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
The B2B Institute
Advertising Services
New York, NY 24,655 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
- 11-50 employees
- Headquarters
- New York, NY
- Type
- Public Company
- Founded
- 2019
Updates
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Have you been bold and brave enough to adopt a ‘Promise to the Customer’ mindset? If not, you’re missing out. Because whether you’re focused on brand building or gaining commercial advantage, compelling Customer Promises are 2.5x more effective in B2B compared to B2C. Yet, Customer Promises are still underutilized in B2B – providing huge whitespace opportunities for B2B brands to grow 📈 Dive into our latest report in partnership with WARC and Roger Martin https://lnkd.in/eiv2yF9H
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In recent years, many B2B companies have become overly enamored with their own product or aligning with broader social purposes that they’ve lost sight of what truly matters: their customers. Our latest paper, in partnership with WARC and Roger Martin, reveals how crafting a Customer Promise can transform your B2B campaigns to be memorable, valuable and deliverable. Learn how to communicate your Customer Promise across every touchpoint 👇 https://lnkd.in/eiv2yF9H
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In our latest research with WARC and Roger Martin, a study of 700 B2B ads revealed that campaigns featuring a strong Customer Promise outperform others across all key metrics. But the reality is that only 18% of B2B campaigns use this powerful approach. So, what must you do to break this ‘Doom-Loop’? Adopt the ‘holy trinity’ of B2B Customer Promise campaigns by crafting a memorable, valuable, and deliverable promise to stand out.🏆 Learn about the potential of Customer Promises from our own Mimi Turner in Marketing Week: https://lnkd.in/eViwuKHm
The right promise to the right buyer can increase B2B marketing effectiveness, says LinkedIn
marketingweek.com
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Our latest research, conducted in partnership with WARC and Roger Martin, reveals that the relative impact of a Customer Promise in B2B is even larger than in B2C. ⭐ In fact, Customer Promise campaigns in B2B are 2.47x more likely to increase brand health. ⭐ Customer Promises are 2.86x more likely to increase market share. ⭐ And Customer Promises are particularly effective for B2B brands with limited budgets. Unlock the power of Customer Promises: https://lnkd.in/eiv2yF9H Mimi Turner Jann Martin Schwarz
Commissioning any new type of research is a leap of faith. But after proving the power of a Customer Promise in B2C advertising campaigns, we knew we had to take that next step to test whether Customer Promises also had value in B2B advertising. In short: they do. In fact, the relative impact of a Customer Promise in B2B is even larger than in B2C. Customer Promises in B2B are more likely to: 💥 Drive improvements in brand health and market share 💥 Work particularly effectively when budgets are tight Yet compared to #B2C, Customer Promises are underutilised and few #B2B brands are making a clear Promise to the Customer. What’s more, the Customer Promises we did see are product-focused and lack emotional appeal. The latest report, in partnership with The B2B Institute at LinkedIn, explores key findings from an analysis of over 700 B2B case studies drawn from the WARC database. Including a checklist for success ✔️ Read our report now for all the insights and best practices 👉 https://shorturl.at/JjTN2 #MakeitWARC #WARCAdvisory
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SAS used to operate like a classic B2B company – their campaigns focused on converting in-market buyers with rational, direct-response messaging. But in an increasingly competitive category, they knew something needed to change 🤔 SAS needed to shift their strategy to focus on building long-term brand awareness. Working together, we pinpointed crucial buying situations - or Category Entry Points (CEPs) - and aligned their messaging strategy around them across the entire customer funnel. Learn how this work helped SAS boost its brand awareness: https://lnkd.in/gjgj4Ap4
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Let’s talk about the all-powerful Peak End Rule👉 The Peak End Rule indicates that people judge their experiences based on how they felt at the peak and at the end, vs. the average of every moment. Which means these moments carry more weight… So, how can B2B marketers apply the Peak-End Rule to their advertising strategy? Learn more: https://lnkd.in/g44uw2i9
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Powerful creative can be 10-20x more sales effective than average creative 💪 Yet B2B marketers are experiencing a “creative crisis.” So, how can businesses overcome this and make show-stopping creative that gives them a competitive advantage? We believe the ABLe framework offers marketers the most profitable – and innovative – path forward. Learn how to apply it using our report: https://lnkd.in/e4aczpiz
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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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The B2B Institute reposted this
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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