In fact, 61% of senior marketing leaders surveyed by Deloitte cited “demonstrating the impact of marketing actions on financial outcomes” as their top professional challenge. That’s why we partnered with researcher and subject matter expert, Jonathan Knowles, to align foundational financial models to key marketing concepts. 🆕 🎉 The result is our newest report, which includes a powerful framework to empower B2B marketers to understand and articulate how effective marketing contributes to three primary drivers of financial value - growth, profit, and risk management. Dive in here: https://lnkd.in/ddPqWN9J
The B2B Institute
Advertising Services
New York, NY 24,160 followers
A LinkedIn think tank researching new approaches to B2B growth.
About us
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
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https://business.linkedin.com/marketing-solutions/b2b-institute
External link for The B2B Institute
- Industry
- Advertising Services
- Company size
- 2-10 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Founded
- 2019
Updates
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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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“It’s one big happy full-family” - Elizabeth "Bess" (Husser) Creech, Director of Digital, Americas + Brand Paid Media at SAS wisely shared why brand and demand work better together. By aligning their brand and performance marketing teams, SAS created a synergy that led to real business outcomes, including 9 million new buyers reached on LinkedIn in 6 months 🤩 Learn more about how SAS found success: https://lnkd.in/gjgj4Ap4
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In the past several years, advertisers adopted a click-maximizing “performance” marketing approach, and earned the lion’s share of B2B marketing budgets. Why? Because the data is easy to track 📊 But this approach only captures demand, it doesn’t create it. What does is brand marketing. Learn how to apply the same rigor and measurement to brand and take back your share of the budget: https://lnkd.in/gkGXhrt9
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One of the biggest myths in B2B marketing? 🤔 That increasing the frequency of exposures to an ad maximizes sales. In fact, our research paints a different picture. Given the choice between reach or frequency, we found that a single exposure generates a greater sales response, and that each additional exposure produces a much smaller response. Learn more about the power of reach maximalism: https://lnkd.in/ejUMdrCr
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Unlocking bigger budgets: it’s on every B2B marketer’s mind 🔓 One way CMOs can achieve this? By making it clear how marketing enhances profit – the major preoccupation of CFOs 👇 Strong marketing creates higher perceived value in the eyes of customers, which gives brands license to charge higher prices. It’s one of three key drivers of B2B marketing’s financial value. Find them in our latest report: https://lnkd.in/ddPqWN9J
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Few CMOs can explain the role marketing plays in risk management to their CFO – and how important creativity is– 💭 They lack the data to show that creative marketing is a key driver of cash flow certainty in the eyes of investors. Our new report can help. It outlines insights and data to help B2B marketers think like investors, show the real value of their marketing, and unlock bigger budgets. Discover it here: https://lnkd.in/ddPqWN9J
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#CannesLions2024 is here! Follow along and tune into our livestream sessions at LinkedIn Collective 😎 And if you're attending in person, be sure to stop by the Carlton and chat with the team: Melissa (Mel) Furze, Tyrona (Ty) Heath, Jann Martin Schwarz & Mimi Turner 🤝
And just like that, we're back at #CannesLions! We're so delighted to be here this week, highlighting expert insight into all things B2B marketing. ☀️ 🎥 Tune into our livestream sessions featuring expert voices in B2B here on LinkedIn Collective. 🕶️ Joining Cannes IRL? Be sure to stop by the Carlton Cannes Hotel Rooftop for special events and much more: https://lnkd.in/gtWFe4kW Photo credit: Sean T. Smith @stsphotovideo #CannesLions2024